There is often some degree of confusion between strategic and tactical marketing, whether your store sells semi automatic handguns or automatic transmissions.Developing and executing a solid marketing plan generally means you 1) have something profound to say, 2) say it well and 3) repeat it with consistency. Now, strategic marketing in essence boils down to what you say (your message), while tactical marketing is the medium in which you share that message.
So, how do you determine both your strategy (who, what, how) and your tactics (print advertising, direct mail programs, promotional events) to best get the word out about your tactical gear?
Be Specific
In hunting retailing, if you don’t have a particular rifle brand or caliber in stock, chances are you can recommend something you do carry and still be secure in the knowledge that you’ve satisfied your customer.However, unlike hunting equipment, if a firearm is filling a tactical role, it will usually have to meet very specific standards — you can’t substitute something that’s “close to it” and expect it to work in its application.
For instance, if you have a customer that needs an LMT grenade launcher for CQB, they’ll need a 9” launcher for the fore end of their rifle, but if the store only carries the 12” model that attaches to the barrel, it’s close, but no cigar.
Similarly, in marketing your store, you’ve probably already discovered that you can’t be all things to all people, no matter what size store you have, so it’s key to zero in on the strategies and tactics that will get you the most ROI.Therefore, once you’ve determined your audience, and what you want to get them excited about, your next step is deciding the most effective way to reach them. Mark Hanish is the Director of Sales and Marketing for the Scottsdale Gun Club, which he founded with three partners back in 2000.Today it is a full service tactical retail outlet and shooting range — a mecca of tactical equipment nestled in the rather unlikely location of Scottsdale, AZ.According to its website, it “provides you with the highest quality firearms, accessories and gear that all dedicated Americans should have.”
The store is located in a retail area that also houses upper echelon motorcycles, is flanked by two major restaurants, and a high-end clothing store.But step inside and you’ll find specialty AR-15s, top-of-the-line suppressors and true military-grade items for the war fighter and S.W.A.T. officer to the regular citizen. “What really helps us is that we can carry the full line of top products in our inventory,” says Hanish, whose majority of tactical customers are civilian.“Tactical parts and accessories are expensive, so we’re fortunate to have a wide range of them in stock, so our customers experience them first-hand when they come in.They can touch it, feel it, put it on their rifle and have a complete shopping experience, rather than trying to buy a $1500 suppressor online.
It can be difficult to convey in one marketing medium all that your store offers.So in your initial branded advertising efforts, try to share that you have a lot to offer under one roof, yet focus on one specific draw.“Once we get them through the front door, they could see for themselves what we have to offer,” says Hanish.“I couldn’t buy enough ad space to list all the cool stuff we have!”
Stay Within Your Means
According to Hanish, one challenge in managing your marketing dollars is in analyzing the ROI on different types of advertising.Given the inherent low profit margin on many firearms, it can be a stretch to cover advertising costs, so be mindful not to overspend your profit potential.
However, one cost effective way to supplement your advertising outlay and consistently reach your target audience is generating and maintaining a database of customers and conducting your own branded direct marketing email campaign.That way, you can stay in front of your clientele, and remind them periodically of what’s new and exciting at your store, from unique sales and specialty items to in-store promotions and events.
Remember — Knowledge is Power
Your store might not have 45 different models of ARs on the wall.However, that doesn’t mean that you can’t offer a valuable retail experience to your customers.Since you are marketing to folks who either are in the field using this equipment in the line of duty, or are confirmed tactical firearm and accessory enthusiasts — die hard participating hobbyists who often shoot every weekend, unlike some hunters who might only go shooting during the season — there is fertile ground for increased sales throughout the year.
“Tactical customers may want a CQB rifle, a patrol rifle or a suppressed counter-sniper rifle — there’s a huge range of opportunity for sales on the tactical side,” says Hanish.
For stores with a more limited marketing budget, an important consideration is having at least one employee who is knowledgeable in the most current and popular tactical firearms and accessories.Remember that there are regional considerations in this arena — for example, in more urban environments, your customers may need shorter barrels, or you can be asked for mission-specific rifles — a patrol rifle that’s maybe a 14.5”-16” barrel for out to 100-400 meters to a suppressed counter sniper rifle, for precision shots out to 1,000 meters.
Plus, knowledgeable sales staff can help guide your customers through the minutiae of guns and gear on the market and help them make the right choice, not to mention avoiding the pitfalls of cheap knock-offs and separate the good stuff from the not-so-good. So whether you’re marketing to the enthusiast eager to be outfitted with what exactly what he or she saw the operators use on CNN or MSNBC, or to those protecting our country here and abroad, you can engage your target and lock them in as customers for life effectively and affordably with some planning and care.
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“What really helps us is that we can carry the full line of top products in our inventory,” says Hanish, whose majority of tactical customers are civilian..jpg "Image")
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