Prize tables versus Partnerships
For those with grey hair either from loyalty of or because of the shooting industry the prize table at a sanctioned match is not a new thing. For those new to any form of sport shooting the prize table is just that a table with prizes on it. It’s a reward for just showing up to the event. While everybody including myself always loves to get free stuff I know that this type of thinking that is past its prime, ready to be shelved.
In order for shooting sports to evolve it has been our experience that the focus needs to be on getting first time firearm owners to the events that has the highest impact on the shooting industry overall and not the rewarding of those who will show up in the snow that makes a difference. Sorry guys you may be calling me a traitor right now but you would have to agree that a free box of primers is not worth the loss of your ability to be at the match entirely.
Shooting is growing in numbers and that is an encouraging thing when looked at through a microscope, in the big picture though we are losing shooters in relationship to population growth in the U.S. This threatens us at every election and instead of throwing a billion dollars a year at politicians it more important to throw millions of sport shooters into their districts. For this reason our growth is going to be tied to taking on a strategy similar to that of golf, by forming partnerships with corporations making our sport a mainstream spectator sport. We will find that our advertising partners who wish to benefit from low cost advertising and the shooting sports themselves will grow in competitiveness.
Event coordinators need to start thinking about their sport as an opportunity to grow. Vinyl Banners are Cheap; Television commercials are much cheaper than you think only a few hundred dollars to make and less than 20 bucks a spot in most small markets. Get some cash at your events and promote the fact that you can do so regularly. Get real trophies, metal plaque holders are ok but frankly they don’t stack up and catch the attention of the winner’s friends. Trophies are a MARKETING DEVICE as much as an award for winning. Talk to the local car dealerships, large corporate employers (you usually have to submit in writing early but often will find they will sponsor) don’t just offer people the opportunity to give you money. Make it a win/win. Get the right attitude or get out of the sport( If at any time you decided or thought about not wanting to many people to show up because of the work it would cause you, please leave the sport to someone who wants growth.) I have seen too many ranges with locked gates and no way to find how to get out there and get involved.
Get some counter space at the gun shop’s and pawn shops for event calendars. PUT PART NUMBERS FOR HARD TO FIND HOLSTERS AND NEEDED EQUIPMENT ON THE FLYERS. This forces the stores to stock the items when enough participate. Deliver the flyers and check up on them each month make sure you keep your counter space claim stake active. Keep track of the number of people who show up, as your sport grows so should yoru sponsor's involvment. Sell space on the FLYERS use the cash as prize money.
When a event coordinator focuses on increasing the number of people who competitively shoot it wins the marketing game for years versus a single season by increasing the number of people who actually use their product continually. Therefore by combining these efforts into work together partnerships between the corporations and the sporting event organizations to increase specific sports active members or areas of a particular sport there is an immediate net return and a long term gain of returning customers that just can’t be measured yet should be every smart marketer's goal.
Although it’s lost on the casual reader at first glance of GunMuse at the end of the day our goal at GunMuse is to increase the number of new shooters. Non-gun owners have a higher marketing cost to convert than the current gun owner. The work we do so is harder and is often not understood. Think of it like watching a house being built. You can see the foundation being poured but you just can’t grasp the full vision of what is to come. Dozens of workers who do the little things that need to get done actually make it happen; they themselves don’t see it take shape until much later. GunMuse is pouring the foundation of what we hope to see as sweeping changes embraced by those who are starting to see our house taking shape. If your shooting organization uses the prize table or your company has been sponsoring a prize table gift. Contact us and find out how to put your efforts to a more effective use for your club, your sport, and your company’s profits.
Author: GunMuse Date: Wednesday Sep 22 2004 17:44:24 pm
