Getting Social—Social Media, That Is—#SHOTShow

The mantra “If you build it, they will come” just isn’t enough these days. The good news is that the mileage potential on your marketing effort has grown exponentially in recent years, and you can now reach hundreds, thousands, millions of customers with little effort. No one knows this better than renowned trade show industry consultant and thought leader Traci Browne, author of “The Social Trade Show,” who offered these valuable tips for 2015 SHOT Show.

I’ll be giving away free copies of Traci’s book to the first two people who share this blog post on Twitter. Be sure to include #SHOTShow! Ready. Set. Go!

How To Find Potential Customers On Social Media

Before you can decide which tools you are going to use in your social media strategy, you have to find out where your customers are and what tools they are using. Where are they going to be receptive to your messages? And by messages, we don’t just mean advertising and product pitches. Your customers are looking for support and helpful information.

Facebook – The SHOT Show has a very active Facebook page where they post, not just news about the show, but valuable industry information. This is a great place to meet members of your community and see what they are interested in. Just remember, you want to participate in the conversation…not force your marketing messages on the community.

LinkedIn – If Facebook is a casual party, LinkedIn is all about business. The SHOT Show has its own LinkedIn group, but do a group search on LinkedIn for “sport shooting” and you’ll see there are more than a few groups. Some have just a few members and others have thousands.

Start by observing what members are discussing and jump in when you can offer information people are looking for. This is a great place to bounce around new ideas for products and services off enthusiasts.

Twitter – Do you think Twitter is just a place for Justin Bieber fans? Think again. The SHOT Show (@nssfshotshow) has more than 41,000 followers and the official Twitter account of USA Shooting (@USAShooting) has more than 31,000. Start connecting to their followers and share valuable information with them, as well as the companies you do business with or with which you want to begin a relationship.

Remember, on Twitter you want to practice the 80/20 rule. Spend 80 percent of your time talking about others and 20 percent talking about yourself. In no time, word will get around and you’ll develop a good following of your own. Also be sure to stay up-to-date with show information by following the SHOT Show hashtag #SHOTshow. Twitter is great during the show, because it’s quick and easy to use when you are on the move.

What’s in it for you?

It’s important to remember that it’s not only potential customers that are part of your community. The media is spending a lot of time in these online communities as well, and they are on the lookout for a good story and/or experts to interview.

Social media gives a voice to many who would never have been heard from before. Someone in your company could be the next industry thought leader just by participating in these social media communities and putting people in touch with valuable educational information.

When the SHOT Show rolls around attendees will know you as more than just a brand, but a provider of valuable information.

Don’t forget to share this blog post for a chance to receive a copy of “The Social Trade Show” by Traci Browne. Good luck!

 

Traci Browne 
Author of “The Social Trade Show – Leveraging Social Media and Virtual Events to Connect With Your Customers”; 
TheSocialTradeShow.com.

Chris Dolnack is Senior Vice President and Chief Marketing Officer for the National Shooting Sports Foundation. Follow him on Twitter at @ChrisDolnack.

Show Your Commitment to Responsible Firearm Ownership – Help NSSF’s Project ChildSafe Reach 1,000 Company and Organizational Supporters at SHOT Show

As the industry’s signature program on firearm safety and responsibility, NSSF’s Project ChildSafe will once again have a visible presence at this year’s SHOT Show in Las Vegas.

Even as you arrive in town, you’ll notice some important messages advertised in McCarran International Airport. These ads urge all firearm owners to “Own It? Respect It. Secure It” and are part of an industry initiative we launched last year to help prevent accidents and unauthorized access, and to further demonstrate that we are the nation’s leading voice on firearm safety and responsibility.

The “Own It? Respect It. Secure It” initiative is a large part of our broader Project ChildSafe program, which since 1999 has distributed more than 36 million free firearm safety kits to more than 15,000 communities across the country. Last year alone, the program reached new heights, recruiting a record number of new sponsors, partnering with even more local law enforcement agencies, developing new and improved educational resources and further spreading the message of gun safety with celebrity supporters and media.

To amplify on that success and emphasize that our industry for decades has made available meaningful, effective firearm safety programs and resources, we recently started asking companies and organizations like yours to sign on as Project ChildSafe supporters.  We’ve already recruited several hundred supporters to help carry the Project ChildSafe message in their communities—our goal is to reach 1,000 supporters by the end of this year’s SHOT Show!

There’s no cost involved, simply stop by the Project ChildSafe booth (L350), located on Level 3 of the Venetian (near the Press Room and Radio Row) while at the convention and sign up. While there you can also learn more about the program, take some educational materials to distribute in your communities and make a donation to this important cause—every $2 we receive puts another free firearm safety kit in someone’s hands.

More than 80 percent of Americans have a favorable opinion of Project ChildSafe, regardless of gender, party affiliation or even whether they own firearms. By joining as supporter, you can become a powerful voice in your community to show our industry’s commitment to responsible firearm ownership and to help prevent firearm accidents.

Want to become a supporter today or just learn more about the program? Visit our website, ProjectChildSafe.org.

Project ChildSafe, Inc. is a 501(c)(3) tax-exempt nonprofit organization and the outgrowth of Project ChildSafe’s commitment to firearms safety and education. All donations to the organization are tax deductible to the extent allowed by law.

 

Chris Dolnack is Senior Vice President and Chief Marketing Officer for the National Shooting Sports Foundation. Follow him on Twitter at @ChrisDolnack.

Phil Robertson’s ‘Old and New’ Signature Mossbergs up for Bid in SHOT Show Auction

Phil R w Mossberg cropped lo resFully demonstrating that its products are modern, innovative and, indeed, even hip, Mossberg has joined forces with Duck Dynasty star and famed call maker and hunting guide Phil Robertson to offer not one, but a pair of Model 930 shotguns to go to the highest bidder in the 2015 SHOT Show Auction.

Why a pair? According to a press release from the Hunting Heritage Trust, which administers the SHOT Show auction for NSSF, one of the pair is a Duck Commander Signature Series Model 930 that Phil Robertson himself carried to duck hunt every single day of the 2013-’14 Louisiana Waterfowl season—and if you know only one thing about Phil Robertson, it’s that he shoots a lot of ducks. Robertson will sign the gun, which will also include an engraved, personalized Kick’s choke tube and a certificate of authenticity. To complement this well-used shotgun, Mossberg has paired it with a Duck Commander Pro Series Model 930, just introduced to the company’s extensive lineup of shotguns and designed in conjunction with legendary pro shooter Jerry Miculek. Together, the pair is called the “Old & New Duck Commander Signature Package.”

“This Duck Commander Signature Series 930 has proven to be a good and loyal duck hunting companion and I’m happy to donate it back to my friends at Mossberg so it can be auctioned to help raise funds in support of our hunting and shooting sports heritage,” Robertson said in the press release from Hunting Heritage Trust.  “Although I’ve been known to be generous at times, I’m also inclined to be practical and I wasn’t about to let go of my Model 930 until the guys at Mossberg promised to fix me up with a new 2015 DC Pro Series. As much as I liked my old 930, I look forward to field testing the new model.”

The Old & New Duck Commander Signature Package will be offered exclusively through GunBroker.com at this link. These shotguns join a one-of-a-kind custom Hornady rifle, created by gunmaker Bill Wiseman & Company, up for bid at this link (the rifle will also be on display at the GunBroker.com booth #15147), while bidding for a custom Ross Tyser bowie knife takes place here. Bidding for all items closes at 5:00 p.m. EST on Jan. 23, the final day of the 2015 SHOT Show. Good bidding and good luck!

 

Chris Dolnack is Senior Vice President and Chief Marketing Officer for the National Shooting Sports Foundation. Follow him on Twitter at @ChrisDolnack.

How to Approach Exhibitors: Buyer Advice from 3 SHOT Show Pros

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With more than 1,600 exhibitors and hundreds of thousands of products, buyers working the floor of SHOT Show are certainly challenged when it comes to discovering the goods their clients need and connecting with the manufacturer’s reps who can work with them to place orders and close the deals. In an effort to help those buyers get the most out of their time on the floor, we reached out to two high-profile PR and marketing firms to ask them what their clients, SHOT Show’s exhibitors, are looking for when they meet with buyers.

“The exhibitors do want to know how the past year was for their buyers and retailers, what customers are coming into stores asking for, i.e., concealed carry, long guns, specific accessories, etc.,” said Kim Cahalan, Vice President of Media Relations for Media Direct Creative Group, Inc., which counts Rock River Arms, Taurus Brands, Apex Gear, TRUGLO and Wildlife Research Center among its many clients. “The companies we work with really want to know from the buyers and retailers both what’s selling and what’s sitting on their shelves.

“When the buyer gets to the meeting or booth appointment, they should ask right away for the new 2015 promotions, range programs, etc., so the booth staff can dedicate a person to take them through the new product, showing the selling features and benefits of the product to help make their jobs easier when then return to the shop and getting them into the best promotions we are offering,” Cahalan emphasized. “Whatever the buyer needs from the manufacturer, I’d suggest writing those items on the back of their business card and handing it to the point person in the booth. In other words, if that buyer is out of product catalogs, for example, please don’t tell someone in the booth and expect them to remember, even if you are a valued customer. The SHOT Show is so crazy, that kind of request will inevitably fall through the cracks.”

Cahalan emphasized that her clients truly want buyers to have a pleasant and productive experience when they visit their booths.

“Feedback is always welcome. But beating up the folks in the booth about deliveries or other problematic situations isn’t the best way to get such personal and individual issues resolved. Simply put, there’s a time and a place for those discussions, but the show floor isn’t it. Instead, a buyer should introduce themselves and give a short description of the situation they’re having trouble with, then ask to have someone to follow up with you after the show to resolve the situation and get that person’s name and contact information. I believe the buyer will get a very positive response and hasty resolution of their problem by handling it that way.”

Kevin Howard, President of Howard Communications, which reps such prestigious companies as Browning, Bushnell, Hunter’s Specialties, Mossy Oak and Uncle Mike’s, also weighed in on the conversation.

“First thing I’d do as a buyer is check out the SHOT Show Planner link and download the SHOT Show Mobile App to your smartphones and tablets. Next, buyers and retailers should make a list of the products and exhibitors they must see, set up appointments with sales reps for the first two or three days of the show, using the show floor plan to make a systematic list so you are not running all over the show for appointments—then make sure you make the appointments. To maximize who and what you see at the show, make a second list of exhibitors you’d like to see as your schedule permits, creating that list from the SHOT Show Planner you’ve already utilized.

“As you walk the floor in between appointments, make a list of interesting booths you pass,” Howard advised. “Then take the last day of the show to visit those booths and investigate those products that might be good additions to your store or current lines. These will usually be found at the smaller booths, so learn to look for them on your way to appointments at the bigger booth setups.”

Laura Burgess, President of the well-respected firm Laura Burgess Marketing, talked to several heads of the companies she reps for us.

“I would tell a dealer to come to the SHOT Show with an open mind and look for companies that stand out from the rest,” said Burgess’ client Michael Sodini, President of Eagle Imports. “Everyone seems to get stuck in the rut of carrying the same things. Then they ultimately cut each other so it becomes a rat race to the bottom of the barrel.”

Another client on Burgess’ long list, Russ Datson, Director of Sales for Liberty Ammunition, echoed Sodini, stating, “I would advise a dealer to allocate some time to visit with some of the newer companies in the industry. We all get stuck in our comfort zones, visiting with the manufacturers and people we regularly work with, and while it is important to maintain those relationships, it is equally important to familiarize yourself with the upcoming players in the industry and evaluate the products they are bringing to market. Like it or not, trends are prevalent in our industry, a savvy dealer understands these trends and stays on top of them.”

The full list of 2015 SHOT Show exhibitors is available here. You’ll also find the show’s floor plan, product and seminar listings and a schedule of show specials and celebrity appearances there. The SHOT Show Planner can be found here, and be sure to download the 2015 SHOT Show Mobile App available in the Apple App store and on Google Play for iPhone and Android products, respectively, and in a Windows App for Blackberry devices. Click here for more information.

 

Chris Dolnack is Senior Vice President and Chief Marketing Officer for the National Shooting Sports Foundation. Follow him on Twitter at @ChrisDolnack.

SHOT Show 2015 Auction Gun and Knife Announced

If you were looking for a way to spend money while you’re in Las Vegas, skip the blackjack tables and keep your tablet, smartphone or laptop close at hand to stay on top of the bidding for this year’s SHOT Show auction items.

Click to view larger image.

At stake are two items any outdoorsman or –woman would covet. The first is a large custom Bowie knife featuring a bull elk motif. Crafted by South Carolina blade artist Ross Tyser, the knife features a Damascus blade and Sambar stag handles featuring bronze and pewter accents.

“It’s a privilege to be selected to create a custom knife for the SHOT Show auction but I have to admit it’s also fun,” commented Ross Tyser in a press release from the Heritage Trust Fund, which administers the annual SHOT Show auction on behalf of the National Shooting Sports Foundation.

The second item up for bid is nearly the definition of “unique.” The “Hornady Number One” bolt-action rifle, chambered for .300 RCM and topped with a Leupold premium scope is not only the first-ever firearm to bear the Hornady name, it will be the only firearm ever to be stamped that way.

Click to view larger image.
Click to view larger image.

“We don’t mean to alarm our friends at Remington, Winchester or Ruger. Hornady has no plans of going into the gun business,” commented Hornady President Steve Hornady, in announcing the gun through a separate press release with the Heritage Trust Fund. “The concept of creating a one-of-a-kind Hornady rifle has been percolating for several years and we are excited to make “The Hornady Number One” a reality for 2015– especially since the gun has been selected as the 2015 SHOT Show Rifle.”

The action and barrel for this special rifle were developed by Texas gunmaker Bill Wiseman & Company. The rifle will come with two custom-fit stocks, a display of American select walnut checkered by Lucid Solution’s Clem Boyd, the other a camo shooting stock by Hogue. Engraving honors on this top-end firearm go to David Baron of Connecticut’s Baron Engraving, a company that’s engraved more SHOT Show firearms than any other.

The rifle auction can be found here (the rifle will also be on display at the GunBroker.com booth #15147), while bidding for the knife takes place here. Bidding for both items closes at 5:00 p.m. EST on Jan. 23, the final day of the 2015 SHOT Show. Good bidding and good luck!

 

Chris Dolnack is Senior Vice President and Chief Marketing Officer for the National Shooting Sports Foundation. Follow him on Twitter at @ChrisDolnack.

2015 ‘SHOT on a Dime’ Restaurant Guide

grilled beef with tomatoWhile you are attending SHOT Show in January, we know you will also want to experience the sights and flavors of Las Vegas. Check out our ‘SHOT on a Dime’ restaurant guide aimed to help you find quality meals in Las Vegas for $50 or less. If you are dining on a budget, you can even choose from dining options of $25 or less. No matter your cuisine preference or desired location, you’ll find all sorts of selections. Whether you are staying in the Venetian/Palazzo, or along the strip, you’ll be able to locate something close to home without having to bite the bullet on a hefty dinner bill.

We’ve also included some free Las Vegas attractions. Yes, even in Las Vegas, you can find one-of-a-kind entertainment and beauty for free. Enjoy art, history, shows and the culture of Las Vegas without digging into your pockets.

Chris Dolnack is Senior Vice President and Chief Marketing Officer for the National Shooting Sports Foundation. Follow him on Twitter at @ChrisDolnack.

Comedian Bill Engvall to Perform at SHOT Show State of the Industry Dinner

He’s a hunter. He’s a target shooter. He’s one of the top comedians in America today — and among the busiest. He’ll also be our 2015 SHOT Show State of the Industry featured entertainer.

The National Shooting Sports Foundation is pleased to announce that comedian Bill Engvall will perform at the SHOT Show’s annual State of the Industry Dinner, set for Jan. 20, the first evening of the show in Las Vegas.

Bill has starred in numerous television shows, including solo specials, and appeared in several feature films. He is perhaps best known as part of the enormously successful Blue Collar Comedy concert films, which have sold more than 9 million units and are some of the most watched movies and special in Comedy Central history. The soundtrack for Blue Collar Comedy Tour — One For The Road (Warner Bros./Jack Records) was also nominated for a Grammy Award. This fall, he appeared on the top TV hit, “Dancing with the Stars.”

Bill has been at the SHOT Show before and proudly supports America’s hunting and recreational shooting traditions, so he knows that a full house will warmly welcome him.

We look forward to seeing everyone in Las Vegas next month at our biggest and best State of the Industry Dinner to date.

Learn more and order tickets here.

 

Chris Dolnack is Senior Vice President and Chief Marketing Officer for the National Shooting Sports Foundation. Follow him on Twitter at @ChrisDolnack.

Pre-SHOT Show Golf Event to Support Disabled Veterans

NSSF and Honored American Veterans Afield (HAVA) are joining forces to host a charity golf event at the 2015 SHOT Show on Sunday, Jan. 18, at Bear’s Best Las Vegas.

The new HAVA Invitational Golf Classic will be a strong statement of industry support for America’s disabled veteran heroes as we enter the new year. We encourage everyone headed to the SHOT Show to get involved — register a foursome or become a sponsor.

For those not familiar with HAVA, it is an industry-run organization that helps the healing and re-integration of disabled combat veterans back into normal American life through participation in hunting and the shooting sports. The HAVA Board of Directors, which I’m proud to serve on, is comprised of industry executives who look to put the funds raised to work to benefit these returning heroes and their families. All the proceeds from this event will benefit HAVA outreach programs.

If you’re not familiar with Bear’s Best Las Vegas, it’s a pretty phenomenal golf course. It’s a Jack Nicklaus-designed course, where “The Golden Bear” himself hand-selected 18 holes from his more than 200 course designs worldwide, encompassing all of his favorites into one extraordinary round of golf.

Participation in the HAVA Invitational Golf Classic is only $200 per golfer, however companies registering for a foursome receive one free registration (foursomes can be registered for only $600). Each participating golfer receives the following:

  • One Round of Golf at Bear’s Best Las Vegas
  • Backpack full of Valuable Welcome Golf and Outdoor Gifts
  • Golf Cart
  • Breakfast / Lunch
  • Roundtrip Ground Transportation from the Sands Expo Center to Bear’s Best
  • Opportunity to Win Valuable, High End Raffle Items
  • Chance for Prizes for Winning Teams and Contests

This is a great opportunity for our industry to provide even more support for those who have sacrificed so much for our country.

Learn more about this new event and register yourself or a foursome today.

Want Your Company’s Firearm Featured in the SHOT Show Auction? Let Us Know

Once again it is our pleasure to make our voting member firearms manufacturers aware of a special opportunity to feature a special edition of one of your rifles, shotguns or handguns as the 2015 SHOT Show Auction gun.

Each year the SHOT Show features a very special rifle, shotgun and handgun as a featured SHOT Show Auction gun. Past guns have typically been anniversary or milestone production guns — like last year’s one-of-a-kind Tribute to Henry rifle designer B. Tyler Henry (that auctioned for $50,825) or the first-ever Doug Turnbull Restoration 1911 pistol (which auctioned for $36,025). These guns are auctioned on GunBroker.com and, as you might expect, get excellent coverage in the trade press.

The SHOT Show gun program is administered for NSSF by Bob Delfay and the Hunting Heritage Trust. If you have a special anniversary or production milestone gun coming up in 2014 or 2015 that you would like to propose as a 2015 SHOT Show gun, we hope you’ll contact Bob at rdelfay@earthlink.net.

Chris Dolnack is Senior Vice President and Chief Marketing Officer for the National Shooting Sports Foundation. Follow him on Twitter at @ChrisDolnack.

Guess Who? Facebook Contest Kicks Off Thursday. Stay Tuned.

guessKeep an eye on our Facebook page tomorrow.

We’ll be holding our annual Facebook contest to guess who will perform at the SHOT Show’s State of the Industry Dinner. The winner will win two tickets to the State of the Industry Dinner!

Contest starts at high noon Vegas time (12 p.m. PDT).

 

Chris Dolnack is Senior Vice President and Chief Marketing Officer for the National Shooting Sports Foundation. Follow him on Twitter at @ChrisDolnack.