Patrick Shay, NSSF Director, Retail Development – Page 2

SHOT Show University: Marketing Tips for Retailers

Would you like to know if your marketing plan is delivering the results you wanted? Need some quick tips on how to drive more customers to your website? Would you like to know about the latest technologies that retailers are using to increase foot traffic in their stores? NSSF is here to help!

This year at SHOT Show University (SSU), the premier educational event for the firearms retailer, NSSF will be a hosting a number of educational tracks to meet the needs of all retailers, no matter their experience or market focus. There are four tracks scheduled for Monday, Jan. 13. The tracks include: ATF Compliance, Retail Operations, Range Operations, and Marketing. Attendees of SSU can jump from one track to another, allowing them the ability to attend the classes of most importance.

The marketing track’s seminars are being hosted by Curtis Jazwiecki. Mr. Jazwiecki is the President/CEO and Founder of Outdoor Business Network, Inc., a firm dedicated to providing e-commerce solutions to the Outdoor Sporting Goods and Shooting Sports industries. His specialties include multi-channel retail, website architecture and development (both B2B and B2C), internet marketing, and online merchandising.

The first session details marketing with social media. The results are in from this year’s Black Friday and Cyber Monday, and the winners are clearly the retailers that used social media to help drive customers to their stores and websites. This session will cover the pros and cons of engaging your customer through social media tools such as Facebook, Twitter, Blogs, Forums, and YouTube, etc. to educate them about your product offers and services and help build loyalty within your customer base. This session will also highlight the use of these critical tools to reach out and attract new customers.

The second session focuses upon new technologies that can be used to help drive foot traffic to your store. This class will highlight the latest technologies retailers can use to engage customers and bring them into your retail space. Is your website maximized for mobile devices? Is your website registered with the Google and Yahoo so that local users can find your store? Are your ads easily viewable on mobile devices? The seminar will review a number of tactics that you can easily employ to ensure you are reaching your target customer.

The next session reviews the process of creating a marketing plan. The class will cover what goes into creating a marketing plan, critical information that needs to be included and those items that are not necessarily needed. This class will also include a discussion of creating metrics to ensure your plan is delivering per projections.

The fourth class of the day will review Search Engine Optimization of your website. Curtis will cover eight strategies that you can utilize to improve your search engine return rank. This session will cover not only the strategies, but more importantly, the logic behind the each strategy. Studies have shown a direct correlation between a higher search return and increased revenue. Learn how to do both in this critical seminar.

The final session of the day will provide a matrix for determining the return on investment (ROI) of your marketing plan. Session will review what data you need to have to accurately calculate your ROI, what the numbers indicate, how to set a reasonable goal for your ROI and how to achieve that number. Further, Curtis will review a number of other measures that will help determine the “health” of your marketing plan and your overall retail operation.

These classes are provided to ensure that as a retailer, you are provided the best tools possible to succeed in an increasingly competitive and crowded marketplace, to maximize your marketing dollar and that your marketing plan is meeting your expectations.

Patrick Shay is Director of Retailer Development for the National Shooting Sports Foundation.

Retailers: Getting the Most Out of SHOT Show

One of main focuses of National Shooting Sports Foundation (NSSF) at the upcoming 2014 SHOT Show in Las Vegas is to provide educational tools for independent retailers. Thus, NSSF, owner and sponsor of the SHOT Show, is offering a schedule of information-packed classes from ATF compliance to range operations to maximizing your sales per square foot. These classes were designed to meet the needs of the new retailer while providing information and an opportunity to network for the veteran firearms merchant. Here are some highlights.

MONDAY, JAN. 13
SHOT SHOW UNIVERSITY

On the day before the exhibit floor opens, NSSF hosts the premier education seminar for the firearms retailer. This day-long event starts with a keynote delivered by Dan Mann, founder of the Mann Group. He’ll address “Strategies that Grow Revenue (and Profit) Even During Lean Times,” which will identify proven sales processes that maximize both revenue and the potential of each customer once he or she is in the store. Ann Baldwin will deliver a presentation on “Media and Crisis Training,” preparing retailers and range owners for any emergency that might arise that would cause the media to come calling. Then we will be offering four different educational tracks: ATF Compliance; Retail Operations; Marketing; and Range Operations. Each track will offer five courses that cover various aspects of the main topic. The seminar will close with an address by Dr. Chip Bell entitled “Strategies for Creating Growth and Bottom Line Impact,” which will draw upon Dr. Bell’s decades of work helping leading brands stay ahead of the competition by maintaining world-class customer-experience strategies.

The learning doesn’t stop with the start of the SHOT Show; NSSF has classes planned throughout the show.

TUESDAY, JAN. 14
RETAILER SEMINARS, ATF COMPLIANCE SESSIONS

The following day, NSSF will be hosting classes on “Grass Roots Political Organizing” so our retailers can learn how to protect their rights and their industry by organizing at the state and local level. The next session will cover “Building a Gunsmith,” presented by instructors from Montgomery Community College. They will discuss the training that they provide the modern gun-smith, and how, as a retailer, you can take advantage of their skill set to build your business. The next class is “New Customers: How to Attract, Engage, and Retain Them,” which covers the techniques that two of the top independent retailers have used to meet the needs of the younger and more diverse customer base with which firearms retailers are dealing today. Two ATF compliance courses round out the day. “NFA Compliance” will review how to legally sell one of the hottest commodities in the firearms industry, and we will close the day with our NSSF FFL Compliance Consultant panel, hosted by two former ATF executives. They will conduct an open discussion on any ATF-related compliance questions.

WEDNESDAY, JAN. 15
INCREASING SALES, AND MARKETING TO WOMEN

The SHOT Show continues its formal educational program with a presentation on “Increasing Your Sales per Square Foot and Inventory Turns.” This program will be presented by two of the nation’s top independent retailers and will cover their strategies to maximize store space and inventory while meeting their customers’ needs. The next session is a panel discussion with seven of the top women in the firearms industry covering the do’s and don’ts of marketing to women.

THURSDAY, JAN. 16
FOUR DIVERSE, VALUABLE CLASSES

The formal educational programs at SHOT Show will wrap up with an exciting and diverse lineup of sessions, beginning with “What Business Structure Is Right for My Business?” presented by two partners from the Renzulli Law Firm. “Loss-Prevention Strategies” are covered in the next session to help ensure the longevity of your business. The next seminar, “Store Layout,” will cover techniques used by two world-class retailers that can help you provide the best customer experience while maximizing your return on investment. The day will wrap up with “Hiring and Retaining Employees,” which will cover best practices to retain your most valuable asset— your personnel.

A goal for NSSF at the SHOT Show is to provide a world-class educational experience so retailers can maximize profits while meeting the needs of their customers. For more information about these programs, please visit shotshow .org/education.

Speaker Spotlight: Ann Baldwin

The SHOT Show is only one month away. Here’s another reason to make sure SHOT Show University is on your schedule. Meet speaker Ann Baldwin, who’s trained in avoiding and handling media crises. We are pleased to share a blog post from Ann.

Offered each year on the day before the SHOT Show opens, SHOT Show University features a day of seminars, designed to address the needs of those in the firearm retail business. Attendees will benefit from strategic sessions, providing each firearms store owner/manager with advice about operating their businesses more effectively. The 2014 SHOT Show University, with a theme of Aiming for Excellence, is scheduled for Monday, Jan. 13. If you haven’t already done so, grab your seats today before this opportunity sells out!

Speaker Spotlight: Ann Baldwin

Join us from 9:15 – 10:15 a.m. for “Media and Crisis Training,” presented by Ann Baldwin. Former news anchor, reporter and conservative talk-show host, Ann Baldwin, brings her “insider knowledge” of the media and its potential impact to you. From how to formulate your message to the “dos and don’ts” of delivering that message, this session will give you the ammunition to make sure that your business and the shooting sports industry don’t become unwanted targets.

Top 5 Things to Know When Social Media Drives a Crisis

In today’s news media, the days of the information from police scanners are over, and social media has taken over. From texts, tweets, to Facebook postings and beyond, these have become the new main source for news and a tool used to obtain information. The danger of this is that often times, the information released is premature and unconfirmed. Unfortunately, the reality is that most reporters don’t care; they will take the information and run with it.

So the big question is what can you do to manage that? As a communications professional that has been working closely with firearms retailers, NSSF and the news media, here are some recommendations on how to handle social media crises:

Act Swiftly- The story goes on with or without you! Put your communications plan in place and get your message. Not in a week, not in a month, but immediately! The longer the public has to deal with bad or inaccurate information, the worse the situation can get.
Address the Problem– If something bad has happened, get your message out to your constituents. Take the limited time to figure out what it is you need to say to calm the furry, decide who is going to deliver that message, what communication tools you have access to and get it done.
Admit to Your Mistakes– It is not fun to come out and admit that something bad happened or that you’ve made a mistake. Sometimes all that people want to hear is an apology. There are situations where you have to take the hit and just move on.
Communicate the Story– When a story gets out of control due to social media and when you haven’t communicated your side of the story, people begin to speculate. For example, I dealt with a situation with a firearms retailer, in which there was a ‘smash and grab.’ Because the owner of the store wasn’t talking, the news media was were drawing their own conclusions and neighbors of the retailer used this as an opportunity to question the safety of their neighborhood.
Get Expert Advice– Many of you are fantastic business people, but not crisis experts. Depending on the situation and the potential lasting impact, you may want to consider reaching out to someone who can help you think through the situation and help you get your message out via social and traditional media. This is a task that can be very consuming, knowing you have a “go to” person or firm that can assist you, especially in a crisis situation, can take a load of your mind. Know who it is you should call in case of a crisis. It is similar to having insurance- you have it should you ever need it.

For more information on crisis management, please go to our website or visit us on Facebook.

About Ann Baldwin:

Ann Baldwin has more than a decade of expertise in the broadcasting and communications industry, which she passes on to clients as the CEO of Baldwin Media Marketing, a full-service public relations firm based in Connecticut. By applying her knowledge of the media industry, her firm has built a national reputation for its expertise in supplying support in crisis management, media management, marketing and presentation skills.

Before establishing her own business, Baldwin worked for more than 15 years in the television news business as an anchor/ reporter for stations across the country. She began her broadcast career in Cheyenne, Wyoming before moving to Connecticut and becoming an anchor at the NBC affiliate. In addition to working in television, Ann also found a niche in the radio industry and developed quite a following with the Ann Baldwin Show on WTIC-AM 1080. Although she has since devoted herself solely to running her business, she occasionally entertains her on-air talent as a fill-in at various stations in Connecticut. She has received numerous awards for her work and has co-authored numerous articles published on the benefits of media marketing and crisis management.

Baldwin is well-known for her public relations savvy, and networking ability. As someone who has worked on both sides of the microphone, she offers unique perspective to her clients. She has worked for a diverse list of clientele including Fortune 500 corporations, the government, universities, for-profit and non-profit organizations.

Baldwin received her bachelor’s degree in speech and theater arts from Colorado State University.

Patrick Shay is Director of Retailer Development for the National Shooting Sports Foundation.

SHOT Show University: Retailer Sessions

The ATF Compliance seminars are hosted by two former Deputy Assistant Directors of the ATF, Wally Nelson and Harry McCabe. During their 30 plus years with ATF, both men have conducted and overseen literally thousands of inspections of firearms retailers. Their knowledge and expertise of ATF regulations are unmatched, and they are strong supporters of the second amendment and our industry. In short, they are here to help ensure your store is in compliance and stays that way.

The first session will cover the 4473 in great detail since 80% of all ATF findings, during an inspection are from errors on the 4473 form. This seminar will feature best practice approaches to error-proofing your 4473 forms, why the information is needed on the form and if an error does occur, and the proper method for correcting it.

The Acquisition and Disposition book (A&D) is the subject of the next session. Similar to the first class, our goal is to help identify common issues, minimize mistakes, offer best practices, and provide the reasoning and logic behind the record keeping requirements of the A&D Book. Our experience has been that understanding why the information is needed and how the ATF and law enforcement use the information is a powerful tool for your compliance program.

The next session covers the ins and outs of taking inventory similar to the ATF. This critical component of your compliance regime cannot be overstated. A physical inventory of your firearms is the only way you can be certain that your record is accurate and your inventory is up-to-date. It also lets your employees know that you are checking their work and will help reduce the risk of internal theft. Learn the model that the ATF uses to ensure your inventory is correct and no firearms are missing.

As the front line of the industry, retailers play a key role in preventing straw purchases. This class will explain a number of the common scenarios that criminals employ to commit straw purchase, plus ways to deter and thwart their efforts. Help protect your store’s reputation and the industry by maximizing your efforts to reduce the chances that a firearm will get into the wrong person’s hands.

The final session of the day covers the ATF inspection process. With the influx of new FFL holders into our booming industry, a large number of the retailers we meet have never been through an ATF inspection. Our team will walk the attendees through the inspection process, provide them with the information that they need to provide the ATF during the inspection, and provide tips on how to make the inspection run as smooth as possible.

These classes are designed to help you get into compliance, stay in compliance and allow you the peace of mind to focus on serving your customer and becoming a world class retailer.

Patrick Shay is Director of Retailer Development for the National Shooting Sports Foundation.

Speaker Spotlight: Dan Mann

Is SHOT Show University on your calendar yet? Meet speaker Dan Mann, whose strategies will help retailers to adjust with this ever-changing market and remain profitable. Offered each year on the day before the SHOT Show opens, SHOT Show University features a day of seminars, designed to address the needs of those in the firearm retail business. Attendees will benefit from strategic sessions, providing each firearms store owner/manager with advice about operating their businesses more effectively.

The 2014 SHOT Show University, with a theme of Aiming for Excellence, is scheduled for Monday, Jan. 13. If you haven’t already done so, grab your seats today before this opportunity sells out!

Speaker Spotlight: Dan Mann

Join us from 8:15 – 9:15 a.m. for “Strategies that grow revenue (and profit) even during lean times,” presented by Dan Mann. Mann will focus on responding to customers and the challenge of meeting their demands for inventory, and locating revenue and profit without counting on foot traffic.This seminar will identify a proven sales process that will maximize revenue; provide strategic insight on how to manage key areas that customers notice while running low on inventory or experiencing an economic slowdown; give an overview of the key financial indicators and setting targets; and demonstrate strategies for reducing expenses without sacrificing the customer experience.

About Dan Mann:
Dan Mann founded The Mann Group (TMG) in 2003. With a successful track record in specialty retail, he has developed a vision to do it better. Thus, Mann Group aims to inspire leaders, influence change and impact profits. Today, The Mann Group is a nationally known leader in getting results for specialty sports retailers.

Dan has spoken across the U.S. and Canada for events, such as Outdoor Retailer, Outdoor Rendezvous, Interbike, Expocycle, The Bicycle Leadership Conference, The Running Event, The Footwear Event, MAGIC, etc. He has developed a cutting edge sales management program (GEAR) that is used by retailers in the outdoor industry, cycling, running, snow sports, motorsports, optics, footwear and apparel. More than 600 specialty sports retailers are using TMG’s programs today. On average, these stores rave about a 17% increase in top line sales.

Patrick Shay is Director of Retailer Development for the National Shooting Sports Foundation.