Tag: media

2016 Industry Day at the Range Already Gaining Traction

Take a closer look at Industry Day at the Range.

While the 2015 Industry Day at the Range set a record for attendance, our management partners aren’t resting on their laurels. CMG Marketing & Events’ Cathy Williams and her staff are fast-tracking sponsors and exhibitors to ensure next year’s event is equally successful.

“We recently signed Kriss USA as a Supporting Sponsor of our event,” said Cathy Williams, CMG Owner. “We have had the pleasure of working with this company and its wonderful staff for many years as an exhibitor, and we are excited that their sponsorship this year will help continue the successful, upward trajectory that Industry Day is enjoying.”

Following record attendance at the 2015 event and a new invitation-only format that both better controlled admittance to credentialed media members and allowed for a select number of buyers to attend, CMG opened registration for the 2016 event on May 4.

“Exhibitor commitment to the 2016 Industry Day has been very strong in its first 30 days,” said Williams. “We’re already down to just two pistol range slots remaining, and shotgun, archery and non-shooting exhibitor spaces are filling at a steady rate. We’d also like to remind all NSSF and industry members that Industry Day at the Range is a great opportunity to get your brand out there if you’re on the waiting list for booth space at the SHOT Show. Not only can Industry Day provide hands-on awareness with media members and buyers looking for new companies producing quality goods, it’s a great way to get your feet wet with a show as big as SHOT Show before a space on the show floor becomes available.”

The 2015 Industry Day at the Range was attended by more than 1,100 members of media and 400 buyers getting a hands-on try of the goods on display by more than 170 manufacturers. Exhibitors included truck makers, knife artisans and archery equipment crafters, but none were more popular than the firearms and ammunition manufactures. More than 500,000 rounds of ammunition were expended by the crowd.

Industry Day at the Range is held annually on the day before the opening of each year’s SHOT Show. NSSF is the event’s leading sponsor, where we take the opportunity to spread the word about Project ChildSafe and “Own it? Respect it. Secure it.” You can see a preview of how this event works here. Want to become an exhibitor? Click here or visit shotshowrangeday.com.

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

2015 SHOT Show ‘Tremendously Valuable,’ Satisfaction High

The 2015 SHOT Show, held this past January at the Sands Expo Center in Las Vegas, Nevada, has proven itself to be one of the best across the collective spectrum of exhibitors, buyers, law enforcement personnel and media members of the show, according to a recent survey conducted by NSSF.

While attendance was down slightly from the record-setting number of 2014 that reduction was due to a concerted effort by NSSF to purge the attendance roster of 2,200 non-qualified buyers, an effort those admitted greatly appreciated. Many comments we received indicated both exhibitors and attendees noticed that the crowd quality was higher, leading directly to a more productive show for everyone.

“The show was beyond expectations,” Arthur Grant of Packin’ Fur Defense told us. “We found several suppliers willing to work with us despite our being a small start-up in the restricted Southern California concealed carry market space. We were able to find a distributor to work with, as well as a half-dozen vendors who are new themselves to distributing to retailers.”

It wasn’t just the show floor that got rave reviews. Every one of NSSF’s dozen Retailer Seminars was sold out to capacity, as was SHOT Show University, while many press conferences were filled to standing room only. NSSF’s press conference announcing our research department’s newest report, “Women Gun Owners: Purchasing, Perceptions and Participation,” was still turning people away at the door 20 minutes into the presentation.

Several other areas of the show displayed remarkable growth. The New Product Center had more than 600 products on exhibit, double that from 2014, but the real boost there came in the product scans: 28,000 versus 8,500 from last year. Our International Buyer’s Program was also another event that doubled its participation. Overall, the 2015 SHOT Show was a tremendous success, as you can see below, and that’s something that prompts us to make next year’s show even better.

I’d love to hear your SHOT Show success story. Email me at cdolnack@nssf.org. Contributors will be randomly selected to receive SHOT Show swag.

SSsurveyresults

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

Less Than 30 Days Until the 2015 SHOT Show! Are You Prepared?

The real countdown has begun—there are less than 30 days remaining until the doors open on the 2015 SHOT Show. Are you prepared? Take a look at the tips we have for exhibitors, buyers and retailers and media, as well as some important items that will help everyone attending SHOT Show (be sure to read through to the end!).

Exhibitors

  • Check the list of December 26 deadlines for catering, sign hanging, electrical, Internet and much, much more.
  • Do you have all your exhibitor badges (based on your allocation) finalized for your booth personnel?
  • Did you schedule a press conference? Now’s the time to get your press materials in order, send out invites to the media members and buyers you want to attend, and get working on your PowerPoint presentations.
  • There are still a handful of slots available for the all-new SHOT Showcase Theater. This is a unique opportunity to have your newest products and lines in front of media members and buyers in a high-intensity, multi-media forum. Contact Chris Tatulli, NSSF Director, Exhibit and Sponsorship Sales, ctatulli@nssf.org.
  • Get your press kits in order—jump drives, CDs, catalogs and press contact business cards. There will be more than 2,500 members of the media in attendance, and they need these materials. Also, remember to take advantage of the press bins in the Pressroom that are made available to members of the media; exhibitors may reserve up to two bins here. Media members tell us this is one of the first places they turn to for press kits, especially when the floor is busy and finding someone to talk to in a booth gets more difficult.
  • Are you holding a press conference in your booth? Let us know so that we can add your conference to our calendar of events. The press conference application provides an option for you to tell us that your booth will be the conference location, so please utilize that function.

Buyers/Retailers

  • Make the SHOT Show Planner your new home page and use the floor plan tab to set meetings and see all you need to see without zig-zagging the entire show floor and wasting time.
  • While you’re planning appointments, make sure to utilize the Show Special tab under the SHOT Show Planner. There are nearly 100 brands offering show-only specials, with more added every week.
  • SHOT Show University—This year’s lineup of topics and speakers is better than ever. Literally something for everyone from new store owner to veteran entrepreneur, this year’s University will also be open to exhibitors to encourage better communication and understanding of the manufacturer-to-consumer production chain. See the full course and speaker listing here and apply today—seating is limited!
  • The 2015 New Product Center should be on every buyer’s must-see list. Greatly expanded in size this year, you’ll find booth and company contact information for each product so that you may go directly to the floor for additional information.
  • This year NSSF will host more than a dozen Retail Seminars throughout the week with topics ranging from understanding key profit centers to compliance, as well as a special session on straw purchase prevention. Sessions are just $20 each, but worth their weight in gold. See the full schedule here.

Media

  • Press Room—As always, this is the place to be. Remember that the press room has a number of amenities press members need, such as free Wi-fi, electronic device charging stations, multiple PC and Mac work stations with printers, coat check and more. You can also find hot coffee and bottled water there throughout the day.
  • Press conferences will be held in Room 3401, Level 3, San Polo Ballroom of the Venetian, near the press room. A finalized list of available conferences will be posted here before the show begins.
  • NSSF Media Members have access to the Member’s Lounge during the show. The Member’s Lounge provides a quiet place to have a meeting, catch up on emails or just take a breather in between booth visits. A free lunch is also provided each day of the show.
  • Keep up with NSSF’s Twitter board during the show. Follow @NSSFSHOTShow now for announcements and of course search for and use #SHOTshow to follow the excitement of the show.
  • A full list of room numbers, phone numbers and websites important to our media members is available here.

EVERYONE!

  • The SHOT Show Mobile App is available now for Apple, Android and Blackberry smartphones and tablets. Simply go to shotmobile.com to link directly to the appropriate stores from your mobile device, or click here if opening from a web browser for more information or visit the app store for your mobile device and search for “2015 SHOT Show.”
  • Business cards—double what you think you need. It’s not worth running out mid-show.
  • Need to know where to go after show hours? Visit SHOT on a Dime to find dozens of restaurants on and near the strip that offer dining below $50, plus a list of local attractions.
  • Did you know SHOT Show has a concierge service? Traveler can help you with show tickets, tours, restaurant reservations and more.

This will be the last SHOT Blog post before the Christmas celebration. On behalf of everyone at NSSF, may all of you and yours have a safe and wonderful holiday. We look forward to seeing everyone in Las Vegas.

 

Diedra Cauley is the Director of Exhibitions and Conferences for the National Shooting Sports Foundation. Follow her on Twitter at @dcauley.

New SHOT Showcase Theater Enhances Product Introduction to VIP Buyers, Media

venetian-showroomOne of the hottest features to debut at the 2015 SHOT Show is the all-new SHOT Showcase Theater. Modeled after the success of the press conference format held at the New York Auto Show, this special 742-seat theater will allow media and VIP buyers a chance to experience SHOT Show’s best new products in a dynamic, multi-media environment. This new Showcase Theater will be located in the Venetian near the show entrance.

Ongoing during the first day of the show from 9 a.m. to 3 p.m., exhibitors will provide 15-minute presentations of the products SHOT Show attendees need to know about, backed with spectacular video support across multiple high-definition big-screen displays, high-definition audio, and special lighting. Exhibitors will present in categories, allowing buyers and media to attend the sessions they most need.

Prior to the opening of the 2015 SHOT Show, all Showcase Theater presenters will be sent a pre-press list so that you may contact media members individually. NSSF will also be reminding the 2,500 press members and 2,500 buyers to attend this very special event through its own press channels. For the Showcase itself, all audio and visual mechanics will be met by NSSF—all you need to do is provide the content and we’ll produce the event. After the show, you’ll also be provided a full list of Showcase attendees to enhance your post-show marketing delivery.

Exhibitor presentation slots are limited for these special sessions, so be sure to secure your spot now. Contact me at ctatulli@nssf.org or 203-426-1320 ext.214.

SHOT Show Exhibitors—10 Tips For Successful Press Kits

As an exhibitor at SHOT Show, your primary focus is, without a doubt, about selling. For just a few short days, you have the highest number of current and potential clients available to learn about what you offer in a face-to-face setting—and there’s no better way to sell. But wholesalers and retailers aren’t the only folks who need what you have.

I’m talking about the media. No, they don’t need 20 or 2,000 or 20,000 cases of what you’re selling like a buyer for a range or retail store would (though they might need a sample for testing and evaluation). What they need from you at the show is information—and they need it in a press kit.

Truly, the magazine staff, bloggers, photographers, radio hosts and videographers you’ll meet at SHOT are, perhaps, your greatest selling tool after the show. These are the people the consumer trusts to tell it like it is before they invest their next paycheck in a $35 duck call or a $55 box of specialty ammunition or a $2,500 binocular. But they can’t get the word out without you.

Press kits should be at the top of your show marketing tool lists. If you haven’t composed one before, and even if you’ve provided them in the past, here are 10 tips that can make this easy on you and have every media person there grinning from ear to ear and sharing your business all year long.

  1. Digital is a must. Gone are the days when media returned home from with SHOT lugging cartons of catalogs and CDs. At the most, your press kit should sit on a collection of portable computer flash drives. Even better? Make it a website portal and put that website address on a media-only business card to hand out, eliminating annoying passwords and IDs media members have to remember.
  2. At the very least, your products should be photographed on a white background. All photos should be hi-resolution, full-color and with a minimum size of 300 dpi. That said, writers appreciate it when they have a variety of images to choose from. Variety helps your products appear fresh and exciting in the many publications and websites they may appear—and most writers sell their stories to more than one place. Take photos of your product from varying angles, with different backdrops, and include realistic action photos with humans actually using them if possible. Not sure of your photographic abilities? Hire a local photographer to spend a day with you—it’s a few hundred dollars that could reap huge benefits for you when those pics get coverage by the press.
  3. This may sound tedious, but rename your photo files with the product they are. Happyduckcall1.jpeg, 223bestboattailever2.jpeg, Riflemodellongrange2miler3.jpeg. When writers are working with editors and graphic artists to coordinate text and captions and photos, having a list of photos with file names like 987X$5nh123@#.jpeg can get very confusing, very quickly—and the last thing you want to see is your tack-driving wondergun Long-Range 2-Miler identified as a .22-caliber youth model.
  4. Put photos of both your brand new products and all other current products you’re selling in your media kit. If you’re still making it, you’re still selling it. Remember, too, that media need material all year long, and the brand new stuff gets covered early and often.
  5. Create a press release or at least a full specification sheet for each new product you’re introducing at SHOT or soon after. Help the press selling your product by selling them on it first!
  6. Put your press releases in Microsoft Word documents at least of generation Word 97-2004 Document (.doc suffix). Most writers we talked with didn’t like PDFs, and don’t even think about using something weird like Google Docs or Microsoft One Note, or some other ancient typing foundation like Word Perfect or Text Maker.
  7. Clearly identify exactly who your media contact person is and be sure to include their phone number and e-mail. One of the constant complaints we hear from press members is that all they often get for a contact is some media@whatevercompany.com general mailbox that never gets looked at, never gets responded to.
  8. Clipart of your company logo and branding images are appreciated.
  9. Most press members we talked to say they do not need your entire catalog PDF’ed in a press kit.
  10. Keep it organized. Simple things like labeling product folders on a jump drive (or in a dropdown on a media-only web page) as “New Products 2015,” “All Current 2015 Products,” “New Product Images 2015,” etc., can go a long way toward making sure your products are correctly identified in the press.

One final tip. If you run out of press kits during SHOT and a press member asks you to mail them one, do it—and we do not mean months after SHOT Show is nothing but a distant memory. Magazines and other print media highlighting new products go to press within weeks of SHOT Show ending. Web, of course, is most often in real time. After the flurry of new product write-ups are over, the press is in the field, this time using and testing all those products so that they can produce more articles on them. Take six months to mail a press kit and you might as well just say, “I’ll catch you next year.”

Honed on the Range

NSSF lets media and buyers shoot first

(Original full story by Cathy Glazer appears in SHOT Daily – Day 1)

Two events prior to the SHOT Show are designed to give exhibitors a unique opportunity to interact with the media and buyers. To let select members of the media try out some of the firearms and accessories they may be writing about in the coming year, the National Shooting Sports Foundation sponsors a pre–SHOT Show “Media Day at the Range.”

This year’s event was held yesterday at the Boulder City Pistol & Rifle Range. The event is perennially popular with both exhibitors and the media, who attend by the hundreds. To connect exhibitors with the writers and editors they would most like to speak to, last year NSSF adopted a new format for the day.

The morning session is now by invitation only, for that select group. The afternoon session is open to other pre-qualified members of the media–people who generate editorial. The new format cuts down on long lines and wait time. It’s all about the quality of the experience for both the exhibitors and the media attendees. What we strive to do is provide an opportunity for exhibiting personnel and media to talk about what’s new, for the communicators to actually use the new products, and for the media to photograph and video the products close-up and in use. And we keep striving to provide this opportunity in the most organized and safe manner.

To provide exhibitors with that same up-close-and-personal experience with select buyers, this year NSSF added “Buyer Day at the Range.” Held also at the Boulder City Pistol & Rifle Range, the event is invitation-only, with the guest list based on exhibitor input. This year’s event will be evaluated and expansion upon it is possible.

For information about next year’s Buyer Day, contact Chris Dolnack, cdolnack@nssf.org. For next year’s Media Day, contact Bill Brassard, bbrassard@nssf.org.

Five Reasons for Adding Social Media to Your Show Marketing Mix

The Social Trade Show

Social Media Spotlight: First of a Four-part Series

Social media has transformed the way companies market tradeshows. No one knows this better than renowned tradeshow industry consultant and thought leader Traci Browne.

The author of “The Social Trade Show” has graciously provided us with a series of blog posts that we’ll be posting each week for the next four weeks prior to the 2014 SHOT Show.

I’ll also be giving away free copies of Traci’s book each week. The first two exhibitors (and you need to be a SHOT Show exhibitor to qualify) to send me an email (be sure to include your mailing address) requesting a copy will receive one. Ready. Set. Go!

 

Five Reasons for Including Social Media in Your Show Marketing Mix

With all the work you already have on your plate to get ready for the show, why add another task? Social media is a growing communication tool, and if you’re not taking advantage of it, you’ll soon be left in everyone else’s dust. But if you need more convincing, here are just five reasons to get you moving.

1. Reach a wider audience.

As sad as this may seem, there are some very qualified buyers who cannot attend this year’s SHOT Show. They might not have the budget to travel or the time to spare. They might have family obligations that prevent them from attending. They want to be there to see all the new products and services available, but they just can’t swing it. But they can and will be following along with what is happening at SHOT Show via social media.

Savvy exhibitors can stand out from their competition by paying attention to these online buyers. Make them feel a part of the event by:

  • Live blogging from sessions they are missing.
  • Live stream or video demonstrations taking place in your booth.
  • Tweet about new products and services you are seeing on the show floor you think they might be interested in by using the #SHOTShow hashtag.

2. Attendees will pay more attention to you.

It’s likely this is not your first SHOT Show rodeo. Even if you are a first time exhibitor at SHOT Show, you probably have some great advice you can impart on the attendees. Share helpful information that attendees will value before and during the show and your company will stay on their radar. People tend to pay attention more to exhibitors who don’t just market at them but those who are helpful as well. What kind of helpful information could you share?

  • Tips on great restaurants attendees should check out while in Vegas.
  • Tell them where to find the best coffee with the shortest lines closest to the trade show floor.
  • Point out sessions taking place with speakers they don’t want to miss.
  • Offer to introduce them to industry celebrities you know and who will be at the show.

3. Listen to what your customers are saying.

The SHOT Show is always a great place to do market research. By listening to conversations taking place around the show you can uncover valuable information about what your customers are looking for and what they wish existed in the marketplace.

We’ve always been able to do this in line for coffee, in the hallways between sessions, at the bar or restaurant in the evenings. Now, social media provides you an opportunity to amplify your listening and expose you to conversations taking place even if you’re not in the same room.

Pay particular attention to social media conversations that start with, “I wish…” Where can I find…” and even “I hate…” Chances are you just might have the solution to their problem or know someone who does.

When you are not just pushing your message out on social media but paying attention to what your potential customers are saying, you may over hear things like, “I wish there was a way to connect all my stores’ security systems.” If you are in that business jump on it and invite them to your booth to discuss solutions to their problem. If you are not in that business but know someone that can help them, invite them into your booth to meet that person.

4. Become part of a community.

Social media isn’t a campaign or a tool to be rolled out a week or two before the show. It is a commitment of time and resources undertaken so your company can connect not just with customers and potential customers at an event, but also with your industry’s larger community; a community of other suppliers, associations, media representatives, thought leaders, potential employees, mentors, and mentees.

Being an active member of a community builds your company’s reputation as a trusted solution provider and its employees as thought leaders in your industry. People in your community will get to know your company as more than just a brand. Buyers will start seeking you out and listening to what you have to say. Your company will be put on people’s “must see vendor” list.

5. Expand the length of the show.

Let’s face it, a lot of buyers are coming to SHOT Show, and there will be a lot for them to see and do. Chances are there are a few people who might miss you. By incorporating social media into your marketing and communications mix you won’t have to wait until next year to see them. You can easily continue the conversation and continue reaching out to potential buyers long after the show by doing the things mentioned above.

Just remember, keep your audience needs in mind when communicating on social media. It shouldn’t just be all about you.

*****

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

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

Media Day at the Range™ 2014 Exhibitor Registration Deadline November 30, 2013

There are only a limited number of shotgun, airgun and archery stations remaining.  There are also non-shooting exhibit and demo areas available.  All long and short range positions are sold out.  Manufacturers may register for the event by visiting http://media-day.com/ExhibitorRegistration/.   Exhibitor registration will close on November 30.

With the support of the National Shooting Sports Foundation, SHOT Show Industry Days at the RangeTM will be on Monday, January 13 & 14, 2014, at the Boulder City Pistol & Rifle Range, Boulder City, Nevada.

Registered exhibitors should visit the Media Day Sponsorship and Advertising page to further enhance your exposure at this key industry event by signing up for one of the many opportunities listed.

A full schedule of events will be posted on the www.shotshowrangeday.com in December.

For additional information, contact Cory Cannon with Triple Curl at ccannon@triplecurl.com or Cathy Williams with CMG Marketing & Events at cathy@cmgmarketingandevents.com.

Diedra Cauley is the senior director of exhibitions and conferences for the National Shooting Sports Foundation. Follow her on Twitter at @dcauley.

Five Reasons for Including Social Media in Your Show Marketing Mix

The Social Trade Show

Social Media Spotlight: First of a Four-part Series

Social media has transformed the way companies market through trade shows. No one knows this better than renowned trade-show industry consultant and thought leader Traci Browne.

The author of “The Social Trade Show” has graciously provided us with a series of blog posts that we’ll be posting right here — and in the Exhibitor Resource Center at shotshow.org — each week for the next four weeks in advance of the 2013 SHOT Show.

I’ll also be giving away free copies of Traci’s book each week. The first six exhibitors (and you need to be a SHOT Show exhibitor to qualify) to send me an email (be sure to include your mailing address) requesting a copy will receive one. Ready. Set. Go!

 

Five Reasons for Including Social Media in Your Show Marketing Mix

With all the work you already have on your plate to get ready for the show, why add another task? Social media is a growing communication tool and if you’re not taking advantage of it, you’ll soon be left in everyone else’s dust. But if you need more convincing here are just five reasons to get you moving.

1. Reach a wider audience.

As sad as this may seem, there are some very qualified buyers who cannot attend this year’s SHOT Show. They might not have the budget to travel or the time to spare. They might have family obligations that prevent them from attending. They want to be there to see all the new products and services available but they just can’t swing it. But they can and will be following along with what is happening at SHOT Show via social media.

Savvy exhibitors can stand out from their competition by paying attention to these online buyers. Make them feel a part of the event by:

  • Live blogging from sessions they are missing.
  • Live stream or video demonstrations taking place in your booth.
  • Tweet about new products and services you are seeing on the show floor you think they might be interested in by using the #SHOTShow hashtag.

2. Attendees will pay more attention to you.

It’s likely this is not your first SHOT Show rodeo. Even if you are a first time exhibitor at SHOT Show you probably have some great advice you can impart on the attendees.  Share helpful information that attendees will value before and during the show and your company will stay on their radar. People tend to pay attention more to exhibitors who don’t just market at them but those who are helpful as well. What kind of helpful information could you share?

  • Tips on great restaurants attendees should check out while in Vegas
  • Tell them where to find the best coffee with the shortest lines closest to the trade show floor.
  • Point out sessions taking place with speakers they don’t want to miss
  • Offer to introduce them to industry celebrities you know and who will be at the show.

3. Listen to what your customers are saying.

The SHOT Show is always a great place to do market research. By listening to conversations taking place around the show you can uncover valuable information about what your customers are looking for and what they wish existed in the marketplace.

We’ve always been able to do this in line for coffee, in the hallways between sessions, at the bar or restaurant in the evenings. Now, social media provides you an opportunity to amplify your listening and expose you to conversations taking place even if you’re not in the same room.

Pay particular attention to social media conversations that start with, “I wish…” Where can I find…” and even “I hate…” Chances are you just might have the solution to their problem or know someone who does.

When you are not just pushing your message out on social media but paying attention to what your potential customers are saying, you may over hear things like, “I wish there was a way to connect all my stores’ security systems.” If you are in that business jump on it and invite them to your booth to discuss solutions to their problem. If you are not in that business but know someone that can help them, invite them into your booth to meet that person.

4. Become part of a community.

Social media isn’t a campaign or a tool to be rolled out a week or two before the show. It is a commitment of time and resources undertaken so your company can connect not just with customers and potential customers at an event, but also with your industry’s larger community; a community of other suppliers, associations, media representatives, thought leaders, potential employees, mentors, and mentees.

Being an active member of a community builds your company’s reputation as a trusted solution provider and its employees as thought leaders in your industry. People in your community will get to know your company as more than just a brand. Buyers will start seeking you out and listening to what you have to say. Your company will be put on people’s “must see vendor” list.

5. Expand the length of the show.

Let’s face it, a lot of buyers are coming to SHOT Show and there will be a lot for them to see and do. Chances are there are a few people who might miss you. By incorporating social media into your marketing and communications mix you won’t have to wait until next year to see them. You can easily continue the conversation and continue reaching out to potential buyers long after the show by doing the things mentioned above.

Just remember, keep your audience needs in mind when communicating on social media. It shouldn’t just be all about you.

*****

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