press – SHOT Show Blog

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.

Media Picks: Some Favorite Products of the Press at Media Day

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The 2015 SHOT Show Industry Day at the Range proved to be a success to industry media members. Everyone in the media we talked to were decidedly upbeat about the day in general and the number and variety of hot new products exhibited.

Ace Luciano, book author with Gun Digest, told us, “I was very impressed with the new Benelli over/under. It’s probably the softest shooting stack-barrel double I’ve ever shot.”

Phil Massaro, another book author with Gun Digest and freelance writer for Guns & Ammo, Gun Digest the Magazine and several other industry publications found two pieces he wouldn’t mind adding to his gun safe. “The Smith & Wesson M&P .45 with the suppressor attached was so quiet and had what I felt was zero recoil. Truly an experience to shoot,” he told us. “I also fell in love with the new Stevens Model 555 over/under. Now, I’m not much of a shotgunner, so when I tell you I couldn’t miss with this gun, I’m speaking volumes about its fit. I don’t think I’ve ever had a shotgun fit me so well out of the box. It’s available in 20- and 12-gauge, and retails under $700, far below most of the over/unders on the market these days. I think one of the 20-gauges is going to find a home with me this year, though I think after my wife shoots it, I’ll probably never get to lay my own hands on it again.”

Two veteran outdoor writers, Ed Noonan and Steve Zahurak, both hailing from New York, found there was just as much value in some of the non-gun products setup for trial as they did the guns themselves.

“I saw a demonstration of the new all-in-one firearm cleaner and lubricant,” said Zahurak. “What I liked, besides that I didn’t need two separate products for gun maintenence, is that it was both nontoxic and biodegradable.”

Zahurak was also a fan of Ruger’s new drop-in trigger for the 10/22. “It’s very user-friendly,” he said.

“Two things that caught my eyes, literally, were the shooting glasses from Edge Safety Eyewear and the new Sightmark firearm sight. The glasses were very flexible, and that tells me they can take a beating without becoming damaged, while the Sightmark sight, a lightweight dot-within-a-dot arrangement looked to be a very intelligent design, one I’m looking forward to using for turkey hunting this year.”

Noonan and Zahurak also discovered a new product they think may be the ultimate training tool when you can’t make it to the range.

“Steve and I both thought the Coolfire product was pretty ingenious,” explained Noonan. “You fit the device in your gun’s barrel, fill it with air just like you would a bicycle tire, then dry-fire the gun. Though there’s no noise other than a click, the gun recoils as if you were using live ammo. That’s a great way to improve the realism of this kind of practice routine.”

Still, it was the guns that were center stage.

Another veteran writer, Tom Tabor, favored another offering from Savage, as did several others we talked to. “The new Savage rifle in .17 HMR is likely to be a hit this year,” Tabor told us. “It’s a new semi-auto chambered for that round, and Savage worked closely with CCI to develop ammo that works reliably in the action. It’s also accurate—I started shooting at small rocks behind the 100-yard silhouette targets they had set up, and this gun was spot on. With that kind of accuracy and reliability, and at the user-friendly price point Savage will be selling this gun, I expect it to do very well with consumers.”

For those looking for something at the other end of the price spectrum, Massaro told us that the Mauser 98 was one of the most beautiful guns to be shot during Industry Day at the Range, “Very true to the original, beautifully made,” he said. “For me, too, the Rigby rifle in .416 was, very simply, a privilege to shoot, and a little closer to home, the Christiansen Arms .308 with its carbon fiber barrel has almost no recoil, yet it weighs just six pounds, and its titanium muzzle brake does an outstanding job of keeping muzzle rise to almost nothing.”

As for the event itself, both media members and buyers were quite pleased with the new format of the event. Long lines into the range were eliminated thanks to dual drop-off points for the buses, and the invitation-only format allowed for better connections and engagement between exhibitors and invitees. That the chili from one of the many food trucks on the premises apparently rocked the house was just icing on the cake for everyone.

Follow the latest news from the SHOT Show on Facebook, as well as Twitter at @nssfshotshow and #SHOTShow.

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

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 Range^TM 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

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.

4. Become part of a community.

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

Media Day at the Range™ 2013 Exhibitor Registration Deadline November 30, 2012

With the support of the National Shooting Sports Foundation, the eighth annual SHOT Show Media Day at the Range^TM will be on Monday, January 14, 2013, 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.media-day.com website 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.

Record Number of Press at SHOT Show 2011

To give you an idea of the scope of media coverage at the SHOT Show, it attracts more members of the press than the NBA and NHL finals combined.

It was another record-setting year for media at the show. Preliminary figures show more than 2,000 members of the press from around the globe attended.

The press this year took advantage of a new and improved — and extremely spacious — press room that offered many new features to help them cover the show to the best of their ability.

New alphabetically listed bins made it easy for media to scan and find exhibitor press materials. Also new this year was a working press area designed to help media write and file stories with minimal distractions. The press room also featured free wi-fi and a coat check and baggage storage area.

Budweiser was the official sponsor of the SHOT Show press room this year.

Video: Media Day at the Range – SHOT Show 2011

Members of press from across the globe tested new products from 70 manufacturers at Media Day at the Range. Held on the eve of the 2011 SHOT Show, media day is where the buzz surrounding many new products gets its start. We talked to the press about their experiences at this year’s event.

http://www.youtube.com/watch?v=p8QGX7taKkw

5 new things to look for in the SHOT Show Press Room

Media at the 2011 SHOT Show will notice several improvements to the show’s Press Room. Not only will the room be five times the size of last year’s room, but there will also be some new features that are sure to please our growing contingent of working press.

Here are five new things to look for in this year’s Press Room:

Super-Sized Location: The Press Room at the 2011 show will quite possibly be the largest in show history with its new location in the Venetian Hotel, Level 3, Murano Ballroom. Members of the media will have plenty of room to stretch out and shouldn’t have any trouble finding a nice spot to rest after trekking the show floor.

Working Press Area: Similar to what you’d find at a sporting event, there will be an area of the Press Room designed to help media write and file stories with minimal distractions. In this working press area, you’ll find a place to sit and use your laptops or use one of the computer workstations provided.

Alphabetically Listed Press Kits and Materials: Exhibitors will display their press materials this year in alphabetically listed bins. These bins will replace the tables that have been used in years past. Members of the press should find it much easier to find what they’re looking for.

Coat Check and Storage: A coat check and storage area will be available this year in the Press Room. Rather than lug heavy bags around the show, members of the media will have a place to store their belongings.

Free Wi-Fi: Great news for laptop, iPad, iPhone and other mobile-device users, free wi-fi will be available throughout the Press Room.

Click here to see a list of more resources available for members of the media at the show.