shot show university – Page 2

Renowned Business Author Tom Shay Joins SHOT Show University Speaker Lineup

NSSF is pleased to announce that expert small business owner and author Tom Shay will be presiding over four sessions of the 2015 SHOT Show University. These sessions include:

Merchandising and Maximizing Turns
Advertising Effectively: Your Ad Plan and Budget
Understanding Your Financials: There Are Dollars in the Details
Maximizing Your Store Layout

“While compliance is the leading concern of our retailers,” explained Randy Clark, NSSF Managing Director, Business Development, “there are many other topics important to running their businesses successfully. This is where Tom comes in. As a lifelong small business owner and the fourth generation to be involved in a family business, Tom has great insight into how to realize the potential in any store floor plan and how merchandise should be displayed within the space you have so that your customers see the products you have and they want. Getting these kinds of behind the scenes things down is what will keep product moving off your shelves and your cash flow up.

“Cash flow, of course, is part of any retailer’s overall financial picture, and that’s another subject Tom knows well. In his session on financials, he’ll help SSU attendees learn why they should drill down into their cash flow, fixed costs, overhead and more so that retailers get both the most for the money they need to spend and see ways to increase profits.

“Finally, Tom will address the value of advertising. Word of mouth used to be enough, and retailers still need that, but to be truly successful, they also need to utilize both the traditional methods of advertising, such as radio and newspaper ads, and the modern, such as social media and website placements. Tom will show this year’s SSU attendees how to discover which methods will provide the greatest outreach to your store’s community and produce the biggest results.”

Tom Shay has authored 11 books on small business management, a textbook on small business financial management, and he’s co-authored a book on retailer/vendor relations. During the past 18 years, he has written more than 400 management articles that have appeared in more than 70 national and international trade magazines. He is also the author of NSSF’s series of books specifically for firearms retailers, covering topics such as business plan writing, merchandising and financials, among others.

“Since the retailer books were first created by NSSF some 8 years ago,” said Tom Shay, “I have continually updated the content to reflect the changes that have occurred in retailing, as well as the changes that have occurred within the economy. I’ll bring those attending the 2015 SHOT Show University a wealth of these latest concepts.”

SHOT Show University is the premier event for firearms retailers. Seats are limited and this event will sell out, so retailers are urged to sign up now. Remember, NSSF Premium Retailers are offered a complimentary ticket to SSU. Additional tickets for both Premium Retail members and all other NSSF members who wish to attend is $250; non-members may attend for $500. To learn more about SSU and its many sessions, click here. To upgrade your membership to the Premium Retail level or to join at NSSF at the level that best serves your business needs, visit nssf.org/join or e-mail membership@nssf.org.

Business Growth Expert to Lead SHOT Show University Sessions

Adding to the growing list of expert business leaders lecturing at the 2015 SHOT Show University is professional consultant Larry Mersereau. Mersereau is an engaging and highly respected speaker with more than 20 years experience providing keynote and general session addresses and specialized training in breakout and workshop settings to corporations and associations. Through his consulting enterprise PromoPower, Mersereau has worked with companies such as American Express, Inc. Magazine and Yamaha Motorsports, with a focus on business growth through sale expansion, customer retention, branding and positioning, maximization of marketing returns and leadership growth.

Mersereau will guide two sessions of the 2015 SSU. The first, “Content Marketing in Cyberspace,” will teach attendees how to connect with your “virtual” customers, the ones who are shopping with retailers without actually going to brick-and-mortar establishments. This course will discuss marketing content, execution plans, budgeting, and metrics that allow you to assess your results once your cyberspace marketing plan has been implemented.

In Mersereau’s second session, “Stand Out, Differentiate or Disappear,” retailers will learn how to position their businesses to stand out in a crowd of similar entities as the go-to place in every customer’s mind. Attendees of this session will hear about Mersereau’s “Brand Ladder” that teaches business leaders how to move potential customers into their stores and turn them from one-time shoppers to repeat, loyal customers who, in turn, continue to help spreading the word about your business through social media personal recommendations to friends and family.

SHOT Show University is the premier event for firearms retailers. Seats are limited and this event will sell out, so retailers are urged to sign up now. NSSF Premium Retailers are offered a complimentary ticket to SSU. Additional tickets for both Premium Retail members and all other NSSF members who wish to attend is $250; non-members may attend for $500. To learn more about SSU and its many sessions, click here. To upgrade your membership to the Premium Retail level or to join at NSSF at the level that best serves your business needs, visit nssf.org/join or e-mail membership@nssf.org.

Business Expert Gene Marks Highlights SHOT Show University Classes

The NSSF is pleased to announce that columnist, book author and small business owner and expert Gene Marks will be hosting two segments of the 2015 SHOT Show University. Marks writes daily for The New York Times and weekly for Forbes, The Huffington Post, Inc. Magazine, Entrepreneur.com, FOX Business and Philadelphia Magazine. He’s authored five books on business management specifically geared toward small and medium-sized companies, the most recent being The Manufacturer’s Book of Lists (Create Space, 2013). A dynamic speaker, Marks has appeared on FOX News, FOX Business, Bloomberg and CNBC discussing matters affecting the business community.

Through his keynotes and breakout sessions, Marks helps business owners, executives and managers understand the political, economic and technological trends that will affect their companies, so they can make profitable decisions. He owns and operates the Marks Group PC, a highly successful 10-person firm that provides technology and consulting services to small and medium-sized businesses.

In his first segment at SSU, “How to Leverage the Power of Digital Marketing for Your Small Business,” Marks will discuss the many technological changes ahead everyone in the world of business faces. The next few years will bring big changes to how all businesses drive revenues, and Marks will address the decisions retailers should be making now so that they can increase revenues in the future.

In talking about these changes, Marks will tell you that it’s not just Google, Microsoft and Apple that are leading the wave. It’s Facebook, LinkedIn, Twitter and other social media platforms, as well as the right kind of e-mail marketing, using video to connect to your prospects, taking advantage of new voice, chat and text tools to generate leads and using mobile tools for search, payment and relationship building. Marks’ questions to retailers: How are you touching your customers, your prospects? How are you making sure nothing falls through the cracks? What workflows have you created to make sure customers never leave? How are smart business owners leveraging the latest services, applications, devices and processes to maximize their revenues?

Marks’ second seminar is entitled “The Latest Ideas to Better Manage Your Cash Flow.” This presentation is for the owner and manager working in an established business and looking at the future—not next week or next month, but rather planning for the next few years. Marks explains that if you’re not thinking all the time about ways to manage your cash and grow your business, then there probably won’t be a business in the future. He emphasizes that if you think that your employees are as happy and productive as they’ll ever be, then this is where you’ll always be, and if you’re not always wondering about ways to reduce overhead and lower your costs, then someday someone is going to come along and out-think you.

During this fast-paced session, Marks will keep you on your toes with dozens of the latest methods and ideas for reducing expenses and building profits, i.e., generating more cash for your business. You’ll learn cost-effective ways for squeezing out more profits, boosting your bottom line and keeping more customers happy.

Special Featured Speaker Announced for 2015 SHOT Show University

Patrick Houlahan, Senior Consultant

The National Shooting Sports Foundation is pleased to announce that renowned former U.S. Marine fighter pilot instructor Patrick “Lips” Houlahan will be the featured speaker for the closing session of this year’s SHOT Show University (SSU). Now working as a senior consultant with strategic business training organization Afterburner, Inc., Houlahan brings a wealth of leadership and management expertise to the table, and his dynamic presentations keep audiences captivated.

“Plan, brief, execute, debrief. That’s the recipe for success for high-performing teams around the world. It works in the business of combat and it works in the shooting, hunting and outdoor business,” explained Houlahan. “The Afterburner team of consultants will teach you how to harness the power of Flawless Execution℠, starting with planning. You’ll learn the Six Steps to Mission Planning and apply them to all facets of your business. You’ll also learn about the power of STEALTH Debriefing℠. How many times have you heard a person admit they made a mistake? Let’s face facts: It takes a strong ego to succeed in business, and strong egos don’t like to admit mistakes. When that happens, your team never has a chance to learn from experience. Performance stays flat, and you never have a chance to address the root causes of lost business. In this keynote, my team and I will teach you how to use the STEALTH Debrief module to glean lessons learned and accelerate the experience of your entire team, while learning how to boost performance.

“Keeping jets in the air takes a staff of hundreds, coordinating, communicating and executing flawlessly. It takes a mindset to make this happen that many businesses don’t have,” Houlahan explained. “We help your team understand and begin to develop that mindset. Walking away from an Afterburner program, your team will be completely aligned behind your goals, ready to take action and improve business performance and management.”

“We are very grateful to have a speaker like Patrick ‘Lips’ Houlahan bringing his extensive management expertise to our retailers at SSU,” said Patrick Shay, NSSF Director, Retail Development. “This is a rare opportunity for our front-line industry retail leaders to learn what highly successful business planning looks like and how the principles Afterburner developed—and as they’re used by companies like PepsiCo, NFL teams, J.W. Marriott and more—will work for every firearms seller, from the small-town mom-and-pop shop to the big-box giant. This is must-see, must-hear material for every retailer in our industry.”

SHOT Show University is open to all retailers, but seating is limited, and this event is always an early sell-out. Tickets to the 2015 event are $250 for NSSF members and $500 for non-members. To show our appreciation to all our Premium Retailer Members, those members are eligible to receive one complimentary ticket. For more information on SHOT Show University, go to shotshow.org/education/. To upgrade your membership to a Premium Retailer level or to join the NSSF at whatever level that best suits your business needs, go to membership section of nssf.org.

2014 SHOT Show Was a Hit

Records were broken at the Las Vegas trade show

Let the record show that the 2014 SHOT Show was the most successful in its 36-year history. And with an extended contract that it be housed at the Sands Expo and Convention Center in Las Vegas, the SHOT Show’s future promises continued success and satisfaction. The 2014 SHOT Show was another one for the record books—record attendance, record sales, and record industry unity. The show also registered record satisfaction with attendees and exhibitors alike, with 75 percent of exhibitors completely or very satisfied, and 96 percent of exhibitors extremely or very likely to exhibit in 2015, according to our post–SHOT Show survey. Exhibitor satisfaction is confirmed by the record 96 percent of exhibit space renewals put under deposit onsite, and the 98 percent renewal rate we have reached within a month of the show’s conclusion.

Ditto for attendees, with 82 percent completely or very satisfied and 86 percent extremely or very likely to attend the 2015 SHOT Show. Total attendance increased 8 percent, to more than 67,000, in a year where we re-qualified attendees in the redbadge- buyer category, requiring documentation to verify purchasing authority.

All in all, the 2014 SHOT Show was a testament to the passion and enthusiasm that retailers, exhibitors, and industry associates share for our industry and the SHOT Show. It’s rewarding to know that all of our time and effort paid off, and you can rest assured that we’re working on making the 2015 SHOT Show even better.

The 2014 SHOT Show was very fortunate to have so many dedicated sponsors contribute to this record-setting year. For many of our sponsors, this is not the first time they have stepped up. Outdoor Channel marked its fourth consecutive year as the show’s Pinnacle Sponsor, the highest sponsorship level associated with the show.

Outdoor Channel’s unprecedented support of the 2014 SHOT Show demonstrates the company’s unwavering commitment to the outdoors industry and all that the industry’s premier trade show stands for.

Daniel Defense returned this year with some creative elements, including Venetian and Palazzo room key cards and pub-style tables near food vendors to facilitate quick meals and short meetings—not to mention the Daniel Defense–branded staircase in the main entry area to the Sands Expo.

Thanks, too, to Caracal for providing the shuttle service between the neighboring hotels and the show, saving many the time and money associated with taxi lines. GunBroker.com continued to be an extraordinary partner of the National Shooting Sports Foundation and the SHOT Show, sponsoring the NSSF Member Lounge and Business Center.

GunBroker .com is a great example of an NSSF member that makes the extra effort to help grow hunting and the shooting sports.

Also returning was ArmaLite as the title sponsor of the SHOT Show mobile app. This show-navigation technology enriches the SHOT Show experience for buyers and attendees, and we greatly appreciate ArmaLite’s support in this effort.

Ram Trucks returned as the official truck of SHOT Show for the third year running.

Smith & Wesson provided generous support as the Platinum Level Education Sponsor for the industry’s largest professional development opportunity for firearms retailers—SHOT Show University.

NSSF, owner and sponsor of the SHOT Show, extends its sincere thanks to all of our sponsors that contribute to its enduring success. We anticipate continued industry support in 2015.

With the Sands being an ever-improving venue, NSSF has contracted to stage the show there through 2018, adding another year to its agreement. The Sands recently completed a $37 million renovation that significantly upgraded its facilities, including redesigning and remodeling the lobby and adding escalators, new carpeting, Wi-Fi hotspots, food outlets, digital signage, and other amenities that have enhanced the trade-show experience for exhibitors and attendees. The 2014 SHOT Show is the fifth largest trade show in Las Vegas and the largest trade show of its kind in the world.

The show generates more than $73 million for the Las Vegas economy, and, more relevant to NSSF and its members, the SHOT Show provides your industry’s trade association with 80 percent of the revenue it directs during the year to promote, protect, and preserve that very industry.

Next year’s show will be held Jan. 20–23. See you there.

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

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.

12 Tips to Get the Most Out of the 2014 SHOT Show

Are you ready? The SHOT Show is almost here! Here’s a list of the top 12 items you can check off. Introduce yourself to the offerings by watching this brief video, first.

1. It’s your last chance to book your travel plans with onPeak, the official housing partner of the SHOT Show. Its hotel rate-guarantee deadline closes tomorrow, Wednesday, Dec. 11. SHOT Show provides two sources for special hotel room opportunities; one is direct with the Venetian/Palazzo, and the other is through onPeak, the official housing partner of the SHOT Show and the service provider directly linked to the SHOT Show website for all hotels besides the Venetian/Palazzo. To view or book available hotel/travel deals through onPeak, click here or call 800-388-8104. To view or book available hotel rooms at the Venetian/Palazzo, you may do so by clicking here or calling 866-580-1198.

2. Tell us if you are hosting celebrities in January. Log in to the Exhibitor Listing Dashboard and let us know about celebrity appearances or other special events you are planning at your booth. Follow the provided screenshots to inform us of celebrity appearances.

3. Register for SHOT Show University on Monday, Jan. 13. A limited amount of seats are available. Offered each year on the day before the SHOT Show opens, SHOT Show University, with a theme of Aiming for Excellence, is a day of seminars specifically tailored to the needs of those in the firearm retail business. Check out our speaker spotlights from Chip Bell and Dan Mann.

4. Find the retail seminars you need to attend. Retailers, Patrick Shay gives you an inside look at these scheduled sessions. Stay tuned for the follow-up and get the run-down of what should be on your schedule! We are offering a dozen courses (at cost) during the SHOT Show, all designed to increase your retailing expertise, make your operations more profitable and keep our industry strong. You can view the full schedule of speakers and topics here. Seating is limited, and classes are filling up fast. Don’t miss out!

5. Reserve the ultimate dining experience. 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.

6. Work smarter, not harder! First, download the mobile app, sponsored by ArmaLite. Then, use the My Show Planner online aid to navigate the show floor, keep track of appointments and find new products and services, among other conveniences. You can review the entire SHOT Show layout, search for exhibitors, find specials, search for brands and much more. You can even map out your own planned schedule and route!

7. Learn about the scheduled Law Enforcement Education Seminars (LEEP). NSSF has partnered with Law Officer magazine to present a quality education program for law enforcement professionals at the 2014 SHOT Show®. These are free for our LEEP sponsors.

8. Catch up on all three segments of the SHOT Show Exhibitor Webinar series, available online in the Exhibitor Resource Center under Exhibitor Education and News.

9. Get to know this year’s pinnacle sponsor, Outdoor Channel.

10. Meet the new management team. You can read all of the bios, here. The firearms, exhibition and event industries, as well as the Las Vegas business community, continue to respond positively to the selection of Las Vegas-based ConvExx as our new SHOT Show management company.

11. Become an NSSF member. As the owner of the industry’s largest trade show, NSSF rolls out the red carpet for its members at the SHOT Show. Members receive discounted booth space, five extra booth-priority points when exhibiting, early notification on registration and hotel accommodations, access to the NSSF Member Lounge and Member Business Center and more. NSSF is currently offering a SHOT Show special for range and retailer memberships, starting as low as $50.

12. Get social. Follow us and subscribe to get the latest SHOT Show updates. Like us on Facebook, follow us on Twitter (@nssfshotshow) and join the official SHOT Show group on LinkedIn. Also, be sure utilize the #SHOTShow hashtag to ensure your social media communications are being seen by all who follow the show online. Another way to keep up-to-date is to subscribe to NSSF’s Bullet Points e-newsletter, which delivers a weekly roundup of industry happenings.

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

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.