If you’re still skeptical on what you hear about artificial intelligence or AI for short, consider this post an introduction to help you understand what most are calling the “next industrial revolution.”

As more demands are put on marketers in the ultra-competitive firearms industry—an added advantage can mean the difference between who gets to market first and who doesn’t. We all know a great product goes a long way, but a great product with great marketing dominates.

We all know a great product goes a long way, but a great product with great marketing dominates.

For most of us, data can be a good thing—but it can also be a digital firearm marketer’s worse nightmare. With more and more data streaming in from social media, search engines, email marketing, automation, trade shows, banner ads, influencer platforms and others—data is or has become something of a curse. The term: “Paralysis by analysis” comes to mind.

That’s the irony with data-driven marketing. We have spreadsheets upon spreadsheets and dashboards upon dashboards—but do we really know what to do with it all? On any given day, you make a lot of small decisions that can have a significant impact on results:

• What time should I send my email newsletter?
• What topic should I write my next blog post on?
• Should it be a blog post, or should it actually be a video?
• What is a good social media post to grab attention?
• And for that CTA in the conclusion, what color will actually make people click?

Thankfully, all of these questions can now be answered by artificial intelligence. (Source: HubSpot)

What is AI?

“I’ll be back.”

Artificial intelligence first and foremost isn’t what you’ve been led to believe in the movies. It doesn’t mean we’ll be under the rule of evil sentient beings i.e. the Terminator—or an army of robots seeking to take over the world—not yet anyways. Titans like Elon Musk and others say its time to pump the brakes.

What it does mean is that man and machine will work together as a team.

Artificial intelligence is the “science of making machines smart,” says Demis Hassabis founder and CEO of AI company DeepMind (which was acquired by Google). At a basic level, “smart” means achieving a goal by mimicking human cognitive functions. That goal could be winning a board game, correctly identifying a cat in a photo, adeptly using data from sensors to drive a car or anything else a human can do.

There are many forms of AI already in existent. You might recognize a few already:

• Siri by Apple
• Maps by Apple
• Watson by IBM
• Einstein by Salesforce
• Alexa by Amazon
• Spotify Music Suggestions
• Facebook face/tag recognition

How AI will help you

How AI correctly can be applied to the firearms industry is the same for other industries. Companies with large eCommerce stores like Guns.com or Brownells.com may be the ones to benefit most from AI to help them analyze user data and trends. Apps like Optimizely, CrazyEgg and others are being used to track customer behavior, create segmentation and content that optimize website sales.

Other cutting edge manufacturers like Beretta who was one of the first to adopt marketing automation can adopt AI to analyze trends through their programs to send cross-sell and upsell email offers to their contacts at the right place and at the right time.

Tools like Databox can aggregate data from your entire Martech stack and give you a way to improve KPIs across the board based on accurate and definitive data that can be understood—and provide predicable analysis. Perhaps even a print ad in Guns and Ammo may be possible to be optimized by generative image AIs like Adobe Firefly. However, the word “guns” or “firearm” violates their terms and conditions. A harbinger of bans and restrictions to come.  

Business analytics by Databox combines data from multiple sources.

“AI is about automating known tasks without distraction. As humans, we get easily distracted. AI can operate without distractions and without wasting time, making AI teams more efficient,” says Digital Visionary, Kevin Kelly.

How AI can help you market more effectively

AI marketing assistants
If you’re looking to get started with AI, I recommend checking out ChatGPT, ChatSpot.ai, or turn on the Generative AI function in your Chrome Browser.

Here’s a recent inquiry I typed into Google’s search bar: What are the top articles on recoilweb.com? The results were interesting. This kind of research can help marketers and brands create more impactful content and strategies.  

“Your marketing assistant in the future might well be an app that provides advanced analytics information to guide advertising or content-creation efforts to drive traffic to your company’s website,” says Dave Burnett of AOK Marketing.

These apps—most in their beginning stages—will continue to get smarter over time. They will help you save time, make smarter investment/media buying decisions and increase and accelerate revenue.

AI-Powered Websites

Imagine a website you speak to, rather than typing in a search or clicking on the nav bar. A future prospect may visit Springfield Armory’s website, tell the site what they are looking for and then the site serves them three pistols for self-defense along with some videos and training articles—specifically designed and tailored to that known user’s interests.

This type of work is already taking place with companies like Unbounce and CodeWP where all you do is provide direction and the site designs itself.

AI-Powered Marketing Programs

Want to write and design an entire email marketing campaign? No problem, HubSpot’s Campaign Assistant can write you a landing page, email series and ad copy.

Campaign Assistant is HubSpot’s AI-powered tool that allows you to create landing page copy, marketing email copy, and ad copy for your next marketing campaign.

You provide information about your campaign, choose a tone of voice that resonates with your brand, and select which type of asset you want to generate, and the tool will produce either a landing page, email, or ad. 

Creating campaigns that used to take days can now be accomplished within hours. In the near future, I anticipate that marketing managers will have the ability to input an entire marketing plan, and AI will be capable of designing the copy, images, and assets (logo, website, emails and social media) all in a single automated process.

Better content through AI

Artificial intelligence platform Acrolinx uses a unique linguistic analytics engine to “read” all your content and provide immediate guidance to improve it. “Our technology is transforming how the world’s biggest brands create high-performing content,” says Dr. Andrew Bredenkamp, founder, and CEO. Other companies you should start becoming familiar with is Motiva, Albert, and BoomTrain.

Will AI take away our jobs?

• 300 million jobs worldwide could be disrupted by AI, according to Goldman Sachs.
• $17 trillion to $26 trillion will be added to the global economy by AI, according to McKinsey. 
• 83 million jobs worldwide will be lost over the next 5 years because of AI—and 69 million will be created—according to the World Economic Forum. (Resulting in a loss of 14 million jobs during this time.)

Whether or not these distrustful globalist organizations are correct — what you should be doing right now is learning all you can about AI. (Check out Paul Roetzer’s AI Marketing Institute.) How to use it, how it works and how you as a marketer or business owners will fit into the disruptive changes coming soon to our world, industry and marketing as a whole.

As you start to drink out of the fire hose that is AI, it’s important as industry marketers and business owners to think ahead about how we can continue to push the industry forward in terms of technology, attract customers, delight current customers, and how all this wraps into protecting our 2nd amendment rights. 

AI is on the brink of making significant impacts across various domains. Historically, regulated industries have shown a delay of 5-8 years in adopting new technologies, but this time, the lag might be shortened to just 1 year. Businesses and marketing teams that proactively take the lead will gain an advantage in what promises to be an intriguing future.

What do you think about AI and how will it effect our industry? Please comment below. 

This article was originally published in April of 2017.

The post What Does AI mean for Firearm Marketing? appeared first on Garrison Everest.

Would you buy some banner ads? Redo your branding? Run an SEO campaign? Do a press release? Put it all on a print ad and let it ride? This is a tough question I get all the time. Most business owners in the outdoor, firearms, hunting and defense industries struggle with making a determination on what to do when they want to market that they usually just throw up their hands and land on attending a trade show—which doesn’t get them the reach and awareness they are really looking for (at scale) to grow their business.

The below infographic gives you a simple firearms and defense marketing strategy that has been implemented over a thousand times by some of the world’s top brands—and in most cases has quadrupled revenue and has provided a 3x to 6x return on investment within 6-9 months. By implementing this simple plan correctly, investing in the long term and committing to improvement, you’ll have a solid marketing program you can build off of for years to come.

By taking the time to clarify your message and figure out these aspects of your brand’s story, you will be able to transform your marketing, attract new customers and stand out in the crowded marketplace.

• Schedule a call with me, get a clear plan on how stand out in the crowded outdoor, hunting, defense and firearms marketplace

Sources:

1. Harvard Business Review: The Curse of Knowledge
2. Time: You Now Have A Shorter Lifespan than a Goldfish
3. Campaign Monitor: The New Rules of Email Marketing
4. INC: 84 Percent of People Trust Online Reviews As Much As Friends
5. StoryBrand: Clarify Your Message

The post INFOGRAPHIC – A Simple Firearms Industry Marketing Strategy That Works appeared first on Garrison Everest.

It’s harder than ever to get your message out to attract the influx of some 8 million+ new gun owners who’ve flooded the market (Source: FOXNEWS). For brands that have invested time in building their brand and digital firearm marketing programs over the years are reaping the awards of their efforts as guns, ammo, optics, and accessory sales that set the third highest sales record in 2022—mostly from women. 

If you’ve been on the fence about marketing and are now ready to capture this moment, in this article you will learn about:  

• Podcasts – Podcasts will continue to be a strong channel in 2023.
• Inbound Marketing – Create a strong digital footprint for years to come by creating value-added blogs, videos, lead-generators, email marketing and SEO to generate traffic, contacts and customers.
• ExpertVoice – Incentivize behind-the-counter retailers and experts. 
• Focus on women and minorities – Women and minorities are the largest purchaser segment of firearms over the past 3 years—are you focused on them yet?
• Influencers – Reach your audience through trusted firearm social media content creators.

If you’re not a big well-known brand like Ruger or Smith & Wesson, marketing your firearms brand and line of products for recreational shooting and hunting can leave you scratching your head wondering what to do.

Facebook, Google and YouTube which was once a bastion for firearm, ammunition, and hunting knife companies to advertise, now bans all paid advertising related to direct weapon sales. And Instagram announced in 2020 that they will begin cracking down on influencers who work in the firearms segment. We’ve seen several accounts cancelled over this past year. 

Fox, the NFL and other major media outlets that used to be friendly to firearm manufacturers have shut the door as well. You may remember when Daniel Defense tried to run an ad in 2003 on the Super Bowl. 

Below I’ve identified five firearm marketing alternatives that you haven’t thought of yet that will help you get your message out, build your brand and attract new defensive and recreational minded customers. 

1. Podcasts

The old is new and the new is old. In the last two years we’ve seen a resurgence in podcasts. Podcasts like Dan Bongino, GunTalk, The Dana Show, Restless Native and others offer a way for your brand to reach a broader audience and leverage the trust of the host. According to Influencer Marketing Hub: 

• There are over 2 million podcasts
• More than 420 Podcast Listeners
• 78% of Americans Are Aware of Podcasting
• Almost 62% of US Consumers Listen to Podcasts
• 180+ Million Americans Have Listened to a Podcast
• 68% Listen to the Whole Episode

Podcasts are more influential than influencers according to Ad Age.

2. Inbound Marketing

I make it no secret that the inbound marketing methodology is a perfect fit for firearm manufacturers with a lengthy purchase process. Brands like Mossberg, Springfield Armory, Havlon, Stag Arms and Beretta have been using inbound since 2018. These brands have built digital fortresses of content that will continue to grow contacts and sales well into the future. Inbound marketing uses search engine optimized content, downloadable offers, landing pages, forms, social media and email marketing to attract, engage and provide real value to their customers. Inbound provides substantial cost savings to manufacturers, and the best part is, it’s all completely trackable. It removes the black box of advertising and provides real ROI and understanding of your brand and marketing efforts. Inbound is an important digital marketing element to influencer marketing. If your customers have questions about your product, you should be writing content. 

3. ExpertVoice

ExpertVoice is a website that connects brands with experts in various fields, primarily sales associates and behind-the-counter workers in retail stores like Scheels, Sportsman’s Warehouse, Cabela’s, and thousands of other retailers in the U.S. These experts can try out products and provide feedback and reviews to help promote the products to their followers and communities. Brands can also use ExpertVoice to offer special discounts and promotions to these experts. It is a platform for companies to connect with and engage influential people who can help promote their products to a broader audience. ExpertVoice harnesses the most effective marketing channel of all: Word of Mouth. By getting listed on ExpertVoice, your brand can connect with the people your customers interact with when in the store actively shopping for gear.  

Photo credit: Glock

4. Women & Minorities

Women and minorities are a burgeoning segment in the industry as you might already know (Source: NSSF). You should consider using content or sponsoring a free shooting class or range day in your local newspaper or county magazine to attract interested customers. Women are helping change some of the negative stereotypes typically associated with the firearm industry. Firearm manufacturers should embrace this trend and do all they can to promote it. Almost all brands like Glock have added women in their imagery and are creating sections in their publications and websites that speak directly to them.  

5. Influencers

Influencer marketing is a type of marketing that uses category leaders or celebrities to communicate your brand’s message and content to their vast number of followers. Instead of buying print ads or filming commercials, you use the influencer to get the word out for you instead. The industry is taking increased notice of influencers like Guns Out TV, Hickok45, IV8888, and Warrior Poet Society. Influencers who have large networks of trusted followers represent an important component of your marketing mix. By tapping these well-known hunters and shooters, you can gain entrance into larger audiences.

Final Thoughts

Aside from the firearms marketing options mentioned above, you might consider exploring Hulu’s self-serve ad platform, which is being utilized by brands like Strikeman. You may have also come across advertisements by Henry Firearms on popular talk radio shows. Glock has also experimented with commercials that don’t display firearms visually. These are some examples of how you can bypass anti-gun sentiments.

In conclusion, digital marketing can be made more effective and efficient with the use of podcasts, content creation, targeting female audiences, and influencer involvement. Look for things to change again this year with the rise of AI platforms like ChatGPT, Hubspot’s ChatSpot and Google Bard. 

The post 5 Firearm Marketing Alternatives You Haven’t Thought Of Yet appeared first on Garrison Everest.

For those who take the time and energy to blog—there exists many benefits and clearly defined advantages for your business. The most important being SEO. 

Call it content creation or blogging—blogs have been shown to increase website traffic by 55% (Source: Hubspot). Done consistently, blogging will compound over time into more traffic, more leads and more sales through your website. Blogging is one of the key components in an internet or content marketing strategy. Blogs power your search engine optimization and social media efforts to greater heights. In a time of digital transformation, embracing content and inbound marketing is an incredibly smart move.

If you’re the type of business owner or marketer who sees the advantages of blogging and are committed to thought leadership, driving website traffic and to building your brand, this post will help you become a more effective blog writer in the hunting, outdoor and firearms industry.

1. Start with your audience

A lot of times, you may be blogging just for the sake of blogging. But this is where a lot of people go wrong. There is a methodology to blogging. For starters, you must understand your audience at the granular level to make your writing efforts pay off. A great way to get inside the heads of your prospects is to interview your current customers. Ask them why they value your brand, what keeps them up at night and what their biggest challenges are. For example:

• How to call in a hung up turkey.
• What is the best AR15 for home defense?
• How to become a better sports clay shooter.
• How to field dress your game quicker.
• What are cheaper thermal vision alternatives?
• Best places in Montana to look for sheds.
• What level of fitness do I need to hunt bighorn sheep?

By asking the right questions, you will be able to write the right blogs that capture your audience’s attention.

For maximum benefit, consider turning your blog into a podcast or video. 

2. Teach them something

Just like this blog is attempting to teach you something—your blog should attempt the same. Like the examples shown above, the first and best way to approach a blog is to answer the questions you hear most from your customers. Compose a list, perhaps starting with your FAQS and turn them into 700-1000-word blog posts.

TIP: Posts with 1000-2000 words or more are shared almost twice as much.

3. Pick topics based on your keywords

If you’re blogging on topics that don’t include your keywords you’re camouflaging your blogs. Keywords drive traffic to your website and show up in search engines where your prospective customers are. Pick topics that your customers are searching for. To find out what keywords you should be blogging on, you’ll need to take a closer look at your analytics. You may even consider using a paid keyword tool service like Moz, Wordstream or utilize your Google Adwords tool. 

TIP: Write for humans, not search engines. Don’t stuff keywords into your copy.

4. Formatting

Formatting is another factor you must consider. Your readers will typically scan topics and headlines before committing to reading your post. It’s kind of like channel surfing. To make the most of the one shot you have to grab your reader’s attention, your blog posts should take on a format like this to allow for easy scanning:

1. Attention-grabbing headline 
2. Engaging image
3. Share buttons
4. Introduction and hook
5. Introduce the problem you are solving and who the post is for
6. Tell the reader what to expect
7. Cite your sources for credibility
8. Number your sub-heads
9. End with a recap and conclusion
10. Use a call to action to generate a lead or sale

By formatting your blog properly, you’ll increase the likelihood of getting it read. 

5. Ignition

Sharing is considered the “holy grail” in social media. It’s one thing to “like” or “favorite” a post, but a share has the potential to drive traffic and build brand awareness exponentially. When a person shares your content, it says something about them to their friends and followers. According to Mark Schaefer’s new book, the Content Code, people share content on the basis of making themselves look smarter or to communicate something about their interests and personalities. Sharing “ignites” your content that allows your brand to penetrate into new audience groups.

Make sure to add share buttons at the top of your posts and make sure the blog data automatically populates is the first step in getting your post shared.

6. Consistency

If you start a blog, you must commit to blogging on a regular and consistent basis. By starting out strong and then getting sidetracked in 3-4 months, will hinder your efforts and leave your followers hanging. They’ll forget about you and eventually unsubscribe or tune out. If you’re going to commit to blogging, commit to it and stick with it. You can start out by committing to once a month and build up from there. The more you blog—statistics show—the more traffic you get.

7. End with a call to action

At the end of every blog post, you should end with a call to action. Whether it’s a downloadable offer, a video or even a call to purchase one of your products—make sure to capitalize on the momentum and interest you just created with your reader once they get to the bottom of your post.

In ending, when writing a blog post, start by knowing your audience, teach them something, write articles based on your keywords, format, make it easy to share, be consistent and end with a call to action.

By including these points in your next hunting, outdoor or firearms blog post, you’ll start seeing lower bounce rates, increased traffic, and more subscribers, shares, likes and favorites. 

The post Stop What You’re Doing And Blog Like This… appeared first on Garrison Everest.

Or maybe your business has been around for a while and you’ve realized that to compete in today’s environment, you need to focus more on your messaging and how your company and/or products are understood.

But, do you really need a brand strategy?

The truth is… a brand already exists, even if you’ve never taken the time to develop it.

Your customers, dealers, distributors, employees, and partners already have some kind of feeling, thought or understanding of you or your product—negative or positive. 

What is the difference between branding and marketing? Marketing and branding is a two-sided coin. Branding is about feeling and emotion (fonts, colors, imagery, tone etc.). Marketing is about generating activity in the marketplace (advertising, PR, email, trade show etc.). 

Below are 10 surprising facts that you may not have considered in regards to your brand development strategy and why it’s important to have one—if you intend to leave your mark on the firearms industry.  

1. Make it easier for the customer to buy
Customers make decisions on products they know and trust. If a customer is not familiar with your brand, they are less likely to buy it.

Think of the last time you were in the gun store and you had to pick up some ammo. Hornady—a ammunition category brand leader—was not on the shelf. Do you buy the “I’ve never heard of you” brand of ammo—or forgo the purchase altogether? Most likely, you’ll wait till the next trip or drive across town to another store. Brands help us make buying decisions.

Photo credit: Business Insider

2. Make it easier for the sales team (and dealers) to sell
Having a strong brand reputation in the marketplace will allow your dealers and sales team to close more sales based on brand performance alone. A reputation for service, quality and the ability to solve your customer’s problem will be more likely received and sought after.

3. Brand clarity and delivery spurs employee motivation
Brands give your employees purpose. Having a clear cultural direction, goal and mission based on your brand values will create higher performance and productivity. A strong brand will turn your employees into brand advocates versus people who just show up to collect a paycheck. It will also give you and your stakeholders a clear understanding of your vision, mission and purpose.

4. Increase the value of your company over time
Brands are line items on today’s most valued companies. The Coca-Cola brand alone accounts for 51 percent of the stock market value of the Coca-Cola Company (Source: Brandchannel). The same could be said for Ruger or Smith & Wesson.

By developing a strong firearm brand—especially for companies with/or seeking investors—brand development aids in building a successful exit strategy. 

5. Brand definition brings clarity to your business goals and direction
If you have a good product that everyone is excited about, alot of times you just have to stay out of your own way.

A brand strategy will save you from making costly decisions.

A recent example is Vista Outdoors’ Black Hawk product line of silencers. Black Hawk a gear supplier for military and law enforcement agencies—ventured into the silencer market and after just eighteen months pulled out.

Photo credit: Recoil

In May of 2016, when the silencers were first announced, many were musing if this was too far a departure from Blackhawk’s bailiwick. When asked why the line was being dropped, a Vista representative put that musing to rest: “After completing a strategic review of our product lines, we determined that suppressors did not align with our core business. In order to streamline our products more efficiently, we felt it was best to eliminate suppressors from our current line-up.” (Source: Recoil)

Millions of dollars would have been saved if brand managers would have practiced “brand discipline.” Read more on The 5 Rules of Brand Extension.

6. The brand development exercise creates innovation
Most of us are so busy we sometimes just go through the motions in our businesses day after day with the mentality of “if it isn’t broke, don’t fix it attitude.” By purposefully sitting down and thinking about your brand, product and business you will give yourself and your team time to create new processes, products, components and other ideas that will drive innovation. This is time well spent and the life blood of successful firearm brands.

7. Saves money on future design and advertising costs
Instead of reinventing the wheel every time that new ad needs to be placed, trade show booth or package redesigned—your brand standards will provide a guideline for consistency that creates visual recall and recognition.

8. A strong brand creates preference which, equals profit
By consistently delivering the same value, service and quality—along with the same visual identifiers—you begin to create preference and repeat customers. This is called “branding.” The goal of brand development is to create preference, branding is to create recall.  

Photo credit: Guns.com

9. Attract talented employees
In today’s war for talent—companies are struggling to find talented and skilled workers. Those with strong employer brands coupled with a strong corporate brand will win.

10. Provides the foundation of all your marketing efforts
Without a brand strategy, it will be very difficult to focus your influencer or inbound marketing efforts. The absence of your customer’s buyer personas, key messaging and brand-centric visuals will make any marketing effort less effective. 

So, do you need a brand strategy?

Well, if any of the above points appeal to you—I would say yes—brand development is a business necessity for business owners serious about growth and leaving their mark on the firearm industry. Even if competition is non-existent—you eventually will need to develop your brand to pre empt competition as Magpul has done, who by all measures dominates the magazine market.

Photo credit: Magpul

We have in any given category 10-20 of everything (ammo, handguards, holsters, ARs, shotguns etc.). By having a well-defined brand, you will be able to compete at a higher level than your competition, stand head and shoulders above the rest and build a valuable asset for the future.  

One last thought to end on: “Brand is the last remaining business currency.”

Photo credit: F4 Defense, Jason Swarr, Straight 8

The post Do You Really Need A Firearm Brand Strategy? appeared first on Garrison Everest.

Brands take years and thousands of dollars to develop. The most effective and safest way for established brands to introduce new products and services without damaging their brand is by utilizing a practice called brand extension.

Brand extension leverages the equity and power of your current brand to penetrate new segments and categories faster and for less cost.

However, utilizing brand extension does come with some inherent risks. If the product doesn’t align or make sense with its parent brand, you may risk diluting your brand altogether. You also may end up alienating your current customers—leaving them wondering what it is you stand for. 

The golden rule in brand development is to be known for your one thing. You can read more about identifying your brand’s one thing here. But for this article’s purpose, your one thing must align with the new product or service you are introducing.

Below are a few simple rules with examples to consider when using brand extension to penetrate new customer segments or if you’re evaluating bringing a new product/service to an entirely new product category.

Ruger Pepper Spray

Rule #1. Do not dilute your current brand.

Brands that can successfully extend into a different product category have already established brand equity. If your company has yet to build brand equity, you will find leveraging an unknown brand is like starting from scratch. It is better to carefully extend by appealing to a segment of your current base while trying to reach new customers.

Industry example:
Ruger is using its name to sell a line of pepper spray products. Although this tactic seems somewhat strange from the manufacturer, I can see where this makes sense. Ruger has built its brand on reliability, you may recall their tagline “Another reliable firearm from Ruger.”  Their pepper spray may be reliable, but does it fall out of alignment with what the Ruger brand is known for: firearms? I would have suggested starting a new brand from scratch and subtly mentioning that it was manufactured by Ruger. This I feel would leave Ruger’s brand essence in tact while introducing a high-quality pepper spray while not confusing customers. 

Compare this to a brand like TASER, who is known for non-lethal self-defense products.  

Sig Sauer Silencers

Rule #2. Identify your brand’s core attributes.

You must know your buyer persona and brand’s core attributes (also known as brand values) in order to understand if your brand can successfully carry a new product into a new category. For example, if your attributes are classified as rugged and tactical, and you want to extend a new product to be smart and sleek, your new brand extension is going to be out of alignment with what the parent brand is known for.  

Try to tie the new product to the parent brand’s core attributes as much as possible. Utilize the dominant elements of your logo, imagery and color palette. The goal is to keep the branding recognizable while offering up a slight variation to signify the difference.

Industry example:
Sig Sauer introduced their line of suppressors back in 2013. This is an example of a firearms brand entering an entire new category (suppressors). Except this time it works pretty well. The ad and their website stays close and aligns with the main Sig brand making this extension work seamlessly. 

Rule #3. Make sense out of your reasoning.

There have been some grand out-of-industry brand extension failures over the years. If you’re unsure about extending your brand with a new product, go with your gut, if it doesn’t feel right, it probably isn’t. Here are a few that failed to hit the mark:

Would you fly on Hooters air? Wings yes, flying… no. 

Rule #4. Decide if you are a House of Brands, Branded House or a Hybrid.

Are you a House of Brands or a Branded House? What’s the difference? Brand Architecture is an important consideration when introducing new products. A House of Brands relies on multiple brands while the parent brand sits in the background and mostly goes unnoticed. A Branded House is a corporation who runs multiple brands under the same name. A Hybrid is a combination of both. 

An example of a House of Brands is the Freedom Group. Freedom Group owns Remington, DPMS, Bushmaster, Barnes Bullets, Mountain Khakis, Tapco and others. For comparison, an out-of-industry example would be Proctor and Gamble (Tide, Vicks, Downey, Crest, etc.).

Browning Clothing Brands

An example of a Branded House would be Springfield Armory, Glock, and most other manufacturers. For comparison, an out-of-industry example would be FedEx (FedEx Express, FedEx Ground, FedEx Freight and FedEx Services). 

An example of a Hybrid is Browning. Browning manufactures knives, guns, safes, clothing, ammunition, flashlights and more. They even license their brand out. Each category has their own individual brand with Browning’s brand intrinsically intertwined. For comparison, an out-of-industry example would be Coca-Cola.

Rule #5. Test it out with your customers before going all in.

Not sure if your brand extension will work? If you have a loyal customer base, a little transparency and getting your customers input on your plans can go a long way. Utilize a small test group or conduct a survey to test the new product and record the feedback for validation of your offering. Testing is always the smart thing to do first before going all in. 

In conclusion, extending your brand can be done, but it must be done with careful consideration. Make sure whatever you do doesn’t dilute your current brand that you’ve worked so hard to establish. Know your brand’s core attributes and make sense out of your reasoning. When designing your new branding—stay close to your brands’ look/feel and test it out on a small group of your most loyal customers with surveys. If you’re just starting out and you know that somewhere down the line you’ll be adding more products—take the time now to plan for how those products will be added into your brand architecture to save time and cost.

The post The 5 Rules Of Brand Extension For Firearm Companies appeared first on Garrison Everest.

When it comes to your branding, marketing or design—your thoughts immediately go into overdrive when you remember that one of your customers commented that your website did not pull up for them on their iPhone (because your company’s home page is not mobile-friendly). You’ve also seen a steady decline in online sales, most likely due to that old 4-step shopping cart you’re running. Your sales team needs new collateral that showcases the new product line and the packaging needs updating, plus you got to get ready for SHOT Show.

But where to start? The designer you used last time missed the mark. The design firm you called doesn’t work with hunting or firearm companies and there is no way you’re using Bob’s son again for the catalog. Choosing a marketing and branding firm can be a daunting and time-consuming process. You need someone you can trust. Someone who is responsive, trustworthy, reliable and knows what they’re doing. The problem is finding those people—the diamond in the rough—someone who meets your expectations and will get the job done right and prove that your investment was worth it.

If you’re looking for a new firearms or hunting marketing agency—here are 8 things that will help you choose the partner that solves your toughest business challenges.

1. Start by clearly defining the problem

Simple enough… but not so fast. We often times don’t go far enough to define what the problem actually is. A good marketing agency will get to the heart of your challenges and pain points to help you make the right decisions—not through a hard sell like a haggling car salesman—but someone who truly takes an interest in your business and cares about your success.

Do any of these problems sound familiar:

• Our message is confusing
• Our website isn’t generating sales
• Our brand image is out-dated
• We need a marketing plan to grow our business
• We need to reach the right customers

A good hunting and firearms marketing agency with years of experience will be able to get to the heart of the matter.

See this article: Do I Really Need A Brand Strategy?

2. Set goals

Be specific about your goals. Is it a revenue goal?  Can you really double sales in one year? The more defined your goals are the better the marketing agency will be to suggest strategies and approaches to achieve your goal. Use the SMART goal method to set specific benchmarks that will move your business forward.

3. Do they have a proven process?

Processes are important because they define a linear way of solving a problem and accomplishing an objective. Most marketing companies will follow some type of process. Make sure it is clearly defined so you know what to expect as you move through the project. The process should be easily found on the agency’s website or be communicated on the initial call.

4. Verify references

In today’s world, everyone is a skeptic. One way to make sure that the firm is ‘solid,’ is to see if they have a good set of testimonials. Look on Facebook, Google and other social networking sites to see if reviews exist. Check their case studies page to see past experiences and how they’ve helped other businesses with similar problems.

5. What do they specialize in?

Today’s best agencies are specialists in 2-4 areas like email, SEO, influencer or PR or an industry. They can offer traditional and digital services to meet your needs and know how outbound and inbound marketing methods fit together to offer you a range of solutions to achieve your goals. They want and desire to earn ‘trusted advisor’ status shedding the horrid ‘vendor’ designation. The most successful agencies desire and thrive on their client’s successes and truly show interest and passion about their service or product. Also be sure to check their certifications. HubSpot, Google, Email etc. certifications mean they’ve put in the time to deliver value.

6. Are they problem solvers?

What is the principal’s experience? Do they have a good track record in the industry and the business acumen required? There are a number of firms out there who lack true experience in solving real-world business problems. Ask for past examples or how they might approach your current marketing challenges.

7. Do they practice what they preach?

Does the marketing agency have a strong and identified brand? Are they themselves implementing the programs they are suggesting to you? It will be important that they understand the hunting, outdoor and firearms industry. This will save you time so you don’t have to teach them about the subtleties of our industry. Other industries are far more advanced in marketing and branding tactics than the hunting and firearms category, so knowing how your customers are reacting to other industry tactics and strategies is just as important because they will expect the same from you. Especially now that the industry has added over 5 million new gun owners.

8. Do you click with them?

80% of the time your intuition is the best way to choose a marketing agency. If you are compatible as people, you most likely will work well together—assuming everything else adds up. I’ve had many opportunities over the years to work with well-known brands but in the end, we just didn’t click. Business and marketing is all about people and relationships. Pick an agency you like and who you can work with.

In conclusion, a good hunting and firearms marketing agency will know how to get to the heart of the problem, help you set achievable goals, have a clearly defined process, good references and testimonials, a specialized service offering, are natural problem solvers, practice what they preach, and are people you like.

The post How to Choose A Firearms Marketing Agency appeared first on Garrison Everest.

According to an NSSF survey: Accuracy, Reliability, and Manufacturer Reputation are the most sought after qualities in a firearm—especially an MSR. How do you build a brand that conjures up these same feelings and opinions?

In this post, I’ll outline the journey your brand must take when looking at building an effective long-term brand strategy by using a three-legged stool analogy and the legendary story of Daniel Defense to help you think clearer about how to move your business forward and how to create a stronger brand reputation that increases your brand’s equity and ultimately your success. 

Where to start?
Brand strategy is the business case for change at a brand level. It envisages the future position of a brand in the marketplace, based on the company’s wider business aspirations and its ability to deliver and market brands that align with that desired position. (Source: BSI)

When asking what your desired position is—where do you see your company in 5, 10 or 15 years? Do you want to be known as the brand with the most aesthetically pleasing platform? Or perhaps to be referred to as the lightest firearm? These aspirations must be guided by a strategy to get you to a place in the market that belongs only to you in the mind of your customers. Getting to your desired perception may involve taking several paths. It may be first to target and invest in the government sector to establish a reputation before entering the ups and downs of the consumer market. It may be to build your reputation as an OEM first before creating your consumer branded line of products. Whatever your goal is—it must be linked directly to the problem you’re out to solve coupled with a scalable business model that gives you sustainable growth.

Stool Leg 1: Solve the problem

Photo credit: Daniel Defense

Marty Daniel started in 2001 by creating the Big Hole Upper Receiver—which forever improved the way we mount sighting systems to ARs. This led to several other products like the M4 12.0 hand guard that was a direct replacement for the Army Marksmanship Unit. Marty’s product solved a problem in the industry that gave him the starting point of building the reputable brand Daniel Defense is today. His starting point was recognizing a problem and solving it. (Source: Guns & Ammo)

How to get there.
The purpose of brand strategy, is to identify how far the brand must “travel” perceptually in order to be competitive, the benefits of getting there for the business, the purpose and values that the brand culture will need to adhere to in order to make that journey and the competitive resistance that the brand may encounter getting to that end point. It’s the why and the where. (Source: BSI)

Stool Leg 2: Build respect

What aspects of your story must be created and perfected to get you to your ultimate brand destination? Is it an investment in talent? Is it infrastructure? Is it a reputation among law enforcement or the special operations community? Define how you can link your marketing efforts to strategy, product development, operations, and other areas to create unique value for your customers, so you have a compelling story to tell.

After the success of Marty’s upper, and a follow-up sling mount product—he designed the RIS II Rail System and was awarded a lucrative contract with SOCOM. And then won an additional contract with the UK Ministry of Defense’ which in essence proved his engineering prowess and design capabilities as a serious manufacturer. This created the second leg of his stool: Respect.

How to stay there once you arrive.
Staying on top is sometimes much harder to achieve than getting there. So you must ask: “What’s my next success?” What has your brand planned for next? How will you capitalize on what works? Why will that feel like a natural extension of the relationship that your customers already have with you? Your purpose should provide clear guidelines for future development. (Source: BSI)

Stool Leg 3: Scalability

By thinking of itself as a manufacturer of the world’s finest weapon systems—not just rails or rifles—Daniel Defense has extended its development license considerably. It can literally look for new ways to give people experiences they haven’t had and positions them to be one of the largest manufacturers in the industry. 

To scale his business, Marty saw three components to add to the momentum of Daniel Defense: In-house equipment (hammer forge machining) that allowed him to control quality, output, and price. This all lead to increased customer service and his intuition to surround himself with competent staff and employees. Today, Daniel Defense is the epitome of an American success story and one of the most admired brands in the firearm industry.

You can build a brand around the three most coveted value propositions in the firearms industry: accuracy, reliability, and a strong reputation—by thinking critically about the journey it’s going to take to get you to your desired brand position. This path may be somewhat familiar of other firearm brands, but proving your product’s ability to fulfill a niche in the industry, proving that your product is reliable and scalable, you have the three legs to sustain your brand that will stand the test of time and win the hearts and minds of those who depend on what you create.

The post Daniel Defense: The 3-Legged Stool of an Effective Firearm Brand Journey appeared first on Garrison Everest.

Marketing budgets continue to expand for influencer marketing as more money pours into influencer pockets. Brands are going to spend up to 15B on IM by 2022 (Source: Business Insider). And for a good reason—the effectiveness of an influencer strategy continues to yield unprecedented results— 5x, 10x, and even 2000x return for just one video posted on YouTube. 

In this article, I look at a few shifts brands and influencers should be aware of in the outdoor, hunting and shooting sports industry as we move into 2021. 

Photo Credit: Alex Zedra

1. Increasing Prices, More Significant Returns

Influencer costs continue to rise. On average, it costs 500% more to collaborate with prominent influencers today than it was just three years ago. As you might guess, this is due to increasing network sizes and content that is Hollywood-grade. For example, I’ve worked with a prominent influencer for the past three years. He used to charge $1,000 for a YouTube review—today he charges $6,000. This cost may seem steep, but his content (over time) has generated massive returns for our client(s). As influencers increase their followings and their brand grows, their economic value and ROI increases as well. 

Authenticity and engagement remains the secret sauce that makes influencer marketing so powerful. Alex Zedra, a popular influencer in the firearms industry—who has over 2 million followers—works with several top brands and runs her own AZ branded fan store says,

“Companies are starting to recognize the creativity and the impact creators have on a brand. Influencers know what content/ads work best for their following. It comes off organic and genuine—better than a corny television or magazine ad.” 

2. Here Come the Talent Agencies!

Over the past five years, the talent agency business model has rapidly adapted to influencer marketing. Talent agencies believe that an influencer can be treated the same as a famous actor, model, or athlete. 

In the entertainment industry, talent agencies begin by finding talented actors to represent their agency. They attract and contract actors that they believe will book jobs for them i.e. commercials, radio spots or movies. (Source: Top Hollywood Coach) These agencies then add a percentage to the total bill — usually 10-30%. 

However, some have figured out that the talent agency model can be adapted to influencer marketing, which may seem the same on the surface—but are quite different and pose challenges to both the influencer and the brand manager.

According to Danielle Wiley of The Sway Group, a leading influencer marketing agency with first-hand experience, says, “The talent agency model simply isn’t ideal for full-scale production of highly successful influencer marketing campaigns.” Furthermore, “Today’s influencer marketing industry has evolved beyond simply securing paying gigs for creators: the most successful campaigns are the result of expert creative guidance and in-depth program management from start to finish.”

In other words, to make influencer marketing work, you shouldn’t just approach it as “hiring an influencer.” The strategy involves collaboration, management, ongoing communication and support to make it useful—for both the brand and influencer.

The good and the bad of talent agencies

If you’re a professional influencer who is too busy to market yourself, then signing up for representation may be a good idea. Still, you should be aware of the upside and downside of working with talent agencies.   

The upside:

• • Talent agencies can help you market your influence. 
  • Signing exclusive contracts may guarantee you more jobs.
  • Joining a group of other managed influencers makes you feel supported.

The downside:

• • Talent agencies are tempted to favor higher-priced influencers than lower-cost influencers.
  • Talent agencies can throttle or block influencers’ earning potential by increasing costs.
  • Influencers are locked into exclusionary contracts that prohibit them from working with brands they want to work with.
  • You may be forced to give up your current relationships to the talent agency that may harm your existing agreements.
  • Talent agencies may require you to do more work than you typically agree to.

So depending on your needs, hiring a talent agency comes with the good and the bad. If you’re an influencer, I recommend not signing exclusive agreements so that you can maximize your opportunities. 

3. Saturation and Competition is Increasing, But So Are The Number of Influencers

As a person who conducts marketing in the industry, I commend the folks at Black Rifle Coffee. They were wise (before influencer marketing was a thing) to sign up every famous gun influencer (mostly women) on social media. It seems like you can’t go anywhere without seeing one of the industry’s top female gun/fitness/politico influencers wearing something with the BRCC logo on it. Other brands have also done a great job as well: Vortex, Yeti and Liberty Safes to name a few. 

 

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We work in a highly competitive industry where most brands are blocked from advertising on Facebook and Google. More and more brands are making the move to influencer marketing, which is causing saturation and are finding that the influencers they want to work with are already representing their competitors. 

But don’t fret—there are also thousands of new gun-related content creators popping up every day. And with 7 million + new gun owners this year, you can expect even more. As of this writing, according to our search tool, there are 48K influencers with a global reach of 8.1B—with the majority going to female accounts. 

NOTE: 8.1B does not represent people; it means total social media accounts. 

4. What is Your Influencer Marketing Plan B? 

As we move into 2021 and the Biden/Harris presidency looming, what can industry marketers expect regarding social media and the use of influencer marketing? Working with influencers is an effective way to build brand awareness, especially for lesser-known brands. But what would happen if all gun-related content were suddenly shut down? Instagram made a move earlier this year with their Collab Tool to require all influencers to start tagging brands they work with and threatened to shut down all gun-related accounts. We have yet to see the massive cancellations they promised. A popular YouTuber’s Facebook page got pulled down this year, only to be re-activated after public outcry—but how much longer will these efforts work before full-out censorship? How would you pivot if your influencers got shut down? 

Here are five things I would consider:

1. Move investment into podcasts and podcast sponsorships
2. Identify ways to identify and engage forum influencers at scale
3. Incentivize customers as influencers at scale – See Live Capture by Upfluence
4. Incentivize at the counter/retail level – See ExpertVoice
5. Test out lesser-known/used channels like Parler, MeWe and 99 others 

This is the year to think seriously about what your Plan B is if influencer marketing plays a big part of your marketing plan.  

5. A Few Things We Are Looking Forward to in 2021 

Olivier Kennedy of Enigma Swiss says, “We live in a post-truth world, influencer marketing is one of the rare trust enablers that works.” Influencer marketing is not going away anytime soon and is one of the best ways to earn your prospective customer’s trust. And with the “sold-out year” upon us (more to come on that later), remaining relevant will be crucial as manufacturers struggle to fulfill demand.  Below are a few things we’re going to do more of this coming year to make influencer marketing more effective: 

1. Turn our client’s customers and counter-level retailers into ambassadors
2. Recruit more pico influencers (300) to create content for our clients and rely less on larger influencers
3. Offer more revenue sharing opportunities to our influencers, so it’s a win-win situation for both the brand and influencer 
4. Focus more on niche influencers
5. Focus less on vanity metrics and more on performance

Another ample opportunity on the horizon that I’m excited about is social commerce’s evolution on platforms like TimeToGoWild.com, Everest.com and Guns.com.

In conclusion, we’ll see influencer prices continue to increase, more brand saturation and competition, and talent agencies hinder influencers. Think about your Plan B if you rely heavily on influencers and keep an eye on new exciting new trends like social commerce.   

What about you? What do you see in regards to influencer marketing in 2021? 

Photo Credit: ETS Model and Influencer Charissa Littlejohn: https://www.instagram.com/charissa_littlejohn/

The post What’s Around the Corner for Firearm Influencer Marketing in 2021? appeared first on Garrison Everest.

It’s been an interesting experience because while the economy around us has spiraled out of control, our industry has not only survived the past 6 months—but has thrived. The only way I can describe it is like being in economic vertigo. Big pieces of the global economy are going one way, but our industry is going another (up). 

In this article, I wanted to point out a few brands that I’ve found worth mentioning (that you might not know about) in the times we find ourselves in. If you’re a business leader, director, or marketing/sales professional—the below examples will help you think through your offerings, marketing programs, and perhaps spot future trends.  

Photo Credit: Brenton USA

1. Brenton USA – Finding the Whitespace

Bartt Brenton, founder of Brenton USA hunts with ARs. After several years of not finding an AR suitable for hunting, he decided to design his own. Bartt, a former engineer at the world’s largest cyclotron at Michigan State University, brings a fresh approach to hunting with his Performance-Grade AR Hunting Rifles. Brenton approaches his rifles from a hunting perspective—rather than a tactical orientation. This approach means hunter specific controls, sizing, calibers (450 BM, 350 Legend, 6.5 Grendel, 6mm ARC etc.), and components designed for the hunter, not the warfighter. The AR provides the hunter with the latest in firearm design and gives hunters who have decades of experience a whole new hunting experience—and for those returning from overseas, a familiar platform to hunt with.  

Why is this remarkable? 

I find Brenton USA an excellent example of finding whitespace and growing in an extremely saturated market. 

Photo Credit: EasyExport

2. EasyExport – International Firearm Exports

Up until now, exporting firearms, parts, optics, accessories, and suppressors has been a tedious and risky proposition. EasyExport, founded by compliance and export attorney professional Jeff Grody, makes it easier for firearm manufacturers to tap international markets without the hassle of navigating the complexity of export regulations.

EasyExport enables U.S. sellers and lawful foreign purchasers of firearm products to do business easily and legally online by efficiently solving all the regulatory challenges. EasyExport’s interface allows e-commerce companies to vets and qualify approves oversea purchasers that who then seamlessly connect to sellers’ their websites to shop. After the purchase is complete, EasyExport clears the order for shipment after the purchaser has been approved.

Why is this remarkable? 
EasyExport solves a complex problem that allows firearm companies to tap the expanding and lucrative international market. EasyExport is currently in BETA with four customers: ETS, Volquartson, TANDEMKROSS and LaRue Tactical and is set to launch later this fall.

Photo Credit: Warrior Poet Society

3. Warrior Poet Society – Building a Community

John Lovell, former 2nd Battalion Army Ranger started like most YouTubers: reviewing products and providing shooting tips— but over time, John’s purpose turned into a movement—just as he intended.  

John’s Warrior Poet code: “Be a protector and lover of people” has attracted over 1 million followers across YouTube, Instagram, and Facebook. 

Social media giants and big tech continue to demonetize, throttle back and censor accounts that promote capitalism, the military, 2A values, and faith. Seeing the writing on the wall, John and his team launched the Warrior Poet Society Network (WPSN). The channel features content on firearm and personal defense training, leadership, family, and faith that subscribers can access through the website, app, Roku or Amazon Fire. 

Why is this remarkable? 

Eventually, YouTube, Google, Twitter, Facebook, and Instagram will pull the plug on 2A content. They are quickly moving this direction already because it’s not a matter of if, but when. (Source: Bearing Arms). Several off-YouTube channels exist like Full30.com and GunStreamer.com, but none has attempted to create a branded community with such a defined purpose. I find this remarkable and refreshing. 

Photo Credit: TRACT Optics

4. TRACT Optics – Trailblazing E-commerce

COVID has changed consumer behavior forever, and according to new data, this means consumers are:

• Making fewer trips to the store
• Shopping more online
• Looking for deals more regularly
• Aligning with brands that share their values

Source: Valassis

Founded by two former employees of Nikon, TRACT Optics, set out to create high-performance optics without the high-retail markup. TRACT launched its online company back in 2015. TRACT utilizes a direct-to-consumer model that allows them to not only manufacture higher-quality performance-grade optics without high retail markup costs but also to deliver a personalized online brand experience. 

E-commerce sales have jumped over 42% from last year because of COVID and continue to increase. (Source: DigitalCommerce360) What we’re seeing is more brands shifting focus to online sales. To some companies surprise, COVID has changed opinions on e-commerce: “Hey, this e-commerce stuff works.”

For example, Daniel Defense launched a full e-commerce website early this year, where customers can order rifles direct. Glock announced last month that it is selling through Guns.com. When brands like DD and Glock make a move like this, you can be sure others are soon to follow. These types of tectonic shifts have the potential to change the entire dealer/distributor model forever. 

Why is this remarkable? 

There are an estimated 5 million+ new first-time gun owners as of this writing (Source: National Review). And we’re still a few weeks away from the election. 2020 will be the biggest sales year the firearms industry has ever seen. If big brands have forgone e-commerce in the past, you can be sure they’re talking about it now. TRACT was one of the early pioneers to step out of industry norms and trail-blaze what is now quickly becoming the new normal. 

Photo Credit: FalconStrike USA

5. FalconStrike – Innovation

For years, reducing recoil has been left to rubber pads and expensive contraptions built into stocks—until now. Martin Gaudet, founder, and inventor of the patented FalconStrike has come up with a way to reduce recoil through hydraulics in a compact and easy-to-install pad. As Baby Boomers and GenXers get older, FalconStrike helps more aging joints and the less stout deal with the punishing effects of recoil. The pad borrows its design from the aerospace industry where Martin’s systems have been used on aircraft and in the space program. This understanding has led to a drastic reduction in recoil energy, push back, muzzle rise, and felt recoil. All of these combined factors give shooters more accuracy, comfort, and more time shooting. 

Why is this remarkable? 

Recoil is a constant when it comes to shooting. Less of it is always a good thing. A softer, more comfortable shooting experience makes a better time for all when smaller calibers can’t be used.

6. True Velocity – Breaking the Mold

I always thought that if the industry could figure out how to mainstream caseless or rechargeable ammo—that it would set the industry on a course that resembles Star Wars. But for now, we’ll have to settle for True Velocity. True Velocity’s premium composite-cased ammunition made from polymer offers distinct advantages over conventional brass-cased munitions, including drastic weight reduction, heat signature elimination, and significantly improved accuracy. The casings are also 100% recyclable. 

Why is this remarkable? For decades ammunition has relied on brass casings, but now there seems to be an alternative. This kind of thinking will continue to push the ammo segments into new territory and give consumers a second option. The round has been reviewed and reported to be just as accurate if not better than its’ brass counterpart. How will this change the future of ammo? Right now, ammo backorders have been rumored to stretch out (for some brands) 2-3 years. Finding new ways to manufacture ammo is a problem that needs to be solved.

Photo Credit: Sig Sauer

7. Sig Sauer – Capitalizing on Customer Journey

One-way to quickly become a top 5 gun manufacturer (outside of winning a lucrative military contract) (Source: Shooting Industry) is through understanding how and when to add products to the customer journey. The thinking is if a customer trusts you for one purchase like a pistol, they will trust you for more, like a rifle, optic, and ammunition. And this is what SIG has done. SIGs’ loyal customer base has allowed the company to expand into electro-optics, ammunition, suppressors, and air guns that provide their customers with a “complete system.”

Why is this remarkable? 

Most firearm manufacturers get stuck in creating just one product—however, to expand and grow, it may be necessary to expand your offering into other segments as long as you can maintain your brand focus and profitability. 

8. MantisX – In-Home Shooting Practice

MantisX is a revolutionary shooting system that helps shooters improve their shooting precision. It can be used on pistols, rifles or shotguns (or bow)—dry fire or live fire. While attached to a pistol or rifle, MantisX analyzes your shooting mechanics, diagnoses issues, and coaches you on how to improve. With so many new shooters coming into the industry and the scarcity of ammo and firearm instructors, MantisX is a good way to practice shooting fundamentals and stay sharp until you can get back to the range.

Why is this remarkable? 

MantisX allows me and other experienced shooters the ability to save on ammo while keeping shooting skills sharp until ammo supplies get restocked. New shooters will also benefit. 

In conclusion, as the COVID era runs its course, we’re seeing many brands strengthen their position, launch products in uncertainty and pivot to new online opportunities—domestically and internationally. We have a few more months to go, but I concur… “What a crazy year it’s been!”  

What about you? What brands have stood out to you during this time? 

The post 8 Remarkable Firearm Industry Brands Emerging From The Pandemic appeared first on Garrison Everest.