Fall 2013 - Premium Partners
Transcription
Fall 2013 - Premium Partners
™ In 1990 a Navy SEAL was navigating a minefield when his pack failed. As his gear tumbled to the ground, he vowed that if he got out of there alive he would make gear the right way. Today this obsession with quality applies to everything we do. We’re constantly researching, refining and perfecting every detail to provide gear that won’t let you down. Because we’re not just making stuff. We’re honoring a vow. gear as prepared as you are. For dealers The Journal of the high-quality products from Federal Premium, Weaver, CCI, Speer, RCBS, Outers, Fusion, Gunslick Pro, Champion, Alliant Powder, Estate Cartridge, Buck Commander, Duck Commander, Eagle and BLACKHAWK! FALL 2013 THIS ISSUE QUICK SHOTS ATK Acquires Savage® Arms page 5 field feedback Female Shooters Are Changing The Game page 9 GEAR UP FOR FALL Build Your Hunting MSR © 2013 BLACKHAWK!® NORFOLK, VA U.S.A. 1.800.694.5263 BLACKHAWK.com page 14 Contents The JOURNAL FALL 2013 PREMIUM PARTNERS THE PROFILE ATK Premium Partners Team Get to know Angie Sullivan, ATK Sporting Group Data Manager. MARKETING MESSENGER Delve into the range of marketing efforts that support and enhance the business of ATK Sporting Group dealers. 04 OUTDOORS ONLINE 05 QUICK SHOTS 06 Todd Seyfert Learn how retailers and customers can manage their rebates online, and check out new videos on ATK brands’ YouTube channels. • ATK acquires Savage® Sports Corporation • Federal Premium® and CCI® allocate 20 million rounds for youth shooting programs •Gunslick® Pro backs Brian “Pigman” Quaca INDUSTRY REPORT • A snapshot of today’s first-time gun-buyer • Startling statistics on hunter education graduates • SHOT Show under new management Connections DEALER SUCCESS STORY 07 Under Jeff Lepp’s leadership and unique sales approach, Colorado’s Specialty Sports & Supply has prospered. 09 FROM THE WIRE Shooting Times editor-in-chief Joel J. Hutchcroft gives an in-depth look at the redesigned Grand Slam® scope line from Weaver®, as well as other new and enhanced optics, in the July 2013 issue. FIELD FEEDBACK: NEW FEMALE SHOOTERS Recent surveys reveal the influence of new female shooters in today’s marketplace, as well as the products and services they’re looking for. Spotlight SPECIAL FEATURE 10 Federal Premium, Weaver and Champion claim three Field & Stream Best of the Best Awards in 2013. ® 11 Get all the details on the newest ATK Sporting NEW PRODUCT SHOWCASE Vice President of Sales & Marketing [email protected] Kyle Tengwall Vice President of Marketing [email protected] Jason Nash Director of Brand Integration [email protected] shooting fun. GEARED UP FOR FALL 14GET Check out ATK Sporting Group products that turn a modern sporting rifle into a fine-tuned hunting firearm. Anyone who loves the shooting sports knows that what makes them great isn’t just the feeling of pulling a trigger or hitting your mark. It’s sharing those experiences with friends and loved ones. After all, what good is a perfect shot if nobody else is there to see it? What fun is an epic miss if you’re not around to humiliate your buddy for making it? And with more new shooters joining our ranks than ever before, there’s never been a better time for spending time with others—particularly family—at the range. For dealers, it’s important to recognize this trend and cater to it. Not only is it a great sales opportunity for the short term, but by fostering family shooting fun now, you’re helping ensure there will be more shooters coming through your doors in years to come. Remember, today’s young shooters are tomorrow’s die-hards. ATK Sporting Group offers a tremendous variety of products across our brands that are perfect for nurturing family fun. From Champion® DuraSeal® Targets to Federal® Top Gun® trap loads, we’ve got you covered. By stocking up on these hot items, including our targetshooting oriented product displays (learn more on page 13) you’ll make the most of this important opportunity. And remember, we’re always here to help you. Please contact Channel Sales with any questions at 866-223-9388. Reed Stoven ON TARGET ON TARGET Sincerely, Bart Biedinger, Senior Manager, Channel Sales Director of Marketing Communication [email protected] Rick Stoeckel Ammunition & Reloading Brand Director [email protected] Chuck Buis Tactical Accessories Brand Director [email protected] Debbie Deibel Director of Customer Service [email protected] Jake Jacobs Hunting/Shooting Accessories Sr. Brand Manager [email protected] Bart Biedinger Senior Manager, Channel Sales [email protected] Mike Anderson Channel Services/Retail Sales [email protected] Web Support [email protected] Important Dates— Consumer Promotions: RCBS® Reload And Save Mail-In Rebate (U.S.A. ONLY) Jan. 1 to Dec. 31, 2013 Gunslick® Pro Warranty Jan. 1 to Dec. 31, 2013 Group products your customers will be asking about this year. READY, SET, DISPLAY 13 Champion displays help capitalize upon target- on target ON TARGET ATK Newsbriefs 03 CHANNEL SALES Weaver ® Scope Out Savings Rebate Do you have any questions or comments on the Premium Partners® Program? Or do you have story ideas for The Journal? Contact us at 866-223-9388, or e-mail one of our team members above. We’d love to hear from you! Access more tools and information at premiumpartners.atk.com. July 1 to Sept. 30, 2013 Federal Premium® Big Bucks Slug Rebate July 1 to Dec. 31, 2013 CHANNEL SALES ATK NEWSBRIEFS outdoors online THE PROFILE NAME: Angie Sullivan POSITION: Marketing Data Manager WORK EXPERIENCE: Web Manager, ATK Sporting Group; Senior Web Specialist, Marketing Communications Specialist, Training Specialist, Database Coordinator, Configuration Management Specialist, Assembly Line Coordinator, Forklift Operator and Spot Welder, Pentair HOMETOWN: Elk River, Minn. EDUCATION: B.A., University of Minnesota; currently enrolled in the M.A. in Communication program at Bethel University HOBBIES: Baking, biking, volleyball, tennis, gardening, decorating, boating and fishing FAVORITE FOOD: Barbeque ribs and ice cream WHEN I WAS A KID, I WANTED TO BE: A party planner MOST PRIZED POSSESSION: Family heirlooms—recipes, jewelry, ornaments and photos FAVORITE BOOK: The Williams-Sonoma catalog FAVORITE QUOTE: “Don’t cry because it’s over; smile because it happened.”–Dr. Seuss MARKETING ATK Brands Harness The Power Of Online Video Angie Sullivan messen g er What’s new from our Marketing and Advertising Department to help you sell more stuff. Full-Spectrum Marketing Support Dealers are in business for themselves, but ATK Sporting Group dealers are anything but on their own. They’re supported by an entire arsenal of powerful marketing efforts. It starts with traditional core channels, including print ads, editorial coverage, press releases TH TH E R u g g E W E A V E and television. ATK Sporting Group brands’ strategically placed print ads achieve a total of R ED RElIA b I l I T y o® D I F F E R E F TH E M I C R o - T R AN C E C ® S y ST E more than 93 million impressions. Television ads yield more than 189 million impressions. M ATK also puts its products into the hands of top writers and editors, increasing coverage and impact. Those same media partners have easy access to all of the latest new product information and highquality images through the outdoor writers’ website, outdoorwriters.atk.com. More and more, digital surfaces are becoming primary marketing tools. ATK maintains strong social media interaction on Facebook, Twitter, YouTube, and other outlets including the Stormchasers Network and Reloaderhub.com. The Federal Premium® and BLACKHAWK® eNewsletters also share product information at the perfect times to drive seasonal sales. Finally, ATK Sporting Group brands exhibit at important trade and consumer shows, as well as host media programs and shooting events. All provide exposure that spreads the brand message while strengthening relationships with industry partners and consumers. It’s all part of a larger strategy that means more consumers will be looking for ATK products when walking through dealers’ doors. 1 Milled Grip Turret Cap 2 Broad Pressure Ridge Elevation Adjustment Dial Elevation Contact Point Micro-Trac ® Elevation Spring Micro-Trac ® Windage Adjustment Windage Spring Contact Point Windage Adjustment Dial Erector Tube 3 1 3 4 5 4 9 6 2 7 8 7 8 6 9 YouTube is THE SECOND-LARGEST search engine in the world, and the company recently announced it is now getting 1 billion unique visitors every month. To put that in perspective, YouTube says nearly one out of every two people on the Internet visits the site. If this audience were a country, it would be the third-most-populated in the world. ATK Sporting Group is leveraging this powerful medium with exclusive videos and dedicated YouTube channels for many of its top brands, including Federal Premium®, Weaver® Optics, BLACKHAWK!®, Champion®, CCI® and Black Cloud®. Katie Garrison, ATK Consumer Engagement Specialist, explains that these channels and other YouTube videos give ATK brands a unique venue to connect with and speak to their audiences around the clock. “It’s a convenient resource for consumers,” Garrison said. “They can watch product demos, learn about new product releases and see the latest television commercials. These videos are also distributed and networked through social media. This makes them even more interactive and shareable.” Consumers can subscribe to these YouTube channels to stay connected with the brands and get instant updates. They can interact directly on YouTube or through social media posts on Facebook and Twitter. It is all part of ATK’s multi-tiered consumer-engagement strategy. Check out all of the ATK Sporting Group YouTube channels to see high-quality product demos and the latest news. Federal Premium www.youtube.com/federalpremiumammo Weaver Optics www.youtube.com/weaveropticsTV BLACKHAWK! www.youtube.com/bpggear CCI www.youtube.com/ccileader Champion www.youtube.com/championtarget Black Cloud www.youtube.com/blackcloudammunition Online Rebate Center Improves Customer Experience 5 FOUR-PO INT WINDAG E AND ELEV ADJU ATION STMENT SYST UNLIKE MOST EM RIFL E wINDAGE SCOPES THAT USE AND ELEV ATIO N MICRO-TR ONE SPRI DIAL S AC ® SYST NG wITH TO MAK EM USES THE wITH THE E ADJU TwO SPRI STMENTS wINDAGE NGS THAT , OUR AND ELEV wORK THE DUAL ATION IN TAND DIALS. SPRINGS TO ENSU EM THE COUN PROVIDES RE EVEN TER FORC FOUR AND MAKES E CONSISTE POIN TS ALL THE OF CON NT ADJU DIFFEREN TACT DURAbILIT STMENTS. CE wHE Y. THIS N IT COM DESIGN ES TO ACCURACY AND FROM Elevation Adjustment Force Windage Adjustment Counter Force Windage Adjustment Force Elevation Adjustment Counter Force 3 the journal Fall 2013 HIGH GRAND SLAM ®-PRECISION FEAT URES OF MICR THE O-TR AC ® FOUR-POIN ADJUSTM T, DUAL ENT SYST -SPRING ALIGNME EM SYSTEM NTS AND DESIGNED RUGGED FOR PREC PERFORM A SPEC IALIZED ISION ANCE bULGE TO CREA IS MACH TE THE INED ONTO bROAD THE EREC NEAR THE PRESSURE TOR TUbE CENTER RIDGE, OF THE , KEEPING • ADJUSTME CONTACT CONTACT NT SCRE POINTS w ARE ALIG ERECTOR NED wITH TUbE TO THE bULG ELIM • INATE E AROU ENH ANC RISK OF ND THE ED TwO SLIPPAGE SPRI NG UNIFORM DESI GN ITY THRO MAX IMIZ UGHOUT ADJUSTME ES FORC wINDAGE NT RANG E AND AND ELEV E • ATION HIGHEST-Q TRAVEL UALITY MATERIAL SPRINGS S ALLO TO wITH w FOR STAND MORE FORC HEAV Y RECOIL E ON THE AND ROUG H HAND LING See the enhan ced Grand Slam ® series of scope s on page 5. • • Did you know ATK Sporting Group offers consumers a handy online rebate center that allows them to manage all of their rebates online? The program is simple: All rebate promotional materials direct consumers to the pre-qualifying website, http://sporting.myonlinerebate.com. There, consumers can confirm their purchases qualify for a rebate. If the products do, the site directs consumers to submit their rebate forms online (the customer must still mail in their proof of purchase). After the form is submitted, the consumer can monitor the status of their rebates at http://sporting.mycheckstatus.com. Easing the rebate experience increases utilization and excitement. The site also helps spread the word about other popular rebates and gives consumers a resource for starting and ending dates to help guide their purchases. Fall 2013 the journal 4 ATK NEWSBRIEFS QUICK SHOTS REPORT ATK NEWSBRIEFS REPORT ATK Acquires Savage Sports Corporation A Snapshot Of Today’s First-Time Gun-Buyer ATK has completed the acquisition of Caliber Company, the parent company of Savage® Sports Corporation, one of the world’s largest manufacturers of hunting rifles and shotguns. According to a study commissioned by the National Shooting Sports Foundation (NSSF), today’s first-time gun buyers are motivated by personal defense and a desire to shoot with others when they take the plunge into firearm ownership. The study, “NSSF Report: First-Time Gun Buyer,” revealed the top-ranking factors driving first gun purchases are home defense (87.3 percent), self-defense (76.5 percent) and the desire to share shooting activities with family and friends (73.2 percent). Women, in particular, are highly focused on personal defense and self-sufficiency. The online research was conducted in spring 2013 and involved consumers aged 22 to 65 who bought their first firearm during 2012. These buyers spent an average of $515 for their first gun and $504 for accessories. Nearly a quarter of them bought at least one more firearm within a year after their first purchase, spending more, on average, on the later purchase. Older first-time buyers, those 55 to 65, indicated that concern for potential firearms restrictions was a reason for their purchase. “Savage has an outstanding reputation in the hunting and shooting sports industry, and we are pleased we can now include Savage as one of ATK’s highly recognized sporting brands,” said Mark DeYoung, ATK President and CEO. “ATK is committed to delivering affordable innovation to its customers, and this acquisition offers a great opportunity to expand our world leadership in sporting and security ammunition and accessories into the long guns market.” Operating under the brand names of Savage Arms, Stevens, and Savage Range Systems, the company designs, manufactures and markets centerfire and rimfire rifles, shotguns and shooting-range systems used for hunting as well as competitive and recreational target shooting. It has two locations— Westfield, Mass. and Lakefield, Ontario—and the workforce includes approximately 600 skilled employees. ATK did not acquire Savage’s BowTech Archery brand. “Savage has been delivering customers high-quality firearms for more than 100 years,” said Al Kasper, Savage President and Chief Operating Officer. “We’re proud to continue that legacy under the ATK Sporting Group umbrella, and we know Savage’s products will be a natural complement to ATK’s existing hunting and shooting sports ammunition and accessories business.” Federal Premium And CCI Allocate 20 Million Rounds For Youth Shooting Programs At a time when demand for ammunition is at a historic high, ATK Sporting Group has supported the shooting sports by providing millions of rounds to youth programs nationwide. Most notably, Federal Premium® Ammunition and CCI® recently distributed 10 million .22 Long Rifle loads to The Boy Scouts of America, while 10 million rounds were sent to organizations such as 4-H Shooting Sports, Scholastic Steel Challenge and other friends of the Youth Shooting Sports Alliance. This product was sold to the organizations at a discounted price. “We work very closely with several organizations that promote 5 the journal Fall 2013 the youth shooting sports,” said Ryan Bronson Senior Manager of Conservation and Public Policy for ATK Sporting Group. “Their efforts are very important to us, and always have been. Many of them rely on rimfire ammunition to educate and teach tomorrow’s hunters and shooters. We hope this special allocation will keep our young people doing what they love—shooting and hunting.” Gunslick Pro Backs Brian ‘Pigman’ Quaca Gunslick® Pro recently announced its sponsorship of “Pig Man: The Series,” starring Brian “Pigman” Quaca. This support includes a new television commercial highlighting the gun-cleaning power of Gunslick Pro. “In addition to the new TV commercial, selected episodes feature Gunslick Pro products in action” said Jake Jacobs, Gunslick Pro Senior Brand Manager. “Serious shooters demand the best for their firearms. Gunslick Pro chemicals are scientifically engineered and tested to ensure the best gun-cleaning results possible. We know Quaca’s viewers will appreciate this.” The show airs Wednesdays at 10 a.m., Saturdays at 6 a.m. and Sundays at 8 p.m. and 11 p.m. (EST) on the Sportsman Channel. Willing to take a hog by any legal means necessary, Quaca travels across the world to change the way people look at outdoor TV. In addition to hogs and javelinas, he pursues everything from whitetails in Kansas to turkeys in New Jersey and red stag in New Zealand. Startling Statistics On Hunter Education Graduates A recent survey conducted with the participation of 12 state wildlife agencies produced startling statistics about hunter recruitment in America, even among hunter education graduates. It revealed a significant percentage of hunter education graduates did not buy a hunting license. In fact, only 67.7 percent of 2006 graduates from the 12 states analyzed purchased a license in subsequent years. After six years, only 44 percent purchased a hunting license. The study was intended to help the hunting community understand if and where intervention may be needed to maintain participation among newer hunters. SHOT Show Under New Management The National Shooting Sports Foundation (NSSF) recently announced it has reached an agreement with Reed Exhibitions to terminate the company’s management of the NSSF-owned Shooting, Hunting and Outdoor Trade (SHOT) Show. The event is the largest and most comprehensive trade show for the shooting sports, hunting and law enforcement industries. According to NSSF, Reed Exhibitions provided excellent service for more than three decades. However, the company’s decision to restrict the sale of certain types of firearms at an unrelated consumer hunting and fishing show conflicted with NSSF’s mission to serve the shooting sports industry. After a thorough national search involving the trade show industry’s top management companies, NSSF selected ConvExx as its new SHOT Show management partner. Las Vegas-based ConvExx is privately held and has produced more than 200 shows and events, including the Specialty Equipment Market Association (SEMA) Show. That event is ranked as the fourth-largest trade show in North America by Trade Show Executive. SHOT Show is ranked 16th. The 2014 SHOT Show will be held Jan. 14 through 17 at the Sands Expo and Convention Center in Las Vegas. Fall 2013 the journal 6 CONNECTIONS CONNECTIONS SPECIALTY SPORTS & SUPPLY After almost 20 years in business, Specialty Sports & Supply now occupies a 16,000-square-foot location and employs 22 skilled workers. Dealer Success Story: Specialty Sports & Supply 20 Years Of Supporting New Shooters Jeff Lepp laid the groundwork for Specialty Sports & Supply’s success with a business plan he wrote when he was just 16. He opened the store nine years later with business partner Chris Kreb. SUCCESS STORY DEALER (719) 391-2556 specialtysportsandsupply.com Colorado Springs, Colo. 7 the journal Fall 2013 Combine a lifelong dream, years of sacrifice and a unique business approach to everything from advertising to customer service, and you’re left with something remarkable: Specialty Sports & Supply. The longtime Colorado Springs retailer continues to grow and build its reputation as a complete shooting, hunting and outdoor store. Early Starts It began before co-founder Jeff Lepp had a driver’s license. “I was infatuated with guns from a very early age—I started thinking about opening a gun shop when I was 15,” he said. Lepp’s dream wasn’t far off. He started selling guns by age 23 and opened his first store at 25, based on a business plan he wrote when he was just 16. That original store, which he opened almost 20 years ago with partner Chris Kreb, was 800 square feet. “We worked those first two years without collecting a single paycheck from the business,” Lepp said. “I worked nights delivering pizza while serving in the Army National Guard.” At the time, the only other “employees” were Lepp’s wife, Kim, and Kreb’s father, both of whom worked for free. All of the profits went back into the business. The hard work, cooperation and lean times soon began to pay off. In the teams’ second year in business, they expanded to a 1,400-square-foot location, followed by a 4,000-square-foot store in the fourth year. Lepp’s wife and Lawrence Middleton began working as paid employees, and both still work for Specialty Sports & Supply today. “Chris and I started collecting our first paychecks in 1996—$800 per month,” Lepp said. The store has since gone through two more expansions—first to a 6,000-squarefoot location and then to the current 16,000-square-foot facility the business has occupied since 2005. Meanwhile, his staff has swelled from those two volunteers to 22 skilled employees. “When we first started, I put our goal at $10,000 a month in sales, and we did $127,000 that year,” Lepp said. “Now, that figure would represent an extremely bad week.” Breaking from Convention Much of Specialty Sports & Supply’s continued success can be attributed to its ability to attract and keep new customers—and part of that is due to a unique advertising strategy. While many businesses put their advertising dollars into outlets that cater to their core market, Lepp opts to go a completely different direction. “Our primary interest is getting women and young people into the store,” he said. “We spend virtually no money advertising to traditional gun enthusiasts. On radio, we will not advertise on classic rock, country or talk-radio stations—we advertise on stations that focus on 18- to 30-year-olds. Other gun shops aren’t willing to do this because they think those aren’t the ‘right kind’ of people. Not us—we want a new market, not the same old one everyone else is fighting over.” Female shooters are Specialty Sports & Supply’s target market, and they’re the focus of specific ads. Lepp and Kreb also stock a disproportionate amount of women’s apparel and shooting accessories to make their location the top choice for female hunters and shooters. But their approach isn’t just about inventory—it’s attitude. “For example, we don’t sell ‘women’s guns,’ we sell the same guns we sell men,” Lepp said. “We just help women find the one they’re most comfortable with. It’s all part of showing women respect, humor and honesty—not talking down to them.” The Dinosaur Goes Online Part of Lepp and Kreb’s strategy to foster relationships with female shooters and younger clientele naturally centers on the online world. “Personally, social media has absolutely no appeal to me, but it’s of huge importance to a huge segment of the population, so I’m working to become part of it,” Lepp said. “I am a dinosaur, but I can’t let that get in the way of the future.” To do this, he has tasked two staff members—a female and a male—to work as a team to address all aspects of Specialty Sports & Supply’s social media presence. “We now have a very active Facebook page, and we’re constantly adding to it,” he said. Despite his admitted personal lack in social media experience, Lepp exhibits a savvy for using it. “We’ll get “We want a new market, not the same into everything old one everyone else is fighting over.” from politics to – Jeff Lepp, Specialty Sports & Supply, Co-Founder information, but we don’t try to sell on social media,” he said. “We want people to ‘like’ the store online and then come to our location.” Lepp said upgrades are also in the works for the store’s website and social media pages. “We’re working to make our site more welcoming,” he said. “Ask me about it a year from now, and I promise you’ll see a Specialty Sports & Supply’s massive improvement.” diverse, knowledgeable staff helps the business cater to a Winning in the Store Whatever his customers’ age or gender, once he gets them in the store, Lepp makes sales and keeps them coming back with a broad selection. “If we carry a brand, we carry the entire brand—not just the top sellers,” he said. “We stock all of the exotic sorts of things other stores don’t because they don’t move fast enough. This means endless choices for our customers.” And really, considering the customer’s needs is what has brought Specialty Sports & Supply this far and continues to drive the business today. “Every day, I ask myself what’s new and what do people want. For answers, I listen to my customers. They know better than I do, and I like to hear what they have to say.” much wider range of customers than its competitors. Women and young shooters are Specialty Sports & Supply’s target market. To that end, the store stocks a disproportionate amount of women’s clothing and accessories, and focuses advertising on the 18- to 30-year-old demographic. Part of Jeff Lepp’s winning strategy is offering a much wider array of products—including more specialized items competitors might not sell because the products don’t move fast enough. Fall 2013 the journal 8 CONNECTIONS From the wire SPOTLIGHT Shooting Times Shooting Times Revitalized By Joel J. Hutchcroft, Editor In Chief It’s hard to believe that it’s been 13 years since Weaver introduced its Grand Slam line of riflescopes. But it’s true. Those first scopes made quite an impression on our field editor, Layne Simpson, who first reported on them right here in Shooting Times back in 2000. At the time, he said the Grand Slam was “the finest scope ever to wear the Weaver name,” and he considered it to be one of the finest riflescopes built anywhere in the world at any price. Those first Grand Slams offered excellent quality and performance at reasonable prices, and the current line does, too, but today’s Grand Slam (GS) riflescopes have been modified and updated (inside and out), and the GS line has been expanded to include scope rings and mounts and even binoculars. In fact, Weaver has a bunch of new-for-2012 optics. I’d like to tell you about three that I used on a recent deer hunt. To read the full article, see the July 2013 issue of Shooting Times magazine. For more information, visit shooting times.com. This excerpt from Shooting Times was reprinted with the permission of the publication and is a great example of how effective marketing, product placement and media relations can translate into success at the retail level. Field Notes Field Feedback: New Female Shooters The past several years have been highlighted by a significant number of new shooters joining the ranks, a trend that’s reached a fever pitch during the past several months. Female shooter numbers have made especially substantial strides. The National Shooting Sports Foundation’s (NSSF) 2013 Firearms Retailer Survey Report shows that 78.6 percent of retailers noticed an increase in female customers in 2012 over 2011. These retailers also attributed 19.4 percent of their total hunting and shooting sales to female customers—a figure that’s swelled from 15.4 percent since as recently as 2010. These numbers are backed by the latest data from the National Sporting Goods Association (NSGA), which shows the total number of female shooters reached 8,978,000 in 2012, compared to 5,883,000 in 2007—a 53 percent jump in just five years! According to the NSSF’s recent report on first-time gun buyers, women are more focused, at least for their first firearm, on utilization for personal defense. This is a top reason for buying a first firearm for both men and women, but females tend to focus more on this application, as shown by the type of guns they purchase, their selection criteria, higher interest in obtaining a concealed carry permit and emphasis on target shooting. Interestingly, although female survey respondents appear to be more concerned about safety than men, the reports suggest they generally take fewer training classes, preferring instead to rely on family and friends for instruction. The lessons for retailers are many. The most basic is to offer female-oriented products geared toward personal defense, conceal and carry, and target shooting. ATK Sporting Group brands have these categories covered with everything from ammunition to targets, accessories, tactical apparel and more. And because female shooters have been shown to be less interested in shooting classes and other formal instruction, it’s critical to engage these customers in other ways, such as promotional events, special offers and unique services. 9 the journal Fall 2013 ATK Sporting Group Brands Take Best of the Best Awards Federal Premium, Champion and Weaver honored by the editors of Field & Stream Three ATK Sporting Group brands recently claimed coveted Field & Stream 2013 Best of the Best awards. Announced in the August 2013 issue of Field & Stream, Federal Premium® Ammunition, Champion® Shooting Gear and Weaver® Rings and Mounts were all singled out for new products that stood tall above the competition. “Our staff spent the better part of the past year finding and testing the gear that will make readers’ time in the woods more productive and more fun,” said Slaton White, Deputy Editor of Field & Stream. “The winning products not only withstood our tough testing, but they stood head and shoulders above the rest.” Federal Premium Ammunition won for its new Cape-Shok™ Woodleigh® Hydro Solids. The loads were honored because they feature the most advanced technology and the consistent performance required for once-in-a-lifetime shots in life-or-death situations. “The Hydro Solid is built to give perfect straight-line penetration,” said David E. Petzal, Field & Stream Field Editor. “They went through everything we could put in front of them. Everything.” The new Woodleigh Hydro Solid offers the unstoppable penetration of a solid, nonexpanding projectile while creating a devastating wound channel and large entry hole that won’t close. The solid copper-alloy bullet uses a concave nose positioned ahead of a flared pressure ring to create a low-pressure “cavitation bubble” that destroys tissue around the bullet and stabilizes its line of travel through heavy bone. Weaver received the award for its new Grand Slam® scope rings. The rings are made in the U.S.A. and were chosen because they bring a new level of beauty and durability to optics mounting with exacting tolerances and a strong, yet sleek, new profile. “Support hardware for riflescopes is a basic but vital component of accuracy,” White said. “The new solid steel rings have a four-hole, cross-lock design that employs Torx screws to clamp down on the scope tube as surely as the jaws of death.” Champion was honored for the Pivot Traverse Bipod, which lets shooters pivot back and forth on a horizontal plane and quickly switch targets. “Over the years, I’ve shot off a variety of shooting sticks—some good, some truly bad,” White said. “Here’s a better way. This adjustable bipod enables you to horizontally track a moving animal without having to shift your shooting position. It can also cant to move the rifle off the vertical, if the terrain so requires.” The Champion Pivot Traverse Bipod delivers smooth rotation thanks to an ingenious traversing design. It also features an adjustable canting action that allows level shooting on uneven terrain. Other features include a rapid-adjust lever lock, spring-return telescoping legs, and durable all-metal construction with rugged tubular legs. The bipod comes in four sizes and easily attaches to the sling swivel stud of most firearms. Fall 2013 the journal 10 SPOTLIGHT New Product Showcase SPOTLIGHT For Reloaders Reloaders are another segment of consumers who have come to demand products customized for their specific needs. RCBS® has a new entry designed to help prepare cartridge cases. Made for use with the new RCBS Ultrasonic Case Cleaner, Ultrasonic Case Cleaning Solution quickly removes tarnish, carbon buildup and metal oxides from cartridge cases. The specialized formulation cleans brass cases inside and out, including the primer pockets, producing a bright, professional-grade finish. Ultrasonic Case Cleaning Solution is non-corrosive and noncombustible, making it safe and easy to use. shooting enthusiasts NEED, AND DEMAND, top-quality gear. ATK Sporting Group is meeting that demand and helping shooters excel at the range and in the field with new additions to some of the most recognized brands in the industry. Here is a look at some of the top products your customers will be asking for this year. A New Level of Concealment Today’s consumers are more concerned with security than ever before. BLACKHAWK!® Under The Radar™ bags and pouches keep their electronics safe from even the most advanced criminals with the revolutionary Zero Trace® signal blocking technology. Even when powered down and turned off, devices emit a slight electronic pulse that can be identified by thieves using sophisticated detection devices. This allows unscrupulous individuals to locate those valuable electronics to either steal them or access private information. Designed to block these electronic transmissions, Under the Radar technology shields a device’s electronic signature and protects data. Look for this technology in the Under the Radar Courier Bag as well as fitted cell phone and laptop pouches. Accessories for the Range The new Weaver® Micro Dot sight is a small optic that delivers big fun at the range. The Micro Dot is a non-magnified dot-style sight that is so small it can be easily attached to just about any firearm. It is perfect for handguns, shotguns and modern sporting rifles. Adjustable brightness settings ensure ease of viewing in a variety of light conditions, while the generous eye relief makes the Micro Dot ideal for youth shooters and 3-gun courses, not to mention turkey hunting. Champion® Shooting Gear is making range time more fun with a premium line of shooting rests to help consumers take full advantage of their firearms’ capabilities. Featuring five models, these high-grade rests are designed to perform time after time, shot after shot. They offer quick, precise adjustment and give shooters a stable, even rest that helps reduce felt recoil. Adjustable feet offer a secure grip on any surface and produce a level platform to cradle and protect firearms. Advanced Ammunition Ammunition customers are constantly looking for the perfect load for their intended use. Listening to these critical consumers has yielded two high-performance offerings. First up is new American Eagle® Suppressor ammunition. These cartridges deliver superior accuracy, reliability and cleanliness in suppressed firearms thanks to carefully selected propellants, bullet weights and profiles. The subsonic loadings for the 9mm and 45 Auto not only lend themselves to better noise reduction through the suppressor itself, they also reduce it by avoiding the ballistic “crack” inherent to supersonic loads. In addition, special clean-burning powders make it easy for shooters to clean their weapons. In a quest to create the most accurate, consistent smoothbore slug available Federal Premium® Ammunition created the Vital-Shok™ Slug TruBall® system. The design features a plastic ball that sits between the wad and the slug’s rear cavity, centering the rifled projectile as it travels down the barrel. The result is groups as tight as 1.4 inches at 50 yards. This year, customers will be able to find 3-inch 12- and 20-gauge offerings of the Vital-Shok TruBall that provide even more knockdown power with the same unprecedented accuracy. 11 the journal Fall 2013 Fall 2013 the journal 12 SPOTLIGHT SPOTLIGHT READY, SET, DISPLAY Get Make the most from the wave of new shooters! Geared up for fall THERE’S NO TIME LIKE the present to get together with friends and family and enjoy some quality time at the range. Make the most of this sales opportunity and help initiate new shooters with ATK Sporting Group displays. They offer the products customers will be looking for in attractive, informative fixtures that help drive sales. Champion Plinking Center (Part #40546) Eyes and ears, spinner targets and paper, and much more—the Champion® Multi-Brand Plinking Center has everything needed for a weekend of family fun. The four-side pegboard unit has wheels, a header that demands attention, and a detailed planogram to get the most from the space. It’s no secret that modern sporting rifles are some of the hottest firearms on the planet right now. The rifles have gained an impressive following because of their great handling, reliability, accuracy and amazing versatility. The modular design allows a shooter to tailor one gun to multiple intended uses, including many hunting applications. Here are some specific ideas to help consumers optimize their MSRs for hunting season. Ammunition is Critical MSRs are up for just about any hunting task in North America— from white-tailed deer in the Midwest, to hogs in the South and varmints out West. However, the ammunition a hunter chooses is critical in maximizing the rifle’s performance. And it is critical that customers realize hunting ammunition is crafted to a different set of standards than the target ammunition they regularly consume at the range. Specially-tailored rounds, such as the new Fusion® MSR loads, provide optimized performance in MSRs, with bullet construction that is up to the challenge for game animals. Sight Insights Champion DuraSeal® Shooting Gallery Display (Part #44503) For a more focused approach, the new Champion DuraSeal® Shooting Gallery Display features the brand’s most popular spinner, ball, star and wobble targets. The metal-framed pegboard display has a graphic header and informative right and left side panels. To learn more about these and other displays, contact your sales representative or Channel Sales at 866-223-9388. 13 the journal Fall 2013 The sighting options for MSRs can be dizzying. Flattop-style rifles can accommodate just about every optic ever devised. Non-magnified illuminated dot sights such as the Weaver® Micro Dot give hunters the quick, precise handling needed for species such as hogs and bears. However, deer and varmint hunters might opt for the increased magnification of traditional riflescopes such as the newly redesigned Weaver Grand Slam®. Side-focus parallax adjustment on select models provides extreme accuracy, while the advanced Micro-Trac® Adjustment system delivers rugged, precise windage and elevation adjustment. Weaver even offers specialized mounts optimized for MSRs. The Thumb-Nut SPR Optics Mount has a forward cantilever design that creates near-perfect eye alignment. The integral recoil lug base offers reliable accuracy and return-to-zero capabilities for hunters who want to swap optics for different situations. Awesome Accessories Of course, much of the enjoyment in owning a MSR comes from customizing it. BLACKHAWK!® offers a variety of functional add-ons that can make a rifle more comfortable to shoot and stylish. The Knoxx® Replacement Adjustable Carbine Rifle Buttstock provides multiple color options and is engineered to adapt to several sling attachment options. The BLACKHAWK! Ergonomic Grip is perfect for hunters who wear gloves. It has finger grooves that create a sure, consistent grip. The aggressive texture minimizes slippage and is virtually impervious to the elements. The Offest Safety Selector is a drop-in replacement that improves ergonomics and facilitates easier manipulation. Other popular BLACKHAWK! accessories include sling attachments, a Quad Rail Forend, Rail Covers, slings and rifle cases. Fall 2013 the journal 14
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