Spring 2013 - Premium Partners

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!
SPRING 2013
THIS ISSUE
OUTDOORS ONLINE
BLACKHAWK! ® OWN IT
CAMPAIGN LAUNCHED!
AR Tactical Goes The Distance
PAGE 4
Go ahead, chew through the rounds. Shoot until you can fry an egg on your AR. And
rest assured that CCI’s AR Tactical rimfire ammunition will perform from first shot to
barrel-smoking last. After all, CCI’s AR Tactical rimfire is engineered specifically for
the AR platform. So unleash the rimfire fury and feel the thrill with CCI.
DEALER SUCCESS STORY
SECOND AMENDMENT
SPORTS
PAGE 7
GEAR UP FOR SUMMER
EVERYTHING YOU NEED
FOR MORE VARMINTS
PAGE 14
The Leader in Rimfire Ammunition®
|
visit us at cci-ammunition.com for more information
|
©2012
Contents
THE JOURNAL
SPRING 2013
THE PROFILE
ATK PREMIUM
PARTNERS TEAM
Get to know Larry Hart, ATK Sporting Group
Senior Product Line Manager, Apparel, Footwear and Gloves.
MARKETING MESSENGER
Check out the redesigned BLACKHAWK!®
product packaging.
05
06
TODD SEYFERT
OUTDOORS ONLINE
Learn how ATK Sporting Group eNewsletters can
help drive sales, and get the lowdown on the new
BLACKHAWK! “Own It” campaign.
QUICK SHOTS
•Weaver® rises to fifth-ranked optics
manufacturer
• Federal Premium® engages hunters at the
2013 NWTF Show • Public approval for hunting grows
RALUCA PICHT
• Ammo availability update
• Remembering Tom Knapp
• NSSF study shows hunters’ economic impact
DEALER SUCCESS STORY
07
Second Amendment Sports: A husband and
James House reviews Alliant Powder’s Reloder
17 in the March 2013 issue of Gun World magazine.
®
FIELD FEEDBACK: SALES RESOURCES
Educate and drive sales with resources like the
BLACKHAWK! Holster Fit Chart.
Spotlight
SPECIAL FEATURE
10
American Rifleman Managing Editor Aaron
Carter’s recent visit to Federal Premium is a
textbook example of how ATK Sporting Group
builds media relationships.
NEW PRODUCT SHOWCASE
11
Get all the details on the newest ATK Sporting
Group products your customers will be asking
about this year.
READY, SET, DISPLAY
13
We have put a lot into the new endcap dis-
14
Director, Channel Development
[email protected]
I DON’T NEED TO TELL YOU that
recent events have created a historic increase
in firearms and ammunition purchases. What
might not be as well known is that much of
this volume is coming not from established
shooters, but from those who are completely
new to the market. Many dealers are telling
us that as many as 40 percent of their
customers are now first-time gun buyers.
It looks like a boom, but these customers’
first firearms could easily become their only shootingrelated purchases if we don’t find ways to engage them.
How do we accomplish this? First, consider that recent
research has shown that roughly half of this new wave of
shooters is female.
Male or female, these newcomers aren’t going to get
involved in the shooting sports if they lack confidence
and a working knowledge of the firearms they’re buying.
That’s why it’s vital to offer plenty of one-on-one
attention and instruction. Consider offering shooting
classes, special family discounts for range time, and
anything else to create a welcoming environment where
new shooters can learn.
Also remember that these customers
generally don’t understand the accessories
needed to shoot. Eye and ear protection,
targets, cases, holsters—they’re all a part
of the bigger picture these new shooters
need to see. Providing crash courses in
gun cleaning is another must. Take the
time to show a first-time gun buyer how
to break down their new firearm and
clean it properly. Not only will you start
a relationship, but you’ll sell a collection of gun-cleaning
tools and chemicals in the process.
As always, we’re here to help you meet these and other
goals. Please contact ATK Dealer Services with any
questions you may have—just call 866-223-9388.
RICK STOECKEL
ON TARGET ON TARGET
Sincerely,
Bart Biedinger,
Senior Manager, Channel Sales
Brand Director, Ammunition & Reloading
[email protected]
Brand Director, Security
[email protected]
DEBBIE DEIBEL
Director of Customer Service
[email protected]
JAKE JACOBS
Senior Brand Manager, Sporting
[email protected]
BART BIEDINGER
Senior Manager, Channel Sales
[email protected]
DAVID TIESZEN
It’s time for varmint hunting. We reveal the top
ammunition, targets, shooting sticks and other
accessories you’ll need to keep your customers
properly outfitted.
IMPORTANT DATES—
CONSUMER PROMOTIONS:
Weaver ® Tactical Rebate
April 1 to June 30, 2013
RCBS® Mail-In Rebate (U.S.A. ONLY)
Jan. 1 to Dec. 31, 2013
Weaver Super Slam® Mail-In Rebate
Channel Services/Co-op Lead
[email protected]
Jan. 1 to June 30, 2013
MIKE ANDERSON
April 1 to June 30, 2013
Channel Services/Retail Sales
[email protected]
WEB SUPPORT
[email protected]
Champion® DuraSeal® Mail-In Rebate
Gunslick® Pro Warranty
Jan. 1 to Dec. 31, 2013
BLACKHAWK! ® Personal Defense Mail-In Rebate
Jan. 1 to June 30, 2013
plays—learn how to get the most from them.
GET GEARED UP FOR SUMMER
on target
CHUCK BUIS
wife’s gamble has paid off with two full-service
outdoor super-stores, with a third on the way.
FROM THE WIRE
KYLE TENGWALL
Vice President of Marketing & Communications
[email protected]
JASON NASH
Connections
09
Vice President of Sales & Marketing
[email protected]
Director, Advertising & Communications
[email protected]
INDUSTRY REPORT
DEALER SERVICES
ON TARGET
ATK Newsbriefs
03
04
PREMIUM PARTNERS
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.
CCI® Rimfire Promotion
April 1 to June 30, 2013
DEALER SERVICES
ATK NEWSBRIEFS
outdoors online
THE PROFILE
NAME: Larry Hart
POSITION: Senior Product Line Manager Apparel, Footwear and Gloves
WORK EXPERIENCE: Rip Curl, Under Armour, Burton Snowboards, Vanity
Fair Corp.
HOMETOWN: Birmingham, Mich.
EDUCATION: University of Colorado, Boulder; University of California,
Berkeley; Walter A. Haas, School of Business, product manager program
HOBBIES: Snowboarding, surfing, skateboarding, fishing, golf, hockey
FAVORITE FOOD: Japanese
WHEN I WAS A KID, I WANTED TO BE: PGA Tour professional
MOST PRIZED POSSESSION: Over years of working for great brands,
I collected mementos from all my major product milestones. They were
a permanent, living portfolio. But one day, I noticed a pant I made at
Burton—the only pristine pair in existence—was missing. Turns out my
darling wife sold them on eBay, along with all my other mementos!
FAVORITE BOOK: With the amount of emails we get, who has time
to read a book?
FAVORITE QUOTE: “Live the search.”
MARKETING
BLACKHAWK!® Launches New
Marketing Campaign
ON THE HEELS OF CELEBRATING its 20th anniversary,
the BLACKHAWK! brand hit another exciting milestone with
the launch of a new and inspiring marketing campaign. The
“Own It” campaign went public early this spring with the debut
of an original commercial, redesigned digital ads and reinvented
“look and feel” that work together to reinforce the brand’s
history and mission. Here’s how the campaign unfolded:
• SOCIAL MEDIA – Behind-the-scenes images from Own
It commercial shoot released on BLACKHAWK! Facebook
and Twitter pages: March 25
Larry Hart
messen g er
What’s new from our Marketing and Advertising Department to help you sell more stuff.
BLACKHAWK!
PACKAGING GETS A NEW LOOK
®
WITH HUNDREDS OF PRODUCTS vying for your
customers’ attention, it’s easy for even the most sought-after
items to get overlooked. Here at ATK Sporting Group, we
understand that packaging is king when it comes to turning
heads and driving sales. In a continued effort to support your
retail operations, we have redesigned our BLACKHAWK!
packaging. Its distinctive new look not only shows off the
product but also stands out on your shelves.
Each package prominently displays the BLACKHAWK! logo
and product name on the front, with a supplemental product
feature list in bold orange type. These universal treatments are
layered over industrial-looking design elements, including metal
plate graphics, mesh textures and subtle grayscale tones, giving each
package a slick, streamlined appearance.
On the back, we incorporated our new BLACKHAWK! logo and brand story, both
of which help establish consistency and reinforce the brand’s unique tone. While
product description is minimal on the front to avoid clutter, the back side serves as
an abbreviated sales sheet of sorts, highlighting key features and benefits.
Whether the package takes the form of a clamshell, backer card, box, hang tag or header card, each product
is clothed in the same skin to maintain the overall integrity of the line. So no matter what’s inside the package, your
customers will know exactly what to look for when hunting down the BLACKHAWK! brand in your store.
• MAXIMUM WARRIOR – 30-second commercial
premiered on maximumwarrior.com after MAXIM
magazine’s Maximum Warrior 3 finale: March 27
• PRESS RELEASE – Announced 30-second commercial
debut on maximumwarrior.com: March 27
• OWN IT COMMERCIAL – 60-second commercial
released on BLACKHAWK! YouTube channel: April 2
• WEBSITE – Updated BLACKHAWK.com homepage
banner: April 2
• ENEWSLETTER – Announced 60-second commercial
debut to 74,186 subscribers: April 2
In addition to the online elements, the Own It campaign also
involves television and print advertising, as well as a packaging
redesign (see Marketing Messenger on page 3). This campaign
proves ATK Sporting Group’s determination to lead the
industry by producing fresh and current marketing materials.
Watch the full-length
Own It commercial at
youtube.com/bpggear.
Catch The Latest News
KEEP YOUR FINGER ON THE PULSE of what’s new
with ATK Sporting Group, while providing an invaluable
resource for your customers. Check out our new and
redesigned eNewsletters!
For years, the Federal Premium® and BLACKHAWK!®
eNewsletters have kept dealers and consumers up-to-speed
on new products and other pertinent news. Both were
recently redesigned to give them a fresh new look while
more effectively conveying information. We’ve also recently
created a Hunters For Conservation® eNewsletter, which
highlights hunter-led efforts to conserve both game and nongame species.
This year, ATK Sporting Group is expanding its digital
reach by creating new eNewsletters for RCBS® and CCI®.
Both will feature the same compelling design features and
functionality as the Federal Premium and BLACKHAWK!
versions, and they will become available in Summer 2013.
Sign up for the eNewsletters by visiting each respective
brand’s website.
Look for the BLACKHAWK! logo mark on new marketing initiatives
3 THE JOURNAL Spring 2013
Spring 2013 THE JOURNAL
4
ATK NEWSBRIEFS
QUICK SHOTS
REPORT
Update: Ammunition Availability
Federal Premium®
Engages Turkey
Hunters At NWTF
Show
Approval Of Hunting Highest Since 1995
THE NATIONAL SHOOTING
SPORTS FOUNDATION
(NSSF) reports that 79 percent of
the American public approves of
hunting. This marks the highest
level of support since 1995,
according to survey data compiled
by Responsive Management, an
independent research firm.
The nationwide scientific survey
showed the public’s approval of
hunting rose five points since
2011. The survey, conducted in
5 THE JOURNAL Spring 2013
February 2013 using random digit
dialing and supplemental cellular
telephone sampling, was the
fifth in a series of similar surveys
by Responsive Management to
track trends in public approval of
hunting since 1995.
Mark Damian Duda, executive
director of Responsive Management,
said that since 2006, hunting
participation has increased by 9
percent, and shooting participation
has increased 18 percent since 2009.
BUILDING BRAND
LOYALTY MEANS
ENGAGING our industry,
the media and end users. To
that end, ATK Sporting Group
recently hosted the Federal
Premium Conservation and
Outreach Breakfast during the
37th Annual National Wild
Turkey Federation (NWTF)
Convention and Sport Show.
Ryan Bronson, Conservation
Programs Manager for Federal
Premium, spoke to attendees,
celebrating NWTF’s 40th
anniversary and paying
homage to the organization’s
achievements. Bronson
strongly encouraged NWTF
members and volunteers to
continue their hard work to
conserve our land resources
and hunting
heritage.
ATK NEWSBRIEFS
REPORT
ATK SPORTING DEALERS KNOW the news better than most: The
current political landscape has pushed consumer demand for ammunition to a
historic high. The result has often been reduced availability at retail.
The politically charged nature of the issue has unfortunately fueled rumors
and misinformation regarding the cause, but the truth is that employees at
Federal Premium®, CCI® and Speer® are literally working 24 hours a day,
seven days a week to meet consumer demand and meet orders with dealers.
The brands are also making process improvements to increase efficiency and
investing in capital and personnel for areas with sustained demand.
To help address consumer questions regarding current ammunition
availability, ATK Sporting Group has recently updated the FAQ pages on the Federal Premium, CCI and Speer
Ammunition websites. The new information deals with specific, pointed questions consumers are asking.
Remembering Shooting Legend Tom Knapp
FEDERAL PREMIUM® AMMUNITION and
Champion® Traps and Targets join fans across the
world in mourning the recent loss of Tom Knapp.
The world-famous exhibition shooter and friend passed
away Friday, April 26 at the age of 62.
Knapp almost single-handedly returned exhibition
shooting to the limelight with his combination of
shooting skills and stage presence in live performances
starting in 1987. Along the way, he inspired an entire
generation of new shooters. At his peak, he would do
more than 100 shows per year, often traveling tens of
thousands of miles without a break.
Knapp and his wife, Colleen, along with their
dogs, lived minutes from the Federal Premium
factory in Anoka, Minn. He was sponsored by
Federal Premium and Champion Traps and Targets
for more than a decade.
“His passing brings great sadness to the entire
industry,” said ATK Sporting Vice President Kyle
Tengwall. “Our hearts go out to his wife, Colleen, and the rest of their family. Tom was an exceptional steward of the
shooting sports and an amazing performer. Above all that, he was a friend. We will all miss him dearly.”
Report Highlights Hunters’ Financial Clout
ACCORDING TO A RECENT JOINT REPORT from the National Shooting
Sports Foundation (NSSF) and the Association of Fish & Wildlife Agencies
(AFWA), America’s 13.7 million hunters create $86.9 billion in overall economic
output, generate $26.4 billion in salaries and wages, and support 680,937 jobs.
Citing data compiled and analyzed by Southwick Associates, the report, “Hunting
In America: An Economic Force for Conservation,” details not only the overall
economic reach of hunters, but breaks numbers down by types of expenditures and
types of hunting, including hunting for deer, migratory birds or upland birds. The
report also examines hunter numbers by state.
Spring 2013 THE JOURNAL
6
CONNECTIONS
CONNECTIONS
SECOND AMENDMENT SPORTS’
third store, in Palm Desert, Calif.,
will be its biggest location. It will
feature 20,000 square feet and
house an indoor shooting range.
DEALER SUCCESS STORY:
SECOND AMENDMENT SPORTS
Reinvesting In Success
MATT JANES AND HIS WIFE DANA
have carved a successful outdoor
business in a state that can be
trying for firearms dealers. A
strong family and great employees
have powered that success.
2523 Mohawk St.
Bakersfield, CA 93308-6003
661-323-4512
38-698B El Viento Rd.
Palm Desert, CA 92211
760-200-4867
SUCCESS STORY
DEALER
5146 E. Pima St.
Tucson, AZ 85712-3628
520-325-3346
7 THE JOURNAL Spring 2013
NINE YEARS AGO, The Journal
profiled Second Amendment Sports in
Bakersfield, Calif. It was a story of success
and authentic American dreams: An avid
outdoorsman and his wife took their
life savings and rolled the dice on a gun
shop…and ended up with a full-service,
outdoor super-store complete with a
massive firearm section.
After starting out in 1993 with just
1,000 square feet, six cases of ammunition
and a fierce passion for the outdoors,
Second Amendment owner Matt Janes
and his wife Dana have managed to carve
out a thriving business in the outdoor
industry. Following the profile published
in 2004, Matt and Dana are still
going strong, working side by side and
succeeding in an industry that isn’t always
a piece of cake—especially in California.
Exactly how far have the Janes come?
Matt and Dana have expanded their
Bakersfield store to 16,000 square feet,
increased the sales force to 24 employees,
added a tremendous inventory, and
continued their philosophy of reinvesting
in their success.
They have opened a second store
in Tucson, Ariz., with an additional
staff of 14. This 13,000-square-foot
location caters to outdoor and shooting
enthusiasts and follows the business
model that has made the Bakersfield
store so popular: Work hard, stock a wide
variety of quality products, interact with
and educate customers, reach out to the
media and—above all—reinvest in the
business to ensure it remains an attractive
shopping destination.
Evidently it’s a formula that Matt and
Dana have perfected, because Second
Amendment is set to debut a third store in
Palm Desert, Calif. It will be their biggest
store yet at 20,000 square feet, and like
the Bakersfield location, will house an
indoor shooting range.
A Family Venture
Of course, this amazing trajectory
of success hasn’t been easy. Matt and
Dana have had to work hard and make
sacrifices. But according to Matt, he has
been blessed with the help of his family
and great employees along the way. In
fact, one of the Janes’ two daughters has
also become an important asset in the
business. The other is just returning from
a military deployment.
“I grew up in a family business,” Matt
said. “I know how hard that can be, and
I didn’t think this would be a family
business when we started. But you know,
family comes with sometimes.”
For Matt, it’s rewarding to work with
family. He likes being able to spend time
with them, which wouldn’t be an easy
task for this incredibly-busy business
owner. But it can also cause tension
because, as Matt says, family doesn’t
always hold things back.
“Family tells you how it is,” he said.
“It’s not like a typical employee/employer
relationship. They tell you exactly how
they feel.”
These days, though, that family is
excited. They are prepared to open their
third store in an incredible climate that is
driving sales beyond expectations.
“It can be hard to meet demand
sometimes,” Matt said. “But it is
incredible to see this uptick, especially
in women and the 20- to 30-something
shooters. Those younger shooters are
great. They have no qualms with the
product. They are enthusiasts from the
get-go. It’s fun to see that.
“I really commend this younger
generation of shooters for how hard they
work to keep their civil liberties. They are
smart and informed. I really like that.”
Adapting to Customers
Second Amendment has also found
customers in California and Arizona
have different interests and needs.
The locations have been successful by
listening to customers and adapting to
their locales.
“The variations we see in Arizona are
largely in the defense market products,”
Matt explained. “Arizona allows open
carry and has concealed carry. The
average client is comfortable with the
transition.”
The story is much different in
California.
“There is no open carry and concealed
carry is a ‘may issue’ proclamation,” he
said. “In that environment, public defense
products are tough, and it
is more of a home defense
market.”
In both cases, successful
businesses must have
knowledgeable staff. Second
Amendment employees are wellversed in a variety of outdoor
activities, but they each have
special interest areas and bring a
wealth of specialized knowledge to
customers.
The Janes have also adapted their
advertising and promotions to the
customer bases at each location. In
the past, Second Amendment has
utilized radio, newspaper ads, email
and flyers. This year, they are also
adding a billboard to take advantage
of the Palm Desert store’s location near
a busy freeway.
Promotions have
“I really commend this younger
also been a big part
generation of shooters for how hard
of driving business.
they work to keep their civil liberties.
Matt says he regularly
They are smart and informed.”
taps ATK’s Premium
– Matt Janes, Second Amendment Sports, Founder
Partners® co-op
advertising program.
“I’m so thankful for ATK’s co-op
program,” Matt said. “It really is the
best in the industry. It helps us drive our
promotional advertising where we need it
to go, and no one is as robust and liberal
with their cooperative dollars.”
No Slowing Down
Now in his 50s, Matt is just as
passionate today about the outdoors
and shooting sports. He is proud to see
that passion reflected in his employees
and customers. And, with a new store
opening and multiple initiatives at all his
locations, there is no slowing him down.
“So far, we’ve made it through all the
trials,” Matt said. “I’m really looking
forward to see what the future holds.”
THE TUCSON LOCATION has
found incredible success by
catering to its own unique
market, which includes a
heavy emphasis on personal
defense products.
IN THE FALL 2004 ISSUE of The
Outfitter Journal, Matt Janes
explained Second Amendment
Sports’ business strategy. Since that
feature, the store has expanded
and added two locations.
MATT AND DANA JANES know traffic flow is
important, both inside and outside the store.
They picked a high-traffic location for their first
store location in Bakersfield, Calif., and that
philosophy has served the business well.
Spring 2013 THE JOURNAL
8
CONNECTIONS
From the wire
SPOTLIGHT
Gun World
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1/9/13
10:38
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Page C1
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GUN WORLD
Alliant’s Reloader 17
Savage
By James E. House
SEVERAL POWDERS WORK WELL in a large number of
applications. When I started loading, the now defunct Hercules
HiVel No. 2 was such a powder. Old standbys include IMR 3031
and 4064, Hodgdon H335 and H4985, Winchester 748, and
Alliant Reloder 12, 15, and 19. Powders such as these can be used
in many different calibers. Typically, when a new powder having
a wide range of uses is introduced, it generates a lot of interest.
As I read comments posted on the internet, it seems that the
new Reloder 17 from Alliant is such a propellant.
With a burning rate that is similar to that of IMR 4350,
Reloder 17 is suitable for use in many medium rifle calibers.
Therefore, it also works well in the short magnum calibers as well
as the .270 Winchester, .30-06 Springfield, 7mm Rem. Magnum,
and others. It is a little too slow for use in the .308 Win. except
with relatively heavy bullets, but it is suitable for use in the
smaller bores of the 7mm-08 and .260 Rem., and the .243 Win.
Alliant advertises that Reloder 17 provides consistent maximum
velocities in a wide range of temperatures. It is also advertised as
being suitable for medium rifle and short magnum calibers. In
other words, it is a good choice for the calibers that are used by an
enormous number of shooters.
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To read the full article, see the March 2013 issue of Gun World magazine. For more information, visit gunworld.com.
This excerpt from Gun World 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: Sales Resources
WHEN FOOT TRAFFIC IS HIGH and your sales staff is spread thin, excellent
customer service doesn’t have to take a back seat. Provide resources for your customers
to choose the right product by adding these laminated charts to your retail displays:
BLACKHAWK!® Holster Fit Chart – Help customers find the perfect leather or
polymer holster for their firearms by hanging the easy-to-navigate Holster Fit Chart
at eye level on your BLACKHAWK! holster display. It clearly shows which firearm
model fits inside each holster, making the decision-making process that much easier.
Weaver® Mounts Fit Chart – With a huge selection of mounts and bases to fit
nearly any rifle, pistol or shotgun, finding the right one can take time. But thanks
to the Weaver Mounts Fit Chart, your customers won’t waste a second sifting through a
variety of styles and fits. This quick-reference chart helps customers pinpoint exactly which one to
choose based on the firearm they own.
A Holster Fit Chart is included with all BLACKHAWK! holster displays, and a Mounts Fit Chart is included
with all Weaver mount displays. Both charts can also be ordered separately, giving you even more opportunity to provide
great customer service. To order, please contact your ATK sales representative or Dealer Services at 866-223-9388.
9 THE JOURNAL Spring 2013
MEDIA PARTNERSHIP IN ACTION
NRA’s Aaron Carter Visits Federal Premium®
IT SEEMED JUST LIKE ANOTHER DAY at the Federal Premium factory. The machines were running full-tilt,
cranking out precision ammunition, while down in the ballistics alley, shooters were putting those rounds to the test.
But this particular day was special—Aaron Carter, Managing Editor for the NRA’s American Rifleman magazine, was
on the floor, conducting research for an upcoming article and filming a segment for “American Rifleman Television.”
The recent visit was an ideal example of media partnership in action. By working closely with key media members,
the ATK Sporting Group Public Relations team helps media partners create print, web and television coverage that
educates consumers and drives sales at retail. Not surprisingly, careful planning and hard work are necessary to ensure
such events pay off.
“As with any event, a lot of logistics go into something like this,” said ATK Sporting Group Communications and
Events Manager Tim Brandt.
The Public Relations team must first communicate with the writer or editor to determine if they have interest in
doing a story on the company’s products. From there, they settle on a topic and set the wheels in motion. That’s where
the real work begins.
“On our side, we coordinate with quite a few people around the company to help while the guest is on-site,” Brandt
said. “The support we receive from Product Development, Ballistics, Manufacturing and other teams is so important.”
In the case of Carter’s visit, he spent most of his time testing Federal Premium Guard Dog® and Personal Defense®
HST®, putting the rounds through several FBI protocol tests, such as
shooting through automotive-grade glass and into ballistic gel. This
required the hands-on assistance of people like Johann Boden, Law
Enforcement Sales Specialist—Technical Lead.
In addition to the article-specific personal defense round testing,
Carter and his cameraman got an up-close look at Federal Premium’s
entire shotshell manufacturing process.
“Aaron got great footage of our process as he followed the making
of a shotshell from start to finish,” Brandt said.
The importance of this one-on-one cooperation with media
partners cannot be overstated, especially when it’s planned to
dovetail with market trends, such as the current surge in personal
defense ammunition.
“Our retailers are telling us that a large number of their customers
are looking for products to protect themselves and their families.
And we want people to know Federal Premium offers specialized
products for these needs,” Brandt said. “American Rifleman is read by
millions of hunters, shooters and gun enthusiasts, so Aaron’s visit was
the perfect avenue to get this information out.”
AARON CARTER, Managing Editor for American
Rifleman magazine, joined the ATK Sporting Group
Public Relations team as well as Johann Boden, Law
Enforcement Sales Specialist—Technical Lead, in the
Anoka ballistics alley to test Federal Premium HST®
and Guard Dog® for an upcoming article.
Spring 2013 THE JOURNAL
10
SPOTLIGHT
New
Product
Showcase
SPRING IS AN EXCITING TIME OF YEAR. It brings renewed optimism and increased
interest in the shooting sports. This is the time of year when customers begin looking for the
latest and greatest gear. Here are some of the top products ATK Sporting Group is rolling
out to help shooting enthusiasts in the field and on the range in 2013.
Powerful Bullets
Today’s ammunition customers demand higher quality and more performance than ever. For these critical
consumers, Federal Premium® adds the new Vital-Shok™ Trophy Bonded® 10mm Auto. This is a full-power load
that takes complete advantage of the caliber’s capability. While most 10mm loads are watered down, this cartridge
offers the power for both big-game hunting and personal protection. Its new Trophy
Bonded Jacketed Soft Point bullet is based on the proven Trophy Bonded Bear
Claw® rifle projectile. The heavy bullet jacket features a formed inner profile that
preprograms and controls expansion to ensure deep penetration.
While it’s not a 10mm, the .22 rimfire can perform some pretty heavy lifting,
too. Troy Landry signature edition ammunition from CCI® will show your
customers just how much this cartridge can do, because these rounds are gatortested. Included in the exclusive series are CCI’s proven .22 long rifle Mini-Mag®
and .22 WMR Maxi-Mag®—loads that Landry, from the series Swamp People®
on HISTORY®, has trusted his livelihood to for
decades. Look for both cartridges in eyepopping gator-hide packaging, with
Landry’s well-known face on the box.
Purpose-Built Knives
The tactical market continues to drive profits for
retailers in a multitude of categories, including knives.
BLACKHAWK!® announces the addition of three
high-quality, premium MOD® folding knives to its
expansive line of tactical and multipurpose blades.
These new premium knives are influenced or designed by
some of the world’s best defensive tactics experts. MOD knives are
built to exacting standards with the most advanced materials available.
From the tactical workhorse MOD Mark III Automatic Folder and the robust
MOD SFK Folder to the showpiece MOD SFK Special Edition Folder, BLACKHAWK!
continues to deliver unparalleled quality, utility and performance.
11 THE JOURNAL Spring 2013
SPOTLIGHT
Best Glass for Any Budget
Since its introduction, the KASPA™ series of optics from Weaver® has been a major hit at retail. Striking
the perfect balance between performance demands and cost, the KASPA series offers tremendous
value at a budget price. This year, Weaver has added more tactical models with advanced
features such as side-focus parallax adjustment, Enhanced Mil-Dot Ranging
reticles and crisp reset-to-zero pull-up turrets.
KASPA hunting scopes are also now available
with illuminated reticles. Plus, the KASPA
line expands with multiple binocular options
from 34mm to 42mm. No matter what your
customers need, the KASPA series has them
covered—at a price that won’t break the bank.
Serious Tools for Reloaders
Specific cartridge loads need specific propellant to perform to their ballistic peak. That’s why
Alliant Powder® put countless hours of research and development into creating Reloder® 33. The
advanced powder is specifically formulated for the long-range .338 Lapua, although it is also ideal
for a range of large magnum rifle cartridges. Its double base gives it consistent performance across
temperature and humidity extremes, and it meters well for easy and precise loading.
RCBS® is also adding products that take reloading to a whole new level. The all-new Universal
Case Prep Center lets serious reloaders quickly trim and prep a huge volume of cartridge cases, thanks
to a 24-VDC motor that provides up to 360 RPM and 9 inch-pounds of torque. Reloaders can
harness that power by adjusting the output shaft’s RPM. The spring-loaded feed system offers handsfree trimming, and a single lever loads and unloads cases, then disengages them from the cutter.
All-in-One Gun Cleaning
Increase your sales to first-time gun buyers by providing needed accessories
right at the counter. Your customers will appreciate the new Gunslick® Pro
34-Piece Hard Case Cleaning Kit. Its assortment of gun care products clean
shotguns, rifles or handguns, quickly and effectively. The easy-to-use and
simple-to-understand Gunslick system will allow even new gun owners to clean
just about any firearm. The kit includes a 2-ounce bottle of Ultra-Lube™ and a
2-ounce bottle of Ultra-Klenz® for premium cleaning and protection.
Spring 2013 THE JOURNAL
12
SPOTLIGHT
SPOTLIGHT
READY, SET, DISPLAY
Jazz up your aisles and showcase key products with smart endcap graphics.
Duraseal ®
spinner targets
SHOT 600 TIMES (.22 LR)
SPREAD OVER TARGET
RimfiRe magazines
SAV VY RETAILERS KNOW HOW IMPORTANT ENDCAPS can be
when it comes to luring customers and boosting sales. When used to their
full potential, endcaps are the perfect place to catch the eye of customers who
weren’t necessarily shopping for what you have on display. To make the most of
your endcap real estate and turn window shoppers into serious buyers, dress up
your endcaps with these killer graphics.
Champion® Endcap Graphics (Part numbers 98EG700, 98EG701 and 98EG702)
paper targets
Reactive taRgets
With warm summer days quickly approaching, now’s the time to remind
customers to stock up on shooting supplies and targets. Our hard-to-miss
Champion Endcap Graphics not only capture attention with their bright orange
design, but they also feature a full gamut of targets and accessories that are sure
to get your customers pumped up for the outdoor shooting season.
Outers® Endcap Graphics (Part numbers 98EG600, 98EG601 and 98EG602)
Shoot Better. have Fun.
Have an empty endcap that needs sprucing up? Capitalize on this prime retail
locale by stocking it with what are likely the easiest up-sell items in your store—
gun-care products. Make your gun-care endcap pop with the Outers Endcap
Graphics, highlighting all the supplies your customers will need in an attractive,
larger-than-life package.
To learn more about these and other showstopping endcap graphics, contact
your sales representative or ATK Dealer Services at 866-223-9388.
Shoot Better. have Fun.
quick & easy
gun care
tico tools
gun oil
and gun wipes
protective
gun cloths
providing
for over
75 years
Get
Geared up
for summer
WITH SPRING TURKEY ACTION PASSED but the call of autumn
still distant, many hunters turn to varmints for their summer pursuits.
Focused on fun and skill, summer varmint hunting is a fast-growing market
that requires some specialized gear.
Firearms can run the gamut from adapted big-game rifles and specialized
long-distance varmint guns to rimfires and high-powered air rifles. One
constant is the need for ultra-accurate optics. Weaver® has varmint shooters
covered with several options. The value-packed KASPA™ series 6-18x44mm
Federal Premium® V-Shok™
Long Range Scope and the redesigned 4-16x44mm Grand Slam® both
Nosler® Ballistic Tip® Varmint
feature an enhanced ballistic reticle calibrated specifically for flat-shooting
varmint rounds.
High-end accuracy demands top-quality ammunition. Federal Premium® offers several loads tailored for varmints in
the V-Shok™ line. V-Shok Nosler® Ballistic Tip® Varmint loads combine extreme accuracy with rapid expansion, while
the V-Shok Speer® TNT Green® gives shooters an effective non-lead option. Also, be sure to stock up on CCI® V-Max®
ammunition for rimfire enthusiasts toting the hot .17 HMR, .17 Mach 2 or .22 Win. Magnum.
Many hunters trick out their varmint rigs. Champion® Shooting Gear
offers high-quality bipods and rugged, Synthetic Replacement Stocks
to add strength, accuracy and dependability to almost any firearm.
Champion will also keep your customers comfortable and safe with
ballistic-grade shooting glasses that provide four times the impact
protection of standard shooting glasses.
A quality rifle rest is critical to accuracy. The BLACKHAWK!®
Sportster™ Titan™ Series of rests includes five rugged options that are
built to emphasize accuracy and portability. They are also excellent for
the shooting range, where Champion VisiColor™ and DuraSeal® varmint
targets will add fun and increase participation in preparation for varmint
hunts. Stock up on all these great accessories to increase your profits and
improve customer satisfaction for summer outings.
Quality guncare
13 THE JOURNAL Spring 2013
Champion® DuraSeal® Spinner Target
Spring 2013 THE JOURNAL
14