Bristlecone Shooting Range

Intro

- Problem Definition- Company Internals & Externals- Movement through Social Content- Marketing Movements

Main Problem

How do we get more women involved in the shooting community and BristleCone using digital media?

Internal Analysis

Competencies● Good understanding of the direct

competition

● Diversified marketing presence

● Identification and pursuit of niche market opportunities o Especially the female market

Information from Bristlecone Marketing Plan

Internal Analysis

Issues ● Limited differentiation in positioning relative to direct

competition

● Underdeveloped messaging

○ Needs to be tailored specifically to that market

● Low company involvement in:

○ Top social media - Instagram, Youtube, Pinterest

○ Content creation

● Insufficient online engagement

Information from Bristlecone Marketing Plan

External Analysis

- Safety is the most important aspect of a range

- Women like to be taught by other women- Girls Guide to Guns - Popular blog that has a section

where girls recommend friendly firing ranges (Bristlecone not listed)

- Not listed on the Well Armed Woman list

Social Media Platforms

Strategy is the Key!- Social media doesn’t work without a strategy

- Create and share content that is relevant and beneficial to your audience

- Cannot alienate men when targeting women- When sharing content specific to women, make it clear that the content is

specific for women- Example: Post content that involves gun culture with the hashtag

#WomenShootingWednesdays or #wsw considering its shorter

Content differs by Platform!

Instagram - Selling Experience. Women’s shooting events, Tuesday’s, training courses, women’s products (cannot alienate men completely)

Snapchat - Geotag

Pinterest - How to’s, Witty women’s gun jokes, Recipes for hunted meat

Youtube - instructional videos, tell the story, events

Gun Range Marketing

-OraBrush example; Jacquelyn face of BristleCone -Date night-Social community events-Cooperate with other companies

Questions- Why do you have 2 different Web-pages?

- Do you use Google analytics and Google Adwords?- Will you send us the appendices spoken about in the marketing plan?- Who are the main female consumers you cater to? (i.e. recreational, new shooter, etc.)- What can you say about the identity of your brand? And what does this brand mean to customers (specifically the female market) that is different from competing shooting ranges?- What are the specific success metrics you came up with and have in place currently? How are you measuring marketing return on investment?

- Do you have a current social media strategy-What is the specific message you want to communicate to just the female market?