TED Talk – NSSF 2016 r4
11
DIVERSIFYING AND EXPANDING YOUR CUSTOMER BASE Reaching A World Of New Consumers 1 Copyright Shoot Smart 2016, All Rights Reserved
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Transcript of TED Talk – NSSF 2016 r4
Copyright Shoot Smart 2016, All Rights Reserved
1
DIVERSIFYING AND EXPANDING YOUR CUSTOMER BASEReaching A World Of New Consumers
Copyright Shoot Smart 2016, All Rights Reserved 2
AGENDA Introduction Our View Our Success Close
Copyright Shoot Smart 2016, All Rights Reserved 3
INTRODUCTION Jared Sloane
Shoot Smart Marketing NSSF Range Advisory Council
Shoot Smart Indoor range, two stores, 27 lanes, 5 years ~ 30 million rounds fired down range ~ 350,000 shooters ~ 100,000 guns rentals
Shoot Smart Target Customer Not white, not male No previous experience Young professionals, families, minorities
Mission:“To Create Lifelong
Customers”
Our Purpose in Life?“Education through
entertainment”
Copyright Shoot Smart 2016, All Rights Reserved 4
SHOOT SMARTWarning:
What works well for us is only guaranteed for
us
Copyright Shoot Smart 2016, All Rights Reserved 5
OUR VIEWA world of customers…
Less of us, more of them…
318,900,000 Americans
30% of US Adults have a firearm in
the home
The Math!Gun Owners:
1/3 x 318.9m x 3/4(adults) = 71.8m
The Math!Non Gun Owners:2/3 x 318.9m x
3/4(adults) = 167.4m
Copyright Shoot Smart 2016, All Rights Reserved 6
OUR VIEW
No sun
glass
es or
hood
ies No democrats
No solo gun rentals
No outside ammunition
No, no, no…
Of course, there must be rules, but are they equally justified?
Is this you?
Side note…. If 1/5 owners are Democrats, are you losing 20% of
your revenue by exclusion?
Copyright Shoot Smart 2016, All Rights Reserved 7
OUR VIEW
Copyright Shoot Smart 2016, All Rights Reserved 8
OUR VIEW
?
Copyright Shoot Smart 2016, All Rights Reserved 9
OUR SUCCESS Here’s how we do it
We are a customer experience above all else We are as professional as any Apple Store or REI We strive to allow customers to do what they want We rent guns – a lot of guns and without limit We welcome people to our world – everyone is right for us We talk to people on their terms We relentlessly try to make our world bigger, not smaller And we do all of this through our people
Copyright Shoot Smart 2016, All Rights Reserved 10
OUR SUCCESS Here’s an example
www.ShootSmart.com
Copyright Shoot Smart 2016, All Rights Reserved 11
CLOSING Lets work together Focus on the non-gun owners Break down barriers to our sport Create opportunities for industry growth, stability, and security Thank you!
Questions? Comments?
