Ron Rosenberg, the award winning marketing man who gave you "How to Dominate your Market Niche" at last year's SHOT Show University, will present "How to Create Outrageously Effective Marketing Materials," a one-of-a-kind session where you will discover:

• 12 specific elements that MUST be in every marketing piece.
• Proven copywriting strategies that will send your response rate through the roof.
• The most important print component and why most people miss it completely.
• Three simple strategies to double the effectiveness of your Web site.
• Over 25 specific examples of what to do -- and what not to do -- in your marketing.

If you're getting the same tired results from your marketing materials, it's probably because your sales letters, magazine ads and brochures look just like everyone else's. Isn't it time to try something different and effective? Listen to Ron Rosenberg and you will learn the strategies to improve the effectiveness of your marketing communications.

In this highly interactive and entertaining workshop, you'll learn how to apply Ron Rosenberg's outrageous marketing strategies to improve the effectiveness of your own marketing communications. You'll have the opportunity to bring samples of your materials to the session and get feedback on the spot. Plus, several participants will be able to sit on the "Hot Seat" and get expert advice and audience input on how to increase the response and effectiveness of their specific marketing materials.

Ron Rosenberg is a nationally recognized, award-winning expert on marketing and customer service and a winner of the prestigious "International Marketer of the Year" award at the GKIC International Marketing Summit. He has authored several books and learning systems. Over 15,000 people have subscribed to his Tricks and Tales newsletter. His expert commentary has been featured in The New York Times and The Washington Post, and in Smart Money and Real Simple magazines. He has been a guest on nationally syndicated radio shows including ABC Radio, Dateline Washington, and The Gary Nolan Show.

A time may come when you, as a federal firearms licensee, will have interaction with an agent or investigator of the Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF). There may either be an investigation of a customer -- or worse -- an investigation of you, requiring an inspection of your records and inventory. Because your license is your livelihood, you need to know what your legal rights are. Noted attorney Richard Gardiner will guide you through your rights in compliance inspections, warning conferences, administrative hearings and judicial reviews.

Richard Gardiner is an attorney in private practice in Fairfax, Virginia, focusing on criminal defense, civil litigation, and administrative law. Prior to entering private practice, he was NRA-ILA Legislative Counsel from 1991 to 1994; Director of State/Local Affairs from 1989 to 1991; and an NRA Assistant General Counsel from 1979 to 1989. He represented NRA before committees of the United States Senate and House of Representatives and was NRA's spokesman on numerous television and radio shows, including the Today Show, the McNeil-Lehrer Report, and Crossfire. He is the author of To Preserve Liberty -- A Look at the Right to Keep and Bear Arms; and co-author of The Sullivan Principles: Protecting the Second Amendment from Civil Abuse. He has represented numerous firearms dealers in license revocation proceedings, from the administrative hearing to the United States District Courts to the United States Courts of Appeals. He was co-counsel for the sheriffs who successfully challenged the Brady Act in the United States Supreme Court; counsel for firearms manufacturers who challenged the Clinton semi-auto gun ban; counsel to the Law Enforcement Alliance of America and is an NRA Benefactor member; and is a life member of the Virginia Shooting Sports Association.

Frank Briganti, NSSF's director of research and analysis, and Rob Southwick, president of Southwick Associates, and a leading economist in the shooting sports industry, will highlight the latest in industry research, statistics and consumer purchasing trends. It is vitally important for retailers to stay informed on key variables affecting their business in today's ever-changing retail environment. These variables include trends in hunting license sales, excise taxes, NICS, firearm production, and also trends in customer numbers and demographics on frequency of their participation. It is also important to get a detailed look at sales analyzed by product segment. This presentation will deliver top-level data generated by Southwick Associates' HunterSurvey.com and TargetShootingSurvey.com -- the only surveys available to the industry that drill down to the brand level! Results of these surveys are used by manufacturers, hunting agencies and sportsmen's groups to protect and enhance hunting and shooting opportunities and to grow business. Frank and Rob will also highlight research from the "Future of Hunting and the Shooting Sports, "presented at the 2008 Shooting Sports Summit, and discuss the progress made since the Summit by the Task Force 20/20 initiative. They will be joined by James Hartford, President and CEO of The SportsOneSource Group. Hartford is a leading research analyst in the sporting goods industry. He will discuss consumer research findings generated from the recently completed "How America Shops" and "Brand Strength" consumer survey reports. James will present data regarding consumer purchasing habits and attributes and consumer findings regarding brand strength and awareness.

Frank Briganti is the director of industry research and analysis for the National Shooting Sports Foundation (NSSF). He is responsible for creating and implementing research projects for industry professionals and has authored a host of NSSF statistical reports, research and marketing publications and industry surveys. Most recently he coordinated the Task Force 20/20 initiative to guide the implementation of a three-year research project titled The Future of Hunting and the Shooting Sports - Research-based Recruitment and Retention Strategies.

 

 

Rob Southwick is the President of Southwick Associates, a firm specializing in tracking and reporting economic and business statistics associated with hunting, fishing, and outdoor recreation. Current clients include nearly half of all state fish and wildlife agencies, many private companies, the American Sportfishing Association, the Association of Fish and Wildlife Agencies, the National Shooting Sports Foundation, and many others. Founded in 1990, Southwick Associates is based in north Florida and is supported by experienced staff and research associates all over the country.

 

James Hartford has over 25 years of experience in Sales, Marketing and Operations in the Sporting Goods industry, primarily in the footwear and apparel sector. He began his career in retail before moving to the brand side as a manufacturer’s representative, learning the industry from the ground up. He quickly rose through the ranks in a series of promotions of materially increased responsibility with HIND Performance Sportswear, Prince Sports, Benetton SportSystem and Reebok International. His most recent brand position was at Reebok, where he was Vice President, U.S. Sales Operations & Planning, responsible for budgets, planning and line merchandising for a $1.5 billion footwear and apparel business. Mr. Hartford founded SportsOneSource as a consulting firm in 1999.

 

Bettyjane Swann, NSSF's manager of member services, will host a presentation from various company-representatives that provide benefit services to NSSF/NAFR members. Member benefits are extensive. Be sure you know what they are and how to take full advantage of them. This one-shot presentation will explain them all.

Retired senior ATF executive Wally Nelson will provide invaluable advice on how to manage your ATF Forms 4473, A&D books and other paperwork to be in compliance with ATF.

Walfred (Wally) A. Nelson has retired from a distinguished 33-year career with the Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF). A member of the Senior Executive Service since 1998, in 2004 the rank of Meritorious Executive was conferred on him by President George W. Bush for sustained superior management accomplishments. Wally has extensive experience briefing senior administration officials, members of Congress and senior staffers on ATF policies, regulations and the impact of proposed and enacted legislation. He has established and maintained excellent working relationships with firearms and explosives industry trade associations. He worked with these groups, as well as individual industry members, to arrive at creative solutions to a wide variety of regulatory and trade issues. Wally now brings more than 30 years experience as an ATF inspector, manager and executive to the private sector.

Are you prepared when the media calls? If you have the skills necessary to handle important media interviews you can maximize every media opportunity by delivering the right message at the right time and gain positive results. Motivational speaker Linda Talley and former TV anchorwoman Ann Baldwin will teach you how to manage and control all media situations and increase awareness and credibility for your business.

Linda Talley is a speaker, author and personal effectiveness coach from Houston, Texas. She speaks more than 70 times a year to people who want to enhance their performance in personal leadership, customer service and loyalty, customer and staff communication and relationship skills. She gives people specific steps to take to create the difference between someone who's excellent and someone who's mediocre. She is a nationally known business coach, speaker and author of Business Finesse: Dealing with Sticky Situations in the Workplace; The 10 Secrets of Retail Specialty Stores; The Daily Win and has both authored and been featured in numerous magazine articles. Linda takes pride in being known as the speaker who grows people from the inside out and gives them something to talk about! Her common sense, humor and enthusiasm gives you "take back to the store" ideas to implement immediately.

Ann Baldwin has more than a decade of expertise in the broadcasting and communications industry. A partner in Baldwin/Alverio Media Marketing, she specialized in media management and presentation skills. She has spent more than 15 years in the TV news business as an anchor/reporter for television stations across the country. She has received numerous awards for her work and has co-authored many articles on the benefits of media marketing. For several years she hosted her own weekly radio talk show on WTIC-AM, the largest radio talk station in Southern New England.

Larry Ahlman, president of Ahlman's Inc., and the current president of the National Association of Firearms Retailers (NAFR), will discuss the ins and outs and value of adding a gunsmith to your current firearms business.

Tom Shay, professional retailer with more than 25 years of experience, will cover the details on how to manage your store's budget process to enhance your bottom line. His new book written for NAFR, Financials for the Firearms Retailer, will be distributed to all participants for use in this class.

Tom Shay is a fourth-generation merchant with over 25 years of ownership and management experience. Tom's presentations provide attendees with the "nuts and bolts" necessary to improve the operation and profitability of their businesses. He has authored six books on small business and has earned the Certified Speaking Professional (CSP) distinction, a designation that has been attained by fewer than seven percent of professional speakers worldwide.

Retailers and range owners Bob Viden and Doug VanderWoude share how to capitalize on this new business opportunity.

Business coach Tom Shay will show you how to increase sales in your store simply by using creative merchandising tips to avoid a store that's dull, boring and with merchandise placed about in a non-creative manner. His new book on merchandising, written for NAFR, will be introduced during the session.

Tom Shay is a fourth-generation merchant with over 25 years of ownership and management experience. Tom's presentations provide attendees with the "nuts and bolts" necessary to improve the operation and profitability of their businesses. He has authored six books on small business and has earned the Certified Speaking Professional (CSP) distinction, a designation that has been attained by fewer than seven percent of professional speakers worldwide.