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July 30, 2019

National Shooting Sports Month Creates Focus on Customer Engagement


August can be a slow month for many firearms retailers and shooting ranges. For Denver, Colorado’s Bristlecone Shooting, Training & Retail Center participating in National Shooting Sports Month® has proven to be a great opportunity for customer engagement and attracting new customers and target shooters. For existing shooters, it’s a great time to get excited about a pastime they cherish and to share it with others.

A Singular Focus

Jacquelyn Clark, owner of Bristlecone Shooting, Training & Retail Center, says she’s thankful National Shooting Sports Month is in August because “it creates a focus” for their marketing and customer engagement and outreach and helps keep customers coming through the doors.

Going Mainstream

Clark encourages every firearms retailer and shooting range to participate in National Shooting Sports Month “because it continues to make this industry more mainstream.”  She continues, “The more attention we can bring to the shooting sports as a family activity, …as a socially accepted activity, the better we do.”

Getting Involved is Easy

NSSF has made it easy for retailers, ranges and organizations to submit their August events and promotions at ShootingSportsMonth.org. Adding events here also means you’ll be leveraging your trade association’s marketing communications to consumer audiences.

The calendar of events at ShootingSportsMonth.org is networked with NSSF’s LetsGoShooting.org website. There, people exploring various target-shooting sports, ranges near them and retailers that can outfit them with the products needed for an enjoyable day at the range will be able to view the events in their area and make plans to participate.

Additionally, NSSF provides a variety of marketing resources industry can use to help spread the word about the August celebration.

The promotional toolkit includes:

  • Downloadable logos to tie to eblasts or other promotional communications
  • Poster templates to raise awareness of your August events and promotions
  • Sample press releases highlighting your August plans to send to area media outlets including your local television stations, radio broadcasters, newspapers, community online bulletin boards, chambers of commerce and departments of tourism

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How 3 Businesses Achieved Success with National Shooting Sports Month