View Story - Premium Partners

For dealers
The
Journal
of the
high-quality products
from Federal Premium,
Weaver Optics/Rings/Bases,
CCI, Speer, RCBS, Outers,
Fusion, Gunslick Pro,
Champion, Shooters Ridge,
Alliant Powder, Estate Cartridge,
Buck Commander, Eagle and
BLACKHAWK!
FALL 2011
THIS ISSUE
DEALER SUCCESS STORY
Ahlman’s Gun Shop
page 7
Ammo and Accessories
Product Showcase
Page 11
Get Geared Up For fall
Waterfowl
www.federalpremium.com
Page 14
Contents
The JOURNAL
FALL 2011
03
Dealer Services
The Profile
Get to know Wade Krinke, Product
Marketing Manager.
ATK Newsbriefs
04
05
06
07
PREMIUM PARTNERS
ON TARGET
Outdoors Online
Now live: the most advanced social community
for reloaders. Join ReloaderHub.com. New
Federal Premium print ads feature QR codes. Scan and see the product in action!
Success in the Field: Ahlman’s Gun Shop
We enjoy learning more about you and your
business! Each issue we select a dealer to
showcase. See page 7 to read how a small
Minnesota business has found success, despite
their “in-the-middle-of-nowhere” location.
industry report
Longtime Conservation Manager and 4-H
Shooting Sports Founder Bill Stevens passed away at age 72. 11
Connections
DEALER SUCCESS STORY
Social and Digital Media is Here to Stay
We also want to remind you of the digital market.
Back to basics: Ahlman’s Gun Shop’s
ingredients for success. the wire
09from
Turkey Country: Federal Premium’s
field feedback: sales tips
How to convert browsers into buyers. 10
11
Spotlight
Creating Buck Commander Assets
Building Buck Commander marketing assets to help you sell product.
13
14
Shoot straight.
Bart Biedinger, Manager, Retail & Rep Services
Federal Premium® Vital-Shok™ Slug
Mail-In Rebate
14
Aug. 1 to Dec. 31, 2011
Federal Premium® Vital-Shok™ Rifle
Mail-In Rebate
NEW PRODUCT SHOWCASE
ReloaderHub.com is the most advanced social
site for reloaders. Learn more about this new
community on page 5. Celebrating its third year is
Black Cloud’s StormchaserNetwork.com. Next to
the boat or the blind, it’s a duck-a-holic’s paradise!
Important Dates—
Consumer Promotions
Commitment to Conservation. This platform will be a big part of our
future, and our success. Thousands
of active and engaged members are
going online to share their opinions
and adventures in the field. We’re
joining the conversation through
Facebook, Twitter, YouTube and our
own social media sites.
ON TARGET ON TARGET
07
BLACKHAWK! 3point5 training updated. Special Operations Division (SOD) product education. ATK Outdoor Products
Conference (OPC) recap.
on target
This is the time of year to maximize
your sales. Here at ATK we’ve created
products to help increase your
success. From product advancements
to targeted marketing materials and
competitive promotions, we hope you
remember our award-winning brands
when bringing in items for the holiday
gift-giving season. You can find all of our promotions
online. Visit http://premiumpartners.atk.com to
view and download ammunition, reloading and
accessory rebate offers.
04
Quick Shots
DEALER SERVICES
For retailers looking to stock high technology and affordable performance outdoor gear.
Aug. 1 to Dec. 31, 2011
Fusion® Rifle Mail-In Rebate
READY, SET, DISPLAY
Aug. 1 to Dec. 31, 2011
Treat your store to new ATK displays. Reap the benefits of in-store point of purchase materials and consumer promotions.
Federal® Power-Shok™ Rifle
Mail-In Rebate
Aug. 1 to Dec. 31, 2011
Get Geared up for Fall
Black Cloud Buyer’s Guide.
Federal Premium Ammunition (Official)
www.facebook.com/FederalPremiumAmmo
QUICK SHOTS
DEALER SERVICES
THE PROFILE
Name Wade Krinke
Position: Product Marketing Manager
Work Experience:
2005-2008, Product Line Manager at Coleman Co./Stearns Inc.
2000-2005, Director of Soft Goods at Weatherby Inc.
1995-2000, Product Line Manager at Stearns Inc./Mad Dog Gear
Hometown: Marine of the St. Croix, MN
Education: BA, Montana State University
Hobbies: Hunting, motorsports, shooting and camping
Favorite Food: Tenderloins on the grill, any kind
When I was a Kid I Wanted to be: Outdoors
Most recent book: Carte Blancge by Deaver
Most Prized Treasure: .375 H&H Weatherby Safari Custom
favorite quote: “The team with the best players wins.” - Jack Welch
It is rewarding to me listening to consumers share their
success stories while using products that I have been able to
participate in bringing to market, especially if the product has
been in use for years.
BLACKHAWK!® 3point5 Training Updated
Early in 2011, BLACKHAWK! launched an online training
program through www.3point5.com in order to provide
retail sales professionals with in-depth product education
and significant employee discounts. Today, BLACKHAWK!
is excited to announce a recent update in the training
material, featuring new products, quizzes and store
offerings to help ring in the fall season. If your employees
have already completed the BLACKHAWK! training, they
can easily revisit the updated material and take the quizzes
again to earn another 50-percent discount to use in the
BLACKHAWK! 3point5 store.
OPC: Teaching in Texas
ATK offers numerous ways to learn about our products.
One great example is the ATK Outdoor Products
Conference (OPC).
Held last May in San Antonio, Texas, ATK hosted 191
retailers as they experienced four days of seminars,
shooting, shopping and sightseeing. With 13 different
classes to choose from, attendees received valuable
To help educate your sales team, reward product knowledge
and drive sales, encourage your employees to create a
free account on www.3point5.com and start training on
BLACKHAWK! today.
Wade Krinke
Have an example of how you moved a lot of ATK product? Want to be featured in The Journal?
Send an e-mail to Dealer Services at premiumpartners@atk.com that describes what you did to
be so successful. Your story may be featured in an upcoming edition of The Journal.
product information straight from the experts…our product
marketing managers, sales, dealer services, engineers and
product development teams.
ATK Premium
Partners Team
Kyle Tengwall, Vice President, Marketing and Communications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
kyle.tengwall@atk.com
Todd Seyfert, Vice President of Domestic Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
todd.seyfert@atk.com
Jason Nash, Director, Marketing and Communications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
jason.nash@atk.com
Raluca Simian, Director, Retail Strategy and Shopper Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .­­
raluca.simian@atk.com
Rick Stoeckel, Brand Director, Ammunition and Reloading ­­ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
rick.stoeckel@atk.com
Debbie Deibel, Director of Customer Service . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
debbie.deibel@atk.com
Jake Jacobs, Senior Brand Manager, Accessories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
jake.jacobs@atk.com
Bart Biedinger, Manager, Retail & Rep Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
bart.biedinger@atk.com
David Tieszen, Dealer Services Representative . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
david.tieszen@atk.com
Mike Anderson, Dealer Services Representative . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
mikej.anderson@atk.com
Web Support . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
webteam@atk.com
Have any questions or input on the Premium Partners Program, give us a call: 866-223-9388 or e-mail one of our team
members above. We’d love to hear from you. We’re dedicated to providing dealers with tools you need to succeed.
http://premiumpartners.atk.com
03 the journal Fall 2011
ATK NEWSBRIEFS
BLACKHAWK!’s online sales training course provides in-depth
product education.
Attendees also enjoyed hands-on product testing at the
San Antonio National Shooting Complex where they cycled
through five different stations. These stations included
BLACKHAWK! holster demonstrations, trap shooting
(featuring Champion throwers and Federal pink shotshells),
handgun shooting—including a ballistic gel demonstration—
and rifle shooting. Not to mention an exclusive performance
by the Shooting Star himself…Tom Knapp.
SOD Team Offers Product Education
With over 240 years of combined experience in conventional military, special operations, and law enforcement, the ATK
Special Operations Division (SOD) is dedicated to serving customers through product education and hands-on training. This
team of nine highly qualified and diversified experts gives special operation forces, law enforcement professionals, government
agencies, industrial security, outdoor enthusiasts, distributors, and
dealers the tools necessary to utilize ATK products in the most effective
ways possible. Ultimately, the SOD’s goal is to promote and demonstrate
all ATK Security and Sporting products and to identify market trends,
threats and emerging opportunities to better support ATK customers.
To learn more or to schedule a demonstration, please contact your local
ATK representative.
Fall 2011 the journal
04
ATK NEWSBRIEFS
REPORT
outdoors online
Remembering A Friend
The ATK team continually transforms our web presence, providing new product features, promotions, news, images,
videos, resources and more to support our growing brands.
Retired Federal Premium® Ammunition Conservation Manager Bill Stevens passed away July 2011 at the
age of 72. Influential in helping shape conservation efforts and policies for both Federal Premium and the industry, Bill
was known as a shooting sports advocate—famous for his passionate mentoring as well as launching the popular 4-H
Shooting Sports Program.
Recently RCBS® and Alliant Powder partnered to
launch an online social community for reloaders.
ReloaderHub.com is an interactive, user-driven site
for those interested in handloading ammunition.
The site is free to join and all skill levels are welcome
to participate. More than 2,100 members have
registered already!
Reaching Thousands
Bill Stevens was known by thousands as a man who never stopped promoting his true passions—hunting, shooting,
youth, family and conservation. Earning countless awards for his efforts, this outgoing and compassionate hunter
dedicated himself for one simple reason…he cared. Bill worked tirelessly across the nation, becoming a regular
attendee at industry meetings and youth events. He was Federal’s ear to the industry when some of the biggest issues
and regulations were being decided.
Members can meet fellow enthusiasts, share their
ideas, photos, videos and more! Exclusive videos
and content will also be available.
As a pivotal player in shaping our industry’s transition to steel shot for waterfowl hunting, Bill worked hard to educate
hunters—and the outdoor media—not only on the importance of this change, but how to get the best performance
from steel shot.
Remembering a Friend
Visit the site to learn the basics of safe reloading
or share your experiences from the bench.
ReloaderHub is the place to visit, learn and interact
with others—whether handloading ammunition for
target shooting, hunting or competition shooting.
Look for this logo on the box indicating
a portion of proceeds go to support the
rocky Mountain elk Foundation
Join the action at www.ReloaderHub.com.
New Ads Promote Passion and Pride
pre
In an effort to capture attention, educate and
drive consumers to key locations, Federal
Premium® recently launched a new “Premium
Moments” ad campaign. Ten compelling and
educational print ads feature world-class, dynamic
photography and QR codes which extend the
users’ experience beyond the printed page.
Federal is using QR technology to connect
hunters and shooters to our products. We’re
proud to be a passion-brand for those seeking
more than just ammunition.
Quick Response (QR) codes are designed to be
used with smartphones. Scan the QR code and
a video will appear onscreen showcasing our
products in action. With this technology we’re
able to create a feeling of connection with their
sport...a truly Premium Shooting Experience.
05 the journal Fall 2011
REPORT
Federal Premium® Mourns Loss of Bill Stevens, Longtime Conservation
Manager and 4-H Shooting Sports Founder
Now Live: Interactive social site for reloaders
The site features a cost-savings reloading calculator
which helps users identify and compare costs of
reloading shotshells or metallic loads directly to
commercial loads.
ATK NEWSBRIEFS
certain
miu
moments
Look for this logo on the box indicating
a portion of proceeds go to support the
rocky Mountain elk Foundation
m
Bill had a unique ability to make connections
with many different people from all types of
backgrounds. He was known by everyone; from
industry titans to local youth leaders and everyone
in between. “Anyone who ever met Bill knows
how much he will be missed,” said Marketing and
Communications Vice President Kyle Tengwall.
“Bill’s accolades and accomplishments speak for
themselves. He was a true pioneer of the shooting
sports and youth and education programs. Above
all that, he brought a contagious enthusiasm and
#2 : H i g
H A lfamily,
o m e n t for
passion
work,
t i t u the industry and the
m
de
lk
outdoors. Our hearts are eheavy
as we mourn the
loss of such a great friend, but our smiles—as we
remember Bill and who he was and what he did—
ease the pain.”
Responsible for Royalty
are worth a
premium
Over the years, Federal Premium has donated
hundreds of thousands of dollars to organizations
through on-box royalty programs. These programs
were created and supported because of Bill Stevens.
He was instrumental in starting and growing royalty
programs for the National Wild Turkey Federation,
Pheasants Forever, Rocky Mountain Elk Foundation
and Safari Club International. These programs
Scan QR code to watch Trophy Bonded® Tip smashing through
include organization logos on select Federal
www.federalpremium.com
every shot counts
bone or see it on YouTube.com/federalpremiumammo
Premium packaging and give dollars directly back
to habitat. Bill was also very active with the Ruffed
Grouse Society and was involved in many projects
involving land acquisition and development.
®
pre
miu
men
m mo
t # 2 : H i g H A lt
itu
certain
moments
Scan QR code to watch Trophy Bonded® Tip smashing through
bone or see it on YouTube.com/federalpremiumammo
de e
lk
are worth a
premium
www.federalpremium.com
every shot counts®
Look for the new ads and scan
the code to see the product in
action for yourself!
After his retirement from Federal in 2007, Bill continued to be heavily involved in several 4-H, conservation and
education programs. His true passion never wavered. In fact, just days prior to his passing, Federal Premium announced
the first ever Bill Stevens 4-H Leadership Award winner. The award highlights 4-H support and increasing development
of youth conservation efforts. National 4-H Committee Member and extension educator Conrad Arnold was crowned
with this honor. Through this award, the spirit of Bill Stevens lives on.
Fall 2011 the journal
06
CONNECTIONS
CONNECTIONS
Morristown, MN
Ahlman’s Gun Shop
Their success is built on a “If you build it, they will
come” attitude.
Ahlman’s Gun Shop thrives on
the outskirts of a sleepy southern
Minnesota town––it’s modest
population is just 987. Situated 60
miles from Minneapolis and Saint
Paul, the store is tucked away
in a sea of cornfields, 10 miles
away from the nearest interstate
highway. Because it’s placed “out in
the middle of nowhere,” Ahlman’s
formula for success calls for four
key ingredients:
(Above) Bruce Velzke, Ahlman’s
Sales Manager
(Top right) Ahlman’s Gun Shop
SUCCESS STORY
DEALER
(Above) Bruce Velzke, Ahlman’s
Sales Manager stays busy during
Ahlman’s summer shooting events.
By keeping the event shooting fees
low, they use the events to draw
more customers into their store.
07 the journal Fall 2011
1) Gunsmith Gurus
Ahlman’s Gunsmith Department
is officially trained and factoryauthorized to do warranty work for
all the major firearm manufacturers.
This warranty service draws in
customers from hundreds of miles
away, even out of state. These
gunsmiths pride themselves on the
basics:
Fast Service – 90-percent of
repairs are done within two to
three days. That’s fast,
considering the department
averages 1,000 repairs a month.
Quality Work – Year-round,
the store employs six full-time
gunsmiths, with decades of
experience. Two of the ‘smiths
have worked there for over
thirty years.
Full Service – From porting,
re-barreling to alterations,
muzzle brakes, engraving, stock
checkering, and more––they can
do it all.
“Our rural location keeps overhead
low and prices down,” said Bruce
Velzke, Ahlman’s Sales Manager. “All
of our gunsmiths always make sure
that their work meets or exceeds
customer’s expectations, constantly
striving to earn repeat business.”
2) Guns and Parts
With over 5,000 new and used guns
in stock, Ahlman’s Gun Shop boasts
the largest selection in southern
Minnesota. The store also declares
that it’s the largest source of new and
used gun parts in the upper Midwest.
They have racks and racks of gun
parts and several walls of old library
drawers filled to the max––all neatly
organized, numbered and marked. “If
we don’t have it, chances are you
won’t find it any place else,” said
Velzke. “A lot of our gun part sales
come from other dealers all over
the country.”
The store constantly invests in this
inventory every chance it gets, buying
and storing new guns in their huge
warehouse facility, or purchasing old
guns to disassemble and replenish its
used parts supply.
3) Shooting Park
Built to be more like a Disney theme
park than a shooting range, Ahlman’s
massive, 93-acre range complex can
accommodate any size group from
10 to 1,000 shooters. Shooting on
Ahlman’s range isn’t just an outing––
it’s an adventure.
Several themed and co-sponsored
buildings on the range keep the
shooting activities entertaining,
organized and safe. Ahlman’s teamed
up with Federal Premium Ammunition,
using their Co-Op dollars, to sponsor
the construction of several buildings
located on the shooting range.
Ahlman’s rifle range features stateof-the-art underground tunnels with
cement barriers between firing points.
This range and other handgun and
shotgun ranges are open to the general
public year round. In a different sector
of the range, you’ll find Ahlman’s
“Cowboy Town”. This area has a long
line of ranges that look like an Old
Western hotel, bar, grocery store,
bank and jail. Each station had its own
story and mission for the shooter,
keeping the action fun. Ahlman’s
themed ranges are usually reserved for
weekend shooting demonstrations and
other events.
4) Engaging Events
A dance hall, food courts, music
stages and a big arena surrounded by
bleachers are also found at the range.
These places are very busy in the
spring, summer and fall, when they
host or co-host more than 20 different
weekend events.
Ahlman’s often teams up with several
local organizations, private clubs
and businesses to help arrange and
operate many of the shooting events.
These groups are not affiliated with
Ahlman’s but the arrangements are
mutually beneficial.
Ahlman’s recently teamed up with
DPMS Panther Arms to co-host
Outbreak Omega 4: The Nation’s
Largest Zombie Shoot. More than 500
shooters, some traveling from far-off
places like New Jersey, Florida and
Texas, traveled to Ahlman’s range to
gun down Champion Target’s new
VisiColor Zombies. In the spirit of a
fantasy world, many of the zombie
hunters were geared up with tactical
vests, swords, knives, baseball bats
and other costume accessories.
Every year, Ahlman’s hosts their
largest event, called Shooter’s
Roundup. On a typical year, more
than 5,000 customers will attend the
weekend event. “At the Shooter’s
Roundup, nearly all the major gun
companies set up test ranges where
customers can personally test fire
each company’s latest and greatest
firearms. Once they are here and they
are engaged, we are more easily able
to offer and sell them ammunition,
shooting accessories and all the other
necessities,” said Velzke.
www.ahlmans.com
(507) 685-4244
In July 2011, Ahlman’s co-sponsored a “Zombie Shoot”. The fun,
full-day event reported a record-breaking attendance of more
than 1,000 shooters and spectators.
Fall 2011 the journal
08
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CONNECTIONS
From the wire
Turkey Country
CONNECTIONS
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VOL . 2 NO.
Field
Page 36
. Share .
And we’re carrying on that tradition by supporting the NWTF in
several ways. We provide ammunition for every Women in the
Outdoors event. We also offer every NWTF local chapter a discount
on target ammo for youth events.
Wildlife
erve. Hunt
Since the early 1980s, Federal has been a sponsor and strong
supporter of the NWTF at the national level. We take great pride
that our retired conservation manager, Bill Stevens, is a past
recipient of the Lynn Boykin Hunting Heritage Award — one of
NWTF’s highest honors for exemplary dedication to preserving the
future of hunting.
$$
$
Brings Back
N W TF: Cons
I also manage partnerships with conservation organizations,
including the NWTF, to invest resources into habitat and hunting
advocacy. I direct funds to youth and women’s groups to recruit
new generations of hunters and assist them in educating, training
and much more.
How Your
TRY
TURK EY COUN
As conservation program manager for Federal Premium Ammunition,
I work fulltime with state and federal governments to ensure the
excise taxes we pay quarterly on ammunition sales are spent
wisely to benefit hunters and shooters, and that policies do not
adversely impact those who enjoy shooting.
2011
By Ryan Bronson, ATK Conservation Program Manager
July/August 2011
JU LY/AU GUST
A Premium Partner in Conservation
G
W TF.OR
W W W. N
40
TUR K EY
COU NTR
Y
JULY/AUG
UST
11
To read the full article, see the July/August 2011 issue
of Turkey Country. For more information regarding Turkey
Country or the National Wild Turkey Federation, visit
www.nwtf.org.
This excerpt from Turkey Country 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 Feedback: Sales Tips
It’s a simple formula. To convert browsers into buyers, communicate two basic things:
1. Get Emotional­­—Buying is an emotional experience. Here are three key ways to tap into the emotional connection to a product.
Creating Buck Commander Assets
With the release of their 4th DVD, Buck Commander 4 –
Vigilantes, and their 5th TV season currently airing on the Outdoor
Channel, BC fever is getting even hotter.
We are continuously building top-shelf marketing assets to support
our Buck Commander sponsorship and growing product line. For
example, ATK’s marketing team recently met up with two of the
Buck Commanders, Willie Robertson and Tom Martin, this past April
for a lengthy photo and video shoot.
The hundreds of photographs and multiple videos that came
out of that session will be heavily utilized in almost every aspect
of our marketing playbook for the brand, including: product
catalogs, promotion materials, retail signs and displays, tradeshow
presentations, and YouTube videos. These assets will be used in our
eNewsletters, Facebook pages and other media.
“With the talents of an outstanding photographer, Lee Kjos, ATK
has proved, once again, that they will not take shortcuts in the
marketing of great products,” said Robertson. “I am glad to be a
part of this team.”
Willie and Tombo modeled for the camera and starred in several
Buck Commander product videos this past spring.
“I really enjoyed the four days we spent at this shoot. It was a great
experience,” said Martin. “We know that we’ll be only as successful
as the products that we surround ourselves with. Because of ATK,
and efforts like this shoot, I feel we’ve accomplished a lot with
growing the brand over the last two years.”
Along with these latest Buck Commander marketing materials, keep
your eyes open for even more new products from the crew, soon to
be unveiled in January 2012!
• Help them visualize it: Help your prospect imagine they already own the product. “You know, this shotgun looks great in
a gun safe and even better in the duck blind.”
• Join the club: The desire to belong is a powerful motivation to buy. “This is a popular optic for many of the top 3-Gun shooters.”
• Peak their curiosity: If you can make your customer say “I wonder what it would be like to try that [product]!” you’ve done your job.
2. The Power of Assurance­­—Now that you’ve excited a customer’s emotional side, you need to satisfy their rational side. You
need to reassure a customer they are making the right decision.
• Tell them what’s different: To help your buyer determine why they should buy a product, you must answer the questions in the shopper’s mind.
• Get specific: Let your customer know every relevant product feature and why it matters. Matching a benefit to a feature is
critical in establishing a product’s value.
• Appeal to their inner-shooter: Sometimes a detailed technical explanation is critical. Display your expertise in the industry.
In some cases, using language that your reader may not completely understand is warranted.
09 the journal Fall 2011
The four-day photo and video shoot was held at award-winning photographer, Lee Kjos’ family farm and photography studio in south-central Minnesota.
Fall 2011 the journal
10
SPOTLIGHT
New
Product
Showcase
SPOTLIGHT
BLACKHAWK!’s SERPA® CQC® Holster for
Taurus® Judge
The latest CQC Carbon-Fiber Holster is designed for Taurus Judge
with the longer 3-inch cylinder. The patented SERPA Auto Lock™
release delivers unparalleled weapon security and is automatically
positioned to facilitate a correct drawing motion, making it the ideal
Level 2 retention holster for concealed carry.
THESE NEW PRODUCT OFFERINGS already have people talking! The buzz
around these products is based on innovation, unmatched performance,
More Talking Points:
shocking appearance and much more! So, here are some great talking points for
•Includes belt loop and paddle platform
several of our newest top sellers to help you spread the word to your customers:
•Immediate retention and audible click upon re-holster for security
•Speed-cut design allows rapid draw, target acquisition and re-holster while
Champion’s VisiColor
TM
Zombie Targets
keeping eyes on target
These VisiColor reactive targets feature large shooting areas and movie-quality
graphics. Eight different targets provide a unique assortment of zombie
Federal Premium’s Black Cloud® High Velocity
images ranging from hostage situations and door breeches to zombie
Black Cloud High Velocity loads feature increased velocity and energy, and
street attacks. Targets are available in two different
shorten lead times when taking aim at waterfowl. Utilizing the innovation of
6-pack options with three separate target designs
the rear-braking FLITECONTROL® wad combined with FLITESTOPPER®
each, and two different 50-count bulk packages.
muscle-cutting steel pellets delivers devastating performance with
controlled and consistent patterns.
More Talking Points:
•Graphic, photo-realistic Zombie images
More Talking Points:
•Large, 18-inch x 12-inch target size
•12-gauge, 3-inch, 1-1/8-ounce loads at 1635 feet per second
•Three VisiColors: Radiation Green (head shot); in #3 and #4
Fluorescent Yellow (body shot), and White (miss)
•Adds 10-15 yards distance to typical waterfowl shots
•Staged shot uses 60% standard zinc plated steel and 40%
Gunslick Pro’s Compact Pull-Thru Kits
FLITESTOPPER® Steel
These compact cleaning kits feature an innovative Pull-Thru Jag System
consisting of a patch-piercing jag adaptor, caliber-specific jags, 36-inch cable,
Alliant Powder’s BlackMZ
and one standard-sized square patch that works for all calibers. Caliber-
Effective in all black powder firearms, BlackMZ from Alliant Powder is a
or gauge-specific jags allow for a perfect fit inside the bore––resulting in
black powder substitute designed for hunters, Cowboy Action shooters and
no trimming or folding of the cleaning patch.
re-enactment enthusiasts. Moisture resistant and virtually non-corrosive,
BlackMZ replicates black powder performance without the ignition headaches
More Talking Points:
and cleaning hassles common to traditional black powder use.
•Slim and organized soft case with MOLLE attachment system
•Shotgunner’s Kit for all gauges
More Talking Points:
•Hunter’s Kit for 22-cal, 243-cal, 25-cal, 270-cal, 7mm, 300-cal
•Moisture resistant for dependable ignition in all weather
and 338-caliber rifles
•Burns cleaner for less residue and easier cleaning
•Better velocities at lower pressures and virtually non-corrosive
for increase barrel protection
11 the journal Fall 2011
Fall 2011 the journal
12
SPOTLIGHT
SPOTLIGHT
READY, SET, DISPLAY
Take advantage of our endcap graphics
and consumer promotions.
1
2
Petals: Open in
the rear to create
an air brake
separating the
wad and shot at
the perfect time.
Specialty Kits
3
Windows: Open on side
of wad to allow air in
and help stimulate the
payload for separation
from the wad.
Payload: FLITECONTROL®
wad is combined with 40%
FLITESTOPPER® Steel and
60% Premium® Steel shot for
better performance on target.
Quality guncare
chemicals
FLITESTOPPER® Steel pellets cut on impact.
Accessories
Consistent Edge to Edge Patterns
(30” target, 40-yards, 12-ga, 3”, 1-1/4-oz, #2)
pattern represents 5 shot average
providing
for over
75 years
Quality guncare
Drop Ducks Like rain.®
www.blackcloudammo.com
www.outers-guncare.com
WE CONTINUALLY OFFER EFFECTIVE WAYS to help you dress
up the aisles of your store! Impress your guests with stunning and
inviting endcap graphics that are designed to make your customers
take notice. These eye-catching endcap graphics deliver a stylish
look that goes above and beyond your customer’s expectations.
These important marketing pieces also reinforce the fact that both
your store’s displays and your selection of goods are high quality.
For more information on how to purchase or qualify for any
display/P.O.P., contact Dealer Services at (866) 223-9388.
Attract Customers With Special Offers
Promote Federal Premium’s Big Buck Rebates on the most
popular big-game ammunition. Your customers can choose from
several mail-in rebates on qualifying rifle and slug products.
Rebates include:
Your Ticket to Success.
t t
your ticket to success
b i g b u C k S r E b at E
effeCtive dates
Purchase must be made between Aug. 1, 2011 and Dec.
31, 2011. Coupon must be received by Jan. 31, 2012.
Receive up to a $5.00 rebate. limit two boxes.
Purchase must be made between Aug. 1, 2011 and Dec.
31, 2011. Coupon must be received by Jan. 31, 2012.
fusion
Rifle
Receive up to a $5.00 rebate. limit two boxes.
Purchase must be made between Aug. 1, 2011 and Dec.
31, 2011. Coupon must be received by Jan. 31, 2012.
Slug
federal Premium
Vital-Shok Slug
Receive up to a $10.00 rebate. limit two Barnes boxes
or five TruBall boxes.
Purchase must be made between Aug. 1, 2011 and Dec.
31, 2011. Coupon must be received by Jan. 31, 2012.
ShoTShell
federal Premium
gold Medal Shotshell
Minimum: 10 boxes, receive a $20.00 rebate.
Maximum: 50 boxes, receive a $100.00 rebate.
Purchase must be made between April 1, 2011 and oct.
31, 2011. Coupon must be received by Nov. 15, 2011.
t
Promotion
Receive up to a $20.00 rebate. limit four boxes.
Power-Shok Rifle
Mail-in rebate offers vary. For downloadable coupons and full promotional details, visit:
federalPremium.com
Beyond ammunition, ATK delivers several ways to reward your
customers with several promotions on the hottest hunting
accessories––win big prizes, receive free products or earn cash
back! Here’s just a few prime examples:
fusionammo.com
F e d e r a l
P r e m i u m
A m m u n i t i o n
F u s i o n
de d.
. ge t re war
hu nt mo re
Brand
Alliant
Powder
nder
Buck Comma
Champion
Champion
Champion
Champion
Outers
RCBS
Weaver
Weaver
Weaver
shooting pouch.
4/1/11 - 8/31/11
receive a free
Powder and
Buck
submitting a
pounds of Alliant
ary.
on. Enter by
1
purchase necess
with Willie Roberts
7/1/11 - 12/31/1
ring online. No
whitetail hunt
Win a Texas
Three winners
® ty card or registe
optics warran
d shooting range.
Hunt with Willie
Commander
to win an outfitte No purchase necessary.
1
Win a Dream
for a chance
$1,700!
essay
1/1/11 - 12/31/1
rd
than
Submit a 200-wo
is valued at more
. Grand prize
rebate.
2/1/11 - 8/31/11
rd Range
to be chosen
a $50 mail-in
receive
Win a Backya
and
1
EasyBird trap
rebate.
1/1/11 - 12/31/1
Purchase any
a $25 mail-in
and receive
baseball hat.
trap
pink
Trap
d
ion
Bird
1
a free Champ
1/1/11 - 12/31/1
$50 Off Any EasyBir
Purchase a Wheely
t and receive
Cleaning Kit.
ion pink produc
1
Bird Trap
ble Pull-Thru
Champ
12/31/1
any
Wheely
Disposa
se
Off
1/1/11
$25
a free
Purcha
t,
t and receive
se: $50.00 produc
in Outers produc
rebate.
Minimum purcha
Free Pink Hat
Purchase $30
1
t, receive a $50.00
and accessories.
Kit
4/1/11 - 12/31/1
ble Pull-Thru
reloading tools m purchase: $300.00 produc
nder
Free Disposa
Purchase any
Maximu
Buck Comma
rebate.
free
a
$10.00
receive a
optic and receive
- 12/31/11
$10/$50 rebate
or Grand Slam
$120.
Extended 4/1/11
se a Super Slam
at more than
rebate.
Purcha
valued
mail-in
Pack
1
Hunting Pack
receive a $50
nder Hunting
1/1/11 - 10/31/1
BlackSummit
binoculars and
it
Free Buck Comma
riflescope or
Weaver Multi-B
Super Slam
receive $5 off
Purchase any
Series
steel rings and
on Super Slam
r Grand Slam
Weave
se
$50 Cash Back
Purcha
redemption.
ith Tool Kit
Tool Kit. Instant
$5 Off a Gunsm
offer
Purchase 16
g Pouch
EvEry Shot CountS
Free Shootin
Mail-in rebate
offers vary. For
downloadable
coupons and full
, visit:
promotional details
PMS 875
e.com
outers-guncar
et.com
r.com
alliantpowde
er.com
buckcommand
powder
a n t ess.
l i Succ
a tlto
Your Ticke
championtarg
omman
buck c
der
champi
on
rcBs.com
outers
rcbs
Win a Texas whitetail hunt with Buck Commander
Willie Robertson.
Purchase any Champion EasyBird trap and receive a
$50 mail-in rebate.
Purchase $30 in Outers product and receive a free
Disposable Pull-Thru Cleaning Kit.
Purchase a Weaver Super Slam or Grand Slam optic and
receive a free Buck Commander BlackSummit Hunting Pack.
PMS 350
.com
weaveroptics
weaver
Learn more and download consumer promotions information at
ATK Premium Partners website: http://premiumpartners.atk.com.
Click on “What’s New”, then “Promotions”.
13 the journal Fall 2011
Here’s a quick lowdown on how Black Cloud
technology is responsible for its reputation of
being the deadliest waterfowl load on the market:
With three different offerings, this versatile
family of products delivers different benefits for
different types of hunters.
n Black Cloud–Targeted for the everyday,
diehard duck or goose hunter. Available in
BBB, BB, #2, #3, or #4s, there’s a shot size
for all waterfowl hunters.
n Black Cloud High Velocity–Made for duck
hunters who prefer faster speeds and shorter
leads in #3 or #4. NOTE—For hunters aiming
at larger ducks, such as divers, mallards
and canvasbacks, recommend Federal’s
versatile #3 shot size.
n Black Cloud Snow Geese–Also created for
higher speeds, and sized to take down all
types of geese in spring or fall. Available in
BB or #2.
In 2012, Federal Premium® will release several
more Black Cloud offerings. Look for news
on these new loads in the next issue of The
Journal.
t
a lifetime.
ries that last products
precious memo
free
for the wall and ––win big prizes, receive
food, trophies
ways
ds: wholesome the woods, fields or water
eserved rewar
to
e you head out
s delivers well-d
s
Hunting alway e to reward yourself befor ng offers:
effective date
exciti
chanc
of these
1
Here’s your
1/1/11 - 12/31/1
Check out all
Promotion
or earn cash back!
The fact that our competitors are now coming
out with different wad designs and shot shapes
just proves that Federal Premium’s Black Cloud®
has set the standard for devastating waterfowl
loads. To sell more of Black Cloud,
don’t just sell your customers
on the product itself––sell
them on the unique and
original components of the
ammunition.
Black Cloud Buyer’s Guide
t
ProduCt
Vital-Shok Rifle
Waterfowl seasons are here, and
that means one thing: Be sure your
store is stocked with Black Cloud.
It’s in high demand.
t
Brand
federal Premium
federal
for fall
t
Category
Rifle
t
Your time in the field is a hard-earned reward for dedication all week. That’s why we’ve got you covered! Purchase any of these best
in class products and earn cash back. Choose from any of these premier promotions:
$10.00 on Federal Premium® Vital•Shok® Slug Ammunition
$20.00 on Federal Premium® Vital•Shok® Rifle Ammunition
$5.00 on Federal® Power•Shok® Rifle Ammunition
$5.00 on Fusion® Rifle Ammunition
Get
Geared up
1
2
FLITECONTROL Wad: Petals open
in the rear to create an air brake.
This separates the wad and shot
at the perfect time and leads to
consistent, dense patterns.
®
3
FLITECONTROL Wad: Windows open on side of wad to
allow air in and help stimulate
the payload for separation from
the wad.
®
Shot Payload: Black Cloud® features a payload mix of
Premium® brand steel and FLITESTOPPER® pellets.
FLITESTOPPER pellets feature a cutting edge that devastates
waterfowl on impact—creating a massive wound cavity with no
loss of penetration.
Fall 2011 the journal
14