Fall 2013 - Premium Partners

™
In 1990 a Navy SEAL was navigating a minefield when his pack failed. As his gear tumbled to the ground,
he vowed that if he got out of there alive he would make gear the right way. Today this obsession with
quality applies to everything we do. We’re constantly researching, refining and perfecting every detail
to provide gear that won’t let you down. Because we’re not just making stuff. We’re honoring a vow.
gear as prepared
as you are.
For dealers
The
Journal
of the
high-quality products
from Federal Premium,
Weaver, CCI, Speer, RCBS,
Outers, Fusion, Gunslick Pro,
Champion, Alliant Powder,
Estate Cartridge, Buck
Commander, Duck Commander,
Eagle and BLACKHAWK!
FALL 2013
THIS ISSUE
QUICK SHOTS
ATK Acquires
Savage® Arms
page 5
field feedback
Female Shooters Are
Changing The Game
page 9
GEAR UP FOR FALL
Build Your
Hunting MSR
© 2013 BLACKHAWK!® NORFOLK, VA U.S.A. 1.800.694.5263 BLACKHAWK.com
page 14
Contents
The JOURNAL
FALL 2013
PREMIUM PARTNERS
THE PROFILE
ATK Premium
Partners Team
Get to know Angie Sullivan, ATK Sporting
Group Data Manager.
MARKETING MESSENGER
Delve into the range of marketing efforts
that support and enhance the business of
ATK Sporting Group dealers.
04
OUTDOORS ONLINE
05
QUICK SHOTS
06
Todd Seyfert
Learn how retailers and customers can manage
their rebates online, and check out new videos
on ATK brands’ YouTube channels.
• ATK acquires Savage® Sports Corporation
• Federal Premium® and CCI® allocate 20 million
rounds for youth shooting programs •Gunslick® Pro backs Brian “Pigman” Quaca
INDUSTRY REPORT
• A snapshot of today’s first-time gun-buyer
• Startling statistics on hunter education
graduates
• SHOT Show under new management
Connections
DEALER SUCCESS STORY
07
Under Jeff Lepp’s leadership and unique sales
approach, Colorado’s Specialty Sports & Supply
has prospered.
09
FROM THE WIRE
Shooting Times editor-in-chief Joel J. Hutchcroft
gives an in-depth look at the redesigned Grand
Slam® scope line from Weaver®, as well as other
new and enhanced optics, in the July 2013 issue.
FIELD FEEDBACK: NEW FEMALE SHOOTERS
Recent surveys reveal the influence of new female
shooters in today’s marketplace, as well as the
products and services they’re looking for.
Spotlight
SPECIAL FEATURE
10
Federal Premium, Weaver and Champion
claim
three Field & Stream Best of the Best Awards in
2013.
®
11
Get all the details on the newest ATK Sporting
NEW PRODUCT SHOWCASE
Vice President of Sales & Marketing
todd.seyfert@atk.com
Kyle Tengwall
Vice President of Marketing
kyle.tengwall@atk.com
Jason Nash
Director of Brand Integration
jason.nash@atk.com
shooting fun.
GEARED UP FOR FALL
14GET
Check out ATK Sporting Group products that turn
a modern sporting rifle into a fine-tuned hunting
firearm.
Anyone who loves the shooting
sports knows that what makes them great
isn’t just the feeling of pulling a trigger
or hitting your mark. It’s sharing those
experiences with friends and loved ones. After
all, what good is a perfect shot if nobody else
is there to see it? What fun is an epic miss if
you’re not around to humiliate your buddy
for making it?
And with more new shooters joining our
ranks than ever before, there’s never been a better time
for spending time with others—particularly family—at
the range.
For dealers, it’s important to recognize this trend and
cater to it. Not only is it a great sales opportunity for the
short term, but by fostering family shooting fun now,
you’re helping ensure there will be more shooters coming
through your doors in years to come. Remember, today’s
young shooters are tomorrow’s die-hards.
ATK Sporting Group offers a
tremendous variety of products across
our brands that are perfect for nurturing
family fun. From Champion® DuraSeal®
Targets to Federal® Top Gun® trap loads,
we’ve got you covered. By stocking up
on these hot items, including our targetshooting oriented product displays (learn
more on page 13) you’ll make the most
of this important opportunity.
And remember, we’re always here to help you.
Please contact Channel Sales with any questions at
866-223-9388.
Reed Stoven
ON TARGET ON TARGET
Sincerely,
Bart Biedinger,
Senior Manager, Channel Sales
Director of Marketing Communication
reed.stoven@atk.com
Rick Stoeckel
Ammunition & Reloading Brand Director
rick.stoeckel@atk.com
Chuck Buis
Tactical Accessories Brand Director
chuck.buis@atk.com
Debbie Deibel
Director of Customer Service
debbie.deibel@atk.com
Jake Jacobs
Hunting/Shooting Accessories Sr. Brand Manager
jake.jacobs@atk.com
Bart Biedinger
Senior Manager, Channel Sales
bart.biedinger@atk.com
Mike Anderson
Channel Services/Retail Sales
mikej.anderson@atk.com
Web Support
webteam@atk.com
Important Dates—
Consumer Promotions:
RCBS® Reload And Save Mail-In Rebate (U.S.A. ONLY)
Jan. 1 to Dec. 31, 2013
Gunslick® Pro Warranty
Jan. 1 to Dec. 31, 2013
Group products your customers will be asking
about this year.
READY, SET, DISPLAY
13
Champion displays help capitalize upon target-
on target
ON TARGET
ATK Newsbriefs
03
CHANNEL SALES
Weaver ® Scope Out Savings Rebate
Do you have any questions or comments on the Premium
Partners® Program? Or do you have story ideas for The Journal?
Contact us at 866-223-9388, or e-mail one of our team members
above. We’d love to hear from you! Access more tools and
information at premiumpartners.atk.com.
July 1 to Sept. 30, 2013
Federal Premium® Big Bucks Slug Rebate
July 1 to Dec. 31, 2013
CHANNEL SALES
ATK NEWSBRIEFS
outdoors online
THE PROFILE
NAME: Angie Sullivan
POSITION: Marketing Data Manager
WORK EXPERIENCE: Web Manager, ATK Sporting Group; Senior Web
Specialist, Marketing Communications Specialist, Training Specialist,
Database Coordinator, Configuration Management Specialist, Assembly Line
Coordinator, Forklift Operator and Spot Welder, Pentair
HOMETOWN: Elk River, Minn.
EDUCATION: B.A., University of Minnesota; currently enrolled in the M.A. in
Communication program at Bethel University
HOBBIES: Baking, biking, volleyball, tennis, gardening, decorating, boating
and fishing
FAVORITE FOOD: Barbeque ribs and ice cream
WHEN I WAS A KID, I WANTED TO BE: A party planner
MOST PRIZED POSSESSION: Family heirlooms—recipes, jewelry,
ornaments and photos
FAVORITE BOOK: The Williams-Sonoma catalog
FAVORITE QUOTE: “Don’t cry because it’s over; smile because it
happened.”–Dr. Seuss
MARKETING
ATK Brands Harness
The Power Of Online Video
Angie Sullivan
messen g er
What’s new from our Marketing and Advertising Department to help you sell more stuff.
Full-Spectrum Marketing Support
Dealers are in business for themselves, but ATK Sporting Group dealers are anything but on their
own. They’re supported by an entire arsenal of powerful marketing efforts.
It starts with traditional core channels, including print ads, editorial coverage, press releases
TH
TH E R u g g E W E A V E
and television. ATK Sporting Group brands’ strategically placed print ads achieve a total of
R
ED RElIA
b I l I T y o® D I F F E R E
F TH E M I
C R o - T R AN C E
C ® S y ST E
more than 93 million impressions. Television ads yield more than 189 million impressions.
M
ATK also puts its products into the hands of top writers and editors, increasing coverage
and impact. Those same media partners have easy access
to all of the latest new product information and highquality images through the outdoor writers’ website,
outdoorwriters.atk.com.
More and more, digital surfaces are becoming
primary marketing tools. ATK maintains strong
social media interaction on Facebook, Twitter,
YouTube, and other outlets including the
Stormchasers Network and Reloaderhub.com.
The Federal Premium® and BLACKHAWK® eNewsletters also
share product information at the perfect times to drive seasonal sales.
Finally, ATK Sporting Group brands exhibit at important trade and
consumer shows, as well as host media programs and shooting events. All
provide exposure that spreads the brand message while strengthening
relationships with industry partners and consumers.
It’s all part of a larger strategy that means more consumers will be
looking for ATK products when walking through dealers’ doors.
1
Milled Grip
Turret Cap
2 Broad
Pressure
Ridge
Elevation
Adjustment
Dial
Elevation
Contact Point
Micro-Trac ®
Elevation
Spring
Micro-Trac ®
Windage
Adjustment
Windage
Spring
Contact Point
Windage
Adjustment
Dial
Erector Tube
3
1
3
4
5
4
9
6
2
7
8
7
8
6
9
YouTube is THE SECOND-LARGEST
search engine in the world, and the company
recently announced it is now getting 1 billion
unique visitors every month. To put that
in perspective, YouTube says nearly one out of every two
people on the Internet visits the site. If this audience were
a country, it would be the third-most-populated in the
world. ATK Sporting Group is leveraging this powerful
medium with exclusive videos and dedicated YouTube
channels for many of its top brands, including Federal
Premium®, Weaver® Optics, BLACKHAWK!®, Champion®,
CCI® and Black Cloud®.
Katie Garrison, ATK Consumer Engagement Specialist,
explains that these channels and other YouTube videos
give ATK brands a unique venue to connect with and
speak to their audiences around the clock.
“It’s a convenient resource for consumers,” Garrison
said. “They can watch product demos, learn about new
product releases and see the latest television commercials.
These videos are also distributed and networked through
social media. This makes them even more interactive
and shareable.”
Consumers can subscribe to these YouTube channels to
stay connected with the brands and get instant updates.
They can interact directly on YouTube or through social
media posts on Facebook and Twitter. It is all part of
ATK’s multi-tiered consumer-engagement strategy.
Check out all of the ATK Sporting Group YouTube
channels to see high-quality product demos and the
latest news.
Federal Premium
www.youtube.com/federalpremiumammo
Weaver Optics
www.youtube.com/weaveropticsTV
BLACKHAWK!
www.youtube.com/bpggear
CCI
www.youtube.com/ccileader
Champion
www.youtube.com/championtarget
Black Cloud
www.youtube.com/blackcloudammunition
Online Rebate Center
Improves Customer Experience
5
FOUR-PO
INT WINDAG
E AND ELEV
ADJU
ATION
STMENT SYST
UNLIKE
MOST
EM
RIFL E
wINDAGE
SCOPES
THAT USE
AND ELEV
ATIO N
MICRO-TR
ONE SPRI
DIAL S
AC ® SYST
NG wITH
TO MAK
EM USES
THE
wITH THE
E ADJU
TwO SPRI
STMENTS
wINDAGE
NGS THAT
, OUR
AND ELEV
wORK
THE DUAL
ATION
IN TAND
DIALS.
SPRINGS
TO ENSU
EM
THE COUN
PROVIDES
RE EVEN
TER FORC
FOUR
AND
MAKES
E
CONSISTE
POIN TS
ALL THE
OF CON
NT ADJU
DIFFEREN
TACT
DURAbILIT
STMENTS.
CE wHE
Y.
THIS
N IT COM
DESIGN
ES TO
ACCURACY
AND
FROM
Elevation
Adjustment
Force
Windage
Adjustment
Counter
Force
Windage
Adjustment
Force
Elevation
Adjustment
Counter
Force
3 the journal Fall 2013
HIGH
GRAND SLAM ®-PRECISION FEAT
URES OF
MICR
THE
O-TR AC ®
FOUR-POIN
ADJUSTM
T, DUAL
ENT SYST
-SPRING
ALIGNME
EM
SYSTEM
NTS AND
DESIGNED
RUGGED
FOR PREC
PERFORM
A SPEC
IALIZED
ISION
ANCE
bULGE
TO CREA
IS MACH
TE THE
INED ONTO
bROAD
THE EREC
NEAR THE
PRESSURE
TOR TUbE
CENTER
RIDGE,
OF THE
,
KEEPING
•
ADJUSTME
CONTACT
CONTACT
NT SCRE
POINTS
w
ARE ALIG
ERECTOR
NED wITH
TUbE TO
THE bULG
ELIM
•
INATE
E AROU
ENH ANC
RISK OF
ND THE
ED TwO
SLIPPAGE
SPRI NG
UNIFORM
DESI GN
ITY THRO
MAX IMIZ
UGHOUT
ADJUSTME
ES FORC
wINDAGE
NT RANG
E AND
AND ELEV
E
•
ATION
HIGHEST-Q
TRAVEL
UALITY
MATERIAL
SPRINGS
S ALLO
TO wITH
w FOR
STAND
MORE FORC
HEAV Y
RECOIL
E ON THE
AND ROUG
H HAND
LING
See the enhan
ced Grand
Slam ® series
of scope
s on page
5.
•
•
Did you know ATK Sporting Group offers
consumers a handy online rebate center that allows them
to manage all of their rebates online?
The program is simple: All rebate promotional
materials direct consumers to the pre-qualifying website,
http://sporting.myonlinerebate.com. There, consumers
can confirm their purchases qualify for a rebate. If the
products do, the site directs consumers to submit their
rebate forms online (the customer must still mail in
their proof of purchase). After the form is submitted,
the consumer can monitor the status of their rebates at
http://sporting.mycheckstatus.com.
Easing the rebate experience increases utilization and
excitement. The site also helps spread the word about
other popular rebates and gives consumers a resource for
starting and ending dates to help guide their purchases.
Fall 2013 the journal
4
ATK NEWSBRIEFS
QUICK SHOTS
REPORT
ATK NEWSBRIEFS
REPORT
ATK Acquires Savage Sports Corporation
A Snapshot Of Today’s First-Time Gun-Buyer
ATK has completed the
acquisition of Caliber Company, the
parent company of Savage® Sports
Corporation, one of the world’s
largest manufacturers of hunting
rifles and shotguns.
According to a study commissioned by the National
Shooting Sports Foundation (NSSF), today’s first-time gun buyers are
motivated by personal defense and a desire to shoot with others when
they take the plunge into firearm ownership. The study, “NSSF Report:
First-Time Gun Buyer,” revealed the top-ranking factors driving first
gun purchases are home defense (87.3 percent), self-defense (76.5
percent) and the desire to share shooting activities with family and
friends (73.2 percent). Women, in particular, are highly focused on
personal defense and self-sufficiency.
The online research was conducted in spring 2013 and involved
consumers aged 22 to 65 who bought their first firearm during 2012.
These buyers spent an average of $515 for their first gun and $504 for accessories. Nearly a quarter of them bought at
least one more firearm within a year after their first purchase, spending more, on average, on the later purchase.
Older first-time buyers, those 55 to 65, indicated that concern for potential firearms restrictions was a reason for
their purchase.
“Savage has an outstanding
reputation in the hunting and
shooting sports industry, and we
are pleased we can now include
Savage as one of ATK’s highly
recognized sporting brands,” said
Mark DeYoung, ATK President
and CEO. “ATK is committed to
delivering affordable innovation to
its customers, and this acquisition
offers a great opportunity to expand
our world leadership in sporting and
security ammunition and accessories
into the long guns market.”
Operating under the brand
names of Savage Arms, Stevens,
and Savage Range Systems, the
company designs, manufactures
and markets centerfire and rimfire
rifles, shotguns and shooting-range
systems used for hunting as well as
competitive and recreational target
shooting. It has two locations—
Westfield, Mass. and Lakefield,
Ontario—and the workforce
includes approximately 600 skilled
employees. ATK did not acquire
Savage’s BowTech Archery brand.
“Savage has been delivering
customers high-quality firearms
for more than 100 years,” said Al
Kasper, Savage President and Chief
Operating Officer. “We’re proud
to continue that legacy under the
ATK Sporting Group umbrella,
and we know Savage’s products will
be a natural complement to ATK’s
existing hunting and shooting
sports ammunition and accessories
business.”
Federal Premium And CCI Allocate 20
Million Rounds For Youth Shooting Programs
At a time when demand
for ammunition is at a historic high,
ATK Sporting Group has supported
the shooting sports by providing
millions of rounds to youth
programs nationwide. Most notably,
Federal Premium® Ammunition and
CCI® recently distributed 10 million
.22 Long Rifle loads to The Boy
Scouts of America, while 10 million
rounds were sent to organizations
such as 4-H Shooting Sports,
Scholastic Steel Challenge and
other friends of the Youth Shooting
Sports Alliance. This product
was sold to the organizations at a
discounted price.
“We work very closely with
several organizations that promote
5 the journal Fall 2013
the youth shooting sports,” said
Ryan Bronson Senior Manager of
Conservation and Public Policy
for ATK Sporting Group. “Their
efforts are very important to us,
and always have been. Many of
them rely on rimfire ammunition
to educate and teach tomorrow’s
hunters and shooters. We hope
this special allocation will keep
our young people doing what they
love—shooting and hunting.”
Gunslick Pro
Backs Brian
‘Pigman’ Quaca
Gunslick® Pro recently
announced its sponsorship
of “Pig Man: The Series,”
starring Brian “Pigman”
Quaca. This support includes
a new television commercial
highlighting the gun-cleaning
power of Gunslick Pro.
“In addition to the new
TV commercial, selected
episodes feature Gunslick Pro
products in action” said Jake
Jacobs, Gunslick Pro Senior
Brand Manager. “Serious
shooters demand the best for
their firearms. Gunslick Pro
chemicals are scientifically
engineered and tested to ensure
the best gun-cleaning results
possible. We know Quaca’s
viewers will appreciate this.”
The show airs Wednesdays
at 10 a.m., Saturdays at 6 a.m.
and Sundays at 8 p.m. and 11
p.m. (EST) on the Sportsman
Channel.
Willing to take a hog by
any legal means necessary,
Quaca travels across the world
to change the way people look
at outdoor TV. In addition to
hogs and javelinas, he pursues
everything from whitetails
in Kansas to turkeys in New
Jersey and red stag in New
Zealand.
Startling Statistics On Hunter Education Graduates
A recent survey conducted with the participation of 12 state wildlife agencies
produced startling statistics about hunter recruitment in America, even among hunter
education graduates. It revealed a significant percentage of hunter education graduates
did not buy a hunting license. In fact, only 67.7 percent of 2006 graduates from the 12
states analyzed purchased a license in subsequent years. After six years, only 44 percent
purchased a hunting license.
The study was intended to help the hunting community understand if and where
intervention may be needed to maintain participation among newer hunters.
SHOT Show Under New Management
The National Shooting Sports Foundation (NSSF) recently announced it has reached an
agreement with Reed Exhibitions to terminate the company’s management of the NSSF-owned Shooting, Hunting
and Outdoor Trade (SHOT) Show. The event is the largest and most comprehensive trade show for the shooting
sports, hunting and law enforcement industries.
According to NSSF, Reed Exhibitions provided excellent service for more than three decades. However, the
company’s decision to restrict the sale of certain types of
firearms at an unrelated consumer hunting and fishing
show conflicted with NSSF’s mission to serve the shooting
sports industry.
After a thorough national search involving the trade
show industry’s top management companies, NSSF selected
ConvExx as its new SHOT Show management partner. Las
Vegas-based ConvExx is privately held and has produced more
than 200 shows and events, including the Specialty Equipment
Market Association (SEMA) Show. That event is ranked as the
fourth-largest trade show in North America by Trade Show
Executive. SHOT Show is ranked 16th.
The 2014 SHOT Show will be held Jan. 14 through 17 at
the Sands Expo and Convention Center in Las Vegas.
Fall 2013 the journal
6
CONNECTIONS
CONNECTIONS
SPECIALTY SPORTS & SUPPLY
After almost 20 years in business,
Specialty Sports & Supply now
occupies a 16,000-square-foot
location and employs 22
skilled workers.
Dealer Success Story:
Specialty Sports & Supply
20 Years Of Supporting New Shooters
Jeff Lepp laid the groundwork for
Specialty Sports & Supply’s success
with a business plan he wrote
when he was just 16. He opened
the store nine years later with
business partner Chris Kreb.
SUCCESS STORY
DEALER
(719) 391-2556
specialtysportsandsupply.com
Colorado Springs, Colo.
7 the journal Fall 2013
Combine a lifelong dream,
years of sacrifice and a unique business
approach to everything from advertising
to customer service, and you’re left with
something remarkable: Specialty Sports
& Supply. The longtime Colorado
Springs retailer continues to grow
and build its reputation as a complete
shooting, hunting and outdoor store.
Early Starts
It began before co-founder Jeff Lepp
had a driver’s license.
“I was infatuated with guns from a very
early age—I started thinking about opening
a gun shop when I was 15,” he said.
Lepp’s dream wasn’t far off. He
started selling guns by age 23 and
opened his first store at 25, based on a
business plan he wrote when he was just
16. That original store, which he opened
almost 20 years ago with partner Chris
Kreb, was 800 square feet.
“We worked those first two years
without collecting a single paycheck from
the business,” Lepp said. “I worked nights
delivering pizza while serving in the Army
National Guard.”
At the time, the only other “employees”
were Lepp’s wife, Kim, and Kreb’s father,
both of whom worked for free. All of the
profits went back into the business.
The hard work, cooperation and
lean times soon began to pay off. In
the teams’ second year in business,
they expanded to a 1,400-square-foot
location, followed by a 4,000-square-foot
store in the fourth year. Lepp’s wife and
Lawrence Middleton began working as
paid employees, and both still work for
Specialty Sports & Supply today.
“Chris and I started collecting our first
paychecks in 1996—$800 per month,”
Lepp said.
The store has since gone through two
more expansions—first to a 6,000-squarefoot location and then to the current
16,000-square-foot facility the business
has occupied since 2005. Meanwhile, his
staff has swelled from those two volunteers
to 22 skilled employees.
“When we first started, I put our goal
at $10,000 a month in sales, and we did
$127,000 that year,” Lepp said. “Now,
that figure would represent an extremely
bad week.”
Breaking from Convention
Much of Specialty Sports & Supply’s
continued success can be attributed
to its ability to attract and keep new
customers—and part of that is due to
a unique advertising strategy. While
many businesses put their advertising
dollars into outlets that cater to their core
market, Lepp opts to go a completely
different direction.
“Our primary interest is getting
women and young people into the store,”
he said. “We spend virtually no money
advertising to traditional gun enthusiasts.
On radio, we will not advertise on classic
rock, country or talk-radio stations—we
advertise on stations that focus on 18- to
30-year-olds. Other gun shops aren’t
willing to do this because they think
those aren’t the ‘right kind’ of people. Not
us—we want a new market, not the same
old one everyone else is fighting over.”
Female shooters are Specialty Sports
& Supply’s target market, and they’re
the focus of specific ads. Lepp and Kreb
also stock a disproportionate amount
of women’s apparel and shooting
accessories to make their location the
top choice for female hunters and
shooters. But their approach isn’t just
about inventory—it’s attitude.
“For example, we don’t sell ‘women’s
guns,’ we sell the same guns we sell men,”
Lepp said. “We just help women find the
one they’re most comfortable with. It’s all
part of showing women respect, humor
and honesty—not talking down to them.”
The Dinosaur Goes Online
Part of Lepp and Kreb’s strategy to
foster relationships with female shooters
and younger clientele naturally centers on
the online world.
“Personally, social media has absolutely
no appeal to me, but it’s of huge
importance to a huge segment of the
population, so I’m working to become
part of it,” Lepp said. “I am a dinosaur,
but I can’t let that get in the way of
the future.”
To do this, he has tasked two staff
members—a female and a male—to
work as a team to address all aspects of
Specialty Sports & Supply’s social
media presence.
“We now have a very active Facebook
page, and we’re constantly adding to
it,” he said.
Despite his admitted personal lack in
social media experience, Lepp exhibits a
savvy for using it.
“We’ll get
“We want a new market, not the same
into everything
old one everyone else is fighting over.”
from politics to
– Jeff Lepp, Specialty Sports & Supply, Co-Founder
information, but we
don’t try to sell on
social media,” he
said. “We want people to ‘like’ the store
online and then come to our location.”
Lepp said upgrades are also in the
works for the store’s website and social
media pages.
“We’re working to make our site more
welcoming,” he said. “Ask me about it a
year from now, and I promise you’ll see a
Specialty Sports & Supply’s
massive improvement.”
diverse, knowledgeable staff
helps the business cater to a
Winning in the Store
Whatever his customers’ age or gender,
once he gets them in the store, Lepp
makes sales and keeps them coming back
with a broad selection.
“If we carry a brand, we carry the
entire brand—not just the top sellers,”
he said. “We stock all of the exotic sorts
of things other stores don’t because they
don’t move fast enough. This means
endless choices for our customers.”
And really, considering the customer’s
needs is what has brought Specialty
Sports & Supply this far and continues to
drive the business today.
“Every day, I ask myself what’s new
and what do people want. For answers,
I listen to my customers. They know
better than I do, and I like to hear what
they have to say.”
much wider range of customers
than its competitors.
Women and young shooters
are Specialty Sports & Supply’s
target market. To that end, the
store stocks a disproportionate
amount of women’s clothing
and accessories, and focuses
advertising on the 18- to
30-year-old demographic.
Part of Jeff Lepp’s winning strategy is offering a much wider array of
products—including more specialized items competitors might not sell because
the products don’t move fast enough.
Fall 2013 the journal
8
CONNECTIONS
From the wire
SPOTLIGHT
Shooting Times
Shooting Times
Revitalized
By Joel J. Hutchcroft, Editor In Chief
It’s hard to believe that it’s been 13 years since Weaver
introduced its Grand Slam line of riflescopes. But it’s true. Those
first scopes made quite an impression on our field editor, Layne
Simpson, who first reported on them right here in Shooting Times
back in 2000. At the time, he said the Grand Slam was “the
finest scope ever to wear the Weaver name,” and he considered
it to be one of the finest riflescopes built anywhere in the
world at any price.
Those first Grand Slams offered excellent quality and
performance at reasonable prices, and the current line
does, too, but today’s Grand Slam (GS) riflescopes have
been modified and updated (inside and out), and the GS line
has been expanded to include scope rings and mounts and even
binoculars. In fact, Weaver has a bunch of new-for-2012 optics. I’d
like to tell you about three that I used on a recent
deer hunt.
To read the full article, see the July 2013 issue of Shooting Times magazine. For more information, visit shooting times.com.
This excerpt from Shooting Times 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
Notes
Field Feedback: New Female Shooters
The past several years have been highlighted by a significant number of new shooters
joining the ranks, a trend that’s reached a fever pitch during the past several months. Female
shooter numbers have made especially substantial strides. The National Shooting Sports
Foundation’s (NSSF) 2013 Firearms Retailer Survey Report shows that 78.6 percent of retailers
noticed an increase in female customers in 2012 over 2011. These retailers also attributed 19.4
percent of their total hunting and shooting sales to female customers—a figure that’s swelled
from 15.4 percent since as recently as 2010. These numbers are backed by the latest data from
the National Sporting Goods Association (NSGA), which shows the total number of female
shooters reached 8,978,000 in 2012, compared to 5,883,000 in 2007—a 53 percent jump in
just five years!
According to the NSSF’s recent report on first-time gun buyers, women are more focused,
at least for their first firearm, on utilization for personal defense. This is a top reason for
buying a first firearm for both men and women, but females tend to focus more on this application,
as shown by the type of guns they purchase, their selection criteria, higher interest in obtaining a concealed carry permit
and emphasis on target shooting.
Interestingly, although female survey respondents appear to be more concerned about safety than men, the reports
suggest they generally take fewer training classes, preferring instead to rely on family and friends for instruction.
The lessons for retailers are many. The most basic is to offer female-oriented products geared toward personal defense,
conceal and carry, and target shooting. ATK Sporting Group brands have these categories covered with everything from
ammunition to targets, accessories, tactical apparel and more. And because female shooters have been shown to be less
interested in shooting classes and other formal instruction, it’s critical to engage these customers in other ways, such as
promotional events, special offers and unique services.
9 the journal Fall 2013
ATK Sporting Group Brands Take
Best of the Best Awards
Federal Premium, Champion and Weaver honored by
the editors of Field & Stream
Three ATK Sporting Group brands recently claimed coveted Field &
Stream 2013 Best of the Best awards. Announced in the August 2013
issue of Field & Stream, Federal Premium® Ammunition, Champion®
Shooting Gear and Weaver® Rings and Mounts were all singled out
for new products that stood tall above the competition.
“Our staff spent the better part of the past year finding and
testing the gear that will make readers’ time in the woods more
productive and more fun,” said Slaton White, Deputy Editor of
Field & Stream. “The winning products not only withstood our
tough testing, but they stood head and shoulders above the rest.”
Federal Premium Ammunition won for its new Cape-Shok™
Woodleigh® Hydro Solids. The loads were honored because they feature
the most advanced technology and the consistent performance required for
once-in-a-lifetime shots in life-or-death situations.
“The Hydro Solid is built to give perfect straight-line penetration,” said David
E. Petzal, Field & Stream Field Editor. “They went through everything we could
put in front of them. Everything.”
The new Woodleigh Hydro Solid offers
the unstoppable penetration of a solid, nonexpanding projectile while creating a devastating
wound channel and large entry hole that won’t close.
The solid copper-alloy bullet uses a concave nose positioned
ahead of a flared pressure ring to create a low-pressure “cavitation
bubble” that destroys tissue around the bullet and stabilizes its line of travel
through heavy bone.
Weaver received the award for its new Grand Slam® scope rings. The rings are made in the U.S.A. and were chosen
because they bring a new level of beauty and durability to optics mounting with exacting tolerances and a strong, yet
sleek, new profile.
“Support hardware for riflescopes is a basic but vital component of accuracy,”
White said. “The new solid steel rings have a four-hole, cross-lock design that employs
Torx screws to clamp down on the scope tube as surely as the jaws of death.”
Champion was honored for the Pivot Traverse Bipod, which lets shooters pivot back
and forth on a horizontal plane and quickly switch targets.
“Over the years, I’ve shot off a variety of shooting sticks—some good, some truly
bad,” White said. “Here’s a better way. This adjustable bipod enables you to horizontally track a moving animal
without having to shift your shooting position. It can also cant to move the rifle off the vertical, if
the terrain so requires.”
The Champion Pivot Traverse Bipod delivers smooth rotation thanks to an ingenious traversing
design. It also features an adjustable canting action that allows level shooting on uneven terrain.
Other features include a rapid-adjust lever lock, spring-return telescoping legs, and durable
all-metal construction with rugged tubular legs. The bipod comes in four sizes and easily
attaches to the sling swivel stud of most firearms.
Fall 2013 the journal
10
SPOTLIGHT
New
Product
Showcase
SPOTLIGHT
For Reloaders
Reloaders are another segment of consumers who have come to demand products
customized for their specific needs.
RCBS® has a new entry designed to help prepare cartridge cases. Made for use with the
new RCBS Ultrasonic Case Cleaner, Ultrasonic Case Cleaning Solution quickly removes
tarnish, carbon buildup and metal oxides from cartridge cases. The specialized formulation
cleans brass cases inside and out, including the primer pockets, producing a bright,
professional-grade finish. Ultrasonic Case Cleaning Solution is non-corrosive and noncombustible, making it safe and easy to use.
shooting enthusiasts NEED, AND DEMAND, top-quality gear. ATK
Sporting Group is meeting that demand and helping shooters excel at the range and in the
field with new additions to some of the most recognized brands in the industry. Here is a
look at some of the top products your customers will be asking for this year.
A New Level of Concealment
Today’s consumers are more concerned with
security than ever before. BLACKHAWK!® Under
The Radar™ bags and pouches keep their electronics
safe from even the most advanced criminals with the
revolutionary Zero Trace® signal blocking technology.
Even when powered down and turned off, devices
emit a slight electronic pulse that can be identified
by thieves using sophisticated detection devices.
This allows unscrupulous individuals to locate
those valuable electronics to either steal them or
access private information. Designed to block these
electronic transmissions, Under the Radar technology
shields a device’s electronic signature and protects
data. Look for this technology in the Under the Radar Courier Bag
as well as fitted cell phone and laptop pouches.
Accessories for the Range
The new Weaver® Micro Dot sight is a small optic that delivers big fun at
the range. The Micro Dot is a non-magnified dot-style sight that is so small
it can be easily attached to just about any firearm. It is perfect for handguns,
shotguns and modern sporting rifles. Adjustable brightness settings ensure
ease of viewing in a variety of light conditions, while the generous eye relief
makes the Micro Dot ideal for youth shooters and 3-gun courses, not to
mention turkey hunting.
Champion® Shooting Gear is making range time more fun with a
premium line of shooting rests to help consumers take full advantage of their
firearms’ capabilities. Featuring five models, these high-grade rests are designed to perform time after time, shot after
shot. They offer quick, precise adjustment and give shooters a stable, even rest that helps reduce felt recoil. Adjustable
feet offer a secure grip on any surface and produce a level platform to cradle and protect firearms.
Advanced Ammunition
Ammunition customers are constantly looking for the perfect load for their intended use. Listening to these critical
consumers has yielded two high-performance offerings. First up is new American Eagle® Suppressor ammunition.
These cartridges deliver superior accuracy, reliability and cleanliness in suppressed firearms thanks to carefully selected
propellants, bullet weights and profiles. The subsonic loadings for the 9mm and 45 Auto not only lend themselves to
better noise reduction through the suppressor itself, they also reduce it by avoiding the ballistic “crack” inherent to
supersonic loads. In addition, special clean-burning powders make it easy for shooters to clean their weapons.
In a quest to create the most accurate, consistent smoothbore slug available Federal Premium® Ammunition created
the Vital-Shok™ Slug TruBall® system. The design features a plastic ball that sits between the wad and the slug’s rear
cavity, centering the rifled projectile as it travels
down the barrel. The result is groups as tight
as 1.4 inches at 50 yards. This year, customers
will be able to find 3-inch 12- and 20-gauge
offerings of the Vital-Shok TruBall that provide
even more knockdown power with the same
unprecedented accuracy.
11 the journal Fall 2013
Fall 2013 the journal
12
SPOTLIGHT
SPOTLIGHT
READY, SET, DISPLAY
Get
Make the most from the wave of new shooters!
Geared up
for fall
THERE’S NO TIME LIKE the present to get together with friends and family
and enjoy some quality time at the range. Make the most of this sales opportunity
and help initiate new shooters with ATK Sporting Group displays. They offer the
products customers will be looking for in attractive, informative fixtures that help
drive sales.
Champion Plinking Center (Part #40546)
Eyes and ears, spinner targets and paper,
and much more—the Champion®
Multi-Brand Plinking Center has
everything needed for a weekend of
family fun. The four-side pegboard
unit has wheels, a header that demands
attention, and a detailed planogram to
get the most from the space.
It’s no secret that modern sporting rifles are some of the hottest firearms on the planet right
now. The rifles have gained an impressive following because of their great handling, reliability, accuracy and amazing
versatility. The modular design allows a shooter to tailor one gun to multiple intended uses, including many hunting
applications. Here are some specific ideas to help consumers optimize their MSRs for hunting season.
Ammunition is Critical
MSRs are up for just about any hunting task in North America— from
white-tailed deer in the Midwest, to hogs in the South and varmints out West.
However, the ammunition a hunter chooses is critical in maximizing the rifle’s
performance. And it is critical that customers realize hunting ammunition
is crafted to a different set of standards than the target ammunition they
regularly consume at the range. Specially-tailored rounds, such as the new
Fusion® MSR loads, provide optimized performance in MSRs, with bullet
construction that is up to the challenge for game animals.
Sight Insights
Champion DuraSeal® Shooting Gallery Display (Part #44503)
For a more focused approach, the new Champion DuraSeal® Shooting
Gallery Display features the brand’s most popular spinner, ball, star and
wobble targets. The metal-framed pegboard display has a graphic header
and informative right and left side panels.
To learn more about these and other displays, contact your sales
representative or Channel Sales at 866-223-9388.
13 the journal Fall 2013
The sighting options for MSRs can be dizzying. Flattop-style rifles can
accommodate just about every optic ever devised. Non-magnified illuminated dot
sights such as the Weaver® Micro Dot give hunters the quick, precise handling
needed for species such as hogs and bears. However, deer and varmint hunters
might opt for the increased magnification of traditional riflescopes such as the newly
redesigned Weaver Grand Slam®. Side-focus parallax adjustment on select models
provides extreme accuracy, while the advanced Micro-Trac® Adjustment system delivers
rugged, precise windage and elevation adjustment. Weaver even offers specialized mounts
optimized for MSRs. The Thumb-Nut SPR Optics Mount has a forward cantilever design
that creates near-perfect eye alignment. The integral recoil lug base offers reliable accuracy
and return-to-zero capabilities for hunters who want to swap optics for different situations.
Awesome Accessories
Of course, much of the enjoyment in owning a MSR comes from customizing it. BLACKHAWK!® offers a
variety of functional add-ons that can make a rifle more comfortable to shoot and stylish. The Knoxx® Replacement
Adjustable Carbine Rifle Buttstock provides multiple color options and is engineered to adapt to several sling
attachment options. The BLACKHAWK! Ergonomic Grip is perfect for hunters who wear gloves. It has finger
grooves that create a sure, consistent grip. The aggressive texture minimizes slippage and is virtually impervious to
the elements. The Offest Safety Selector is a drop-in replacement that improves ergonomics and facilitates easier
manipulation. Other popular BLACKHAWK! accessories include sling attachments, a Quad Rail Forend, Rail
Covers, slings and rifle cases.
Fall 2013 the journal
14