- On the Shooting Line
Remember the old Nike ad with Michael Jordan and Spike Lee where after Michael seems to float on air, dunking basket after basket, Spike says “It must be the shoes” referring to Michael’s shoes? Marketers have known since the beginning of time (and you thought you knew what the world’s oldest profession was – wrong – marketing was first – how else do you get the word out?) that tying in with athletes, movie stars and other celebrities helps to move product off the shelf. We all think that if we could just wear those shoes, maybe we would jump a little higher, if we wore that makeup we’d look more like that movie star, well the same goes for firearms trainers.
A firearms instructor is your best silent salesman. Whether standing in front of a classroom, or on the firing line, needless to say the tools he or she uses will impress your subconscious. They way they work their gun in and out of the holster, the confidence they have in working their firearms. It makes it look so easy. So, if you had that holster or that gun, maybe you could be as fast a draw or as quick and accurate a shooter. How about that eyepro, or earpro, what are they using to clean their guns? Some training facilities have recognized the fact that their students who learn on certain equipment are more likely to buy the same equipment in their proshops. Deft manufacturers that realize this opportunity supply trainers with samples and give-aways, as well as, plenty of catalogs and brochures. Some trainers are such ardent believers in their tools, they may even talk about them in class, making for one hell-of-a testimonial.
Trainers aren’t looking for freebies though. These men and women are training people in law enforcement, military, and responsible citizen courses to protect lives and property. They will only use products that meet their often-times high standards of durability and reliability, so if you are a manufacturer just trying to make a quick buck, don’t go this route. Just as instructors will go on and on about how great a product is, they will also let students know what products are to be avoided because of malfunctions on the range or in real-life scenarios.
As part of any marketing program, Laura Burgess Marketing recommends working with self-defense and firearms instructors and facilities to increase your brand awareness direct to the end-user. Trainers are not only a company’s best unsung salesperson, but with their depth of knowledge and experience, trainers can be a partner in new product development as well. A great new website is available for students to learn more about their trainers and classes called Trainers Command Post.
