Blog Layout

Hits and Misses from the 2023 SHOT Show

Ace Luciano • Jan 24, 2023

This year's SHOT Show was another excellently produced and executed show by both show management and vendors, but there was still some room for improvement. 

Group standing at SHOT SHow booth


Having returned and mostly recovered from this year’s, annual shooting, hunting and outdoor trade show in Las Vegas, it’s time to post my annual reflection on “Hits, and Misses” at the show.

Overall, it was a great show.

I asked dozens of vendors what they thought of the show this year, and the reply was 100% positive. The Caesars convention center area was busy for the entire show, and everyone I talked to gained at least some new customers while there.

The efforts by the NSSF to filter the number of "lookee-loos" and clean up the attendance list, overall has definitely brought positive results. 


Here is my impression of the show after discussions with vendors, attendees, members of the press, and the team I brought with me.


Hits

The free concert for attendees. 

There was a great deal of buzz after the concert that was held that, unfortunately, due to previous commitments, I was unable to attend this year. 


Networking events and nightclub entry each night

Again, though I did not attend, the overall feeling was that these events were highly worthwhile and allowed an additional place to interact with customers and new contacts. One thing I did not get a good feel on was if one of them was any better than the others. Perhaps we will dive deeper into that next year.


Attendance

As stated, above, attendance, this year was overwhelmingly high quality customers and high quality media. The NSSF has done an excellent job of purging their lists of people that don’t do much but take up space at the show. 


The new product center

This is often one of the highlights of the show, where companies can feature their new products. It is a great resource for media to be able to go in, see new products, and then visit the booths that display those products for deeper interaction and content scheduling. the only thing that could make this area better is if it were larger, as there were many companies with new products that did not have them on display in the new product area. 


The new "retail area"

One of the things that often comes off at SHOT Show is that there are a lot of great products on display, but no opportunity to take any home. Those small, there was a retail area set up outside of the Caesars Forum, where people could purchase items from more than a dozen vendors. This area seemed to be a big hit this year, and should be looked at to expand in the future. Additionally, there were no sales allowed on the show floor. This is a HUGE opportunity for both the NSSF and vendors, who can avoid large shipping costs and can even make some money to offset costs if they were allowed to sell their samples.

Push 

The SHOT after-parties
While the after party‘s/events seemed to number about the same, there did not seem to be as many events that were what would be considered. “spectacular.“ This may have been due to the new networking events put on by the NSSF after the show. I did not hear anything negative about any aftershow events that were put on and all of the ones my team and I attended seemed both well attended and well planned. 


Industry Day at the Range 

You can never control the weather, and the weather this year was rather awful. Temperatures in the high 30s to low 40s, wind, and rain made for a brutal outdoor experience. Those that check the weather ahead of time and we’re prepared were treated to an uncrowded event that allowed experience and interaction with more companies and products. That certainly isn’t a bad thing. Additionally, the event was expanded and looks to expand again next year. There were two things that greatly disappointed me and others I talked to at this year's "Range Day"...   (and also dropped Range Day from the "Hits" column.)          
1. Several main participants shut down and packed up their booths UP TO AN HOUR EARLY.

Bad form.

2. For the first time in many years, there was no lunch provided for media. "Buyers" were treated to lunch from 12:00-2:00 at food trucks. The feedback here was that "media" was less respected for their attendance than "buyers" were. This was mentioned a LOT in my survey of attendees. Personally, I don't know that this is a "deal breaker." I simply bought my team lunch and headed back out on the range.


Misses 


picture of overflowing garbage can in the restroom at SHOT Show 2023

The Restrooms 

 

One word describes the condition of the restrooms on the show floor this year- DISGUSTING!

I was certainly not the only one to comment on the dismal condition of the restrooms in the convention center. Overflowing, trash, cans, disgusting toilets, and floors sticky with who-knows-what seemed to be the order of the day.

Some responsibility for this falls upon the attendees. Folks, it takes one second to lift up a toilet seat, flush a toilet, or walk from a urinal to the trashcan to dispose of your chew, snus, gum, and trash. Not performing these tasks is not only lazy – it is extremely disrespectful. Be better.


The press room hours 

Once again, the pressroom closed an hour BEFORE the show closed on Friday. This creates quite a conundrum for working media, as there are still things to accomplish when the show ends on Friday. Additionally, this means that all equipment and materials has to be either carried onto the show floor, left behind, or checked at the Palazzo front desk. almost every media person I spoke with would like to see the media room left open for an hour after the event. Additionally, afternoon, and after show refreshments in the press room as in previous shows were sorely lacking. 


Swag 

This was a HUGE miss on the part of many vendors at the show. (No hats at HORNADY, of all places??)
Promotional items used correctly can have a huge, HUGE impact on your booth visits, as well as impressions made by your brand both at the show and for the entire year in between. I still carry a DDT backpack with RITON Optics’ logo on it that I received 3 or 4 years ago at their booth. I saw several others being carried around at the show and was asked more than a few times if they were giving those backpacks out at the booth. I would say that’s a pretty good impression and branding for both brands, wouldn’t you? 

The promotional items that were there were generally low quality. The exception to this was “Retro Rifle,” who again gave away hundreds of shirts in their booth and had people asking all over the show where people got them from. This drove a great deal of traffic both to their booth and the Caesars Forum convention center area. This was a very smart move on their part, and one that is easily imitated. 


Booth Pre-Marketing & follow-up 

This applies mostly to media, but was also reiterated when I asked some attendees. I, personally, received less pre-SHOT Show messages this year than I have in at least the past three years. 

If any pre-marketing was done, it was mainly done in bulk in the week to 10 days prior to the show. There’s a huge opportunity here for companies out there that pay attention and want to make a ton of money. Giving a compelling reason to not only come to your booth, but to make it a priority, can can you a lot of exposure and add $$$’s to your bottom line. This is increased exponentially when you send these out to media. In past articles, I have gone over the benefits of having media specific promotional items or samples marketed before the show and available at your booth as being a great way for a lot of excellent coverage. I can’t help but wonder if some of the large numbers of turnovers in marketing people across the industry and a shift to both rookie “marketing managers” and a heavier emphasis on social media is part of the cause. 

This is a huge miss and even bigger opportunity for any brands that learn a lesson from it and implement it in the future. 

There were some notable exceptions, such as WOOX, Seirus, Beyond Clothing, Mantis X, Ditale Outdoors, Mossberg, and Midway USA Foundation. 

All sent compelling and individually addressed messages, rather than a simple press release or press release-like message like “Company X debuts product Y at SHOT 2023,” and already have had good follow up from the show. This is a key component of an effective content marketing program and one that, again, offers a HUGE opportunity to any company that steps up and takes advantage of it. 


Badge Scan 

As a registered media person, I was a bit surprised at the low numbers of folks that asked to scan our badges. I’m sure that this is likely due to some fee being involved for the technology, but with a show like SHOT, that cost may be worth it. If you do not have badge- scanning lead gathering technology availability, make sure that you gather cards, have a card scanning app, and follow up promptly with people you interacted with at the show, as well as add all of those names and emails to your marketing database. If you don’t have a marketing database, remember that they are very similar to trees. The best time to plant a tree was 30 years ago. The next best time is TODAY. 


Separate Range Days 

This is a tough one, as it is nice to be able to focus on one company and their products for a bit, but the time taken away from other events is definitely on the other side of the balance sheet… Industry day at the range is one of the easiest ways to get your products actually in the hands and utilized by 2000+ active industry media. I don’t know any other place where that is possible in a single, eight hour period. 

Industry day will be expanded again next year, so there is an opportunity for those that were missing to come back, and those that have not attended or displayed in the past to put their name in for first crack at a new booth.

If you are interested in Industry Day at the Range, you can find more information at THIS LINK.


Overall, this year’s SHOT Show will go down as one of the best ever, and all of the new ideas and events implemented seemed to be very well received. Hopefully, after a year of reflection, next year's show will offer more and be even better!


Image of the SHOT Show Industry Day at the Range
Sleazy salespeople use sleazy sales tactics. You can learn something from these people, though.
By Ace Luciano 08 Nov, 2022
Buying a car should be an exciting experience. Unfortunately, thanks to a host of sleazy sales tactics from poor salespeople with a "take advantage of the customer" attitude, most people walk away not as happy as they could be.
By Ace Luciano 27 Jun, 2022
PR Can be Tricky, but with some discipline it doesn't have to be tedious or expensive.
By Ace Luciano 24 Jun, 2022
Check Out The New Podcast
The supreme court has given a significant ruling on gun rights.
By Ace Luciano 23 Jun, 2022
From "The Daily Beast".. Full article can be seen HERE. In a majority opinion authored by Justice Clarence Thomas, the Supreme Court has cleared the way for even looser gun laws as the nation continues to reel from near-daily mass shootings that have claimed 312 lives in 2022 alone. Thomas, a President George H. W. Bush nominee, wrote in the 6-3 decision that the Second Amendment protects the right of individuals to carry a gun outside the home. The court struck down New York’s “proper-cause” requirement to obtain a concealed-carry license, saying it “violates the Fourteenth Amendment by preventing law-abiding citizens with ordinary self-defense needs from exercising their Second Amendment right to keep and bear arms in public for self-defense.” In concurring, Justice Samuel Alito wrote, “The police cannot disarm every person who acquires a gun for use in criminal activity; nor can they provide bodyguard protection for the State’s nearly 20 million residents or the 8.8 million people who live in New York City. Some of these people live in high-crime neighborhoods. Some must traverse dark and dangerous streets in order to reach their homes after work or other evening activities. Some are members of groups whose members feel especially vulnerable. And some of these people reasonably believe that unless they can brandish or, if necessary, use a handgun in the case of attack, they may be murdered, raped, or suffer some other serious injury.” Justices Stephen Breyer, Sonia Sotomayor and Elena Kagan dissented. “Consider, too, interactions with police officers,” Breyer wrote. “The presence of a gun in the hands of a civilian poses a risk to both officers and civilians.” Breyer pointed out that laws regulating “the public carriage of weapons” in England date back to the 13th century, and existed in North America since “before the founding.” “Similar laws remained on the books through the ratifications of the Second and Fourteenth Amendments through to the present day,” Breyer wrote. “Many of those historical regulations imposed significantly stricter restrictions on public carriage than New York’s licensing requirements do today.” Speaking to reporters after the ruling was handed down, New York Gov. Kathy Hochul vowed to hold the line on gun safety. “We are not powerless to respond to this,” she said. Constitutional lawyer Jeff Lewis told The Daily Beast the decision does more than simply strike down state concealed-carry laws. “The court today establishes a very high bar for all gun restrictions,” he said. “Unless a legislature or court can establish that the regulation existed or was consistent with a regulation that existed at the time the Second Amendment was enacted, a gun restriction will no longer survive a Second Amendment challenge. Very few state gun laws will be able to survive such a high standard.” Lawrence Gostin, director of the O’Neill Institute for National and Global Health Law at Georgetown University, said he was “appalled” but “not surprised” by the ruling. “This was expected from the Court’s conservative supermajority who have long sought to define the Second Amendment expansively,” he said in an emailed statement. “Their decision was not constitutional, but purely political. Just as the nation grieves children and others who needlessly die from firearm violence, the nation’s highest court is making it much harder to protect the vulnerable.” At the same time, the Legal Aid Society said in its own statement that the decision “may be an affirmative step toward ending arbitrary licensing standards that have inhibited lawful Black and Brown gun ownership in New York.” The ruling, which stems from a Dec. 2020 challenge by the New York State Rifle & Pistol Association (NYSRPA), is set to upend the ability of individual states to require concealed carry applicants show “proper cause” for being allowed to leave home armed. The plaintiffs, Robert Nash and Brandon Koch, from Upstate New York, were denied carry permits in 2016 and 2018 by county authorities because they did not “face any special or unique danger” to their lives. After instead being granted permits for hunting and target shooting, the two sued—under the umbrella of the NYSRPA, the NRA’s New York affiliate—George P. Beach II, the then-superintendent of the New York State Police, and New York State Supreme Court Justice and Rensselaer County Licensing Officer Richard J. McNally, Jr. “Up until now, the court’s been pretty clear that somebody has the right to have a gun in their own home,” Lewis told The Daily Beast ahead of the ruling. “But what the high court has never weighed in on is…do you have the right outside of your house to have a gun? … The people that challenged this law said, ‘No, the Second Amendment’s absolute—the presumption should be [that] we have the right to a concealed weapon, and should be up to the government to take it away from us on a case-by-case basis, not establishing the right to weaponry on a case- by- case basis.’”
By Ace Luciano 23 Jun, 2022
For more information, contact Pete Muller at (803) 637-7698 or pmuller@nwtf.net NWTF Announces Funding for New Wild Turkey Research Projects More than $360,000 will help fund seven projects in six states. ASHEVILLE, N.C. — The National Wild Turkey Federation announced more than $360,000 in funding for seven new research projects in six states addressing the needs of wild turkey populations. The announcement comes during the 12th National Wild Turkey Symposium, a gathering of state and federal wildlife agencies, wild turkey researchers, land managers and enthusiasts focused on wild turkey habitat and population restoration. “Supporting research is a key element to the future of the wild turkey and the NWTF,” NWTF Co-CEO Kurt Dyroff said. “We are excited to support these critical projects made possible through the generous support of Mossy Oak, the NWTF Foundation, various NWTF donors and the NWTF’s Help the Yelp Project.” Dedicated funding will be leveraged multiple times resulting in more $2.5 million worth of research to benefit the wild turkey. In addition to the most recent allocation of more than $360,000 in funding, the NWTF has dedicated $8.3 million to research during its nearly 50-year history. Wild turkey researchers submitted project proposals through NWTF’s Wild Turkey Research Request for Proposals, a program that facilitates and makes large investments in support of priority wild turkey research. This year NWTF invited proposals that investigate the dynamics and drivers of the “post-restoration era.” Applicants must address one or more of the following research priorities: disease, habitat, hunter influence/relationship, population estimates and survival. The proposals were scored and ranked by NWTF staff and the NWTF Technical Committee on the applicability of the projects, scientific rigor, partner engagement and secured matching funds. The projects approved for funding are: “Estimating Survival and Productivity of Translocated Turkeys in North Dakota” studies survival and reproduction of translocated nuisance turkeys compared to control birds in western North Dakota. Nesting activities, mortality causes and infection and exposure rates will be explored. “Impacts of Woody Understory Vegetation and Invasive Species on Roosting Habitat Potential for Wild Turkey” will complement a Texas Parks and Wildlife Department priority to examine changing roost site habitat in the Rolling Plains region of Texas. The study will classify vegetation and non-native, invasive species and then conduct a change assessment across the Edwards Plateau to determine impact. “Vital Rates and Population Growth of Merriam’s Turkeys in South-Central South Dakota” will estimate annual survival and reproductive probabilities for adult and yearling age-classes of wild turkeys. Data will estimate population rates with results being compared to mid-1980s conditions. “Novel Approaches to Estimating Wild Turkey Population Parameters” will use non-invasive techniques to gather DNA specimens from eight sites throughout Mississippi. Part of the study areas will work in conjunction with wildlife management areas in an ongoing experiment investigating the influence of a delayed and reduced spring season framework on turkey populations and harvest. “Rio Grande Wild Turkey Habitat and Genetic Connectivity, Disease Prevalence and Survival in the Texas Edwards Plateau Ecoregion” will explore turkey abundance against a decreased number of hunters and turkeys harvested in recent years. Environmental factors such as flooding, unmanaged grazing and damage to vegetation are some study areas. The impact of parasites and disease also will be reviewed. “Development and Application of Diagnostic Techniques to Better Understand Impacts of Tumor-Causing Viruses (LPDV and RV) in Wild Turkeys” will look at where and to what extent diseases are distributed throughout the body of infected wild turkeys. “Ecology of an Unhunted Wild Turkey Population” provides research on an unhunted population of wild turkeys across a large study site in South Carolina. Collected data will analyze wild turkey behavior in the absence of hunting activity, hunting pressure and harvest of males. Data will be compared to other populations in the Southeast and beyond. “The projects that we are supporting demonstrate the partnerships and collaboration that is needed to understand what is impacting wild turkeys across the country,” said Mark Hatfield, NWTF national director of conservations services. “I have confidence that the network of researchers and managers from around the country are going to utilize the same ingenuity that helped restore wild turkeys in North America to understand what is driving the health of the wild turkey population.” The 12th National Wild Turkey Symposium is co-hosted by the North Carolina Wildlife Resources Commission and National Wild Turkey Federation, through June 10, in Asheville, North Carolina. About the National Wild Turkey Federation When the National Wild Turkey Federation was founded in 1973, there were about 1.3 million wild turkeys in North America. After decades of work, that number hit a historic high of almost 7 million turkeys. To succeed, the NWTF stood behind science-based conservation and hunters' rights. Today, the NWTF is focused on the future of hunting and conservation through its Save the Habitat. Save the Hunt. initiative. Since 2012, this 10-year initiative has already eclipsed goals of conserving or enhancing more than 4 million acres of essential wildlife habitat, recruiting or retaining more than 1.5 million hunters and opening access to more than 500,000 acres for hunting and other recreation opportunities. This critical work will continue to impact wildlife habitat and our great outdoors in the final years of the initiative. National Wild Turkey Federation PO Box 530 Edgefield South Carolina 29824 United States
By Ace Luciano 23 Jun, 2022
Wildlife Research Center® introduces the new and improved Scent Killer® Gold® Bar Soap in an updated ultra- premium, odor fighting formula. The New Scent Killer® Gold® Bar Soap has a special unscented, anti-odor formula that goes after human odor at its source. This deep cleaning Anti-Odor™ formula is formulated with special moisturizers and Aloe. This high-quality odor fighting bar soap is just what you need to prepare for the hunt and is great for use all year long. It is The Gold Standard®. For best results, take advantage of the entire Scent Killer® System. Every step you can take to eliminate human odor will improve your odds of success and help get you closer to that trophy buck. Wildlife Research Center® is known for its innovative products in Scents and Scent Elimination. This is Wildlife’s 40 th year in business: it’s their extreme passion and superior quality that has propelled them to be the leader in the category. “Helping Hunters Fill Tags for 40 Years!” The products are 100% Money-Back Guaranteed – direct by Wildlife Research Center®. For more information on the entire line of scent elimination products and hunting lures from Wildlife Research Center, inc. visit www.wildlife.com .
Mossberg | SHOT Show | Trade Show Marketing | Ace Luciano | Ace Public Relations
By Ace Luciano 13 Apr, 2022
Many folks bemoan the death of the trade show. Not only are Trade shows NOT dead- there are a LOT of them- and every one is a chance for you to take money from your competitors that don't show up, or ones that "show up," but don't engage.
Recession proof | make money | increase sales | Ace Luciano
By Ace Luciano 18 Mar, 2022
There are several steps that you should take to prepare for the tumultuous economy ahead. It looks like we will be headed for recession and massive inflation. Prepare yourself by having a plan to make more money. Ace Luciano and the professionals at Ace Outdoor PR can help.
your marketing can be better no matter what you are currently doing. Ace Luciano can help
By Ace Luciano 16 Mar, 2022
Regardless of how good your marketing and sales are, you can always sell more and make more. If you're selling out, raise prices. If you are seeing success from one marketing area, start another. If your advertising is working, buy another or put that one in more places. Regardless of how well your business is doing, Ace Luciano and Ace PR & Marketing can help you to do more.
Ace Luciano | Working in the firearms Industry | Best gun company marketing
By Ace Luciano 07 Mar, 2022
There's a lot to consider before joining the ranks of the firearms industry. Chances are, it's not what you think. If you want to work in the gun industry, become a firearms sales representative, or work for a company in the firearms world, you may want to think it over and ask yourself these questions. Ace Luciano has worked in the hunting and firearms industry for over 20 years. BGA Enterprises is a company that does marketing, sales, and firearms and outdoor industry consulting.
More Posts
Share by: