Shooting range marketing might sound unusual, but it covers a significant portion of the industry. Before delving into its intricacies, we must first break down the themes of shooting and shooting ranges. Let’s start with the simplest area: when a shooting range offers opportunities for hunters and sports shooters to practice, prepare, and engage in their favorite hobby. The next area involves training and education, which can be provided either by the range’s own experts or by inviting appropriate instructors, or instructors might seek out a suitable location for their courses. Lastly, an increasingly popular option is offering experiences where people can try shooting with different firearms through various package deals.
Table of Contents
- Understanding the Importance of Shooting Range Marketing
- Defining the Market: Who Are We Targeting?
- Professional Shooting Range Marketing: Meeting Industry Standards
- Marketing to the General Public: Engaging a Broader Audience
- Advanced Shooting Range Marketing Strategies
- Long-Term Considerations: Sustainability and Growth
- Hiring a professional
- Achieving success in shooting range marketing
- Frequently Asked Questions
Understanding the importance of shooting range marketing
Defining the market: Who are we targeting?
As we can see, two of these areas cater to a narrower professional segment, making it somewhat challenging to build a profitable business, while the third—let’s call it “experience shooting”—targets a much broader audience. After dividing the shooting range’s offerings into three parts, we still need to treat the professional and general public areas as a whole.
Let’s begin with the marketing tasks for the professional area. As with any case, we first need to clarify the brand identity. Are we dealing with products or services that can be sold in the hunting, sports, or law enforcement fields? Hunters typically seek a shooting range for sighting in their weapons and adjusting scopes, so there aren’t many opportunities to offer them. A suitable range with service facilities and a small shop can already meet their needs.
If we want to build a quality offering for sports shooters, we must consider their buying behavior. Sports shooters train extensively, and the wide range of disciplines offers countless options. Let’s see how we can cater to sports shooters. The market for the right ammunition and accessories, which can be made even more attractive with club membership discounts, is where most of their purchasing tendencies lie. Regarding range infrastructure, they will always look for varied target options and their flexibility. Pre-built IPSC or IDPA courses would certainly appeal to sports shooters, not to mention the popular Steel Challenge courses.
Targeting summary
In summary, the most critical aspect of a shooting range complex for the professional segment is the proper infrastructure. Unfortunately, this often means that lower-quality designs and services are acceptable in these areas as long as prices are kept low. The United States is an exception to this, where high-quality indoor and outdoor ranges are prevalent. But now, let’s move on to what marketing opportunities exist in the professional shooting and range world.
Shooting ranges cater to a diverse clientele, from hunters and sport shooters to law enforcement professionals and casual enthusiasts. Let’s start with the most straightforward segment: civilian shooters, including hunters and sport shooters, who use shooting ranges to practice, prepare, and enjoy their hobby. Next, there’s the realm of training and education, where ranges either offer in-house courses or collaborate with external instructors. Finally, there’s the growing trend of experiential shooting, where customers try out various firearms through specially designed packages.
These segments can be grouped into two main categories: professional users (hunters, sport shooters, and law enforcement) and casual or new shooters. While the first two categories represent a niche market with specific needs, the third—experiential shooting—appeals to a much broader audience. To effectively market a shooting range, it’s essential to address both the professional and layman sectors in a cohesive strategy.
Professional shooting range marketing: Meeting industry standards
As with any brand and marketing strategy, a proper online and offline presence is necessary. This doesn’t mean million-dollar budgets, just a well-designed image. Of course, an online presence is essential after that. A website and one or two social media platforms might be enough, and managing them isn’t an overwhelming task.
Establishing brand identity
The first step in marketing a shooting range is to clarify the brand identity. Are we targeting hunters, sport shooters, or law enforcement? For example, hunters typically look for a range that offers services like sighting-in rifles and adjusting scopes. Therefore, a suitable range might include a service shop and a small retail section, meeting all their needs.
On the other hand, sport shooters have different expectations. They train extensively, and the variety of disciplines in sport shooting means they need access to numerous options. To cater to them, consider offering high-quality ammunition, relevant accessories, and diverse shooting environments. Ranges that feature pre-built IPSC (International Practical Shooting Confederation) or IDPA (International Defensive Pistol Association) courses, as well as popular Steel Challenge setups, will appeal to sport shooters.
Infrastructure matters
For the professional segment, the most critical factor is the range’s infrastructure. A well-designed shooting range with diverse and adaptable facilities can attract serious shooters. However, it’s important to strike a balance between quality and affordability, particularly in markets where cost is a primary concern. In contrast, the U.S. has numerous high-quality indoor and outdoor ranges, setting a benchmark for other regions to follow.
Marketing to the general public: Engaging a broader audience
Why do we need a good website? What should it contain? Let’s ask a few simple questions when searching for a location. Where is it located? What does it look like? What services do they offer? How can I contact the range? We could stop here. But we won’t! Naturally, planning and sustainability are crucial when setting up a business, so let’s go beyond these basics.
Developing an effective online presence
Like any business, a shooting range needs a strong online and offline presence. This doesn’t require a massive budget—just a well-thought-out brand identity and online presence. Start with a user-friendly website and a couple of social media profiles. Managing these platforms doesn’t have to be overwhelming, but it’s crucial to do it right.
Why is a good website so important? Think about what potential customers will look for: Where is the range located? What does it look like? What services are offered? How can they contact the range? Answering these questions clearly and concisely on your website is the first step. However, don’t stop there—plan for the future by incorporating features that enhance the user experience.
Productizing services
A shooting range sells both opportunities and time. Once you’ve identified your target audience, the next step is to convince them that your range is the best choice. Use clear call-to-action elements to guide them toward purchasing services, whether it’s booking range time, enrolling in a course, or buying from the on-site store. A key principle of online marketing is making the purchase process smooth and straightforward, and this applies here as well. Decide whether you want to offer online purchases or if booking a time slot will suffice, with payment happening on-site. This decision should align with your business model and operational needs.
For example, if your range is always staffed, you might offer services on credit until the customer arrives. However, if the range opens only during booked times to reduce costs, requiring upfront payment can prevent no-shows and revenue loss.
Using visuals to enhance shooting range marketing
Once you’ve established a solid brand identity and an effective website, visual content becomes your most powerful communication tool. High-quality images and videos are essential. Forget quick phone snaps or poorly lit photos—invest in a professional photographer to capture the best aspects of your facility. This investment will pay off in the long run, as these images will represent your range across all marketing channels.
Don’t just hire the first photographer you find; look for someone with experience in architectural and nature photography, as these skills are essential for capturing the unique environment of a shooting range.
Moving forward: Advanced shooting range marketing strategies
Now we’ve reached the point where we have a great image, a proper website, and have introduced ourselves. We might even be able to sell services. What’s next?
Simple: the hard part of marketing begins. This involves reaching and communicating with the audience and numbers defined in the business plan. This article won’t delve into the intricacies of SEO, but it’s important to highlight the importance of appearing on Google My Business, Bing Places, and other local maps. Almost everyone will search for our business on a map application the first time. At this point, we need to provide convincing, transparent, and accurate information, or we risk losing customers.
Local SEO and social media
With your branding and website in place, it’s time to focus on reaching your audience. Local SEO is crucial, so make sure your shooting range is listed on Google My Business, Bing Places, and other local directories. When potential customers search for ranges in your area, your business should appear with accurate and compelling information.
Once your local presence is established, turn your attention to social media and paid ads. Tailor your ads to the interests of your target audience, and make sure your messaging is authentic and truthful. Exaggerated claims or misleading photos will only lead to disappointed customers and negative reviews, so it’s better to set realistic expectations.
Consistency in tone and messaging
Let’s take social media as an example. Find the style that the target audience and brand require. Will our visitors encounter a casual, relaxed atmosphere, a formal and respectful tone, or perhaps a family-friendly BBQ vibe when they visit the range? By answering this question honestly, we can maintain a comfortably sustainable communication style.
Carry this tone and style into the ads, where we can use the previously taken photos and create convincing ads to reach potential customers.
Maintain a consistent tone across all platforms. Whether your range offers a relaxed, family-friendly environment or a more serious, professional atmosphere, this should be reflected in your communications. By staying true to your brand identity, you’ll build a reliable and relatable presence that resonates with your target audience.
Long-term considerations: Sustainability and growth
Image, website, photography, local SEO, social, PPC ads. We’re almost ready. But let me ask a few uncomfortable questions about all this. Who will handle and manage it all? How many posts will be made each week? Who will write the content calendar? Who will respond to emails, not just for a month or two, but in six months, a year, or even two or three years? A crucial chapter in developing a shooting range marketing strategy is establishing consistent and sustainable rules from the beginning, with enough margin for minimal adjustments if necessary.
Who will manage your shooting range marketing?
Another question arises: most of the staff will likely be assigned these tasks. In the best case, they will successfully manage everything, and the business will grow and develop. Then we’ll reach a point where the staff must focus on their core duties related to customers, and this is when the marketing tasks start to be neglected. This is where the yo-yo effect begins: when the business is busy, there’s no marketing; when customers aren’t coming, everyone becomes a marketing “expert”, and we find ourselves stuck in this cycle until staff turnover becomes dangerously high. What’s the solution? Hire a marketer!
We hate this phrase. Before our hair turns gray and falls out, let’s rephrase it. Look for an external company that can help us achieve our goals so we can focus on our core business. It’s advisable to do this as soon as possible, as clearing up the mess and building a palace on stable foundations is always harder and more expensive than building one with a well-thought-out plan.
You’ve built a strong foundation, but who will manage your marketing efforts long-term? It’s crucial to establish a sustainable content plan, including who will create weekly posts, manage the content calendar, respond to inquiries, and keep the momentum going, even years down the line. The key to a successful marketing strategy is consistency and the ability to adapt when necessary.
Often, these responsibilities fall on the existing staff. While this can work in the short term, as your business grows, your staff will need to focus on their primary roles—serving your customers. Neglecting marketing tasks can lead to a cycle where marketing efforts drop off when business is good, only to be ramped up again during slow periods. This inconsistent approach can cause more harm than good.
Hiring a professional
.223 Remington or .30-06 maybe .300 Blackout?
Unfortunately, we know and understand that the shooting world is as niche as it is, so few marketing companies can provide a professionally appropriate service. Our favorite examples include when a graphic designer struggles with banner placement and ends up mirroring an AR-platform rifle, resulting in the ejection port on the wrong side. Or during a photo shoot, when .223 Remington ammo is scattered next to a rifle that uses .300 Blackout ammo. And let’s not even mention when an airsoft gun is pulled from a Google image search for a social post. These are all terrible reputation killers. Who could take a shooting range seriously in professional circles if such mistakes are made? Who would want to visit a place that can’t communicate properly on such basic issues?
Instead of burdening your staff, consider hiring a professional marketing agency. While the term “marketing expert” can sometimes cause anxiety, partnering with the right agency can make a significant difference. It’s better to invest in expert help early on, rather than trying to fix issues later. Building a strong foundation is much easier than trying to repair a weak one.
Finding a marketing agency that understands the unique needs of the shooting industry can be challenging. Poor marketing decisions, like using incorrect imagery or misleading advertisements, can damage your brand’s credibility. It’s essential to work with professionals who respect the nuances of the industry.
Achieving success in shooting range marketing
Developing an effective marketing strategy for a shooting range requires a thoughtful approach, balancing the needs of both professional shooters and casual visitors. By focusing on brand identity, creating a strong online presence, and maintaining consistent, high-quality marketing efforts, you can position your range for long-term success. Don’t be afraid to seek professional help to ensure that your marketing strategy is sustainable and aligned with your business goals.
Frequently Asked Questions
1. Q: Why is brand identity important for a shooting range?
Brand identity helps define who your shooting range caters to and what it represents, whether it’s for hunters, sport shooters, or law enforcement. A clear brand identity ensures your marketing strategies are aligned with the needs and expectations of your target audience.
2. Q: How can I attract more visitors to my shooting range?
To attract more visitors, you should focus on building a strong online presence with a user-friendly website, social media profiles, and engaging visual content. Also, offer appealing packages and services to both professional and casual shooters.
3. Q: What role does local SEO play in shooting range marketing?
Local SEO is essential for making your shooting range visible in local searches. By optimizing your presence on Google My Business, Bing Places, and other directories, you can ensure that people in your area can easily find and learn about your range.
4. Q: Should I manage marketing in-house or hire an external agency?
While in-house staff can manage marketing in the short term, hiring a professional agency ensures consistency and effectiveness in the long run. Agencies with expertise in shooting range marketing can avoid common mistakes and help you grow your business sustainably.
5. Q: How can I use visual content effectively in my marketing?
High-quality images and videos are crucial for showcasing your range. Invest in a professional photographer to capture the best features of your range and use these visuals across all your marketing channels, from your website to social media and paid ads.
Shooting range marketing part II coming soon…
It might seem like we’re trying to steer the focus toward ourselves, and we must admit that we are. We believe our 10+ years of experience in the firearms world speak for themselves. But in this article, we won’t delve further into this issue; instead, let’s move on to the area that appeals to the general public…
