Sure, gun sales are soaring right now, but it's important not to get distracted from focusing on your brand during this global pandemic.
It seems most firearm companies are taking a “business as usual” approach right now by marketing through this as if nothing is going on. This can result in a tone-deaf approach that may do more harm than good.
WHAT SHOULD YOU DO?
So what can you say right now that’s helpful? When is a good time to inject your brand into the conversation? We’ve put a few thoughts together in hopes of giving you a starting point on what to do next. We sincerely hope you find it helpful.
UNDERSTAND CONSUMERS' STATE OF MIND.
Think about peoples’ emotional state of mind right now. While sales are soaring as a result of fear, don’t be tempted to add to the panic. Getting this wrong could damage your brand’s reputation.
FOCUS ON YOUR BRAND.
What are some of those marketing or branding projects that have been on the back burner? Now’s a good time to tackle some of those things. Get your brand in order so that when things return to normal, you can hit the ground running.
MAKE SURE YOUR COMMUNICATION IS CLEAR AND USEFUL.
Many ranges are closed, making it harder for many to pursue their passion for shooting. Now’s a good time to talk about how people can safely do business with you online. Offer tips to get them through this. Give your brand purpose.
Use the power of video.
Yes, there’s a lot of noise out there. But your customers want to hear from you. They really do. Video is powerful anytime. But now more than ever, it’s the only way to get some face time with your customers.
You have a video camera in your phone. It doesn’t have to be fancy, but it’s a great time to add personal videos to your social channels. If you need help or want to add branded graphics, we’re here for you.
Change your marketing plan. NOW.
Sales seem to be on cruise control right now. So instead of pushing your products, prepare your brand’s response to COVID-19. Be transparent and let your followers know you’re there to get them through it.
What can you do to help people in need? Maybe you can make a donation a charity. Offer safety tips to the many new first-time gun owners out there. Whatever you can do, you should. Your brand will win in the long run.
BREAK THE FEAR CYCLE.
These are certainly strange and difficult times, but your brand can help break the fear cycle many people are caught in right now. Do your bit to reduce peoples' fear. And don't bury your head in the sand and go about marketing as usual like nothing has happened. Adjust to the times. You've got this. Team Epicosity is here for you. We've got your back.