Boost bottom line

Shooting Industry, Jan, 2007 by Lisa Parsons-Wraith

Sprague said the benefits of hosting a First Shots event more than outweigh the cost.

"It's some of the best advertising money we can spend," he said. "We advertised almost exclusively through the store and word of mouth. Regular customers are great advertising."

Sprague also utilized an e-mail list he compiled of more than 700 of his customers. If you haven't already compiled an e-mail list of your customers, now is the time to do it. E-mail distribution is the time to do it. E-mail distribution is some of the most effective and inexpensive advertising gun dealers can do.

Sprague's Sports retail facility also received a boost in their bottom line by hosting First Shots.

"We absolutely saw more sales after the event," Sprague said. "Women typically buy personal defense guns, mainly revolvers."

Sprague says he plans to hold more First Shots events.

"I encourage anyone with a range facility to host an event," Sprague said. "Don't wait. Get involved. First Shots was warmly received and greatly appreciated. It's what we should be doing and we should do more of it. There should be more ranges and more education. It's a responsibility we have."

If you're not a range owner, you can still participate in First Shots by teaming up with a range that doesn't have a retail operation. It's a win-win situation, as you'll add new customers who want to purchase firearms and accessories, and the range will sign up new members. Best of all, you'll be contributing to the growth of the entire industry by introducing men and women to the shooting sports.

You can get more information about First Shots by contacting NSSF at (203) 426-1320 or by logging onto www.firstshots.org.