The power of promotion: is your store a "must shop" destination? Building that type of image is vital to long-term success

Shooting Industry, Feb, 2003 by Ray Oeltjen

Carter believes you must appeal to the consumer's interest throughout the year, not just during the hunting season. He doesn't rely on price alone to bring customers in. The stores have built an image as a great place to talk to knowledgeable employees about hunting and shooting. Employees at Carter's Country can generally answer any questions related to hunting and shooting.

"Our customers can instantly spot a sales associate who doesn't know the sport or the product," Carter said. "Many of our sales people have been with me for over 20 years. They know what they're talking about!"

Carter also uses' a suggestion box in his stores. Customers can list new items they'd like to see, make suggestions about pricing and promotions, or file a complaint about any problems they've encountered while shopping. These comments are reviewed on a continuous basis, and become the foundation for change and future planning. Carter also keeps a database of regular customers on file. The database is used for personal mailings to as many as 20,000 key customers in advance of a promotion.

Total Focus

Carter insists on total focus. He will not allow any distractions that may divert from hunting and shooting. That is why there is no fishing, camping, rock climbing or hiking gear in his stores.

"We eat, sleep and live the shooting sports. We strive to always be in tune with the customers and their needs," Carter said. "We have long-term employees who are dedicated to the customer and to the shooting sports. Around here, the customer is our hero!"

The Carter's Country philosophy of merchandising revolves around this strategy. Carter expects his store managers to create a "real" atmosphere that is friendly, knowledgeable and supportive of the customer.

"Common sense and an awareness of seasons and shooting opportunities create the foundation for good merchandising," Carter said.

Carter's Country uses about 80 percent print ads and 20 percent radio and TV ads to get its message to the consumer. They do such a high volume of print advertising that Carter created his own in-house advertising agency. This has resulted in considerable savings to his huge advertising budget.

The advertising message from Carter's Country is uniquely Texan, and Carter has always worked to create a little romance in his advertising. He personally writes a short article, "OlBill Sez," that appears in weekend ads. Topics range from a dove hunt in Texas to an African Safari. Given his lifelong experience of hunting game species all over the world, Carter has many memories.

His articles have developed quite a following across Texas. One of his more famous regular readers is former President George Bush. The current President, George W. Bush, is also a fan of Carter's Country and of Bill Carter. Proudly displayed in Carter's office is a picture of him and George W. Bush at Bush's house in Crawford, Texas.

Getting Involved

Carter believes it is important and proper to support and give back to the community and the industry that has been his life. He works closely with Texas Parks and Wildlife to support and fund education scholarships and charities for outdoor shooting and hunting programs. He supports virtually every program in the state that encourages ethical hunting and shooting. Carter and Carter's Country Shooting Centers are likely responsible for involving more Texas youth in shooting sports than any other individual or entity in the state.