SI takes a look at: the Elett Brothers Buying Trade Show

Shooting Industry, Dec, 1989 by Charles E. Petty

SI Takes A Look At: The Ellett Brothers Buying Trade Show

Here it is the beginning of summer and I've just returned from the SHOT show. That's right, the SHOT show, for Ellett Brothers the giant Chapin, South Carolina distributor put on their own, albeit smaller, version in the South Carolina capital city of Columbia. The event was held at the sprawling South Carolina State Fairgrounds, inside where it was cool, and we didn't even have to dodge cow paddies. Those Ellett girls think of everything.

The three day show was timed to make it easy for dealers to order the fall merchandise they'll need for the coming season. Gene Lumsden, VP and general manager told me that the timing of the show was critical. There are plenty of other such events, but most are held after the main fall season is over and require dealers to commit to orders months ahead of delivery. It gave the dealers who attended a chance to view the latest merchandise from the 295 manufacturers who participated in the show. It was nice, for there wasn't the chaos of the real SHOT show and, in keeping with Southern hospitality, the pace was leisurely. Perhaps the best analysis came from Bob Mazzell of RPM Gunshop in Charleston, South Carolina, who reminded me that the first SHOT show in St. Louis didn't have as many exhibitors or dealers.

I think it's fair to say that the show was a big gamble for Ellett Brothers and represents a considerable investment of both time and money. It is their first effort toward a more aggressive marketing plan as explained by Buddy Pilgrim, president and CEO of Ellett Brothers, that will see them taking a more active role in consumer oriented marketing.

Obviously the dividends are increased sales for the distributor, but they also organized the program with educational and motivational material for the dealers. Cutting right to the bottom line, the show was an outstanding success. Over 1,000 people representing 42 states and Canada made their way to Columbia. The show was, first of all, a selling show and almost every line represented had show specials and programs that offered anywhere from 5-15% additional discounts for orders written there. The manufacturers were high in their praise. Roy Jinks of Smith & Wesson reported that the first day of the show resulted in more orders written than any similar show he could recall and Ron Vogel of FIE was also happy. "The show is very professional and I've had a chance to talk with dealers from all over the country," said Vogel Lumsden remarked, "The attendance demonstrates that Ellett Brothers is a true National distributor."

In keeping with their National goals is a new service which utilizes Federal Express shipments for orders west of the Mississippi. "This means," said Pilgrim, "that we can now deliver 95% of our orders within two days."

One of the major items from the show was the introduction of their Churchill line of firearms, clothing and footwear. Ellett Brothers purchased the Churchill name and inventory from Kassnar Imports and has, in effect, become a manufacturer and importer. Buddy Pilgrim explained the plan to me this way. "We wanted to find a way for our dealers to become more profitable with a product line merchandized around the mass merchants so the dealers don't have to compete head on. The Churchill line will only be available through independent dealers and we're going to promote it that way. "Now we must think in terms of the ultimate consumer," said Pilgrim. Gene Lumsden added, "Our consumer advertising will feature an 800 `Hot Line' that someone can call and we'll use our telemarketing skills to direct the customer right to the dealer who carries the line."

The firearms line will include an entirely new semi-automatic shotgun that is being manufactured in Italy to Ellett Brothers specifications. The gun features a new, patented, gas operating system design that will function with any 2-3/4 or 3-inch load without mechanical adjustment. The interchangeable choke system is designed for use with either steel or lead shot. I had the opportunity to shoot the prototypes while I was there and the gun worked perfectly through a couple of rounds of skeet and trap. By the time you read this the first guns should already be in the hunters' hands. All Churchill guns (with an EB serial number prefix, for Ellett Brothers) will carry a lifetime warranty and, should one need service, Churchill will arrange for Federal Express pickup and return at no cost.

The Churchill firearms line also includes over/under and side by side doubles in a good assortment of gauges and grades. I shot trap with one of the Competition Grade over/unders and can't praise it highly enough. Maybe it was just one of my rare good days, but I was literally crushing targets at handicap distances.

Wandering the show aisles, I was genuinely impressed by the support Ellett Brothers received from the manufacturers. Sure there were quite a few rep groups there, but there were also a lot of the folks from the factories and home offices. As I said, almost all of them were offering special pricing but the better part was the opportunity to talk with them without having to feel hurried. The Safariland booth was popular, for world champion IPSC shooter Rob Leatham was there along with Bill and Christie Rogers. Of course they showed the new Safariland products, but Leatham also dispensed shooting tips to those who asked.