Dear Outdoor Companies - Your "Agency" May Be Costing You a LOT of Money...

Dear shooting, hunting and outdoor related companies… Your marketing agency may be costing you money. 

Lots of it. 

 Dear agencies that operate in the shooting hunting and outdoor industry… You are losing a ton of money for you and your clients… 

 You know, just when I think I can't be more surprised about something, something happens that brings me another paradigm shift. 

 

We are several weeks out from the annual Shooting, Hunting and Outdoor Trade show (the SHOT Show)  where I personally met with hundreds of people representing numerous businesses, agencies, manufacturers, and other related professionals. 

 Many people know that I work as a freelance marketing consultant, but what many are not aware of is that I regularly refer clients to marketing agencies and am often referred to an agency by a prospective client. 

 Last year those referrals from me were worth somewhere in the $200,000-$300,000 range. 

 I don't know about you, but to me that's a fair amount of money. 

 Imagine my surprise, then, when emails and messages to multiple agencies have not been returned despite numerous attempts to contact. 

 I also find that the "crossover" agencies ( The ones that are mainly in the "green" space but cross over to "hook and bullet") are often the biggest violators to this protocol.  

 Now, the particular agency in this example is not one of those types, and is one that I have known and that certainly knows me. 

 I never intentionally try and get anybody into trouble, but there comes a point where my due diligence in contacting you has been done. 

 I'll always do my best to never waste anyone's time- therefore, I expect the same in return. 

My last message to agencies that don't answer several contacts are similar to, "I reached out to you several times as a professional courtesy. If this is not the proper protocol, I can go back to dealing direct with XYZ company."

 Another huge mistake agencies make is being threatened by anyone or anything that comes to speak with their clients. 

In the few situations where I work as a marketing consultant with a company or I work with a private client, I owe it to them to perform due diligence on any opportunities they have to make money. I have a rule of thumb – I never, ever recommend to stop doing something that makes money or to not to do something that will make money. 

That is regardless of whether I another entity provides it. 

That's keeping my clients best interests always in mind. 

 

I recently, at the request of the client, sent some information to an agency regarding some newsletter and blog products that I represent.  I also copied the client so that he knew I had done as asked.  

Now, even I get ahead of myself sometimes and make errors – and in this case switched two numbers around- Page views, and unique viewers. (and in my defense, I was simply repeating what I was told over the phone but it is ultimately my responsibility.) 

 This marketing agency representative replied to me within 15 minutes with an email basically "calling me out" on my numbers – asking for validity because he couldn't find that kind of traffic and that the actual traffic was XXX… And he also copied the client. 

I guess we both know he considers me a threat, even though I'm not. 

Now, being in the marketing and advertising world, everybody knows that it is extremely simple to check the estimated traffic numbers on any website- therefore, we all use the actual numbers. The numbers for this product or actually quite impressive. 

 

I responded to this representative that he was correct, I had mixed the numbers, and that the portion that we were speaking of was "bonus" traffic, anyway, as we did not price nor calculate our cost per thousand based on the blogs. 

 I received no response to that message that day. 

Nor did I receive a response the next day. 

Or the day after that – or to the message I just sent today, one week later, to ask if something had perhaps happened to him. 

Now, it's obvious that this person is either 1. Threatened by me speaking with his client (and if that's the case, then he probably should be.) or, 2.  Doesn't like to make money.

You see, and I have no problem paying referral fees for people that bring me business. That's just smart business. 

 I have another situation that also sounds fairly ridiculous when it's brought into the open. I met a company that the try and Buy show prior to SHOT Show that wanted to set up a meeting with me  to discuss some of the content marketing options I have. 

 As a courtesy, I reached out to their agency via email with an introduction and let them know that I had met with one of their clients and that I wanted to get on the phone with them because I work with numerous agencies in referring them business. 

 I actually sent two emails – one to each founding partner of the company. 

 Three days later I made a phone call and left a message for each of them. 

 

Nothing but crickets since then. 

 In the meantime, there are potentially thousands of dollars waiting for them and their clients to just go and get because they simply want to pick up the phone or return a courteous message. 

I learned long ago from several different business mentors that simply picking up my phone, returning phone calls, and replying to emails even if I didn't think I needed what was offered for my or my client's business was an easy path to success. 

What do you think about the protocol of "response in kind?"

Do you always return phone calls and emails? 

 

Are you open to new ways for your clients to make money, even if it doesn't always benefit you directly? 

 I do, and I am, and it has always served me well. 

RITON USA Joins CBC Industries, K-Var, and Gun News and Reviews and Taylor Made Media for "BIG BANG Contest...

Tucson, AZ, Jan 12 – RITON Optics Sponsors “Big Bang” Contest. Riton Optics, along with several other shooting industry companies have partnered up with Taylor Made Media to sponsor their new Big Bang contest as Taylor Made Media launches two digital publications in to the industry.

“We are extremely excited to support the launch of the two new Taylor Made Media digital publications and very much look forward to working closely with them in the future” said Brady Speth, owner of Riton Optics, the only Veteran/LEO owned optics company in the United States.

Riton Optics (www.ritonoptics.com) will donate their RT-R Mod 3 (red dot optic) and 3x Magnifier towards the grand prize (a NEW CBC industries 3V1 rifle in 6.5 Grendel} as well as other merchandise for other prizes. A Grand Prize, 2^nd, 3^rd and 4^th prizes will be given out as well as additional prizes for the top 10 winners.

Enter the contest HERE.

The first release will be the Gun News and Reviews (www.gunnewsandreviews.com) which will supply all of the latest news from within the hunting, shooting and other outdoor industry areas, including political, comedy and a newsfeed to inform about new gear, products and other relevant information within the industry.

The second release will be K-Var  corporations website and newsletters (www.k-var.com), is an online marketplace to purchase firearms, parts and accessories direct to consumers. "The Armory,” K-Var’s Blog and “The Arsenal,” K-Var’s weekly newsletter, are another new source for great firearm industry info. 

Riton Optics, born in the heart of the Wild West, the company offers the highest quality optics at the most competitive prices matched with incredible customer service.

Riton Optics is dedicated to the PURSUIT of PRECISION in everything they do. Using only the best materials and most innovative technology, they have created an unrivaled line of optics that deliver on performance and value.

From offering you the best rifle scopes, binoculars, and red dot sights for your outdoor, hunting and shooting adventures to providing an unlimited lifetime warranty on every product they make, Riton always puts customers first.

Want MORE Business for your Outdoor, Firearm or Hunting related business? Visit BGA Enterprises at www.BGAEnterprises.com. 

Will 2018 Be the Year You "Embrace the Hate?"

“The only thing more frustrating than slanderers is those foolish enough to listen to them.”                                      -Criss Jami
“People will always have their opinion on you despite who you are and what your capable of.”  -Ana Chable

"You have enemies? Good. That means you've stood up for something, sometime in your life.                                 -Winston Churchill

I absolutely love haters. 

 Love them. 

You see, if I am receiving mail from "haters" it means my message is most definitely reaching  my audience and MORE! 

Whenever I send something out and I get nasty responses back by a few people, it gives me a little warm feeling in my heart to know that I must be absolutely motivating them to take action and that, based on the laws of statistics and large numbers that for everyone there is like that there are about 50 to 100  that  have received a tremendous value from what I have sent, posted, or sold. 

 Several of the top sales "gurus" that I follow are of the same way. 

"If they say you're sending too much, double what you're sending."

"If they say stop, you might want to stop to them (or not) and double your efforts sending to everyone else! " 

 No matter what you do, there will always be people that don't agree with you, but feel it there place to give you advice, or, just folks that are, generally, negative people that would complain no matter what you said or did. 

One of the best things you can do when you are engaging with these people is to let them know that you  appreciate their feedback, but that you are a "positive" person who believes in taking MASSIVE action rather than sitting by the sidelines waiting for something to happen. That is a very difficult line of thought to respond negatively to. 

I'll give you an example that happened to me recently...

I sent out a release to a bunch of Outdoor and gun writers about a new contest that I am helping to promote. 

I received a scathing response from one, what I would call, "Lower-mid-level" writer. 

He writes for some local and regional publications and is an occasional "guest" on some television shows. 

"UNSUBSCRIBE FROM THIS LIST!" 

Not so bad, really. 

But...

Right now I have an "auto response" for anyone that sends me an email. 

I want them to know that I received it, but am so busy with show season that  I may not respond right away, but I still want to talk. 

This is where it gets a little UGLY. 

"I SUBMITTED AN UNSUBSCRIBE REQUEST!!!! THIS IS A VIOLATION OF CAN/SPAM!!! YOU ARE IN VIOLATION OF FEDERAL LAW AND CAN BE PROSECUTED FOR HARASSMENT!!! 

Dude...

Chill out.

Needless to say, I sent confirmation that he was "unsubscribed" from my list- With a nice note to make sure he takes his blood pressure pills. 

I learned several things from this. 

One- that my emails went out and were delivered. 

Two- that the message resonated with the audience. 

Three- that I learned of one worthless member of my list that shouldn't be on it.  

Now, I am subscribed to HUNDREDS of email lists. Many become useless/worthless over time, but I still learn a TON from them- Things like this must be a compelling headline- I opened it- and what are the typical things beoing pushed in the info-marketing world. Also, what is valuable and how long does it remain so. 

Here are the questions that he, and you, should have asked before "unsubscribing" from my emails. 

1. Do I want to not have the opportunity to learn something from this person/company/list? 

2. Is this one thing of lesser value worth eliminating the possibility of hundreds of their more valuable things? 

3. What can I take from this person/company/list that I can easily "re-purpose" to my own business? (Secret- I steal good headline ideas from my own subscribed lists all the time) 

 2017 is the past now. 2018 is the future. Are you going to take control of your destiny, take control of your business, control the conversation about you and what you do, or will you react to what happens – being constantly behind the curve? 

 That's a question that everyone will need to answer in this "new outdoor economy."

Ace Luciano Is NOT a Black Rapper

Ace Luciano is not a black rapper. 

 He is also not an Italian soccer player, nor does he have the prefix "Yung"  before his name anywhere, in anything he does. 

 Well...that's not exactly true. 

If you search "Ace Luciano" in Google, You will find those people scattered throughout the first few pages here and there, but they likely aren't the ones you're looking for. 

 Those people also all go by the name "Ace Luciano."

 The biggest difference between them and the one you're actually looking for? 

 One is found everywhere in most searches with that name, while the others are sporadically found. 

(I actually felt a little bad about the "musician" that was trying to "make it happen"... until I actually listened to his music. Now, I feel like I performed a bit of community service!) 

  You may recall that in my last post I discussed the difference between "writing the news" and "reading the news."

 Which position would you prefer to be in? 

I know where I want to be, and I do everything I can to be there. 

 One of the most important things you can do in business is to ensure that, certainly for your own name, that when people search for YOU they actually find… YOU! 

 They should also find you anywhere and everywhere they can and may look. That means you need to be on LinkedIn. You need to be on Instagram. You have to have a Facebook account and business page. You need to set up A website and blog. 

 Most importantly, you need to push out quality content and information that is relevant to who you are and what you do. 

 The biggest problem with this need? 

 Most business owners don't have time to do all of that themselves. 

 Sure, they might have all the social network profiles, but when the Choice is between taking an extra few minutes to have a meal, attend a child's event, or, basically, ANYTHING else not "business related," the vast majority of people in business will let what they believe to be "minor" things slide.

 Choice is between taking an extra few minutes to have a meal, attend a child's event, or, basically, ANYTHING else not "business related," the vast majority of people in business will let what they believe to be "minor" things slide. 

 BIG mistake. 

 You want people to know you. You want people to find you everywhere. When the discussion is centering around what it is that you do, people should find you, your company, your website, and dozens of things like articles, posts, and social media likes to give them confidence in your business. 

 If you have a product, you want that product to dominate it's space in whatever media you can. 

 This can be somewhat challenging in the firearm and outdoor world as Facebook, Google, and YouTube already restrict (albeit somewhat arbitrarily) everything having to do with guns, handguns, and even accessories like optics and magazines. 

 I know several companies that put all their eggs in that basket and wound up holding an "empty basket" when YouTube decided to suspend their account. All that time, all that content now wasted and having to start over. 

 So, what's the SMART company in the firearm and outdoor space to do? 

 You need to find the right PARTNER to help your business write your story and your news. 

  You also need a partner that will do all of this at a level that allows you to obtain a significant ROI. 

 For the last eight years, the company that does that best is Taylor Made Media. 

Gun News and Reviews is the new source for all things Firearm related

Click on this link to enter the new "big bang" contest they're launching pre-SHOT Show to showcase some of the new retail and manufacture partners. Questions? Just  let me know and I can put you in touch. 

These Times, They Are A Changing...

Last week, I was fortunate to, once again, attend the NRA Annual Meetings, held this year in Atlanta, GA. 

While there was quite a bit of apprehension in the opening few days of SHOT Show this year, there was a palpable sense of relief in the convention hall, the press room, and various other places where people were gathered. 

 Donald Trump  became the first president since 1983 to address the membership. His speech was full of enthusiasm and shined a light of hope after eight years of  apprehension and fear. 

... which brings me to my next point. 

 The industry has changed. 

No longer do we have a "fear-based market."

 As recently as a year ago and excellent deal on an AR 15 platform might be in the $700 range. Today, there a half a dozen for under $400. 

Several manufacturers lamented canceled firearm orders-  One that was in the millions of dollars. 

Yet, NICS Checks for March 2017 are up more than 5%. 

SOMEBODY is clearly buying SOMETHING... 

From Breitbart:

"In a press release sent to Breitbart News, NSSF reports the number of NICS checks for March 2017 was 2,422,749. But after adjusting checks–eliminating those that were not the result of sales–the figure was 1,356,929. The number of NSSF-adjusted NICS checks for March 2016 was 1,289,670. This means the number of checks actually connected to gun sales increased 5.2 percent in March 2017.

The number of NICS checks–including NSSF-adjusted checks–is not a precise indicator of the number of guns sold, as checks are conducted on buyers rather than guns bought. Moreover, each buyer may legally purchase multiple guns after passing a background check, which means an adjusted figure of 1,36,929 checks may not even come close to representing the number of guns sold."

When markets change, businesses must change with them. 

While many tactical based manufacturers are seeing lower sales, some custom manufacturers in the same space are seeing an uptick in their sales. 

Optics manufacturers are having a banner year. Companies that make accessories for AR 15's (and other weapons) are off to a great 2017. 

 Hunting rifle and high end shot gun sales are up. 

 This, of course, makes perfect sense when you realize that people are no longer afraid that they have to have 10,000 rounds of ammunition, a tactical weapon or two, and a pile of high-capacity magazines before they are banned.

 That budget can now go back "into the system" to purchase things like accessories,  as well as hunting and sporting weapons. 

What this also means is that many small and medium size businesses in the industry have an unprecedented opportunity. 

That opportunity is to take market share from some of the "big players" who, foolishly, will look at the economy and surmise that they have to "cut their budgets" for marketing and advertising. 

You see, many large companies both in and out of the firearm industry, are run by "boards of directors" and CEOs that are accountable to "shareholders."

 All those shareholders care about is the bottom line.

 They will take that short term increase to the bottom line, completely ignoring the long-term consequence to the overall business. 

 Quite frankly, they can afford it. 

If you are a small or medium size business, you can't.  

Or at least you shouldn't.  

Obviously, you can't afford to waste a single penny– especially in the "new gun economy."

Even BIG companies shouldn't waste marketing dollars, yet many do. 

The outdoor industry is approximately ten years behind in most marketing methods. 

I'm hearing from more than a few companies that they are "pulling more out of print" and "putting more into digital." 

Some are "wowed" by Facebook. 

That's all good- but the MOST important thing to know is DOES IT WORK? 

The truth is, it does. 

Yes, even print (though for how much longer is uncertain) works and can give great ROI. 

The important thing is that you can TRACK it. 

So, what SHOULD you do? 

I'm glad you asked!

You can take a portion of those dollars you would spend on "traditional" marketing (Magazines, TV shows, etc.) and put them in front of over 3 million PROVEN BUYERS of Outdoor, Firearm, Hunting and Fishing products. 

100% Trackable, and in whatever amounts or frequencies you like. 

If that interests you, reach out or comment below. 

Regardless of what you do, remember- 

"Keep it the same" should not be an option this year. 

Be OFFENSIVE...

It's time for the firearm industry and those of us in it to be "Offensive." 

That's right… It's time to be offensive. 

No, I don't mean vulgar, crude, or injecting yourself into someone's "safe space" such that they break down. 

 I mean that it is time for us  in the hunting, firearms, and shooting world  to go on OFFENSE. 

I have just returned from the 39th annual Shooting, Hunting and Outdoor Trade (SHOT) Show, and the mood there was one of almost giddy euphoria- after a collective sigh of relief. 

 For the better part of  three different president's respective terms, and certainly most of the last decade, we have had to entirely play DEFENSE.

 One could argue that for several years under the previous Republican administration we had to constantly play defense with a democratic controlled house and senate. 

 Every time there was a tragedy, we had to fight. We had to be constantly reactive instead of proactive. The tragedy of Columbine high school caused the flurry of new gun control bills across the country, and I'll cry from many people that had previously been "on the fence" to allow  for what had come to be one of the left's favorite terms – "common sense" gun control. 

 As with many things in politics, this deliberate misnomer was used to lead the low-information voter and uninformed general public down a clearly defined path of oppression, registration, and confiscation. 

 The only thing "common sense" about gun control is that it is an entirely ridiculous concept.

Ace Believes that gun control is a foolish concept devised by weak people

 You do not need to petition the government for a speedy trial. You do not need to petition the government or get a permit before you are allowed to keep silent. 

 Our founding fathers were very clear when they added the terminology "shall not be infringed" at the end of the second amendment. They were great discussions about the wording of the Second Amendment and what they meant regarding "the people" and what the term "militia" meant. 

 The entire theory of gun control is predicated upon the fact that criminals, who, by definition, do not obey laws, will all of a sudden decide to obey laws because they are now written regarding guns.
Even worse are what I refer to as the "Double-Dog-Laws" 

What's this? 

It's when some weak politician gets up on a stage using some recent tragedy as a platform for their firearm control agenda and repeats rhetoric such as "Criminals shouldn't be able to have guns," or, "People who are mentally unstable should not be allowed to possess guns." - both of which are ALREADY ILLEGAL- so we, therefore, must now make them "Double-Dog-Illegal" because THAT will change things and we REALLY MEAN ILLEGAL!!

 This past November there was a clear rejection of the policies, politics, and ideals of the most recent presidential administration. 

 For the first time in many years the presidency, house, and senate are all under Republican majority control. 

 Now is the time to be OFFENSIVE. 

We need a clear, decisive and rapid plan for the RESTORATION (no-not EXPANSION- they are OUR RIGHTS that have been taken away)  of our rights. 

Here are a few to start: 

1. Nationwide Concealed Carry Reciprocity. 

We do this already with things like driver's licenses, vehicle registrations, etc. that are privileges rather than rights.My right to protection and self-preservation should certainly not end at state lines. 

2. Removal of Short Barreled Rifle and Suppression devices from the registration list, and elimination of the "tax stamp" in general.
Only the government could come up with these ones- that guns must be loud enough to damage hearing for all and that a large handgun possessed and fired from the hand or two hands is legal- but to fire that same gun from the shoulder is not. 

3. Nationwide transportation standards 

This one is a doozy. The standard for safe transportation of weapons should be just that- STANDARD.

 We once had a client fly through New York once on an African Safari. He had to grab his luggage and proceed through customs. This client is also a smoker, so, after taking his cased, locked, unloaded firearms case off of the conveyor belt, he stepped outside to have a cigarette. 

BIG MISTAKE. 

One of New York's "Less-Than-Finest" came over and engaged him in conversation, asked him where he was going, and what was in the case.
The short story- He was ARRESTED, his rifles and a shot gun CONFISCATED, jailed and missed his flight. The ensuing legal process was actually rather simple- go to New York and fight or pay a massive fine for an "ordinance violation" and another massive "Processing fee" to get his guns back. The best part- there was NO STANDARD set or way to address this situation. 

If my car is legal in Arizona, I don't have to register or do anything different with it when I cross the border into any other state- including CALIFORNIA. This should be the same with guns. 

4. Withdrawal of federal funds for cities that infringe on the rights of their citizens to keep and bear arms.
See: Chicago, Los Angeles, New York. 

Enough said. 

Will the incoming administration hold to their promise of "gun rights" and protection of the Second Amendment? 

Time will tell, but things look good so far. 

So, what do YOU think?
Is it time to "be offensive?"
Let Ace know in the comments below!


"Ace" Luciano is a Hunter, Fisherman, Outdoorsman, Sales Executive, Author, Writer, and, perhaps most importantly, husband and father to 4 great kids.
Learn more about Ace through his website, www.AceLuciano.com

The Money Isn't Where Most People Think...

 It's already starting… 

 What, you ask? 

The panic and worry about the coming year and what will happen in the outdoor and firearms industry. 

With a Trump win, many manufacturers, accessory makers, and ammunition manufacturers and suppliers are concerned that the market for those products will not be as robust as it has been in years past. 

 To an extent, they are right. 

 It is doubtful that the industry will "contract"  due to a "lack of demand" for their products   

 True, the "panic buying" of the past decade is likely over – at least for the short term. 

 However, the normal  market for products and services will probably be about the same, if not a little bigger. 

 Being in the marketing and sales world, I'm starting to hear one of the most concerning things that I can regarding a company's future...

"We are cutting back our marketing budget because we are anticipating a smaller market and less sales compared to last year."

 Oops. 

 This is a "hard" conversation that I've had with many clients, prospects, and customers over the years. The absolutely, positively LAST thing you should do when you anticipate a contracting of the market is to DECREASE your marketing or advertising. 

Are you DECREASING your sales quotas for your sales people? 

Are you DECREASING in the salaries of all of your employees? 

 Quite frankly, many in and out of the outdoor space just don't "get it" when it comes to actual sales, revenues, and how to generate them. 

I say this with the utmost respect. 

We, as an industry, fall about a decade behind what the normal open "Market" does and uses. 

Just think about this:

 -Many in the outdoor industry world still think that television and television advertising is the "future." 

-Popular outdoor publications continue to hang on, albeit precipitously while they attempt to throw in everything and the kitchen  sink online to try and catch up to where they should've been five or six years ago… 

- Google, the biggest company in the WORLD is now only 14 Years Old. (still think your business can depend entirely on your "years in business?")

 I don't care how good, how innovative, how fantastic your product is-- the money just isn't there.

 The money, no matter what your product, is not in the "product."

 The money is in the MARKETING.

 Don't believe me? Consider these two examples.  

1. ProActiv

 I happen to know quite a bit about this product as one of my "mentors" in the marketing world was part of the genius behind it. 

 He affectionately referred to the process of selling Proactiv as "selling goop."

 

You can easily make your own "goop." 

There is nothing special, unique, or innovative about the product itself. There are only four FDA approved medications that you can use to topically treat facial acne. 

 You can buy all of them at your local pharmacy. You can also buy the cleansers and creams at the same pharmacy – usually for around one third the price. 

 Proactive has sold over $1 billion of product. 

 Their "innovations?" 

Their MARKETING. 

 They pay highly popular celebrities massive amounts of money to endorse their products. Additionally, they sign clients up to a "self renewing" plan that automatically charges their credit card in nominal amount every 30 days and their new product is automatically shipped to their door. 

2. ShamWow. 

 You've all seen this infomercial on TV. There's even a story about the rise and fall of the infomercials star – which should be titled how to turn a $20,000 commercial into $100 million of sales – because that's what they did. 

$100 Million Dollars in sales on a $20,000 marketing expense. 

 I would call that quite the "success," wouldn't you? 

Did you buy a sham wow? 

Would you have ever bought one? 

What you should realize is your answer does not matter – millions of people can  and did, and they did so because of MARKETING. 

By some companies' logic, all of these signs are unnecessary, as people "Already know them."