Firearm Industry Goes Virtual During COVID-19

Covid-19’s social-distancing requirements, limits on gathering size and travel considerations have seen at least two major players in the firearm industry launch virtual sales shows or on-line educational platforms for retailers. The modified approach helps address the cancellation of multiple trade shows, but the technique may soon be harnessed to reach consumers, who are also affected by pandemic-canceled, open-to-the-public events and seminars.

“During this unprecedented time, we are doubling our efforts to serve as a better partner and have taken a series of actions over the last several months to strengthen our relationships within the various retail channels we serve,” said Vishak Sankaran, president of the Vista Outdoor Hunt, Shoot & Tactical Accessory Business.

Throughout the month of August and into September, Vista’s collection of brands— Bushnell, RCBS, Champion Range & Targets, Hoppe’s, Butler Creek, Weaver, Primos and Blackhawk—will host dedicated weeks for various business partners. Attendees will join live discussions through an online portal. During each session, information on new products will be presented as well as detailed reviews on marketing and other in-channel activities.

In addition, Savage Arms has developed a 2020 Fall Sales Training video series to help educate retailers and customers. The informational content is designed to highlight Savage’s technological advancements and will serve as an introduction to new products.

“We were hoping we’d be back to business as usual by now,” said Rob Gates, vice president of sales and marketing for Savage. “While we won’t be able to see many of our customers face-to-face, we can still keep everyone informed on what’s happening here at Savage—and that starts with our 2020 Fall Sales Training videos.”

The 2020 Fall Sales Training curriculum will cover a range of subjects. Introductory topics will help new customers build a comprehensive overview of the brand and its innovations. The breadth of the catalog will be broken out into segments dedicated to Savage’s centerfire rifles, rimfires, and shotguns. In addition to announcing new products, these videos will help facilitate person to person training sessions and can be passed along to dealer and retailer store staff.