Why gun makers are turning to promos to combat summer sales slump
By Jacki Billings
Buy any new LE6920 Model and get a free Drago Gear Gun Case and a Magpul PMAG. (Photo: Colt)
With hunting season in the distance and no major buying holidays in sight, the summer months are notoriously hard on gun makers. Looking toward alternative marketing strategies to hobble through the slow months, large gun manufacturers are turning to rebates and consumer promotions to drive sales.
In terms of marketing, sales promotions are a short-term strategy designed to accelerate sales of certain products, level out peaks and troughs, drive customer loyalty and clear out aging stock to make way for new products in the fall and winter months.
“Sales promotion is a method of increasing sales over the short term, to win business from competitors in a well-developed sector,” Marketing Donut explained. “But used with care, sales promotion can turn dead stock into cash, draw new customers into your premises and raise your profile.”
Sales promotions come in a variety of flavors. Smith & Wesson opted to enact the rebate, allowing customers to “cash in” on certain products with up to $75 in rebates. Kahr and HK offered consumers free magazines with the purchase of select inventory while Kriss USA paired a new Vector with a