Bristlecone Shooting Range foundations powerpoint

1. Bristlecone Shooting Range

2. Intro
- Problem Definition
- Company Internals & Externals
- Movement through Social Content
- Marketing Movements

3. Main Problem
How do we get more women involved in the shooting
community and BristleCone using digital media?

4. Internal Analysis
Competencies
● Good understanding of the direct
competition
● Diversified marketing presence
● Identification and pursuit of niche market
opportunities
o Especially the female market
Information from Bristlecone Marketing Plan

5. Internal Analysis
Issues
● Limited differentiation in positioning relative to direct
competition
● Underdeveloped messaging
○ Needs to be tailored specifically to that market
● Low company involvement in:
○ Top social media - Instagram, Youtube, Pinterest
○ Content creation
● Insufficient online engagement
Information from Bristlecone Marketing Plan

6. External Analysis
- Safety is the most important aspect of a range
- Women like to be taught by other women
- Girls Guide to Guns - Popular blog that has a section
where girls recommend friendly firing ranges (Bristlecone
not listed)
- Not listed on the Well Armed Woman list

7. Social Media Platforms

8. Strategy is the Key!
- Social media doesn’t work without a strategy
- Create and share content that is relevant and beneficial to your audience
- Cannot alienate men when targeting women
- When sharing content specific to women, make it clear that the content is
specific for women
- Example: Post content that involves gun culture with the hashtag
#WomenShootingWednesdays or #wsw considering its shorter

9. Content differs by Platform!
Instagram - Selling Experience.
Women’s shooting events,
Tuesday’s, training courses, women’s
products (cannot alienate men
completely)
Snapchat - Geotag
Pinterest - How to’s, Witty
women’s gun jokes, Recipes for
hunted meat
Youtube - instructional videos, tell
the story, events

10. Gun Range Marketing
-OraBrush example; Jacquelyn face of
BristleCone
-Date night
-Social community events
-Cooperate with other
companies

11. Questions
- Why do you have 2 different Web-pages?
- Do you use Google analytics and Google Adwords?
- Will you send us the appendices spoken about in the marketing plan?
- Who are the main female consumers you cater to? (i.e. recreational, new shooter, etc.)
- What can you say about the identity of your brand? And what does this brand mean to customers (specifically the female
market) that is different from competing shooting ranges?
- What are the specific success metrics you came up with and have in place currently? How are you measuring
marketing return on investment?
- Do you have a current social media strategy
-What is the specific message you want to communicate to just the female market?