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Bristlecone slides
1. The Story
Bristlecone has a great opportunity to increase sales through amplified digital strategy. To
explain to Bristlecone the opportunity we must provide a foundation of the industry and digital
marketing trends. Primarily, within the shooting industry, there is increased female involvement
with a specific emphasis on women interested in personal protection. Additionally, within the
digital marketing arena, consumers have become increasingly online savvy and SEO and Social
Media Channel strength are integral parts of a successful digital marketing strategy. Therefore,
Bristlecone Shooting Center can improve female/new shooter traffic while maintaining existing
male experienced shooters by utilizing Google Webmaster Tools and improving website design
and language to support SEO. And, concentrate social channels on female shooters by
specifically selecting content that enables customers to realize esteem. The mentioned efforts
will produce more traffic to Bristlecone’s digital channels but for customers to realize the
potential of achieving esteem through Bristlecone unique content must be developed.
5. SEO Recommendations
Google Webmaster Tools
Currently, Bristlecone does not make the first Google page for “shooting range denver” “gun range denver” and “gun
store denver.” So to better their page rank Bristlecone should utilize Webmaster Tools.
Google Webmaster Tools allows you to access five main compartments of information about your site. Configuration,
Health, Traffic, Optimization and Labs Each of these informations points will allow Bristlecone to make changes to the
website to improve their chances of being found and listed high on Google.
Problems with Existing SEM
SEM report shows minimal impressions for a given month. ie April had 139 impressions. And cost per click is high at
$2.35. Growth Weaver, the external SEM vendor is not producing appropriate results for high cost of work.
Benefits of Internal SEO
Even though internal SEO work takes time and energy a few simple tweeks can dramatically improve page rank and
Webmaster Tools (a free software) can indicate those tweeks to be made
6. Social
Maintain Existing Website Tone
Because Males more often seek out their interests on websites than women, the website should maintain its tone of
experience shooter friendly. The following are practical changes than improve the experienced shooters website
experience:
1. Improve the scheduling design so guests can select specific days and times to shoot
2. Incorporate more content that speaks to experienced shooters like gun reviews and training materials
Social Channels Tailor to Female/New Shooters
Because females use online sites for communicating and digesting media more than men, develop a presence on
Instagram and Pinterest with content that speaks to a new shooter like how to begin shooting, protective benefit of gun
ownership, and entertaining aspects of sport shooting. Additionally, improve the Facebook site in the following ways to
better connect with Females/New Shooters
1. Post high quality photos that promote over experience at Bristlecone
2. Incorporate content that speaks to users that have no shooting “language” background
3. Utilize Facebook “More” options that enable users to land on Bristlecone website
7. Content that Speaks to Females/New
Shooters
Within Bristlecones social channels, content can be frequently fed and manipulated which allows Bristlecone to take
guests on a personal journey with shooting. As the industry suggests, Females/New Shooters enter the sport with
interest in personal protection which correlates to the 2nd tier (Safety) of the below hierarchy. With content that speaks
to potential for personal protection with using Bristlecone’s services guests can develop a behavioral connection with
the brand.
Secondly, Females/New Shooters also engage in shooting for the recreation aspect of the sport which correlates to the
3rd tier (Love/Belonging). With content that suggests the opportunity to connect with others that share an interest in the
sport by using Bristlecone, guests can further develop a behavioral connection with the brand.
Lastly, once the 2nd and 3rd tier of the behavior hierarchy are achieved, guests can further achieve the 4th tier
(Esteem). With content that shows talent and expertise to be gained through shooting at Bristlecone and even greater
brand connection will be achieved.
Editor's Notes
•Increase of 1.3% background checks from ‘14 to ‘15 → more people want guns
•Sport Shooting
–Over 17% of 41M adults participated in a type of sport or target shooting in 2012, and increase from 15% in 2009
•Top reasons for gun ownership
1.Personal safety (60%)
2.Hunting (36%)
3.Recreation/Sport (13%)
•Who are new shooters (< 5 years experience)
–Younger (18-34 Y.O is 2/3rd of new shooters)
–Sport shooting more often (first time buyers are active-shoot once or more a month)
–Increasingly urban (47% of new shooters are urban/suburban)
–Women increasingly represented (women represented 37% of new shooters versus 22% of established shooters)
•Why do people become shooters?
–Home protection and personal protection are top drivers for first time and existing owners of handguns
Current standing
6 Months old
Young brands have smaller following
Growing this following paramount
Saturated Market
Specific competitors
•SEO
–93% of online experiences begin with a search engine
–Google owns 65-70% of the search engine market
–70% of links clicked on are organic
–70-80% of users ignore the paid ads and just focus on organic results
–Search is the #1 driver of traffic to content sites beating social by 300%
•Social media holds enormous potential for companies to get closer to consumers and by doing so increase revenue, cost reduction, and efficiencies if done well.
–Over 75% of adults use Facebook, Instagram, or Pinterest
–Women and men utilize the web differently. Men search hobbies more intensely while women use the web to communicate more than men
Google Webmaster
Problems with SEM
Benefits of SEO
A B C
Website neutral gender
Social target female
What you’ve done thus far
A B C for the future
