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News Posted 01-14-2014

Business of Drawing Business

Companies get creative in drawing buyers, media to booths

Business of Drawing Business R. Lee Ermey poses with a visitor to the SOG Specialty Knives booth. (Mike Suchan photo)

By: Mike Suchan, OutdoorChannel.com

LAS VEGAS -- The SHOT Show is all about the business of the industry. Walking by booth after booth, there are various methods to attract the attention of buyers and media. R. Lee Ermey, better known as Gunny from “Full Metal Jacket” was lending his draw at the SOG Specialty Knives booth, signing autographs and getting photos taken.

“A lot of pictures,” he said while conversing with visitors, posing for a shot and sending each off with a military coin.

While the line forming to meet the former marine turned actor stretched down one aisle and was estimated at 45 minutes long, SOG marketing manager Chris Cashbaugh was showing hopeful clients SOG’s new line of knives.

Cashbaugh said this show is important for SOG’s business.

“Not so much the big retail stores, but the mom and pop shops,” he said. “Keep our contacts up. Meet with people, show them what new things we have for 2014.”

One of SOG’s new products is a hunting knife with three LED lights on both sides of the blade. Powered by a single triple a battery, the combo product should be found useful in the field to many.

SOG’s new knife has LED lights on both sides of the blade so hunters can see what they are cutting. (Mike Suchan photo)
SOG’s new knife has LED lights on both sides of the blade so hunters can see what they are cutting.
(Mike Suchan photo)

“Since most hunts are in the early morning or late in the afternoon and you’re dealing with it in the dark, this knive lets you see what you are cutting,” he said. “No shadows. You don’t have to deal with your friend holding a flashlight.”

Across the aisle was The Great American Tool Company booth.. Gatco vice president of sales Bob Anthon could catch a glimpse of Gunny through the growing line to the SOG booth.

Cerakote Firearms Coatings ads are sure to be seen by the majority of SHOT visitors at the Sands Expo and Convention Center. (Mike Suchan photo)

Cerakote Firearms Coatings ads are sure to be seen by the majority of SHOT visitors at the Sands Expo and Convention Center. (Mike Suchan photo)

“That’s OK. While they’re getting autographs, we’re filling orders,” he said half jokingly.

Anthon really wasn’t worried too much. He said Gatco’s own marketing tactic would get its fair share of visitors.

“Two weeks before the show, we sent out a mass email telling people if they come to our booth they could get a free $50 knive,” he said as visitors filled the chairs set up at tables in their booth.

One of the innovative ways to advertise was found in the men’s room. Many of the urinals at the Sands Expo and Convention Center had stickup ads plastered inside the urinals.

Cerakote, which makes firearm coatings, went outside the box with its outhouse ploy. The ads are certain to be seen, at least by all the men, at least at some point in the day.

Go to SHOT Show 2014


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