FIVE MINUTES WITH

Rafe Nielsen, director of marketing and communications, Browning

Staying Ahead of the Curve

These days, product development and marketing campaigns need to keep abreast of quickly evolving consumer demands.

lifelong hunter and angler, Rafe Nielsen graduated from Utah’s Weber State with a degree in communications with an emphasis in public relations. His dream was to work at Browning, but his first internship was at Cabela’s. While there he worked on the website and as a copywriter. That internship led to Nielsen’s first job as a copywriter for Browning, a position he held for a year before moving into product development, where he would spend the next decade. His experience developing new products helped prepare Nielsen for his current job in marketing, a position he has held for the last eight years.

SHOT Daily: What do you see as the biggest challenges facing the industry in the next five years? Rafe Nielsen: Because the landscape is changing so fast, our challenges will be not only keeping up with the demands of customers, but how we stay ahead of the curve. From a product standpoint, we have to keep up with technology. We also have to beat the competition on the latest and greatest trends in what the consumer wants. From a marketing standpoint, we have to constantly be up to date on how to communicate with customers. Digital and social media strategies are constantly changing, and companies that don’t keep up will fall by the wayside. Sd: What opportunities do you see? RN: We obviously have seen an increase in participation and new customers. This growth opens all kinds of doors for new products, expanding market share, and getting creative with innovation. And since today’s consumers are more educated and technically savvy, it gives us the chance to dive deep into what really makes our products better. Sd: When you get up in the morning, what gets you excited about working in the industry? RN: There is nothing more satisfying than having an influence and making a difference in something you love. Every day I work on projects that ultimately are designed to change the landscape of our company and industry. And when you get to do that with such an iconic brand as Browning, it’s even more exciting and rewarding. Sd: How will you meet the expectations of your customers? RN: Our motto is “The Best There Is,” and I think our customers have come to expect that from us. So, having the best products on the market is key. Sd: In a very competitive world, how does A Browning stay ahead of the pack? RN: Technologies and innovation play a huge role in staying ahead. We’re an old brand, and we can’t rest on our laurels. So, always coming up with new and innovative product is a key component. But more importantly, it’s about the overall customer experience. People want to connect with a brand. If you can connect quality product with messaging that resonates with a

customer, you have a winning combination. We like to say that we sell heartbeats as much as we sell products.

Sd: You have said that “Browning products must speak for themselves.” What do you mean by that?

RN: Browning has a rich history of quality and innovation—so much so that our guns are passed along from generation to generation. There is an inherent expectation from our current customers that our products today must meet the same high standards of the past. A Browning is a Browning, whether it was built back in the days of John M. Browning or now comes out of one of our modern facilities. We have to be true to our roots; we have to live up to the expectations that have been created for generations.

Sd: The Buckmark is one of the most recognized and iconic logos in the industry. What steps does Browning take to protect its integrity?

RN: We have strict policies in place on how and where it can be used. We don’t allow modifications to the design, colors, or usage. But more importantly, I think we protect it best by the quality of goods as well as the people and organizations that we associate with and that represent our brand. We pride ourselves on these

One of Nielsen’s primary tasks is protecting the brand’s reputation for quality and performance. associations and how we’re represented. And that’s the best way to protect the reputation of a brand and logo.

Sd: How has marketing changed?

RN: I’ve now been in the industry 20 years. Back in those days marketing and advertising were dominated by print ads and TV commercials. And honestly, it was pretty simple. The channels to our customers were narrow and direct. Now our customers get their information from so many different channels it’s hard to target and focus a message. Print and TV are still relevant, but the digital world is so much bigger and diverse. You have to broaden your message to accommodate many different channels, and those messages need to reach the totality of your audience. Essentially, now you have to be good at all forms of communication, from print to social to video, and on and on. It’s a far more complex world, but frankly, it’s more rewarding, too. You can see the immediate impact of your efforts, make real time adjustments, and capitalize on your successes. Booth #10938

(browning.com)

Nielsen can often be found in the field using Browning products. Such hands-on experience keeps him connected to the expectations of his customers.