FYI

from SHOT Business September / October 2022

NEW TECH PRODUCTS FOR 2022

Tom DeBolt, chief operating officer/ general manager of Benelli USA and president of Stoeger Industries, is an ardent turkey hunter.

Growing the Sport

Benelli USA is committed to helping its dealers reach a new generation of hunters.

More than two years after the pandemic-driven resurgence began, participation in hunting and other shooting sports remains strong. Across the country, first-time and former hunters are continuing to head afield. Savvy firearms man-

ufacturers and retailers have been working hard to turn these newcomers into lifelong hunting enthusiasts, and Benelli USA and their dealer network are spearheading the efforts with a multipronged strategy.

High-Touch Approach Unlike other gun manufacturers, Benelli USA has long employed a strictly direct-to-dealer model. By avoiding the wholesale distribution channel, Benelli USA is able to develop closer relationships with their dealers and provide them with an increased level of support. This high-touch approach ultimately helps Benelli’s dealers better connect with their customers.

“We don’t do business with every dealer in the marketplace, but we tend to develop relationships that create destination points for our brand,” says Tom DeBolt, chief operating officer/general manager of Benelli USA and president of Stoeger Industries. “We see it as a privilege to be able to partner with those key dealers and try to bring the level of service that they expect, the level of training, product knowledge, and, of course, a flow of new products between the five different brands we have as a company. Where you find our products, you can find a wide assortment, and you’re going to find a deep level of expertise.”

Hunting may be considered a traditional sport, but the ways in which retailers are reaching hunters continue to evolve. DeBolt believes that innovative dealers—those who are willing to try new tactics— are the ones who will make the biggest impact and reap the most rewards.

“Many of them have developed an online presence, for example, and are adding that buying option as they become omni-channel retailers. They bring expertise on a local level and offer training classes, and that makes a huge difference,” DeBolt says. “Some of them are very good at doing programming and bringing value-add to their customer base. Hopefully, that person comes back in their store more regularly and is investing in more products as they become more engaged in the sport.”

World-Class Content Marketing is another way Benelli USA is helping their dealers reach hunters. The company invests heavily and consistently in marketing efforts—even during times when the broader shooting sports industry is experiencing a slowdown. When other brands are pulling back on their advertising, Benelli keeps their foot on the gas pedal.

“We have a very aggressive approach to marketing across all of our brands, not just Benelli,” DeBolt says. “We’ve gone to the edges of the earth to film content and documentaries that are truly aspirational. Not everybody will go to that extreme to hunt, but we know from the comments we receive that they love to see those experiences and live it through those mediums.”

Creating educational content that’s tailored for online and digital platforms is another key piece to Benelli’s strategy. As more hunters turn to the internet to learn about products and techniques, Benelli is working overtime to provide that content—and it’s paying off.

“Obviously, people are connecting and doing research in the digital world. We continue to invest in that through social media, through digital platforms, and through compelling content because our customers want to learn about their products today and they want to learn in different ways,” DeBolt says. “They’re always moving forward, and we have to do the same.”

Long-Term Commitment Access to land remains one of the biggest obstacles for hunters everywhere—especially those

As a company, Benelli USA partners with their retailers and conservation groups to help get new hunters into the field.

who are new to the sport. As more people get outdoors, public lands are becoming increasingly overcrowded and overhunted. In many states, private lands are often tied up in long-term leases. On top of that, simply knowing where to start looking for places to hunt can be confounding for first-timers.

“It’s very important for all of us who are established and have a history of being in the outdoors to welcome these new hunters in. We have to bring them into the fold because they’re going to be the fuel that helps us grow our industry long term,” DeBolt says. “We need to be educating the consumer about what’s new and what innovations are happening, but we also have to be aware of how we get them out to the field. That’s critical.”

As a company, Benelli USA partners with their retailers and conservation groups to help get hunters into the field. They also encourage their team members to spend time outdoors and actively participate in helping grow the shooting sports. A number of Benelli employees are actively engaged in mentoring new hunters, veteran hunters, and youth hunters by taking them on hunts locally.

“We really believe in the programs that the conservation groups and the state-level DNRs are running to promote first-time hunters. We take a lot of time as a team to take people shooting or hunting. We’re not a huge organization, but we encourage everybody to take people out to the field, whether it’s shooting clays, hunting for the first time, or teaching different types of classes to get people comfortable shooting firearms. We are committed to that long term,” DeBolt says. “Many of our retailers are also looking forward and trying to do more of this. We’re partnering with several of them currently to make sure we’re well aligned with pulling new people into the firearms world and getting them using the products. The worse thing for us is when somebody buys something and doesn’t use it. That’s a one-time engagement. Our goal is to get them coming back repeatedly. That’s good for the industry, good for our business, and ultimately good for the future of shooting sports.”