Resources for FFLs To Attract More Customers
There are more than two million new gun owners on the market in the last two years. Do you know who they are? The National Sports Shooting Foundation (NSSF) and Southwick Associates did survey of more than 1,100 firearms owners in the United States who have made a purchase in the last six years to understand who is purchasing new firearms, and more importantly, why.
As stated in the report, "People purchase products to satisfy an internal need or desire. Therefore, marketing to audiences based on their physical appearance – such as to young males or Hispanics collectively – will often minimize results compared to marketing towards peoples’ core needs and desires. This study segments firearm purchasers based on their motivations to purchase a firearm and provides personas for each unique segment."
The 5 Gun Owner Personas
The research summarized in the Firearms Consumer Personas Report helps firearms sellers to understand and target consumers based on core needs and desires rather than demographic information or use characteristics. This allows sellers to communicate more clearly, target better, build inventory to address purchase drivers and create educational opportunities and marketing strategies to grow their business more effectively.
Family Guardian
The Family Guardian makes up the largest percentage of the market. Many Family Guardians made their most recent purchase to avoid future sales restrictions. These consumers value reliability in a firearm over most other factors.
Skills Builder
The Skills Builder is the youngest consumer persona. They enjoy the sport of shooting and are driven by a need for fun or relaxation with sport shooting. The Skills Builder wants a good value in their firearm purchase.
Hunter
Hunters view firearm ownership through a different lens than many other consumers. They’re driven to purchase by a desire to spend time with family and friends, and gain satisfaction from new challenges and improving skills.
Urban Defender
The fun, social aspects of firearm ownership are not of interest to Urban Defenders. Almost half of this segment is female. Urban Defenders gain satisfaction from shooting as they build confidence and improve their skills.
Prepared for the Worst
More than a quarter of this persona are first time buyers. Prepared for the Worst consumers will try multiple firearms and visit multiple retailers before making a purchase.
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