01/07/2023
Warning! Rant to follow!
I have implemented a digital sign in process at the range for Trial Members and Guests. There is a QR code, the square box looking thingy, you point your cell phone camera at and it takes you to a form. The form asks for your basic info and email address then walks you through an acknowledgement of the safety rules we have here. It is much faster than the old written forms we used to use as your phone will automatically suggest what goes into the boxes as you go. Once you state that you understand the rules and agree to the liability waiver it is submitted to range. The whole process takes less time than for me to write this paragraph.
Why? Covid caused us to go through a period where the range lost over 1000 members. When we had 1400 ish members, we did things like build a steel plate range, build a rimfire range, expand the main range, overhaul and improve the rifle range, buy 100’s of AR500 steel plates and target systems, maintain the road, and generally keep things spiffy here. In 2021 we hit 340 members. Because the range is debt free with relatively low overhead, we got by where other ranges like Sheepdog failed. To thrive, we must get our numbers back up. Traditionally, all the advertising was done with Facebook and Google Ads. Facebook has figured out that we are a gun range. They are hugely antigun and have killed our ability to advertise what we have here. Google Ads turned out to be a huge rip-off, charging up to $18 for a single click to the range web site that frequently came from outside the USA… A complete waste of our money. Even tried Yelp and had a commercial produced on the range’s Yelp page. Found out that our Yelp ad was served differently because of the fi****ms related business we are, effectively making it useless and another waste of our money. Without Facebook, Google or Yelp, how do you advertise your gun range today?
Direct Marketing. We have to go direct and that means getting contact info from every single range user who has been here and used the place but not yet joined. Email is nearly free. Stamps and postage are expensive. Everyone functioning today has a valid email address. My intention is to contact each and every one of those range users to open a dialog that will hopefully lead them to membership or increased use of the range. Each Monday I will take care of those that shot here during the week prior, making an offer for membership effective enough to stimulate a response. It is how we will grow. We have a really nice place to shoot. The place essentially sells itself.
Haters. But you hate the new form or having to use your phone? We had people today tell us they were not going to use the new form and leave today. How do we handle that? The range has been in survival mode for over 2 years. Survival mode is not going to pay for gravel for the range road. Marketing is essential for our growth and development. Marketing is essentially unavailable elsewhere. If someone loaded up the car and drove here but then walks out because we asked to talk with you later about opportunities to join and support the range, I hate it for them. This is the way it is now. The waiver is digital. It’s done from your device or from the tablet we are providing at the office. It is very fast, secure, unshared with anyone else, and a necessity. Don’t want the emailed offer? Unsubscribe when you get one. It will be your last… or join. Once you are in, you will only see our regular newsletters.
Future. The sales I have held have brought in many new members. We are almost at 600 today. Sales get people in the door and let them experience the facility. The customer service, the amenities, and conveniences of the facility keep them members. Historically 95% renew a year later. It’s a tough time to run a gun range.
