I’m currently at SHOT Show in Las Vegas. I came to a sudden realization last night, after having post-dinner drinks with a new friend. The firearm industry has the opportunity to cater to a huge segment of the population, but will it largely squander this opportunity, or will it be seized and acted upon?
It’s no secret that women are starting to buy firearms in increasing numbers. What has come as a surprise to me is the number of women who are extremely driven in the pursuit of their goals in the industry – be it as behind-the-scenes business personnel, on-air personalities, social media experts, or product development experts. And, to be frank, the sophistication, intelligence, Â and attractiveness of these women is a factor in what I am writing about here.
To be sure, SHOT has its share of women who are hired for their looks alone and are meant to attract male purchasers. I don’t think the general female population begrudges this practice, but I could be wrong. However, they aren’t likely to attract a lot of women with that tactic.
Women are buying firearms, women are buying accessories, and women are becoming increasingly involved in shooting sports. Women who have come to power in the industry are, obviously, well-suited to serve the needs of female customers. However, I believe that men in the industry aren’t totally incapable of competing for female business – if they choose to do so, and pursue their business correctly.
Fit guys (and fat guys) who wear tactical pants and Oakleys are still a driving force, at least in the tactical firearm and accessory market, but the members of that population segment that can be reached probably have been, at this point. Females who like firearms but don’t know it yet can be reached, but traditional marketing and advertising methods may not be suitable and appropriate for them.
As I said previously, women in the industry have a bit of an advantage in this. But I’m not suggesting some sort of affirmative action program, where companies hire women simply because they are women. The capable ones stand on their own merits. Take, for example, Lisa, who invented the Flashbang Bra Holster. Or Natalie at Girl’s Guide to Guns, who has an amazing ability to present firearms to non-gun people.
How, then, can companies without many female employees market their products specifically to women? I had no idea, so I asked some women, and they said, “Ask women.” Not, apparently, in the form of error-prone focus groups, but with in-depth conversation.
As an example, I regularly see women roll their eyes at yet another pink gun – but those same women like the idea of decorating their firearms and accessories with pink nail polish. I can’t explain it, but I’m sure they could.
Perhaps the greatest insight came from speaking with a very young – and very successful – woman, who said “I want to be taken seriously.” That’s not the first time I’ve heard this from women in the industry, but in the context of our conversation, many things fell into place in my mind when she said that.
Only time will tell, but this segment of the market is ripe for the taking. The companies that research and plan carefully for it could potentially reap great profits, while the companies that ignore women do so at their own peril.
So you’re telling me that most women do not appreciate the TacGirls calendar as much as us knuckle-dragging types do?
Great post.
Spot on, as usual. Of course, this would be good not only for the industry, but for all American women. This is a very dangerous world, and the more women who arm themselves the safer it will be for them as well as those who choose to go unarmed.
After all, an armed woman is one “to be taken seriously.”
An armed and competent woman is a very attractive prospect in my opinion. Most men unfortunately prefer their women to be helpless and dependent, which is a ridiculous way to think. I would rather have a fire team member than somebody I would need to “save” in a stressful situation. Good luck to you and your new friend!
The remark on “Pink Guns” is spot on. My daughters love ’em, but they’re under 12 and love anything pink. My wife, though, got herself a Glock 19, not a pink gun. The sales clerk at the shop, also female, went through the process looking at things like hand size, concealablity, wide range of holsters, and ease of use. On prior visits to the shop the male clerks would often direct her to the pink snubbie revolvers, pink 380’s, pink pink pink… My wife hates pink BTW.
She bought the Glock because another female clerk listened where the male clerk did not. Not that a male is incapable of listening, but so many just don’t have experience selling to women, unless they’ve worked retail in other industries. It’s a training issue.
I work at a gun store and a depressingly substantial amount of women come in and want to look at pink guns. Some will ONLY buy a pink gun. (I have a perfect record so far of NOT selling any Charter Arms “Chic Ladies” and I intend to maintain it)