A Reflection on SHOT Show This Year

As SHOT Show grows bigger and bigger, it is more and more challenging to attract attention from visitors, customers, as well as industry partners and friends.  Many companies have gradually lost momentum over years and withdrawn from the stage with the torrent of competition. Many more keep coming each and every year.  We see a lot more innovations, technologies, technical capabilities as well as upcoming emerging applications showcased by new precision firearms, ammo, optics, thermal, and accessories makers.  They are competing fiercely for increasingly segmented markets and demanding attention, acceptance and recognition from the industry.

Shooting and hunting sports remain vibrant. As they evolve they are developing into and driven by widening types of competitions, shooting and hunting disciplines.  Personal defense, homeland defense and individual and group training are very much on civilian’s minds when looking for a firearm or accessory as defense tools. Only in the USA is it possible for us to take the leading role and keep generating attention and requirements in the industry, creating a civilian following globally.  More and more shooters are travelling internationally to firearm-accessible destination countries for their annual training.

Because of this it is imperative for suppliers to address the shooters’ diverse and specific requirements with unique product applications derived from users’ stories and perspectives at different levels.  That requires better planning - and being on the ground. Being proactive, connecting with shooters in their natural environments to engage, interact, and deeply understand the voice of the customer.  The public now has easy access to online media for knowledge and information, but that’s also paired with shorter attention spans. It requires suppliers to articulate their message and all their communication in a manner that is short, attractive, and are easy to understand.  The role of communication and marketing activities switches heavily to the suppliers and relies less on resellers.

Suppliers can be the innovator, the owner of the technology, the manufacturing solution provider – and the marketer who talks directly to the end consumer.  All are eventually necessary to play the role of integrated solution provider.  How to see through the layers of fog and define your own business model, regional or country specific requirements, and supply chain development and management: all key to long term business development.

Every year, every decade, we are transforming. I started this company in 1992 and last year my daughter came home after a decade in finance and tech industries to bring new energy, perspective, and inspiration. My focus when I started Leapers was on being the solution provider. I always knew we needed to build fully vertically integrated product development and manufacturing technologies in order to have full control over what we make. It is my pride and joy to have built a strong and lasting foundation for the younger generation to come in and have all the tools they need for long term, sustainable creation. Together we are nurturing our people and growing our communications and engagement with our customers, on the ground, side-by-side. 

Back in 1997 I had a 10X10’ table booth with a simple back drop and a large poster showing our Gen I Bugbuster at SHOT Show.  We were the only scope brand making real compact scopes: a 4X32, 6X32 and 3-9X32…. I was running and walking the aisles, constantly making sure my booth was not left unattended…. We made international sales that year….. Now we are on to new decades…..