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Note: Session titles beginning with an asterisk (*) have student presenters.
AUTHORS: Patrick Hogan, Tom Allen and Rob Southwick, Southwick Associates; Jim Curcuruto, National Shooting Sports Foundation
ABSTRACT: Getting the most from state and industry efforts to recruit new hunters and firearm users depends on knowing who our potential new customers are and how to best connect with them. A consumer segmentation analysis does this by identifying the uniquely distinct parts, or segments, of the market. In a needs-based segmentation, each segment shares a common set of motivations for wanting to join, take up an activity or to buy a product. It is not based on what the customer looks like or how they use their firearms. By understanding why consumers decide to potentially buy a firearm, and the reasons why they favor specific firearms, states and industry can improve their customer interactions and success. In 2016, Southwick Associates, on behalf of the National Shooting Sports Foundation (NSSF), identified eight key segments that make up the 24.4 million Americans who are interested in hunting, shooting sports and firearm ownership but have yet to make their first purchase. Learn more about these results to improve state agency efforts to refine communication and recruitment initiatives and to improve programs that give new participants with their first firearm and hunting experiences and lessons.