When Will the Firearms Industry Start Marketing to Hispanics?
(www.theagencyinsider.com) - Recently, my thoughts turned to the firearms and shooting sports industries and their preparedness to meet the needs of future generations of American shooters and competitors. By in large, the industry focuses on the English-speaking, non-Hispanic white (and black to a lesser degree) demographic. However, they are missing the U.S. Hispanic consumer completely, which is striking considering nearly every other consumer-product industry in the U.S. is well into their first or second generation of Hispanic marketing campaigns. It’s old news that there are 52 million Hispanics in this country and they wield some serious buying power, estimated to be more than $1.1 trillion. Of those, about 34 million are of legal age to purchase firearms. Now, given that 47% of Americans own a firearm, that gives us 16 million Hispanics who could now or in the future own a firearm.
The first U.S. firearm manufacturer to begin marketing to Hispanics in earnest will have the angle on the entire market until the rest catch up. They can start with online marketing for Spanish-preferred speakers.
Try this test, Google search any of these four common phrases “pistola defensa personal” (self-defense pistol), “mejor arma para la casa” (best pistol for the home), “cual es la mejor pistola” (what is the best pistol), “pistolas deportivas” (sporting pistols).
If you did this search, you likely didn’t see one single gun brand on the first page of the search results. In fact, most of the results are from websites outside of the U.S. This is a big strategic oversight for an industry that sells products owned by 47% of Americans.
In addition to firearms manufactures getting into the Hispanic marketing fray, the industry as a whole can take this opportunity to educate and welcome several new generations of enthusiasts to the sport. Many come from countries that don’t have the freedoms we enjoy here or just haven’t been exposed to shooting sports.
The NRA can play a major part in this education/welcoming effort, too. There’s this site, http://www.nraespanol.org, but I doubt the NRA even knows it exists.
I’d be thrilled to see the Outdoor Channel (cable TV) run a Spanish-language shooting sports program, sponsored by Smith & Wesson, Brownells, Cheaper Than Dirt or Midway USA. These guys have the marketing budgets to pull it off.
Until then, the race is on. The runners just need to show up.