Case Study
The Outpost Armory is one of the largest gun stores in the state of Tennessee. Owned by the Barrett Family of Barrett Firearms, The Outpost Armory serves the needs of hunters and shooters with a variety of products including handguns, rifles, shotguns, safety equipment, reloading supplies and ammunition. The client-agency relationship between The Outpost Armory and Adams + Swann dates back to 2014 where the agency has provided services in the areas of advertising, digital marketing, creative assets, promotions along with market strategy .
Services
Media Buying, Media Planning, Advertising Strategy, Creative, Logo Design, Email Marketing, Social Media
Objectives
- Promote The Outpost Armory through Digital Media and Local Advertising
- Increase and Maintain In-Store and Online Sales
- Build Brand Awareness in Nashville Market
Billboards
One of the most recognizable projects from Adams + Swann are the 12 billboards along I-24. Adams + Swann has created the concept and visual design which helps direct potential customers traveling along I-24 to The Outpost Armory.
Email marketing
Adams + Swann creates, manages, and sends monthly emails to over 20k registered users to promote in-store and online promotions. Emails produce results above industry standards in click-throughs and open rate.
Print, Radio, and TV Advertising
Adams + Swann creates, manages and purchases media on radio and TV and in various local print publications for The Outpost Armory. Each month Adams + Swann develops a promotion for The Outpost Armory and writes copy for use on top radio programming in the Nashville market. Through research and planning, Adams + Swann has selected top publications and media outlets for potential gun buyers and shooters. In addition, seasonal campaigns for Black Friday and holiday promotions have been employed for numerous years that have yielded great results and visibility within the Middle Tennessee market.
Special events and promotions
Adams + Swann has created and designed in-store signage, promotional cards for use in such initiatives such as Officer’s Club Vip Membership and collateral for use in in-store promotion and cross promotional efforts like National Rifle Association events and trade shows. Also, Adams + Swann has helped The Outpost Armory promote and hold special events for VIP’s and top tier customers in the form of Trap Shoots, Dove Hunts and special weekend events such as Ladies Weekend. The creation of web graphics, invitations, banners and signage along with online registration landing pages have all been a part of the services provided by Adams + Swann.
Results
Over the last four years, Adams + Swann has helped The Outpost Armory gain awareness and create revenue opportunities for their retail outlet and online store. Through this span, The Outpost Armory has remained one of the top gun stores in the state of Tennessee and grown market share within the market