Author: Cassie Scott
Business professionals in the archery and bowhunting industry traveled to Indianapolis from across the United States and 26 countries Jan. 11 to 13 for the ATA Trade Show, the industry’s largest and most inclusive event.
Attendees placed orders, networked with fellow professionals, and visited the Show’s Member Services Area to learn about ATA programs and services that boost business by promoting archery and bowhunting. Read on to discover how ATA members will benefit from these programs in 2018 and beyond.
There were quite a few retailers who invested in FootStep's Marketing expertise in websites for their stores. These ATA-member retailers saved $600 to $3,000, depending on the package, and expect to generate more sales and customers with new, thorough, easily navigated websites. Photo Credit: Shannon Rikard.
With 3,307 of the Show’s 9,261 attendees wearing yellow “retailer/buyer” badges, it’s no wonder the Member Services Area drew plenty of interest from this year’s crowd. Click here for more information about the ATA Trade Show numbers.
Retailers continue to benefit from programs like ATA Connect, ATA ePRO, website-development services and the Retail Growth Initiative. During the Show, many retailers also earned certifications to teach archery, and share insights and concerns with members of the ATA Retail Council.
The ATA offered many deals at the Show to help retailers obtain services that increase their efficiencies and build credibility with customers. In fact, 30 retailers took advantage of low, exclusive prices to buy ATA ePRO, a software program that helps manage their ranges and pro shops more effectively. Meanwhile, 15 retailers invested in FootSteps Marketing’s expertise to build quality, custom-designed websites for their stores. These ATA-member retailers saved $600 to $3,000, depending on the package, and expect to generate more sales and customers with new, thorough, easily navigated websites.
Retailers also took advantage of opportunities to build their credibility and boost their customer base by getting certified to teach archery. The ATA offered multiple USA Archery Level 1 and Level 2 certification classes, as well as Scholastic 3-D Archery certification classes, which were new for the 2018 Show. The classes proved popular by certifying 166 instructors, with 59 completing Level 1, 65 completing Level 2 and 42 completing the S3DA class.
In addition, many ATA-member retailers learned more about Explore Bowhunting and Explore Bowfishing, two programs that help educators and program leaders teach students of all ages basic bowhunting or bowfishing skills. The ATA created these programs to help retailers get more involved in their communities’ education programs and boost archery participation nationwide.
The Archery Equipment Development program helps ATA-member manufacturers get their products field-tested by youths, women and beginners, who then provide useful feedback for marketing or improving a product’s design. Photo Credit: Heather Koehl.
Manufacturing members numbered 4,441 at the Show, and enjoyed strong, steady retailer traffic at their booths. These red-badged Show attendees also benefited from ATA-driven efforts, such as the Deer Protection Program and the Archery Equipment Development Program.
The Deer Protection Program helps ATA-member scent manufacturers and their product suppliers do all they can to prevent the spread of chronic wasting disease. Their efforts do all that’s possible to ensure the health of wild deer, elk and moose herds in the United States and Canada. The Show generated even more awareness and support for the program and its 18 participating manufacturers. Retailers visiting the Member Services Area picked up posters they can display in their stores to encourage customers to buy scent products bearing the program’s blue checkmark.
The Show also generated more interest in the new Archery Equipment Development Program, as ATA staff met with manufacturers to explain how to participate. The program helps ATA-member manufacturers get their products field-tested by youths, women and beginners, who then provide useful feedback for marketing or improving a product’s design.
During the past year, ATA-vetted field-testers reviewed 21 products for their appropriateness for youth, women and group instruction. Of the 21 products, 13 earned a prominent placement at the Show. Their presence in the centrally located Member Services Area helped retailers become familiar with these field-tested products.
ATA staff stayed busy discussing its Archery 360 and Bowhunting 360 platforms, which help recruit, retain and reactivate new and lapsed archers and bowhunters. Photo Credit: Shannon Rikard.
The Member Services Area also offered high-profile opportunities for ATA-partner organizations like USA Archery, World Archery, Scholastic 3-D Archery and the National Field Archery Association to meet retailers and manufacturers to discuss efforts to grow the archery and bowhunting communities.
ATA staff stayed busy discussing its Archery 360 and Bowhunting 360 platforms, which help recruit, retain and reactivate new and lapsed archers and bowhunters. The Show highlighted the ATA’s consumer-facing websites and social-media platforms because they drive customers to ATA members’ stores and pro shops. These websites offer clear, informative pathways to archery shops, ranges, coaching, outreach programs, practice opportunities and more, helping teens and adults get excited about archery.
ATA’s partnerships and consumer sites help promote awareness and education about archery and bowhunting, much like the ATA Academy’s seminar series at the Show. During the three-day Show, 841 ATA members participated in 35 seminars, most of which were directed at retailers. These annual seminars provide tips, information and business solutions to help ATA members grow, learn and succeed.
Two of this year’s seminars targeted manufacturers, including an afternoon session titled “Combating Counterfeiting in the Archery Industry.” This seminar featured William Ross, deputy director of the National Intellectual Property Rights Coordination Center, and attracted 65 industry professionals.
Other popular seminars were “Letting Go: The Mechanics of Form and How It Relates to Shot Execution,” which drew 119. Next was “Controlled Process Shooting,” which attracted 85.
ATA staff, of course, work year-round to create a trade show that goes beyond buying and selling products. The Show gives ATA members firsthand looks at many programs, services and resources that help expand business, and sustain a profitable industry.
Although the 2018 ATA Trade Show ended Jan. 13, along with its exclusive deals and prices, ATA members can keep benefiting from ATA-sponsored services year-round. To learn more, contact the ATA business and membership office at (866) 266-2776.