Know How to Reach the New “New Customer”
Sprangers said that today’s new customer is typically younger and more urban than the traditional one. Newlin said you must understand what’s motivating them to try archery or start bowhunting in order to connect with them.
The COVID-19 pandemic may have sparked the latest uptick in interest in bowhunting, as meat supplies shrank and people had more time to get outdoors. Folks want to understand where their food comes from, but they also look for food independence during trying times. These people are likely the newest customers. Talk to them about their motives and what they hope to achieve.
The next step is to use that knowledge as a conversation starter in your brand’s marketing efforts. As with any customer, it’s also important to allow them to ask questions and give them time to make decisions about what to buy. Position yourself as a reliable resource and credible advisor. Most beginners have a limited understanding of bowhunting terms and strategies, so keep things simple. You might scare away newcomers if your approach is “too hardcore or technical,” Sprangers said.
But remember, not everyone is a beginner. Don’t make assumptions. Instead, try to get a handle on the customer’s needs, wants and experience level as soon as you start working with them.
Make Your Website Efficient
Success in today’s markets means your website has to be easy to use and up to date. It tells potential customers what you do, what products you have and how you help your customers. The Shine United team challenges manufacturers to think about their website’s goal. Is it to sell products or to inform consumers about products? Either way, you must ensure the website does what you intend. And to keep it current and give it a long life span, you need to be able to make website updates internally.
“Amazon doesn’t outsource code updates; neither do any of the other big e-commerce websites and platforms,” Newlin said. “They do all of that in-house, and there’s a reason for that. They want to be able to make those changes efficiently. If you’re an e-commerce company, that’s your business. Why would you outsource doing your business? You should be able to build and maintain your website yourself.”
Owning your website allows you to drive the narrative. Plus, it helps you save money. Instead of paying a developer to make a website change, you can spend that money on ads or premade content. Be sure to use good-quality images, videos and feature stories to help people understand the benefits of your products.