For many ATA members, the 2025 Show probably hasn’t yet crossed your mind. ATA staff, on the other hand, started evaluating feedback from the 2024 Show shortly after it ended. Staff are also currently putting plans in place to serve the archery industry in the year ahead and bring together the entire archery and bowhunting industry in Indianapolis for the 2025 ATA Show.
The common theme I see when reading through survey responses from our members is that the work to keep the ATA Show and the industry as a whole thriving is never done. But it’s not just one organization or business type that has this burden to bear. Manufacturers, retailers and the ATA all have plenty of work to do to keep this train rolling down the tracks.
You’ve been a driver moving the industry forward ever since its inception. Continuing to innovate each year is no easy task, but your role in archery and bowhunting doesn’t stop there. In many cases, your dealer network relies on you heavily to help support end users. But what can you do beyond delivering a great product and service? Based on the feedback we hear from retailers, the biggest need is more information. Nothing helps a retailer be more effective than having information sooner than their customers and getting more detailed insights to help them set up, tune, and troubleshoot equipment. So keep working on building the lines of communication with your dealer network, and don’t be afraid to ask some trusted business partners about what could help them solidify their role as the trusted resource for customers.
Customers are strange. Just when you think you’ve got them figured out, a new trend takes hold and it’s back to square one. For that reason, it’s no surprise that we hear a lot of retailers are looking for sales and marketing help. Understanding how to reach new and existing customers is a never-ending job. If you believe that you’ve got it all figured out, you probably just don’t realize how far behind you really are. As someone who is not naturally talented at selling or marketing, I know getting caught up on social media trends or doing sales training role-plays with staff just doesn’t sound fun. But the upside is that there’s never a bad time to get started, and anything you do to give these soft skills a boost will pay dividends in the future. If you’re looking for somewhere to get started, check out our marketing and business operations Masterclass sessions from previous years on the ATA Learning Center, where you can get some actionable takeaways.
Where do we come in? First and foremost, we exist to help our members do better business together. We continually evaluate feedback from members to look for opportunities where we can help. Naturally, after the ATA Show, we hear a lot about what went well and what could improve. Our team takes all of this into consideration when planning for the year ahead. We’re already looking at how we can keep exhibitors and attendees coming back, making the Show floor effective and easy to navigate, and giving more opportunities to access excellent educational sessions. But before we get to Indy in 2025, we have a year of work ahead to positively impact archery. While the Trade Show team hits the ground running, the rest of the ATA crew has plenty of work to do in other areas. In Government Relations, we’ll be continuing to work with states and other organizations to protect bowhunting access across the country. Our Outreach and Education team heard loud and clear that members want more access to the Bow Technician Certification program, so that will be a focus, along with launching our Crossbow Technician Certification program. Keeping in touch with members and finding the best ways to inform them about important industry happenings is continually evolving for the MarCom team. And those in Membership are busy building a new and improved database that will make it easier for ATA members to navigate and continue to improve value in being part of this organization.
Maintaining consistent business operations can be a good thing when it builds confidence for customers and a repeatable, positive experience. But don’t mistake consistency for complacency. Everyone who makes a living in archery and bowhunting plays a role in continuing to grow our sports, and by the same token, we all have work to do to get better. No matter how successful your business might be, you’re never done. Spring is a great time to analyze your business. Take a few hours this week to identify some areas where you can improve and then make a plan to work toward that goal.
If you need help getting started, let us be your resource. After all, our work helping members is never done either. Email Kurt Smith, director of industry relations, at kurtsmith@archerytrade.org.
WE ARE HERE TO HELP THE INDUSTRY, TO HELP INDIVIDUAL BUSINESSES GET THE MOST OUT OF THE INDUSTRY, AND TO HELP YOU.
