S&W marketing needs help.

Outlaw2013

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Does anyone else feel this way?

In my opinion the strongest thing S&W has going for it in the civilian market is a loyal fan base and a generally known level of high quality and well designed firearms. I think this is especially important in the revolver market. It wouldn't surprise me to find that the majority of pistol sales, especially from first timers, are autos. Revolvers seem to claim the territory of the advanced gun fan. One who enjoys the "more mechanical" design, the absolute drop dead gorgeous and envy inspiring looks, and some of the highest power to weight ratios available.

With all that being said it seems that S&W is slacking a bit in the marketing and awareness of their products we love so much. Example? How about one of my favorites. The SKU 103061, 340PD, red ramp, no internal lock. Try to find it on their website. A new comer would think that the only version available is SKU 163062, hi-viz, internal lock. However, the red ramp, no lock version is listed under ARCHIVE (no longer produced) as SKU 163061. Mine was made 08/2014. I had no idea they were going to make them again or that they were a "current" product. I searched for 2 years for a no lock model thinking they went the way of the dinosaur and 500ES.

Another example? The incredible Performance Center 460 XVR 3.5''. SKU 170350 . Such a bland description of a high end collector (IMO) piece. Same 'ol "In 2005, S&W...blah blah blah". How about some very detailed information on how this piece came into existence? Why no mention of the specialty green Houge grips? People like me are very into the details and intricacies that make special things special.

A few other nitpicks:

-My $900 340PD exotic ultra J came in a crappy blue cardboard box. Are you kidding me? Any $400 auto at least comes with a plastic hard case, foam, little mag loaders or crappy holster...etc (Springfield XD gen 1). My $100~ Seasonic power supply for the computer I built came in a fancy velour box with the cables in a stiched nylon pouch...etc. You payasos (S&W) put my exotic scandium/titanium thousand dollar pocket cannon in a freaking pizza box? Whats wrong with you?

-Where is the nice apparel and brand awarness type stuff? A few boring trucker hats or two shirts on your whole website? How about some modern T shirts with Performance Center logos? One of the coolest things I like about the scandiums are the S&W scandium atom burst logo. How about some hats or shirts with that stuff?

The website is ok but I feel it could be improved. Each amazing firearm needs its own personal description of why its bad *** and why you should spend a thousand plus dollars on it, not just some cookie cutter "In 2003 the X frame team.....". zzzZZZzzz.

One last thing if anyone from S&W gets a hold of this thread. 2019 will be the 30th Anniversary of the Performance Center. Don't let it just pass by with a random article in a blog nobody reads. Take the time to slap together a special piece or drop some extra engraving on a current model. Take advantage of your history, your loyal fan base and your excellent products which deserve to be championed and celebrated.



(P.S., pretty please make a 500 S&W version of your 3.5'' PC 460 ;) ).
 
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Outlaw2013, your comment about "a loyal fan base" really says it all. I also have been mystified how many S&W products have been marketed. Of course, my study and execution of marketing is ancient history. But some basic things don't change. S&W is not taking full advantage of its loyal fan base and heritage.
 
As a sales and marketing professional I agree.

The website has zero pizzazz. This is not terribly different than most manufacturers though. Ruger, Savage, etc all have boring websites.

I think they depend on word of mouth, the gun rags, and of course how they look in the case to move guns. If ANY gun maker is going to appeal to the younger crowd they're going to have to do a better job online. Period.

Some of the worst websites are those that cater to revolver fans. Ahrends' site is bad and Magnaport's site is AWFUL. Companies with no web presence or savvy that sell products that are often discovered or researched online will die on the vine.
 
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