There’s an answer to a question posed in yesterday’s post regarding ways to expand the shooting sports at a pace that matches the expansion of gun ownership, and that answer is found in the tag line of this blog: Guns are the new Harley-Davidson.
Harley was smart enough to realize that their long-term growth depended not just on people BUYING motorcycles, but RIDING them. The garages and closets of America are filled with gadgets and toys that people bought because it was the cool thing to do at that time, but then they quickly moved on to something else.
This is why I use the term “tactical pet rock” when it comes to today’s gun owners: At best, they’ll be like Harley owners, and understand that owning a gun means a change in their lifestyle. At worst, they’ve bought a novelty item like a pet rock that will languish on a closet shelf for decades until it’s time to get rid of it.
Harley-Davidson sells motorcycles pushing the idea of the open road, independence and freedom. They rarely talk about their actual products to new motorcycle owners, they talk about how a Harley makes you *feel*.
This is called “lifesytle marketing,”, and it’s an almost un-heard of thing inside Gun Culture 2.0.
Harley creates the “motorcycle lifestyle” with “Learn to Ride” events all over the country that teach people who want to buy a motorcycle how to actually RIDE a motorcycle.
Quick: Which gun company is doing that same sort of thing to encourage people to own (and shoot) their guns?
That’s right, none of them.
Glock is the closest to doing such a thing, and no, it’s not GSSF I’m talking about. Rather, it’s the Everglades Glock event they’ve put on the past couple of years down here at Louland gun range. It is a celebration of Glock ownership and has simple, easy-shoot stages that are closer to what a competition is truly like, rather the point-and-squirt stages of Steel Challenge or GSSF. This event is more about Glocks, how they shoot, what you can buy for them and how they fit into your lifestyle than it is about shooting a match or learning a new training technique.
We forget just how much new gun owners DON’T know about guns, and how “basic” our basic level of training and competition needs to be. Getting people to have fun at a shooting match is important, as is getting people to be carry more confidently because they’re well-trained. We forget, though, that the fun and the confidence has to come first, and then (and only then), the competition and the training will follow.