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December 12, 2024
Geofencing: Why Every Gun Store and Range Should Be Using It
Imagine this: you’re a gun shop or range looking to increase foot traffic, build awareness of your offerings and ultimately drive more sales or memberships. Now, what if you could deliver ads directly to people’s phones, tablets or desktops as they pass by your store, visit a nearby competitor or browse in your area? Pictures featuring your promotions, videos highlighting your range, audio or podcast ads to hit people on the go.
That’s the power of geofencing. Think of it as a digital trap line — you set the boundary and when potential customers step in, they get your offer.
What Is Geofencing?
Geofencing allows you to create a virtual boundary around your location. When someone with a device, like a smartphone, enters that zone, they receive your ads. It’s like waving a sign at them as they walk by, but way cooler—and much more effective.
How Can Geofencing Help Your Business?
If you’re a store or range owner working with a tight budget, geofencing can be an incredible way to target firearm enthusiasts like never before. It’s a targeted way to get people already nearby to think, “Hey, why not check out that range down the street?” It gives you the ability to expand your reach digitally beyond email marketing – increasing eyeballs, awareness about your location and ultimately feet into your store.
Even better, some manufacturers can run ads for you! If your manufacturer is doing digital advertising (ask them!) suggest they geofence your location as a part of their campaign. For example, a major firearm manufacturer was offering a free box of ammunition if you went to a local range and tried their new pistol. They were able to tailor their campaign to include only locations where this offer was available, increasing foot traffic and redemptions of the offer.
Track The Impact
Often, digital advertising can be hard to grasp the real impact on a business, but geofencing doesn’t stop at ads. You can track how many people actually visit your store after seeing the ad, how long they stay and whether they come back (the best customer is a repeat one!). Key metrics that can be measured include:
- Store visits: See how many walked through the door because of your ad.
- Conversion rate: Track how many ad viewers became visitors.
- Time to visit: Measure how soon after seeing the ad someone stops by.
Big Tech Won’t Let You? No Problem.
Chances are you’ve thought you can’t advertise due to all the restrictions around firearms and tactical goods—thanks, Big Tech! But there are alternative platforms out there that don’t censor and increase your reach beyond the traditional gun websites to firearm enthusiasts and firearm curious people in your area. You just need to know how to navigate them. With the right geofencing service, you can advertise your store or range without dealing with all the tech roadblocks. It’s like finding a backroad when the main highway is closed.
Why Wait?
Geofencing is a no-brainer for gun shops and ranges. You can hyper-target, reach more customers, grow your brand and get measurable results—without blowing your budget.
Will you be at the 2025 SHOT Show?
Don’t miss Jeff’s session at SHOT University, “Breaking Through Barriers: Digital Marketing Strategies for the Firearms Industry.” In this talk, he’ll tackle the unique challenges firearm brands face online and reveal practical strategies to sidestep platform restrictions, utilize alternative channels and build a powerful online presence. Expect actionable insights on using AI to enhance digital marketing and innovative ways to engage your audience. This session is a must for those looking to leverage the latest digital tools while staying compliant and maximizing outreach.
Enroll in this and other educational opportunities during the SHOT Show registration process, or add sessions anytime to your registration. Seats will be limited. Enroll early to get your spot! Enrollment Fees Per Session: $40 NSSF Members | $75 Non-Members. Learn more about NSSF Membership here.
Geofencing: Frequently Asked Questions (FAQs)
1. What are the benefits of hiring an agency for geofencing campaigns?
Hiring an agency brings several advantages, including:
- Access to tools and platforms: With big tech, you won’t be able to do this on your own in places like Google and Facebook. Some agencies have access to premium advertising platforms and can navigate restrictions on firearm-related ads.
- Expertise: Agencies know the best strategies to set up and optimize geofencing campaigns.
- Performance tracking: Where the rubber meets the road to see if ads are having an impact. Good agencies will work with you to set up tracking and reporting to ensure you get clear insights into campaign results and ROI.
- Time savings: Managing campaigns yourself can be time-consuming—an agency allows you to focus on running your business.
2. What is the cost-effectiveness and potential ROI of geofencing campaigns?
Geofencing is highly cost-effective because it focuses only on customers in your target area, minimizing wasted ad spend. You pay based on ad impressions (eyeballs that see your specific ad) or clicks, meaning your budget goes directly toward engaging potential customers. Campaigns are scalable—whether you have a small budget or a larger one, you can optimize your spend accordingly.
Many businesses see a higher ROI with geofencing because of its precise targeting. By focusing on people nearby or those who have shown interest in similar services, you increase the likelihood of conversions, store visits and repeat customers, giving you measurable results for your investment.
3. Is geofencing advertising actually legal and compliant?
Yes, geofencing for firearms is both legal and compliant with the right approach. While actual legal restrictions are minimal (age and staying inbound of specific state laws), most barriers arise from the policies of major ad platforms like Meta, Google and X, which severely limit or prohibit firearm-related ads. To work around these restrictions, many brands turn to “closed-wall” ecosystems—firearm-specific websites and niche platforms that permit such advertising. While these sites help brands remain visible, they have limited reach, keeping ads contained within a narrow audience that typically has significant brand loyalty.
For ranges and retail gun stores looking to maximize visibility, relying solely on closed-wall ecosystems can greatly restrict reach and potential growth. Instead, by partnering with agencies that have access to unrestricted platforms, you can break free from these closed walls and reach a broader, more diverse audience that is in the market for what you are looking to sell – firearms, ammunition, memberships, etc. These unrestricted platforms allow you to geofence locally, targeting people in your area on the websites they visit daily on their phone, tablet or desktop.
A broader reach means more opportunities to drive local foot traffic, engage new customers and increase awareness beyond a confined circle. Ultimately, combining broad-reach strategies with precision targeting helps firearm retailers and ranges engage more potential customers while ensuring compliance and effective campaign measurement.
4. Can I include gun imagery in my ads?
Yes! There are no restrictions on using gun imagery in your ads. Sphere Strategy leverages unique partnerships and ad networks that specialize in firearm-friendly advertising, allowing you to showcase your products and services freely and effectively.
5. Where will my ads be seen?
Your ads will appear wherever your potential customers are online—including common news websites like Fox News or Field & Stream, within their phone apps and pre-roll videos before online content, thanks to programmatic advertising. This ensures your message reaches the right audience, no matter where they browse. Additionally, podcast audio ads can target customers while they’re on the go, such as when they drive by your store or visit nearby competitors.
About the Author
Jeff Marcoux is the founder of Sphere Strategy, a specialized marketing consultancy dedicated to empowering firearms manufacturers and tactical goods companies to navigate big tech restrictions while driving significant business results.
About Sphere Strategy
For years, Sphere Strategy has been at the cutting edge of the digital marketing, government marketing and ecommerce marketing for the tactical, outdoor and firearm industries. Working with many major brands as well as small shops, Sphere has has become the leading 2A agency for digital teams.
What makes us different?
- We punch above the weight class to bring best-in-class advertising tech and AI technology to 2A brands
- Managed campaigns fueled with unrivaled, custom in-market data
- 100% transparent campaign reporting with ROI proof
- Cookiless campaign tracking (online & in-store)
How will we fit with your team?
- Every strategy we execute is tailored to your brand
- We operate not just as an agency, but as an extension of your team, offering coaching, strategy sessions, market insights and much more in addition to execution
- We are a partner to you, dedicated to navigating the ever-evolving digital marketing landscape together
Categories: BP Item, Education, Featured, Ranges, Retailers
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