The Power of Experiential Marketing
By Laura Evans
SHOT Show is more than your average trade show—it's an immersive experience. If you're a seasoned exhibitor, member of the press or attendee, you already know the electric atmosphere, fast pace and huge scale of the show make it a highlight for anyone in the outdoor and firearms marketplace.
For folks new to the industry, this year's SHOT Show may have been the best yet. With more exhibitors than ever, exciting networking events, increased media presence and countless opportunities for brands to engage, foster loyalty and drive sales.
Once you're home from the event and reflect on which exhibitors stood out, you'll begin to appreciate the true power of experiential marketing and realize what made booths memorable wasn't just the products but the experience itself.
Definition: Experiential marketing is a marketing strategy that creates unique experiences for customers to connect with a brand.
Why is experiential marketing crucial?
In our increasingly digital world, in-person events like SHOT Show are vital. They allow brands to foster authentic connections, demonstrate products in real time and generate excitement that online interactions simply can't match. Attendees remember the moments that engage their senses and cue personal interactions, whether through the sound of a live demonstration, the feel of a high-performance pistol in your hand or the excitement of engaging with a celebrity or brand ambassador. These experiences translate into long-term brand loyalty. Face time with brands, products and personalities at SHOT Show is integral to the overall experience. When brands utilize experiential marketing, they don't just show off their newest products, they absorb you in moments that tug at your emotions. From booths lit with lights and lasers to interactive 3D product displays or even a chance to compete against a professional, these experiences raise your heart rate and stand out in your memory long after SHOT Show is over.
Standouts at SHOT Show 2025
Innovative Product Demos
VICIVISION AMERICA in Booth #51038 gives visitors an up-close live demonstration of their optical measuring systems. Watching the process in action provides a real-time, first-person view of how their system might support other companies in the industry by guaranteeing the highest accuracy in their machine-engineered parts. It's easy to see the technology's value and seeing their product in action sparks interest.
Interactive Elements
CoolFire Trainer in Booth #41016 is making waves with an onsite, interactive shooting range where visitors can experience dryfire training while having fun. It's entertaining and educational, making it an exciting attraction.
Product Launches
Staccato in Booth #12211 kicks it up by partnering with Ace Virtual Shooting, whose immersive VR app combines a realistic handset modeled after Staccato's newest 2011 P4 firearm for an in-booth shooting experience. Plus, attendees get to engage directly with the minds behind the products. This personal interaction fosters a deeper connection with the brand and its products.
Friendly Teams
The Bachstein Consulting Booth, #51233, had a friendly approach and stood out with their sharp, matching shirts. The friendly, approachable atmosphere they created invited visitors to engage and connect. It was clear that their focus on both a professional appearance and a fun, welcoming attitude helped make every interaction memorable.
Operations Manager Alaina Wilson commented, “We have a genuine passion for the industry and our relationships here. We understand the value this event has in strengthening our connection with our long-time customers and partners and allowing us to expand our network and share our passion. Because of this, prioritizing our team's defining look and ensuring we greet each visitor has become a non-negotiable for us. The shirts give us something fun and a top-of-mind visual representation of our skill, passion and personality.”
Immersive Experiences
Operator XR is introducing its new OP-2 advanced mission rehearsal and training system at Booth #40112. Combining tactical training and law enforcement solutions, their technology incorporates features shaped by real-world feedback.
Customer Service Representative Ray Shelton from Operator XR explains, “Our booth design enables users to participate in preset missions in a highly realistic virtual 3D environment.” Even for those not wearing VR headsets, the live demonstration of their extended reality (XR) solutions offers an engaging and visually immersive experience.
These exhibitors do more than sell products—they deliver moments that attendees remember. These unique experiences set them apart from their competitors.
Practical Marketing Tips for Everyone Attending
Whether through firsthand product demonstrations or captivating displays, showcasing your products in ways that resonate with your audience will always win the day. Aim to create moments that attendees will share and talk about long after they leave the show floor.
Every experience at such an all-inclusive, immersive event can become a catapult to future success. When observing others, learn from their successes and mistakes and be thoughtful about what you can do to encourage attendees to engage with you. Remember, SHOT Show is a 24-hour working event. Always be prepared with business cards to share and collect.
Tips to Keep the Energy Alive
Focus on Customer Experience Year-Round
SHOT Show isn't the only time to enhance customer experience. Strive to make every interaction personal and meaningful, regardless of the setting. SHOT Show doesn't have to be the only time you put on the marketing hat. Make your interactions interesting in person, online or on social media.
Leverage Social Media
Share photos, videos and live streams of your booth activities to engage a wider audience. Use social media to extend SHOT Show's impact, especially for fans and everyday consumers who can't attend. Tag influencers or strategic partners, even if it's something cool from another booth. You never know when you might make a connection.
Network Strategically
Build relationships with media, content creators and other brands to expand your reach. Engage with people, gather contact information and follow up with them after the show. Don't miss out on the after-hours opportunities to network, whether at SHOT Show After Dark or simply striking up a conversation in an elevator.
Engage with Media
Media members are a valuable part of SHOT Show. Approach them enthusiastically and follow up post-show with information about your company and new products. Ask them to plan on receiving emails from you throughout the year. A strong relationship with the press can help build relationships and amplify your brand.
Post-Show Engagement
After SHOT Show, remember you can adapt some of your SHOT Show undertakings throughout the year. Ride the wave by hosting local events or sponsoring a regional shooting competition or a hunt. Range days or competitions are a great way to keep the momentum and further engage potential customers. Particularly when customers can try your products in a real-world setting. Consider attending other NSSF-sponsored events throughout the year where you can learn, network, and experience other immersive events. The NSSF Range Retailer Business Expo and the NSSF Marketing and Leadership Summit are two you should consider.
Create Lasting Impressions
Every booth, every interaction and every demonstration is an opportunity to build something bigger than just a sale. At SHOT Show, the brands that succeed aren't just selling—they're creating moments that attendees remember. By tapping into the power of experiential marketing, you can create memorable experiences that extend beyond SHOT SHOW and keep your brand top of mind all year. Remember, SHOT Show isn't just a four-day event—it's a year-round opportunity to engage, connect and grow your brand. Be prepared, be yourself and make every experience count.
About the Author
President of Silver Bullet Marketing, Laura Evans, is a seasoned public relations and marketing consultant with 17+ years of shooting, hunting and outdoor expertise. She's an avid Second Amendment advocate and can be reached via email at laura.silverbullet@gmail.com.
