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Jan 19–22, 2021
Sands Expo Center + Caesars Forum
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SHOT Show Insider: Looking Toward the 2021 SHOT Show

Welcome everyone to what will be a regular feature here on the SHOT Show Blog and in SHOT Weekly, SHOT Business magazine’s new newsletter. SHOT Show Insider is written by the SHOT Show team at NSSF and our partners at ConvExx, CSG Creative and Freeman to keep you informed about plans for the upcoming show as well as provide you with useful insider tips on how to have a more productive SHOT Show experience. Let us know what topics you’d like to see addressed here in the coming months by emailing us at shotshowinsider@nssf.org.

Looking Toward the 2021 SHOT Show

In light of the COVID-19 pandemic, a number of exhibitors have inquired about what our plans are for the 2021 SHOT Show. Any details at this point in time would be premature because we just don’t know what the parameters for holding large events will be nine months from now. Our first and foremost priority is to ensure the safety of our customers—the exhibitors, attendees and media—and our employees. So, as the situation develops on a daily basis, we’ll continue discussing what that looks like from an operational and customer perspective. Sometimes it feels like we’re planning to fight 100 different battles on the same ground. That’s why everything is on the table at this point in time. I think the fact that our show is held in January puts us in a very good position because there is a very good chance that we’ll emerge from this well in advance of the show. —Chris Dolnack, NSSF

Venetian, Sands Expo Update

By many accounts, the first quarter of 2020 was the biggest quarter in Las Vegas’s history. It is now considered to be one of the most turbulent. While unemployment has skyrocketed, I am happy to note that our partners at The Venetian Resort and Sands Expo Center have continued to pay all full-time employees their full salaries (including tips) and benefits throughout this closure, and have promised to pay them all until they reopen their doors. During times like these, showing that dedication to their team members and its business, we are proud to call them a partner. While the resorts have been closed, all have been actively formulating new business practices that will keep its staff and guests safe when they reopen. The first to come out with a comprehensive plan – and describe what procedures have been and will be implemented – was our partners at The Venetian. In their working document, which can be found here, you can read that significant resources have been invested toward adapting the resort into a safe place for all guests. Much of the emphasis on the planning has been on the hotel side, as that will be the first to open, and then it will be the smaller meetings and conferences. Large-scale shows such as ours will be addressed in the coming weeks, once it is determined which protocols are working and which may not be, once they reopen. While we all wait for answers for how Las Vegas and the trade show industry will reopen, we are all staying safe and healthy in our respective homes busily working toward what we anticipate being a successful and thriving SHOT Show in January. Jeff Pressman, ConvExx

Increasing SHOT Show ROI

All exhibitors can increase their SHOT Show ROI by writing orders in their booth during the show. Yes, all exhibitors, whether you go to market direct to retailer or two-step distribution. As a sales rep for a major distributor, I was all too glad to receive phoned-in or faxed-in orders from two major firearm manufacturers that sell through distributors and yet wrote retailer orders at the SHOT Show and asked the retailer what distributor they wanted to have the order placed through. One of the manufacturers wrote orders for fulfillment from distributor inventory and for drop-shipment from the manufacturer with a bill-to through my employer. Drop-shipments are a great way to provide the retailer with a more diverse mix of your products. Not only will you see some direct return on your investment, it is a guaranteed way to lock up the sale for your company, whether you sell dealer direct or through two-step distribution. If you are not writing orders and the SHOT Show, I would ask yourself, why not? —Tammy McIntyre, NSSF

Did You Know? Your Digital Press Kits Are Available Year-Round

Do you have anything new to communicate with the more than 2,000 media that attended the 2020 SHOT Show? The show’s Digital Press Kits database is an extremely valuable tool for exhibitors before and during the show, but it’s also accessed by attending media throughout the year. If you haven’t checked back there in a while, you might even find private messages you’ve received from media inquiring about your company or products. Simply log into your Digital Press Kit site through the Exhibitor Dashboard and upload press releases, images, or other product-related materials – and also check your private messages. If you have any questions or need assistance, feel free to contact Steve Goulder at Steve@core-apps.com. —Bill Dunn, NSSF

Make It Easy for Buyers to Find You in the Official SHOT Show Directory

Every contracted company is entitled to one free listing in both the print and digital (online) editions of the Official SHOT Show Directory. But are you aware that if you have a division or related company (e.g. same ownership) in your booth, or if you are known by both your company name or product name, then you may purchase additional listings so those names can be easily accessed and searched in the directories? The additional listing will be included in the Show Directory, on the website, and on the mobile application. This is a fantastic way for your company to show up in more searches by attendees. These can be set up when you are updating your standard listing. —Chris Tatulli, NSSF

JAN 19–22, 2021 LAS VEGAS