The company acknowledges that specialized target marketing strategies will
be required for each of these three markets and has addressed those needs with a
comprehensive marketing plan.
NEW GUN SALES
Saf-T-Hammer plans to license the rights of its product to the major gun
manufacturers for a royalty payment for each Saf-T-Hammer or Saf-T-Trigger. Gun
manufacturers can produce both of these products for a few dollars apiece after
minor changes are made to their existing manufacturing process.
Saf-T-Hammer intends to establish licensed Saf-T-Hammer dealers (existing
gunsmiths) to convert currently owned guns with Saf-T-Hammers and
Saf-T-Triggers. It is anticipated that dealers will purchase the products from
the Company, and will charge the customer for the labor involved in installing a
Saf-T-Hammer or Saf-T-Trigger. The dealers can install the devices in
approximately 10 minutes. The Company anticipates that the total cost of the
conversion to the consumer will be less than $50.00.
Current and Future Gun Owners
Saf-T-Hammer and Saf-T-Trigger can be marketed successfully to both current
and future gun owners through both conventional techniques, and complimentary
creative strategies. Conventional marketing strategies will include the venues
currently utilized by all gun manufacturers, including magazines, gun shows,
target mailings, etc. Sales data from the major gun manufacturers suggests that
conventional marketing techniques are successful. Additionally, Saf-T-Hammer
can be promoted through unconventional avenues. Some of these include:
- Development of relationships with safety organizations such as the
National Safety Council, Center to Prevent Handgun Violence, Mothers Against
Violence in America (MAVIA), the NRA's Eddie Eagle Gun Safety Program, and
others which are spreading across the United States. In some instances,
Saf-T-Hammer should earn the endorsement of safety organizations based on pure
product merit. In other circumstances, a "team approach" can be utilized to
benefit both the non-profit entity and Saf-T-Hammer, through the use of cash
incentive donations to these organizations for sales attributed to the
- By virtue of the novel and unprecedented safety technology it represents,
Saf-T-Hammer can make good utilization of a major public relations "kick-off"
campaign. The ease and speed with which the technology can be implemented,
coupled with the complete trustworthiness of its safety features makes
Saf-T-Hammer a truly newsworthy invention. Because Saf-T-Hammer's products are
strictly safety devices, they are not burdened by the politics surrounding gun
ownership and gun rights, and can be widely embraced as a solution to unintended
gun injuries and death. The government scrutiny and public focus on gun danger
makes the present a perfect time to launch Saf-T-Hammer into the marketplace.
Gun Dealers and Gunsmiths Performing Conversions