Tracking & Reengagement

To gauge how many first-time purchasers become repeat customers, NOVA Armory utilizes a customer relationship management (CRM) system.

“We’re fortunate to live in a time where there’s this type of technology available to us and to help us operate more efficiently,” said Poulin.

Their CRM system is tied to the email newsletter they send out to reengage customers. They also keep a photographer on retainer to help create and manage social media content for Instagram and Facebook, as well as tutorials and review videos on YouTube.

“We’ve tried some more traditional marketing methods like advertising in the Pentagon newspaper, but we didn’t really see the return on it,” he said. “So, we want to explore other digital marketing strategies.”

When trying to target a niche audience, like hunters, digital marketing strategies such as local search engine optimization (SEO) and pay-per-click advertising like Google Ads provide quantifiable results unlike traditional methods.