037: Masterclass Preview - Consistent Authenticity with Melissa Bachman & Michelle Scheuermann

In this preview episode of the 2023 Archery Industry Masterclass (January 10th - Indianapolis, IN), Kurt talks with Melissa and Michelle about the various methods brands and retail businesses interact with their customers. Each marketing channel is unique, but what remains the same is the need for a business to be authentic so customers can make a true connection no matter if they visit your website, social media pages, or brick and mortar business. Learn more about the Archery Industry Masterclass at archerytrade.org/masterclass.

Kurt talks with Aaron Ritter about the 60-30-10 principle and how it applies to mobile hunting, and specifically to those looking to start saddle hunting. Aaron also shares idea of how archery retailers can play a vital role in helping more people enjoy saddle hunting as it becomes an increasingly popular method of hunting big game with archery equipment. Don't miss Aaron's Coffee Talk at the #ATA2023 trade show on Friday January 13th at 11:00am in the MyATA Area.

In this episode, we chat with ATA's new president & CEO, Jeff Poole. Jeff shares some of his past experiences, what drew him to the archery industry, and what he sees as opportunities for the future of the ATA and its members.

Guy Krueger of USA Archery shares insights on how the last year has affected the landscape of coaching archery and how coaching can be a huge benefit to your business. This episode is a preview of more content to come in our 2022 Archery Industry Masterclass. Visit archerytrade.org to sign up for in-person or virtual sessions.

Mike Jasper is a current college football coach and former player in the National Football League. In this episode, he shares how being a black man living in the south has made his journey into bowhunting different than most...and how you might be able to learn from his experiences to improve your relationships with new customers.

Kurt speaks with fellow ATA staffer, Samantha Seaton, to discuss an upcoming segment of the Beyond the Bow podcast - The Draw. These special episodes, hosted by Seaton, will turn the focus to the customer. Archers and bowhunters are what make this industry, and each of them has a different story of what they shoot, how they hunt, and most importantly - the draw that keeps them behind the bow.

Korbin's Archery (Seminole, TX) has established itself as a successful archery pro shop. In this episode, hear from owner Korbin Williams as he shares some advice on what has brought about this success. Korbin also shares a crucial mistake that caused a major disruption for his business in hopes that fellow retailers can learn and avoid encountering a similar situation themselves.

Your ATA has established a great working relationship with the Association of Fish & Wildlife Agencies, and continues to participate in that organization's efforts to protect game populations and promote bowhunting. In this episode, ATA vice president & chief conservation officer Dan Forster joins Kurt to talk with Mark Tisa of the Massachusetts Division of Fisheries & Wildlife. We discuss some current projects funded by federal excise tax dollars paid on archery equipment, and also the emphasis on gathering hunter data from across the country so industry businesses and wildlife agencies can make informed decisions.

Growing archery participation has consistently ranked at the top of the list when ATA members are asked what is going to have the biggest impact on their business going forward. One of the most effective ways to grow participation is recruiting and retaining new archers, but to truly expand the reach of the industry we must look outside of our current circles. In this episode, Sam Seaton (ATA), Immanuel Salas (Texas Parks & Wildlife), and Mike Jasper (Bethel University) discuss their experiences in archery and how the ATA is working to not only identify areas in need of improvement, but also to create a plan to act upon them with the goal of a bigger, better, and more inclusive archery industry.

The NASP program has served as an introduction to archery for students throughout the country, but like most organizations has had to adapt its offerings to adhere to COVID-19 guidelines. In this episode, Kurt talks with Stephanie Rustad (NASP) and Lisa Frye (KY Fish & Wildlife) about where the NASP program started, how its currently adapting, and where there's more room for members of the archery industry to get connected to create new customers and move them along the pathway beyond NASP.