Hunting Industry Marketing and the Hunt for Truth

The human brain is a behavior change engine subject to the influence of various stimuli. As marketing images and messaging are internalized by the brain, a subject matter becomes familiar. Familiarity can evolve into preference and belief that become actionable in the buying window when exposed to a high frequency of relevant and sensational images and messaging. Preference and belief that something is good is not always reasoned with facts because marketing science implants and nurtures perceptions desired by marketers.

A wide-angle assessment of the hunting industry reveals the tactics used to drive market attraction. Marketing plans of hunting companies rely on glorious photos of out-sized trophies shared in advertising and social media campaigns. Along with proclamations of greatness, the hype kicks into a higher gear during hunting conventions. It's a highly competitive world for a niche audience.

Hunting companies can be rightfully proud of what their areas and teams produce each season. And showcasing their area’s potential and operational capabilities with exceptional trophies serve as proof points to what they produce. It's a legitimate practice and all of us do that in order not to be an outlier. Success sells.

But collectively, this can be perceived as hype. It can be over-bearing and lead to distrust. Too much of a good thing is too much of a good thing. Hunters feel challenged to filter through the marketing clutter and hopefully find the truths that enable safe choice of precisely with whom, where, and when to go hunting.

This state of things was predictable. As the internet was emerging in the mid-90s, the “Cluetrain Manifesto” warned companies that the collective insights of online communities would become more trustable and powerful than their hyped one-way messages. One example of this dynamic shift is alive today in hunting forums.

But just like all the forms of marketing hype (advertising, social media, conventions, journalism, podcasts, etc.), whether company-generated, influencer-generated, or community-generated, the substance of claims and opinions are usually veneer-thin. As a hunter wades through the eye candy of trophy pictures and bold assertions of being “the best”, the implied and unspoken questions are:

1.       Will success be repeatable for me?

2.       What do recommenders factually know and how deeply do they know it?

3. Will recommenders be accountable for what they advocate?

4.       Do the recommendations align 1:1 with what I have in mind?

5.       What expectations should I have?

6.       Who will explain everything so I can make the most informed choice that protects my money and time?

7. Will I be able to go in total confidence?

If the marketing that you experience is hyper-relevant, create a short list of companies to contact to find out more. Find a hunting industry professionals whose M.O. is to provide personalized and factual consultation – someone who will take the time to know you and then recommend hunts that “fit” and back them with factual rationale.

Companies will use marketing to initially attract you, but marketing and selling should dead-stop there. If you feel pressured, back away and keep searching for a professional who functions as an advisor. The truth is not complicated.

Once such an advisor is found, engage in deep exploratory conversations about your goals and the details behind any hunt recommendations. Look for an advisor who doesn’t subscribe to the “less is more” philosophy. Find one who lives by “more is more”. Although it might seem counter-intuitive, you will need to ask fewer questions and feel confident quicker when hunting conditions and the rationale for recommendations are explained more thoroughly by a “more-is-more” professional.

This is your best way forward through a maze of tantalizing trophy pictures and hype. Think of hunting industry marketing as a simple call to action – “Let’s have a conversation”.