Performance Review

    Priding itself on its capability to host a family experience, the Demmer Center’s new facility offers quality, up-to-date equipment, training, and education. They offer many classes ranging from basic pistol, rifle, bow fishing, or archery. In addition to learning how they use the shooting equipment, they offer hunter safety, exclusive training clinic just for women, and even a concealed pistol license (CPL) class to get your certification. Their problem isn’t what they have to offer, but that no one knows about it! They have so much to offer, but they are still doing below average. 
    Recently, the center has attempted many incentives to get people through the door. One promotion is called Dinner and a Shot, which is comprised of an afternoon of pistol, rifle, or archery and an evening at Gilbert and Blake’s for two. This is a great idea for people who are looking for something different to do on a Friday night instead of going bowling or to the movies. The next big promotion they offer is geared towards the guys and is called Shoot and Shave. You can get an old fashion barbershop straight razor shave and facial massage with two hours of shooting time. Knowing their target demographic mainly consist of young males, this is a wonderful promotion that gives you a little something extra to treat yourself with.
    Despite their attempts to recruit members, they still are unable to get the community involved. They have amazing state-of-the-art facility that is underappreciated in the community. There are many simple ideas they may want to consider. For example, adding signs to make the building easier to notice from the street in order to draw new customers, as well as reorganizing their website. The Demmer Center has a very thorough site with a lot of information, fun virtual tours, and creative artwork, but it is a bit overwhelming.  Organizing the information into something more concise and simplifying the navigation around the site may help to encourage future business. The last thing they may have considered is investing more time into social media. Their current Facebook page has 184 ‘Likes’ and is consistently updated with photos of tournaments and training, which is great. However, another way to get a younger market segment involved with their shooting range instead of alternative recreational sports is via twitter or blogging. Expanding from Facebook to other forms of social media may really help to market their business. 
    The Demmer Center has a lot to offer to the greater Lansing community. The various activities and classes are ideal for a broad range of ages and occasions. Not to mention, the state of the art facility is a safe and fun environment. Their performance isn’t lacking, but rather, people are unaware of their impressive performance. I believe that once the Demmer Center combines their creative promotional deals with more marketing efforts, people will discover for themselves this best kept secret of East Lansing.