Smith & Wesson’s Focus on M&P Line

Smith & Wesson M&P AdvertisementSmith & Wesson is launching a new offensive in an effort to expand the M&P pistol line’s market share according to recently released documents.  New advertising and new guns are a significant part of the company’s new marketing push.

Grow the M&P

In an PowerPoint presentation dated February 2012, Smith & Wesson lists as their “Major Focus” the growth of the M&P pistol’s market share.  Part of their growth strategy includes “increased consumer advertising” and “increasing capacity to satisfy growing orders.”

An example of the increased advertising in shown on the right.  This is a S&W ad from the current issue of American Cop magazine.  The full page advertisement highlights many of the features that both individual shooters and law enforcement agencies would be interested in.

Additionally, according to the presentation, Smith & Wesson will increase support of their dealers with “strong merchandising materials,” training for armorers and something they call the “On-The-Hip Program.”