Smith & Wesson is launching a new offensive in an effort to expand the M&P pistol line’s market share according to recently released documents. Â 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. Â 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. Â This is a S&W ad from the current issue of American Cop magazine. Â 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.”