TALES OF THE BUMP STOCK

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Scope of Work

strategy

Strategy

pr

Social Relations

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Social Media

event-marketing

Public Relations

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Videography

icon-seo

SEO

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Photography

Going Above and Beyond the call of duty

RW Arms is a leading retailer, wholesaler and distributor of firearm parts and accessories. They specialize in cutting-edge aftermarket components ranging from hard chargers, stocks, repair kits, triggers, hand guards, magazines and drums for sporting rifles like AR-15s, AR-10s, MP 15/22s and Mini 14s. They are a veteran owned and operated company with a distinctly patriotic brand.

ready, aim…

In early 2018, RW Arms made a strategic move to buy 100% of the nation’s available inventory of bump stocks from multiple companies that had shuttered their operations. By cornering the market on a highly desirable product, they sought to establish themselves as a high volume ecommerce retailer while building up revenue to support future growth plans. They reached out to Divining Point to build their brand and manage their online marketing strategy.

brothers in arms

Divining Point is veteran owned and operated business and supports the Second Amendment. Although none of us owned AR-15s, we took a completely neutral position on the issue of bump stocks. As a legal firearm component at the time of our engagement, we supported the client’s goals of moving this inventory to drive sales that would support the long term goal of the company.
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Divining Point started the engagement with a series of strategic sessions to discuss the potential outcomes and liabilities that could result from the sale of bump stocks, which were a highly contentious product after the 2017 Las Vegas shooting at the Route 91 Harvey music festival. A strategy was developed to support the company’s position through a variety of potential outcomes in the market. 

We started by defining the brand. Patriotic. Proud Second Amendment supporters. Pro-veteran and pro-troops. Unapologetic supporter of hunting, recreational shooting, and competitive target shooting. A supplier of only the best cutting-edge technology in aftermarket parts for firearms.

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With a brand, tone and voice in place, we established a presence on social media to promote the company. Bi-monthly photoshoots and video productions supported the company’s sales as they made a national name for themselves.

The Top Gun

A robust SEO project commenced to elevate the company in search engine rankings. Within three months, RW Arms became known nationwide as the leading source for recreational firearm enthusiasts to optimize their rifles. 

Facebook

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Pinterest

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The Law Drops The Hammer On Bump Stocks

On December 18, 2018, Donald Trump’s move to ban bump stocks was issued by the Department of Justice and subsequently published in the Federal Register on December 26th. The new ruling classified the bump stock as a “machine gun”, thereby making it illegal to possess after March 26th, 2019. 

The new ruling gave owners of bump stocks 90 days to enjoy the product in their possession, after which they would be required by law to destroy or turn over the product to the Bureau of Alcohol, Tobacco and Firearms. Failure to comply could result in up to 10 years in prison and a $250,000 fine for each bump stock in their possession.

The client was faced with a major dilemma. Bump stocks made up approximately 40% of their sales in the months leading up to the bump stock ban. As the sole retailer of this product, they sold as much of the remaining inventory leading up to the final day the bump stock ban took effect.

We were on the ground that day as the retailer turned over to the ATF approximately 70,000 bump stocks that remained in inventory. They were destroyed at a local recycler using heavy machinery which reduced the stocks to chips. We captured the event on video and photo to document the entire experience, while simultaneously handling the backlash on social media from pro-gun supporters and anti-gun activists. We even drove a flatbed truck to their warehouse when one of the drivers failed to show up to the event.

rwa bump stock pr impact

March 17, 2019 – May 9, 2019

Prior to the event we alerted the national media of the client’s move to comply with the law. The news coverage of this event resulted in 2500 mentions and new stories online, with an approximate reach of well over 500 Million. Every major news network across America covered the event.

rwa bump stock pr impact

Total Mentions:                          744

Total Reach:                               321.9M

Total Publicity Value:             $127,100

Mentions

Total Mentions

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Reach

graph-reach

Value of Coverage

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Sentiment

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word cloud

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Top Articles

HEADLINES

Bump Stocks Are Turned In or Destroyed as Ban Takes Effect
Bump stocks are turned in or destroyed as ban takes effect
Texas Company That Destroyed Bump Stocks Sues US Government
Bump Stocks Are Turned in or Destroyed as Ban Takes Effect
Bump stock ban appears to be starting toward desired effect
Texas gun stores not worried as bump stock ban takes effect
Violators of bump stock ban face up to 10 years in prison
Texas company that destroyed bump stocks sues US government
Texas retailer gives 60,000 bump stocks to feds to destroy
Gun company sues US over bump stock ban, claiming $20M in losses
Bump stocks are turned in or destroyed as ban takes effect
Texas company that destroyed bump stocks sues US government
Gun rights advocates want compensation for loss of bump stock sales
Supreme Court declines to stop Trump administration’s ban on bump stocks
Texas company that destroyed bump stocks sues US government
Bump stocks are turned in or destroyed as ban takes effect
Supreme Court declines to strike down bump stock ban

Outlet

New York Times Online
Yahoo Finance
U.S. News & World Report
U.S. News & World Report
CBS News Online
Chron.com
SFGate
SFGate
SFGate
The Hill Online
PBS Online
Associated Press Online
Associated Press Online
Chicago Tribune Online
FOX Business Network Online
The Seattle Times Online
The Mercury News Online

Reach

43,264,806
32,680,000
15,020,000
15,020,000
13,809,212
11,981,282
9,457,598
9,457,598
9,457,598
8,054,794
6,649,484
5,805,182
5,805,182
5,238,566
4,996,038
3,603,773
3,439,463

Share of coverage by media type

graph-media-type

Coverage Summary

OUTLET

Varney & Company – FOX Business Network
Fox 4 News at 9 – KDFW-TV
Fox 4 News at 10 – KDFW-TV
NBC 5 News at 6 PM – KXAS-TV
Midday News – WFAA-TV
CBS 4 News – Valley Tonight – KGBT-TV
WESH 2 News at 5 – WESH-TV
Spectrum News All Morning – Time Warner Cable News – Austin News 4
WOAI Today – WOAI-TV
News 3 at 10 – KBTX-TV
CBS Austin News at 6:30PM – KEYE-TV
Eyewitness News This Morning – WRDQ-TV
KXAN Austin News at 9 – KNVA-TV
Spectrum News All Evening – Spectrum News – Austin Spectrum News All
Night – Spectrum News – Austin
KTEN News at 6 – KTEN-TV
KTEN News at 10 – KTEN-TV

Number of Clips

3
1
2
1
1
1
1
6
1
1
1
1
1
3
5
1
1

REACH

731,247
102,865
85,651
75,560
36,003
15,336
38,399
19,994
16,932
16,605
13,741
10,995
5,961
5,237
3,065
11,471
4,281

Publicity Value

$31,131.00
$27,682.00
$27,019.00
$9,627.00
$5,396.00
$4,073.00
$3,786.00
$3,668.00
$2,763.00
$2,267.00
$2,124.00
$1,908.00
$1,291.00
$877.00
$747.00
$745.00
$739.00

Following the destruction of this inventory, we worked with the media to provide access to the client for print, radio and TV news interviews. The client sued the United States government on the grounds that the bump stock ban and compulsory destruction of an estimated $18 Million dollars of inventory qualifies as a 5th Amendment violation. They were unsuccessful with their case against the US Government.

life after bump stocks

After the Bump Stock Ban took effect, Divining Point conducted a series of strategic sessions to help the client recover from this devastating blow to their online sales. The shift required RW Arms to double down on their brand as a patriotic, pro-veteran, pro-Second Amendment provider of cutting edge technology in firearms parts.

This pivot back to the brand resulted in RW Arms stabilizing their sale volume – albeit at much lower revenue numbers – and continuing to push forward as a leading retailer in the firearms industry.

Divining Point continued to support RW Arms as they explored greater diversification of their catalog, which now includes a wider variety of gun parts, apparel, branded products, and even ammunition.

Through the summer of 2020, the Covid-19 crisis, racial justice riots, and supply chain breakdowns led to nationwide shortages of ammunition. Yet, RW Arms was able to climb out of their post bump stock decline by being able to provide online ammunition sales to legal gun owners. 

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