White Paper

INTRODUCTION-BACKGROUND:

Arnot Forest Archery, built on countryside acreage in small-town Van Etten, New York is a business that has survived…and at times flourished since its birth in 1992.  Family owned and operated, you get just that feel as soon as you open the door, and keep it for the rest of your time as a customer.  I say it has survived since 1992 because there have been times when it has needed improvements both in infrastructure and customer relations.  Something that would keep people coming back and have this business hit its true potential. 

I have developed my own set of suggestions and upgrades that would greatly improve business and give it just what it really needs.  I believe the start of a new, amped up and catchy website would be priceless to the company.  People are living through the internet, and what better way to gain new customers and improve the business then to take your business to them.  Arnot Forest Archery has been around since 1992, but people do not have the knowledge of its existence, let alone the greatness within the store.  Using the Public Relations Online book by Kelleher and the many suggestions I have, there are several avenues that can be taken to improve public relations and the overall quality of Arnot Forest Archery.  These improvements include taking a look into “glocalization,” as well as Managing PR in Real Time, and looking into the basics of improving the knowledge that Arnot Forest Archery exists.

WHAT CAN BE DONE: A PLAN

In order to analyze any aspect of Arnot Forest Archery it is imperative that we know just what the goals of the company are, what they would like to see happen as a result of these possible improvements.  In this case it is fairly simple and business driven: increase the number of loyal Customers/Clientele and increase the overall image or public perception of the company.  Going online, gaining that massive audience, and creating another avenue for business sales are the main priorities of this White Paper. 

While researching further into the Archery and sporting goods business I have found little median between the massive retailers or warehouses and the small business pushing the goods.  This aspect makes it hard for Arnot Forest Archery to gain an edge over the larger businesses.  Once again, the internet is the way to the top.  What I am suggesting is basic, create and manage and online website and store; however there are many ways in which the website can be broken down to improve business. 

One aspect that I believe could be considered to a certain extent is seemingly a reverse to “glocalization” which is pointed out and described in Kelleher, page 97.  “Glocalization” is based on large worldwide companies changing their web presence to fit small local regions.  For Arnot Forest Archery it would be best to have a locally based website but reach out for sales in other states, broadening the reach to customers.  This must include online advertisements at larger search engines and sporting good product websites.  Also, it would be a plus to touch base with the major manufacturers and make sure that they have posted your new web site on their page as a dealer of their product.  This seems to be one of the main avenues in which potential customers would be able to see Arnot Forest Archery online.  Below are some of Arnot Forest Archery’s main contributing manufacturers and product websites, that would be able to add a link to their pages:

Keeping with advertising: it’s also a key for the business to advertise the many events that are held throughout the year.  There are several competitions and events that are only publicized through a mailing list and small paper advertisements, therefore the mass audience and new potential customers are not reached.  These ads could be expressed through informative links from the home page, or various sections such as “what’s new?” or a catchy phrase that would be sure to bring in views.

PLAN CONTINUED

Now going back to the source of the main problem…Arnot Forest Archery needs to present information about the store and business itself.  It is basic, people do not know that this store and its unique qualities even exist.  There has been a social bubble that has confined the company within a small geographical radius in recent years.  Previously, big tournaments drew new customers from other cities, states, regions, etc and gave Arnot Forest Archery new business.  Now, without those tournaments, those new customers haven’t been coming.  Develop a large portion of the website that is simply an “About Us” type of segment.  Teaching the people about you is what will draw them in followed by the products you have posted etc…

Having only one store location makes it that much harder to improve publicity, however located in the heart of an outdoor-driven community in the Finger Lakes could prove to be an advantage.  But it’s only an advantage if you publicize.  Now realize that publicity does not always equal success, and sometimes it can be very detrimental; but take a look at some of these newly developed ways to increase publicity via your own website!  The Site Wizard  

I have personally developed a portion of a website that I feel could eventually serve as the Arnot Forest Archery home page:

 

At this stage in the internet presence of Arnot Forest Archery, I would not suggest adding a Twitter account to the webpage.  Knowing the base of customers and the demographics, it does not seem necessary at this point.  However, creating a Facebook page with more information and a way for people to talk about the business and join it would not be a bad idea.  There has been an influx in the amount of younger customers at Arnot Forest Archery, and Facebook is a great tool to connect with them.  Check out THIS page from About.com, it gives great information on how Facebook can help your business.  

CREATING IMPROVED IMAGERY:

 Another point made in Kelleher’s text is the use of images of recent events and the business. (Page 6).  This could be a very useful tool for promotion of events similar to those previously hosted, as well as what the business does besides running a retail store.  Images of larger tournaments, even a “trophies” or “tales of the hunt” page would allow others to submit photos from the outdoors; adding another customer-friendly aspect to the webpage.

(With the imagery, you do not want to make a page so overwhelming that it can’t be comprehended, but you also do not want to make your site visitors to have to read an essay to get the gist of the company.)

On the other side of the true “image” of the company, it is family owned with a very low-key environment, making it extremely customer-oriented.  To help express this image, I also suggest, along with an online presence that there be other ways to get the business back out into the public eye.  Attending outdoor shows, sporting events, sponsoring events such as hunts, promotional deals, etc…all of these are great ways to get out into the public.

CONCLUSION:

All in all, Arnot Forest Archery is a very friendly and successful business, but lacks what is needed to survive in a technologically developed era.  Creating an online presence would greatly improve business, sales, customer relations, and Arnot Forest Archery’s Public Relations in general.  Reversing “glocalization,” connecting with customers, allowing them online interaction, promoting events and other PR techniques will allow this company to continue to supply the Southern Tier and potentially a larger region, with outdoor supplies and experiences.  Customers go to Arnot Forest Archery to fulfill a need, but they end up staying and becoming lifetime customers because of the atmosphere, the people, the experience.  And that is what needs to be conveyed to a larger customer base.