Posts Tagged 'hunting product review'

How To Promote Your New Product With A Hunting Product Review

A hunting product review is a great way to spread the word about your new product.

The key benefits of a hunting gear review are:

  • Hunting gear reviews are often used by consumers when determining which product to purchase.
  • A hunting product review provides a credible third-party endorsement.
  • Product reviews offer new product marketing opportunities at a low cost.
  • Field testing results are often printed in high circulation magazines, reaching hundreds of thousands of potential consumers.
  • Retail buyers read product reviews to learn about the latest new products to add to their stores.

To get your product placed in a hunting product review, you’ll want to first create a press release that includes all the pertinent facts and details about your product.  You may want to include specifications including size, weight, color, material description, and manufacturer’s suggested retail price. It’s important that your press release is written in the standard format. Use spellcheck and proofread your press release carefully for typographical errors, grammar and punctuation. A professional presentation is expected and will increase your chances of being successfully included in a hunting product review. If you need help creating a press release in the correct format, you can hire a public relations firm to create the document for you or handle the entire process for you.

The next step seems obvious, but some people skip over this important step. You should field test your hunting gear yourself. You don’t want to submit a flawed product to a magazine, have it fail and have a critical product review written. Test your gear under rigorous conditions, appropriate terrain and over a lengthy duration of time. If you’re promoting your product as waterproof, know that the testers will test the product for that particular attribute. If you have any question about the quality of your product after your own field test, make adjustments to remedy the product issue before you provide product for testing by experienced hunting gear reviewers. If your product is available in a variety of sizes, make sure you have production samples in the size range of potential testers.

Next, you or your publicist need to contact the editors or writers at hunting publications.  A pr firm, like Firefly Publicity, that specializes in the hunting market will already have relationships with publications and their staff.  Don’t expect that writers or editors will immediately return your call or email. They are busy with existing assignments and are inundated with similar calls and emails from other companies – including your competitors.

It’s important to manage your expectations. You or your pr firm will not get instant results. Even after your call or email is returned, many publications have editorial calendars and stick to that schedule for hunting gear reviews, i.e. Scopes in November.  You also need to allow time for shipping the product or products to testers. The testers have to use the product during realistic conditions and write up their results. The article is usually written and submitted to the editor 3-4 months prior to the issue date.

When your product is featured in a hunting product review, buy copies of the magazine for your sales team to show retailers or email links to the on-line article. It’s just as important to leverage the press coverage as it is to obtain it in the first place. Tell your retailers the circulation of the publication so they know how many people are seeing your hunting product review.

A public relations firm can also provide media coverage values so you can see the approximate dollar value of the hunting gear review. When you hire a pr firm, you’ll see that the press coverage value you receive from their efforts will  be greater than the fees or retainer that you pay them. If the coverage value is greater than their fees, either the pr firm isn’t doing a good job or your product isn’t a good fit for a public relations effort.

“You should check your inventory levels on the products that receive a positive hunting product review,” says Kim Emery of Firefly Publicity.  “In many cases, the review leads to increased sales and demand for product.”

Where to Buy Irish Setter Coldwater Packable, Reversible Jacket, As Seen In North American Fisherman Magazine

North American Fishing Club Seal of Approval

North American Fishing Club Seal of Approval

Irish Setter Apparel suggests consumers contact the following speciality retailers to purchase a Coldwater Jacket. The Coldwater Jacket was recently field-tested by North American Fishing Club members and received an impressive 9.4 rating (0-10 scale).

Consumers on the East Coast: Contact H. N. Williams ( phone 802-867-4093

Consumers in Central and Western US: Contact Joe’s Sporting Goods ( phone 651-209-7800

Irish Setter Snow Claw XT Boots Win “Best of Best” by Field & Stream Magazine

RED WING, MN (August 2008) — The Irish Setter Snow Claw XT cold weather boot was selected as Field and Stream’sBest of the Best” hunting boot. Each year editors of Field & Stream test hundreds of outdoor products, awarding the top performing items the coveted title of “Best of the Best.” Cutting-edge insulation technology – integrated into a hunting boot for the first time by Irish Setter – provides the ultimate insulation package for hunters and ice fisherman so they can perform better longer and more comfortably during the coldest of weather conditions.

The Field & Stream testers, led by Peter Mathiesen, appreciated the addition of “the most significant new footwear insulating technology in decades” during a three-hour freezer wear test. They reported, “Our feet stayed toasty.” The testers were also impressed with the cleat construction that allows wearers to “glide over steep terrain.” This outsole is a vast improvement over bulky pac boots’ standard cleat construction. Testers also noted that the Snow Claw XT 10” uppers provide vertical stability. Field & Stream put the Snow Claw XT boots to the test, even cutting them with a saw to view the unique construction before giving their prestigious stamp of approval.

When the testers dissected the boots they found that the award-winning Irish Setter Snow Claw XT boots feature 2000 grams of Thinsulate Ultra Insulation and a Thermal Boost of Aerogel embedded in the midsole. The Aerogel serves as a barrier to heat loss between the foot and frozen ground or snow. Aerogel is a nanotechnology material that is composed of over 90% air – making it an extremely effective insulator with the lowest thermal conductivity of any solid material known to man. The Aerogel material was developed for NASA and is just now being incorporated into footwear for the general public. Now Irish Setter has provided this unique and innovative solution for extreme cold conditions underfoot in the hunting category. Hunters and ice fishermen will feel the difference. Amazing video demonstrations are available at

We’re always looking at technology from other industries to see how it could improve our footwear.  Once we figured out how to work with the Aerogel material to optimize its performance value, we knew we had to have it.  Ultimately, we ended up pairing it with 2000 grams of Thinsulate Ultra insulation to create the ultimate blend of insulating performance,” said Kyle Rackiewicz, Irish Setter Product Manager.

The Irish Setter Snow Claw XT #3888 is a 10” boot with 2000 grams of Thinsulate Ultra insulation, UltraDry waterproof membrane, ScentBan and aggressive Snow Claw XT Sole. The Snow Claw XT outsole tread pattern incorporates a multi-level cleat configuration that penetrates various depths of snow and mud – resisting slip by minimizing the creation of sheer layers. The Snow Claw XT #3889 provides the same technical components but in an all brown upper. The suggested retail price for the XT versions is $169.

The new Snow Claw XT boots is available now at leading outdoor retailers. Visit for the retailer nearest you.

“We are very honored to accept this prestigious award from Field & Stream,” said Mark Dinndorf, Irish Setter Brand Director. “This reinforces Irish Setter’s reputation for quality and innovation. Our team is committed to rethinking hunting boots and continuously improving the footwear that serious hunters require.” Irish Setter received this honor in 2006 for the breathable AeroTracker and in 2003 for the dependable Elk Tracker hunting boot.

Field and Stream’s testers devoted three months to rigorously testing each product and any that failed to withstand were immediately eliminated. The Snow Claw XT performed above and beyond, winning the prestigious title among many competing products. In addition to months of testing, the winning products were ultimately selected based on significance of the innovation, quality of the design, and the value they bring to hunters and fishermen. The criteria for evaluating footwear included comfort, warmth, reliability and water resistance.

Based in Red Wing, MN, Irish Setter is a division of the Red Wing Shoe Company, Inc. that includes a full line of performance hunting boots, fishing shoes and outdoor casuals. Irish Setter continues to use leading technologies and the finest materials to provide customers the best quality outdoor footwear. For more information about Irish Setter’s heritage, products and retailers, visit


Editor’s Note: Visit for media information and images. Please use the login and password provided to access images in a variety of formats. The recommended images for these products are: Snow Claw XT 3888, 3889.

About Firefly Publicity

Firefly Publicity works closely with writers and editors to place products in media like magazines, newspapers, on-line content, radio and television. Public relations is a cost effective way for companies to maximize their marketing or advertising budget. Firefly Publicity is a results-oriented pr firm located in Red Wing, Minnesota. If you’re interested in gaining exposure for your company’s products, please contact Kim Emery at Firefly Publicity. Visit for more information.