Building Your Brand: The 17-Year Networking Blueprint with Laura Evans

ln this episode of Amateurs and Experts, Erica and Jess welcome Laura Evans of Silver Bullet Marketing to the Otis Technology booth at SHOT Show 2025.

The group discusses the historical changes in the industry, noting how the presence of women has shifted from superficial roles to powerful professional positions.

Laura shares her philosophy on boutique marketing, explaining how she helps small companies navigate distribution and media relations using her 17 years of experience.

The conversation covers the importance of localized networking, the "pay it forward" nature of female professionals in the shooting world, and specific product innovations like "cup holsters."

Finally, Laura describes her unique international experiences, including falconry in Slovakia, and invites listeners to connect with her for specialized industry marketing.

Links

• Otis Technology: https://otistec.com/ Celebrating their 40th anniversary; . (00:05)

• Silver Bullet Marketing: Laura Evans's boutique agency; contact via laura.silverbullet@gmail.com. (14:20)

• Falco Holsters: https://www.falcoholsters.com/ A Slovakia-based holster company and longtime customer; . (17:10)

• Bullet Bloom Jewelry: https://bulletbloom.com/ Jewelry made from fired bullets; . (09:00)

• WOMA: thewoma.org Women's Outdoor Media Association; . (00:30)

Key Takeaways

• Specialization Wins: Generic marketing doesn't work in the firearms industry; you need an agency that "lives and breathes" the lifestyle.

• Networking is Everything: Success often comes from chance encounters in elevators or hallways, made possible by wearing the right industry badges.

• The Industry is a Lifestyle: Professionals in this space rarely leave; they simply move between companies because they share the same core values and mindset.

• Accessibility Matters: New products, like the cup holder holster, succeed because they solve a direct, ergonomic problem for the user.

Key Words Used

Boutique Marketing, SHOT Show 2025, Mentorship, Alpha Female, Public Relations, Distribution, Falconry, Slovakia, Cup Holster, Otis Technology, Silver Bullet, WOMA.

Transcript

SPEAKER_02 0:05

Welcome to Amateurs and Experts. We are at SHOT Show 2025 from the Otis Technology Booth. It is their 40th anniversary this year.

SPEAKER_01 0:15

Yes. And uh we're here with Laura Evans. She is uh awesome. I mean, just just awesome. It doesn't even, I mean, even before we tell you what she does, she's awesome. She's with Silver Bullets Media. Um and she is uh, I mean, when we well, when I first started at uh Walmart, I had no experience in anything really. Um you're the amateur. I'm the amateur.

SPEAKER_02 0:46

We still are in many, many ways.

SPEAKER_01 0:48

So am I. And um she just kind of came up, she was my roomie. The first she never quit, I went to. And um she was a great mentor. And she continues to mentor me, which I am so grateful for. Thank you. Um, whether it's whether I'm writing something, whether um, you know, she you have just really um helped me along in that.

SPEAKER_00 1:13

Well, I think we need that in our in our male-dominated industry, um, but also just as women. I think it's really important for us to have people that we can trust and count on that will give us advice and sort of point us in a direction that's gonna be helpful not only for ourselves professionally and personally, but for the industry as a whole. Absolutely. And and you definitely have done that. Um and I've been lucky, people have done that with me as well, so it's kind of a pay it forward thing. That's so cool.

SPEAKER_02 1:42

I always say that um in an industry where there is such a small percentage of women, and it is growing, that it's so nice because we all help each other out. Yeah. And it's like, hey, we know what it's like to be in this world, let's band together.

SPEAKER_00 1:57

Yeah. And it's changed quite a bit. What I remember my first few shot shows back in like 2008 and 9. There were a lot of booth babes.

SPEAKER_02 2:05

Still. I yes, it's so funny you say that for ugly pink guns. Like, yes. And it's funny that you say that because during the time I was at Mace, there was a booth across from us, and there was a woman that was a booth babe for many, many years, and it was so amazing because literally, then I can't remember after three years, she was a booth babe, like in a looked like a Halloween costume type deal. The next year, then she was in a pantsuit, and it was like she had then they had allowed her to be a sales rep. And I thought, that's so I think we're getting there. We're maturing. We're maturing.

SPEAKER_01 2:40

There was a like some wilderness scene on a at a booth, and they had these chicks that were spray painted. And I'm not even joking, they were spray painted, and it was just like, what? I mean, it does not uh I it it was just Women thinks that shit up. Sorry.

SPEAKER_02 3:02

It's just the S word.

SPEAKER_01 3:03

And and let me tell you, people were flocking to the booth. Well, yeah, like and I was walking with my husband going, What is that?

SPEAKER_00 3:13

Yeah, I mean, if you need to do that, just go out on the strip. You've you make the time, you know. Um we are in Vegas the seasons. Yeah, exactly. You you can just sit at the casino and and see some interesting things. But um, well, I mean, first of all, thanks to Otis for sponsoring Welma and she never quit. And uh I live in New York, so a fellow New York company. Oh, you guys, yeah. I always tell people they should feel sorry for me because I live in New York and it's a little anti-Glyn. Okay, we might be a little bit more.

SPEAKER_02 3:45

I live in Florida. You guys are welcome to move or visit at any time.

SPEAKER_00 3:49

Yeah, well, we don't we don't really get hurricanes where I live, or wildfires, or earthquakes.

SPEAKER_01 3:56

So I'd go with the earthquake before hurricane. I I don't know, because we're just used to it.

SPEAKER_00 4:02

Yeah.

SPEAKER_01 4:02

Like the other day I was Well, it's like we're used to the snow.

SPEAKER_00 4:06

Yeah, like a buddy of mine lives in uh Louisiana and he was telling me they're getting like 12 inches of snow, and I was like, Right, you guys are screwed because we know what to do with 12 inches of snow in New York. Right.

SPEAKER_01 4:16

You don't stay home, right? And they don't know how to drive or anything. Like California, one time we had um it was hail, but it was big hail and it stayed on the ground, and everybody stopped moving. Like all the I mean, they didn't know how to drive in it or what to do, so they just stopped in the middle of the road.

SPEAKER_02 4:35

I and I'm picturing in my head like a weird Dr. Seuss cartoon where they're like all out of their cars, like yeah.

SPEAKER_01 4:41

They were all in the cars because it was too cold for California. Yeah. We were just like, I'm like, just let's go sledding. Yeah, go to the side of the road so us that need to get somewhere can go. Yeah, yeah, exactly. Yeah, it was tough.

SPEAKER_00 4:55

Well, I mean, Otis has been making some waves lately, so it's good to see. I saw they had a lot of recent promotions with uh folks within the company, so that's always as well a nice thing to see within the industry as they promote from within versus kind of going outside.

SPEAKER_01 5:10

Yeah, so that's good.

SPEAKER_00 5:12

Um and I'm a huge fan of She Never Quit.

SPEAKER_01 5:16

Laura, you have I mean, I'm sure you went there before I before I came, but every time you're I think that I think when you and I were roommates, that might have been my first.

SPEAKER_00 5:26

Really? Was that at the Lutral Ranch? Yes. Yeah, I think that was my first.

SPEAKER_02 5:30

That was that the year that you were you a masseuse that year? Oh, yes. Yes, I was the masseuse. That might have been my first year too. Really? Yeah. It was a good one. It was a good year.

SPEAKER_00 5:44

I'd be like, is that a Frank Sinatra song? I can start soon. That was my first um hands-on experience with the staccato.

SPEAKER_01 5:51

Oh my gosh, me too. Lanny. It was S T.

SPEAKER_00 5:54

And then I actually bought Lanny's, I bought the same model that Lanny had.

SPEAKER_01 5:57

So yes, and the lady that came, um, Adrian, was the rep for STI back then. Yeah. And she gave me the STI poster, and I have it up in the garage because I'm like, I want one. I want one as um, you know, kind of subliminal for my husband. Yep. And I still don't have one. What? I know. Isn't that like?

SPEAKER_02 6:19

Because no, no, it's because they rebranded. You need to get a staccato one because he doesn't understand.

SPEAKER_00 6:23

No, what we need to do is open up the can of whoop ass and get it all over him so he gets over done. Like, what the hell, man?

SPEAKER_01 6:31

I I need a STI and then I need a staccato. And um, the one now that I mean staccatoes have always been like what one that I really need. But um the um R R I A Rock Island Right? Yes, the 5.0. Oh, they introduced that a couple years ago, right? Last year. Yeah, it's a nice little gun. Oh my gosh. And now um they're just coming out with a 4.0, which is like a personal and it fits. It fits right where I need it to. I I tried it, I yeah, I measured point.

SPEAKER_00 7:06

I know exactly what it is. Yes. And we've talked about it before. So if you listen to it. So I just have a question for people that carry there because I can't because I sweat too much, which is totally gross. But how do you not sweat like all over it? Sticky holster.

SPEAKER_01 7:22

Yes. Sticky holster. Okay, makes sense. Yeah. And also it um, I know that uh not it's not everybody's cup of tea because you are like um, you know, it's right there. Yeah. So um, but when when it's uh I carry, you know, in my bra, basically. And you know, it's a it's a shock and awe. Well, you're young too. I mean, I'm post-menopausal, so the sweat is part of my life. Well, I'm menopausal, so I mean to the club. Sweat is uh a real thing. It's evil. Yes, and the places you sweat that you don't want to. Anywhere, everywhere. Uh yeah, pretty much.

SPEAKER_00 8:06

Like where you didn't know that you could possibly sweat there. I didn't know I had sweat glands there, yes. And you figure out some horrible, horrible things as women.

SPEAKER_01 8:14

Yes, yes. And I don't know if TSA is um if if it's based on heat.

SPEAKER_02 8:22

Erica has had some very personal interactions with TSA recently.

SPEAKER_01 8:27

Lots of no-no zone.

unknown 8:31

Don't look on your face.

SPEAKER_00 8:32

Were the guys hot at least? No, it wasn't the chick with a lawn. Oh, so they were playing for the same team, those kind of things.

SPEAKER_01 8:40

I don't know. But one of the ladies not if there's anything wrong with that. One of the ladies I did say, ah, I should have worn my shirt, you know. And uh she said, I would prefer that you don't ever wear that. And I was like, oh, before she It's not up to you what I wear. You're not the boss of me. But I have to say, we went to um Atlanta to the Dallas Safari Club, and um, so we met up with this beautiful lady. Uh, she has um uh bloom bullet bloom jewelry I actually am wearing a ring that I got from her. I've seen that. She's social media. Yes, okay, and um it was so great, and she gave us these shirts, and so it has the bullet bloom logo on the front, and it says dodged bullet because these aren't actually um fired and and it they're fired underwater, so they don't hit anybody. And she's like bloom out. Yeah, so she said basically it's a dodged bullet because it hasn't hit anybody, so that's her slogan. So I had that shirt on this last time, and I didn't get checked, and I was like, oh, that must be my lucky TSA shirt.

SPEAKER_00 9:46

Oh, I I can't wear this, I have to check it. Oh yeah, my silver bullet necklace, yeah.

SPEAKER_01 9:51

No, that's a way big no. It totally is.

SPEAKER_00 9:55

I mean, like you can clearly see it's hollow. Yes, it's definitely it doesn't matter though, but yeah.

SPEAKER_01 10:01

I've I've heard people get getting pulled over for their um block keychains because it's a little, I mean, it's a USB.

SPEAKER_02 10:11

Oh, I've traveled with that in my bag, like two or three of them, and they never pick it up.

SPEAKER_00 10:16

Those USBs are super dangerous. I mean, they are a threat to humanity. Absolutely. Most definitely a threat to the American society as we know it, and we should all beware of those warbust names that you know. Absolutely, yes.

SPEAKER_01 10:32

Laura, tell us about your company now that we're speaking of USBs and technology and marketing, but you can't see the eye roll like from the hobby of the victim.

SPEAKER_00 10:41

We're trying to maintain a positive composure here, professional, professional.

SPEAKER_02 10:46

We it that's very hard to do with us, so yeah, we set you up well.

SPEAKER_00 10:49

I pretty much never I tell people that I have the mentality of like a 12-year-old boy, which is fine because I like it that way.

SPEAKER_02 10:56

You're also in the right industry.

SPEAKER_00 10:58

Oh, hell yeah. Yes, I had dinner with a bunch of gentlemen last night. I think there were five or six men, and I was gonna say they're about like five or six years of age. Oh no, there wasn't there was an age range. Like I could have been a couple of them's moms, and like, you know, and I just after after a glass of champagne, I said I was like, you know what? I freaking love you guys. Like, I love men. Get me wrong, I love women, but there's something about the guys in our industry and the women in our industry. We're all on the same page, we all kind of think the same way, it's all a lifestyle choice for us. Doesn't matter what company we work for, we might bounce around, yeah, work in different companies in the industry, but we always stick around and we always stay here.

SPEAKER_02 11:36

Because I think the females in this industry that really, like you said, it's a lifestyle. We're always yes, and we're alphas that know how to play well with other alphas in the sandbox, and we want to uplift other alphas. Well, we want to be very, very different.

SPEAKER_00 11:51

That's the thing, right? Because you know, if you're threatened by the alpha, then get out. Like we don't belong here. Yes.

SPEAKER_01 11:59

Because we really uh and we've talked, we've talked to other people.

SPEAKER_00 12:04

Sorry, we're being heckled by a guy outside the little podcast. He's our friend. Are you sure? Because I feel like he's stalking us. I mean, you could totally edit this part out, but we're gonna. We will we will edit this part out.

SPEAKER_01 12:19

We won't.

SPEAKER_00 12:24

Promise me. Hi, Richard. We're not gonna turn around again. He's gotta know we're talking about.

SPEAKER_03 12:31

Yeah.

unknown 12:32

Yes.

SPEAKER_01 12:33

Anyway, um, and I think that's true. Like we talked to Sheila Hoekstra earlier about how a lot of women in the industry, they don't have an ego. They're just surprised that they get to hang out with other cool chicks. Yeah.

SPEAKER_00 12:48

Well, when you go to like the networking things, like the um Women of the Gun event or the Palma has a little networking event, or you know, all the different kinds of networking events that are female specific. Um, it's always surprising to me how many new women to the industry go there and they just stand there like like deer in the headlights. Like they're like, oh my gosh, there's all these women here, what do I do? And just walk up to them, give them your card, introduce yourself, like, welcome to the crowd. We're so happy you're here. Right. What do you need? What's your business? Who do you need to know? Who can I introduce you to? Right. Yeah. Um, you know, all that kind of stuff.

SPEAKER_02 13:26

And I think because I I said that to Shila, I was like, you know, when I first got into this industry when I was much younger, I was very intimidated by the other females, thinking that it's like every other industry. Because let's be real, as females, alpha females, you go to any other industry, fashion, tech, whatever.

SPEAKER_00 13:41

Education, insurance, construction.

SPEAKER_02 13:43

Women are cutthroat. They're mean, they're backstaping, they're calculating. They're like jungle cats. But here, here it's like everybody's a mama bear. They're like, come in, let me help you. What can I do for you? Which is just extraordinary. Well, after a few years, you figure out who the who the jungle cats are.

SPEAKER_00 14:02

Yeah. The narcissistic witches with a B.

SPEAKER_02 14:08

Which every industry has.

SPEAKER_01 14:10

Yes. Yeah, it's part of humanity. Laura, talk talk about silver bullet.

SPEAKER_02 14:14

Yes, we keep asking.

SPEAKER_01 14:17

I know we could banter back and forth forever.

SPEAKER_00 14:20

So, you know, like there's some people that are that are in the business to promote others and some to promote themselves. I'm more likely to promote my customers and other people that I know in the business.

SPEAKER_03 14:30

Use your customers.

SPEAKER_00 14:31

But a little bit about silver bullet marketing is I'm a I'm a I'm a small one-person agency, and my goal is to help companies in the industry, firearms, shooting, hunting, outdoor. Um, most of my customers are smaller companies, and help them with marketing strategy, media relations, public relations. I'll do a lot of writing for them. They may need a little bit of help in terms of making sure that their marketing materials are consistent with their brand. Um things things like that. So it's always really exciting when I meet people and I say to myself, like, you guys need to know this company, or you need to know this person, or let me find this person I know on the media side and introduce them to your brand because I think your brand would be really exciting to them.

SPEAKER_01 15:15

And you're great for that because I know you've introduced some companies to the she never quit aspect, but I just got a phone call yesterday, which is funny that we're talking about it because um this guy called and reached out to me and was like, Laura Evans told me about you. And I said, Who was it? Oh my gosh. It was Dave?

SPEAKER_00 15:34

Dave. I only know like one Dave. No kidding.

SPEAKER_02 15:39

I was like, that's one of the most common names you could have said. You should have said like Mike.

SPEAKER_01 15:43

I know, but I didn't want to like, you know.

SPEAKER_00 15:46

Uh we'll we'll we'll hook up after this. Yeah.

SPEAKER_01 15:49

But you know, and he's like, you know, this is so, I mean, we spent actually, it was we were supposed to be having a board meeting, and I was busy talking to him because he had all these questions and all these ideas and stuff like that. And you don't get that, most most people don't share their contacts.

SPEAKER_00 16:05

You know, well, yeah, you have to. I mean, so for me, like part of my intellectual property as uh an agency owner are the contacts that I have, particularly on the media side. So when I charge a company for a press release that I'm gonna send out to the media, my rates are based on the fact that I've spent 17 years building relationships with media in our industry that are catered to our audiences versus like putting it out on the PR wire that could go to any Joe Globe.

SPEAKER_02 16:35

But that's the difference between you and somebody right out of college is that you have that those years of experience, talent, and connections and networking.

SPEAKER_00 16:42

Yeah, and you know, it's like you never know who you're gonna meet, where you go. Like, I can't tell you how many people I've like met in elevators here, like at the palazzo going up and down, you know, but like it's helpful to where you're gonna be. Yeah, absolutely. Like, what who's your company and what do you guys do? And um, you know, it's just part of what's so awesome about the industry. As far as my customers go right now, um, Falco Hosters is one of my longtime customers. They've been a great partner for me, they have wonderful products. Um, they're so open to working inside the industry with people and even in terms of product development. Um, so actually, after I leave here with you guys, Dev and I are gonna walk down to their booth because she's got this really interesting story about getting caught up a tree uh with her dogs on a hike with her handgun not accessible. So she wants shoulder handles.

SPEAKER_02 17:36

We were just talking about the importance of being able to make sure that your handgun is accessible on your body.

SPEAKER_00 17:42

Yep. So uh I was telling her, I'm like they've got beautiful shoulder holsters, but they have hybrid ones that incorporate leather and kydex. So she said, being a professional shooter, she likes the kydex, so we'll find her something, and they're great to work with. I'm also working with a company right now called Vets Tactical, and they make this really cool uh it's called a cup holster, and it's literally a holster that goes in the cup holder of your vehicle so that your your firearm is staged while you're in your in your vehicle. Yes, car, truck, whatever. Because nobody's gonna be like, oh, I'm gonna stop robbing you while you grab your weapon. Right. It's not it's right, it's like ergonomic, it's right there. It's not like down on the inside where you have to, you know, twist your hand. I saw that press release.

SPEAKER_01 18:27

Oh good, yeah. I actually read them. Nice, you see?

SPEAKER_00 18:32

It works. Yes, yes, yes. And I was like, oh, that's so cool. Well, and I think, you know, from where I sit as a business owner, it was a rough year uh with the economy the way that it was. A lot of companies just couldn't afford to do marketing or PR, and so they they trimmed back some. But I feel a lot of hope with the new administration, and I think it's gonna be a much better year. But helping these companies set up their presence at an event like this at SHOT Show, so many companies don't even recognize what's available to them through the NSSF dashboard and how to take advantage of what they're already paying for. So that's another thing that I kind of try to help companies with is like I'll just do a SHOT show package where we'll send out a few press releases before the show. I send an invitation to my media members to visit their booth and see what their new products are with links so they can check it out. Be like, oh, that's interesting. Um and then, you know, help them kind of ride the wave. And while I'm on the floor or in the press room as I bump into folks that I know on the media side, I'll hand them a card from you know one of my companies and be like, hey, you need to go check out this booth. They've got this really cool thing, and I think your audience, you know, would be interested in the product that they have. So that's kind of how I feel like I differentiate myself a little bit from some of the other folks in the industry.

SPEAKER_02 19:52

It's much more of like a boutique experience with you, where you're really an extension of their team, you're an ambassador, you're walking 24-7 kind of force.

SPEAKER_00 20:02

Yeah, and you have to, you know, you have to figure out what it is about you that makes you different from people who do something very similar. So I I have been fortunate in that in my career path in the firearms industry, that I've worked, I've been employed by manufacturers. So not only do I understand the product development phase and understand what a manufacturing company goes through on the marketing side when it comes to product development, but also distribution, which is huge. Because if you don't have a good distribution network as a manufacturer, your your products aren't selling. And so being able to help smaller companies figure out how to tap into that and who to introduce them to and things like that is been priceless for me. Absolutely.

SPEAKER_02 20:45

It is a it's a niche market and they say the riches are in the niches.

SPEAKER_00 20:48

Yeah.

SPEAKER_02 20:49

And I, you know, people, especially in this industry, they appreciate working with a company that specializes in what they do because you know the ins and outs, you respect it, you have the passion for it, than just any other company or agency out there that's like, yeah, we can learn about it. But when you live it, breathe it, sleep it.

SPEAKER_00 21:10

Well, and from the self-promotion side, I've never been very good at self-promotion. Typically, my business comes from referral. So customers that I already have.

SPEAKER_02 21:18

And that speaks volumes about who you are and I like it, the job you do.

SPEAKER_00 21:22

I don't want to chase after companies just because I'm desperate for income. I'd rather work with a brand that's interested in what I have to offer, and I know that I can solve their problems. Um but yeah, Shot Show is you have to be here, even if you're fighting the plague.

SPEAKER_01 21:39

If you don't have it coming in, you'll have it going out. Yeah, sorry for the sexy gross voice. It's sultry. Oh god. It's a Saturday Night Live skits. Oh after hours. After hours, yeah.

SPEAKER_00 21:54

We've been talking about doing the amateurs and experts after hours. Yeah, you don't want to you don't want to take bleach off of me because. I will get you in trouble.

SPEAKER_02 22:01

Like, yes, we do.

SPEAKER_01 22:03

Yes, yes. Absolutely. Laura is far. Have you met us? Anyway, Laura, if somebody wants to do some marketing or um get a hold of you, talk to you about whatever in the industry, your 17 years plus, how do they get a hold of you?

SPEAKER_00 22:23

My email is Laura.silverbullet at gmail. I'm on LinkedIn under Laura Evans. I have a really cool picture on my LinkedIn profile of an eagle. Yeah. From when I was in Slovakia, which is where you and I are someday gonna go together. Yes. So I went to Slovakia with the Falco folks because that's where they're from. Uh-huh. And their company's name Falco because they started out by making leather falconry gloves. So they took us to a school and I got to hang out with Nixon, the ball eagle.

SPEAKER_01 22:54

That is so landed on my arm. So my cousin that lives in Slovakia, he actually does falconry. So he was um he actually posted a picture a couple weeks ago of him with a falcon and they were hunting with falcons.

SPEAKER_00 23:10

What kind of do you know what kind of falcon it was?

SPEAKER_01 23:13

No clue.

SPEAKER_00 23:14

So this place that we went to is a was a school. Yeah, big scary raptor. Um it's just really interesting because it's a school for for like elementary school aged kids. Yeah. And all the the um bird handling is done by the students, by the children.

SPEAKER_01 23:33

Yes.

SPEAKER_00 23:33

Um, so it's like the only place in the world that's that's like that, but they have a couple of bald eagles, and that's so cool. I got to hang with Nixon. That is so cool. So cool. That's beautiful. Thank you for uh thank you for being on our podcast. You're welcome. And uh gotta plug, she never quit. So yes, yes. It's been a while since I've been there, but I'm hoping. Yeah, I hope you come this year. In April, I might be able to swing in if you guys have any space left.

SPEAKER_01 24:00

We have a few spaces left, but you know, we'll always we'll always make room for you.

SPEAKER_00 24:04

Yeah, I can always we can always bunk together. We know we get we both snore, we both bodily noises and yes, yeah.

SPEAKER_01 24:13

Big spoon or a little spoon? Big spoon. All right. Anyway, I hope you have a great show.

SPEAKER_00 24:22

Thanks, you guys too. Thank you. Thank you. Appreciate you having me.