WEBsite DATA
Transforms OUTDOOR advertising 

Male aiming Savage Arms rifle at a gun range, tactical focus.

Our Briefing

Murray Road manages digital strategy for multiple firearms and outdoor brands, each operating in a highly regulated market. Due to limitations in ecommerce tracking, traditional conversion KPIs were unreliable. Instead, website sessions—especially by state—became the leading metric for gauging interest and identifying growth potential.

Savage Arms pistol resting in front of a tactical container backdrop.

Insight

Legacy markets like Texas and Florida generate high traffic but also carry higher media competition and ad fatigue. Meanwhile, several underutilized states with strong session-to-population ratios and behavioral alignment with brand verticals were being overlooked. By analyzing traffic holistically across 35+ states and several product categories, Murray Road uncovered strategic pockets of untapped interest.

The Solution

We conducted a comprehensive data audit of state-level session data across all brands—including rifles, camo, ammo, laser training, and concealed carry gear. After normalizing volumes and patterns, we segmented states into performance tiers:

  • Tier 1 – High Traffic, Low Ad Competition: Virginia, Minnesota, Colorado, Missouri

  • Tier 2 – High Efficiency Markets: Utah, Montana, Wyoming

We then realigned our media and content strategy to prioritize these underutilized regions by:

  • Restructuring programmatic media buys and influencer activations around Tier 1 and Tier 2 states

  • Updating SEO and blog content to include regionalized keywords and seasonal hooks

  • Tailoring email flows and ambassador content to match region-specific interests and hunting cycles

Savage Arms pistol resting in front of a tactical container backdrop.

The Opportunity

This strategic analysis puts Murray Road ahead in regional media planning by identifying high-intent, underutilized states for smarter, more efficient targeting.

As brands plan launches and seasonal campaigns, this data will guide media spend, localized content, and state-level partnerships—offering a precise, intent-driven approach few competitors match.

Looking ahead, these insights will help clients reach overlooked audiences, boost ROI, and dominate regional markets others overlook.

The Conclusion

Murray Road’s data-led approach to regional segmentation is helping outdoor and firearms brands rethink where—and how—they show up. By shifting attention away from saturated legacy states and focusing on high-interest, low-competition regions, brands can build more efficient, localized campaigns with stronger ROI potential. This groundwork is already informing campaign strategies for Q3 and Q4—and will continue shaping state-by-state marketing for seasons to come.