Tony Smith from Timber Vaults

In this episode of Beyond the Inbox, Tony Smith, the founder of Timber Vaults, shares his journey of acquiring the business and the challenges he faces in marketing their concealment furniture products. The conversation revolves around the restrictions imposed by platforms like Facebook and Google when it comes to advertising firearms-related products. Tony discusses how despite being allowed to advertise gun safes and locks, their ads featuring guns inside the shelves as storage solutions are automatically rejected by algorithms. He highlights the difficulty of effectively A/B testing and iterating ads that comply with the platforms' guidelines.

To overcome these challenges, Tony and his team have explored various strategies. They attempted to create outlines of guns in the foam inserts of their shelves, but even those got rejected. Tony mentions that paying gun influencers to create videos of them shooting the guns and posting them on personal channels has worked for some brands in the gun space. However, Timber Vaults has yet to pursue this strategy.

The discussion also touches on Tony's journey of learning about the gun industry and the nuances of marketing within that space. Growing up in Texas, Tony had experience with guns primarily for hunting. However, he recognizes the different world of people who primarily use guns for self-protection and is educating himself on that aspect. He dives into the research he has conducted, including watching YouTube videos and subscribing to email lists of firearms manufacturers and accessories brands, to gain insights into how they market their products.

Tony emphasizes the importance of email marketing for Timber Vaults. They have set up various email automations, including welcome series, cart abandonment flows, and sunset flows for inactive subscribers. They also send weekly newsletters, alternating between product-focused emails and educational content for gun owners. Tony explains that their conversion goal depends on where customers are in the funnel. For warm leads who are aware of their product, the focus is on making a sale. For others who may have stumbled upon the brand or are in the early stages of discovery, the goal is to capture their email and nurture them over time.

In terms of future plans, Timber Vaults is preparing to launch a separate brand that markets concealment furniture to non-gun owners. They are also focusing on search campaigns and YouTube campaigns, as these platforms allow them to market their products. Tony mentions that they are actively exploring other marketing channels and are particularly interested in building a referral campaign to leverage word-of-mouth marketing.

Overall, Tony shares insights into the challenges and strategies involved in marketing concealment furniture, particularly within the firearms industry. Through continuous learning, adaptation, and a focus on customer feedback, Timber Vaults aims to stay ahead of the curve and navigate the ever-evolving e-commerce landscape.