There’s a principle in business called omnipresence marketing, where a brand inserts itself strategically in all the places its target audience exists to increase its visibility, engagement and relevance.

The American Legion’s presence at the annual National Shooting Sports Foundation's (NSSF) SHOT Show in Las Vegas this week was an effort to maximize those efforts in a space that many veterans naturally gravitate toward.

SHOT Show, or the Shooting, Hunting, Outdoor Trade Show, is the largest firearms industry trade show in the world. To participate in it means a valuable opportunity to engage with its core demographic of veterans, military personnel, and law enforcement representatives as part of a broader strategy to increase the organization's visibility and engagement within these communities.

SHOT Show attracts a diverse range of industry professionals and enthusiasts and The American Legion was able to showcase several of its initiatives, including “American Legion Gaming,” developed in collaboration with Regiment Gaming LLC and Stack Up, aimed at providing entertainment and support for veterans.

A significant aspect of The American Legion's presence at SHOT Show was in collaboration with James Cragg of S.O. Tech, Special Operations Technologies Inc., who provided space for The American Legion to display a banner in his booth. This collaboration was a notable example of mutual support within the veteran and military community. It’s no coincidence, however, as Cragg is the commander of Palisades Post 283, one of the posts driving the development of gaming within The American Legion.

The event also featured participation from other veteran organizations, veteran-owned businesses, veteran service organizations, and businesses supportive of veterans. These included Merging Vets and Players, former Navy Seal Jocko Wilink’s Echelon Front, and The Independence Fund, a nonprofit dedicated to helping Catastrophically wounded Veterans and their families. The collective presence of these organizations highlighted the community's concerted effort to support veterans.

The American Legion's attendance at SHOT Show was part of its ongoing efforts to connect with and support the veteran community, showcasing the organization's varied initiatives and commitment to veterans and their families.