Arms supplier shoots himself in foot, kills future contracts

So we have this small Canadian military equipment supplier that decided to distinguish itself by targeting a fairly specific demographic: xenophobic, sexist, vulgar people in need of army knives, flashlights and camping equipment (hello Michigan militiamen…). They build their Web site to reflect the values of their potential clients.

It turns out that somewhere down the road, they also get a contract from the Canadian Armed Forces. According to the Prime Minister’s Office, that is not about to happen again, since they don’t fancy being associated with a company selling lethal weapons to xenophobic and sexist people.

Lessons:

  • When you decide to build yourself a marketing niche, stay in your niche.
  • Yes, reporters know how to recover Google-cached Web sites.
  • This is a fine example where no amount of media relations work can possibly make things better.
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