E-commerce Strategies for Firearm Accessories | Brennan Lunin from NDZ Performance

Ernesto Quezada: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments. With relevant micro experiences like case studies, intro videos, and much more, stay relevant to your visitors and increase conversions by 50%. Add Pathmonk to your website in seconds. Let the AI do all the work and get access to 50% more qualified leads while you keep doing marketing and sales as usual. Check us on pathmonk.com. Welcome to today’s episode. Let’s talk about today’s guest. We have Brennan from NDZ Performance, marketing director with them. How are you doing today, Brennan?

Brennan Lunin: Good, good. Thank you for having me. I appreciate being here.

Ernesto: It’s great to have you on. And while I’m sure our listeners are tuning in, Brennan, wondering what NDZ Performance is all about. So, let’s kick it off with that. In your own words, tell us a little bit more.

Brennan: NDZ Performance is one of the leaders in the market for premium aftermarket firearm upgrades and accessories. We basically create what I like to call “gun bling.” We make mag plates, rear slide plates, and a lot of things that make your gun stand out at the range. We focus on allowing our customers to express themselves through parts that we create in-house while also improving firearm performance. We offer products like guide rods and internal parts that enhance performance, as well as external parts that make a gun look cool, feel cool, and improve handling. Essentially, we want to be your one-stop shop for anything gun-related that lets you accessorize and make your firearm stand out.

Ernesto: Definitely. I love that. So, I mean, with that, what are the key problems you guys are solving for your clients?

Brennan: Basically, we closely follow what’s happening in the firearm industry. When new guns come out from brands like Glock, SIG, Smith & Wesson, or Springfield Armory, we listen to our customers and identify what could make those firearms even more personalized. We do a lot of R&D into current models on the market. Although we can’t make everything for everyone, we focus on popular firearms to help our audience personalize their guns and make them their own. We primarily cater to range-goers, competitive shooters, and those looking to perfect their self-defense skills. We want to provide not only parts for better performance but also opportunities for self-expression.

Ernesto: Okay, awesome. Great to hear that. So how would someone typically find out about NDZ Performance? Is there a top client acquisition channel for you guys?

Brennan: Since I joined a year ago, I’ve focused on retooling our customer acquisition strategy. Previously, it was very SEO-heavy but lacked storytelling. My goal is to create a story behind NDZ Performance, showcasing who we are through content. We produce micro-content for platforms like TikTok, Instagram, and Facebook Reels to draw people into our funnel. From there, we guide them to longer-form content on platforms like YouTube, where we engage directly with customers. We’re also building brand loyalty and focusing on reaching people where they are, whether through our website or marketplaces like Amazon, eBay, and others.

Ernesto: Definitely important. So for our listeners who want to learn more, they can visit NDZPerformance.com. What role does your website play in your strategy?

Brennan: Our website is where customers can access everything we offer. Platforms like Amazon and eBay serve as entry points, where we offer a curated selection of products. Our strategy is to meet customers where they are, but we aim to bring them back to our website. Once they purchase, we include marketing materials to share who NDZ is and encourage them to explore more on our site. On the website, we control the data, allowing us to re-engage customers through email marketing and social media.

Ernesto: Great to hear that. Are there any tools or strategies you’d recommend to our listeners for website lead generation?

Brennan: Absolutely. One tool we love is Klaviyo for email marketing. It’s simple, powerful, and offers excellent lead generation features like pop-ups and embedded forms. The ability to tag and segment audiences is crucial, and Klaviyo excels at that. Email marketing is far from dead—it accounts for about 20% of our revenue. Klaviyo allows us to collect data, segment our audience, and create highly targeted campaigns that drive results.

Ernesto: That’s great advice. Let’s switch gears a bit, Brennan, and talk about you as a leader. What are some key tasks you focus on day-to-day?

Brennan: I’m a lifelong student of marketing, so I spend a good chunk of my mornings learning—whether it’s watching videos from industry leaders, studying competitors, or exploring other niches for inspiration. I also focus heavily on email marketing, crafting engaging and segmented campaigns. Additionally, I collaborate with my team to create stories that resonate with our customers, ensuring our marketing isn’t just selling products but also building a connection.

Ernesto: Love that. Let’s jump into our rapid-fire questions. What’s the last book you read?

Brennan: Two books stand out—Seven Day Launch by Dan Norris and They Ask, You Answer by Marcus Sheridan. Both transformed the way I approach content creation and business strategy.

Ernesto: Great picks. If there were no boundaries in technology, what’s one thing you’d fix as a marketer?

Brennan: AI has already revolutionized my work, but I’d love an AI system that handles all repetitive tasks while still maintaining a creative touch. Tools like AI agents that manage content creation, editing, and distribution are the future.

Ernesto: Fantastic. We’re nearing the end, but before we wrap, what’s one thing listeners should remember about NDZ Performance?

Brennan: NDZ Performance is all about empowering firearm enthusiasts to express themselves through innovative aftermarket accessories. We’re 100% American-made, and we’re here to help you personalize your firearm and stand out at the range.

Ernesto: Amazing. Listeners, you can check out NDZPerformance.com to learn more. Brennan, thank you for joining us today!

Brennan: Thank you, Ernesto. It’s been a pleasure.