Five years ago, Ruger execs realized they had a marketing opportunity unique to one product in their brand lines.
After all, no other gun actually has a date on the calendar that’s their name. October 22 isn’t just a date on the calendar…expressed in numerical terms it’s the name of Ruger’s most widely owned product: the Ruger 10/22 rifle.
Five years later, Ruger Day (10/22) is a real “thing.”
October 22 is a significant date if you’re the owner of a Ruger 10/22. And Ruger owners, dealers and ranges are getting together celebrate this fifth-annual Ruger Day.
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Once again, Ruger’s encouraging 10/22 shooters, ranges and Ruger retailers to help people get out and enjoy the most commonly owned .22 caliber rifle in the country- the Ruger 10/22. More than 200 Ruger dealers will be celebrating tomorrow, offering everything from promotions and “deals” to activities for current-or prospective- 10/22 owners.
Talking with Ruger’s Paul Pluff, I realized there are few better promotional opportunities than this one. For many experienced shooters, the ubiquitous 10/22 is where their shooting journey begins. For some, the 10/22 may be where they were introduced to competition shooting.
Today, there are rimfire categories/classes in virtually all rifle shooting competitions, from practical to long-distance. In each of those competitions, you’ll find plenty of 10/22s.
Granted, some of them might not look much like the “basic” 10/22, but that’s another of the rifle’s attractions.
It’s possible to take a little rifle that can be purchased for around $200 and customize it into a high-level “race gun.” And your final cost may be ten times (or more) the cost of that “base” gun.
“It’s the easiest gun ever to learn on,” Pluff says, “and it’s useful for everything from squirrel hunting and varmint control to Steel Challenge competitions. That versatility is part of the attraction for new gun buyers.”
“Simple. Reliable. Accurate -and affordable are all pretty attractive to new shooters,” he adds, “there are levels of the gun for wherever you are in your experience as a shooter. And as you advance, you can bring your 10/22 along with you.”
The 10/22 is also the base other companies have used built their businesses. Companies offer anything from high level competition accessories to after-market triggers, barrels, stocks and magazines in a variety of sizes and an equally wide range of prices.
But they’re all built off the unassuming 10/22.
It’s truly the equivalent of a “tuner” car in the shooting world. It can be plain, fancy, bone stock or completely custom, but at the heart of every variety is the simple 10/22 action and magazine.
My safe holds a pair of 10/22s. One is a “race gun” - custom stock, trigger, extended magazine release and a carbon fiber barrel. The other is my “camping gun”-a 10/22 takedown model. Both share the same action and magazines, but have decidedly different “looks”.
If you’re intrigued by 10/22 day, you can click on the link to learn more. Ruger’s built a list of the 200 locations hosting National Ruger Day events (along with their promotions, “deals” and special activities) along with updates on new products, and a place for you to share your Ruger 10/22 story.
Ruger’s also posting via social media and email.
Paul tells me their brand ambassadors and shooting team members are also posting on their social media accounts leading up to -and during- tomorrow’s big day.
If you have a 10/22, this is a natural opportunity for you to do a little gun-friendly outreach of your own.
Make plans to get out to a local range tomorrow -and invite a friend along. Ruger Day gives you an interesting opening to invite a new shooter along.
No-pressure opportunities to introduce someone else to shooting sports isn’t an opportunity we should pass up, even if they don’t involve significant dates.
We’ll keep you posted.
— Jim Shepherd