SUREFIRE
makes handheld and weapon-mounted illumination and weapon-mounted aiming tools for military, law enforcement and civilian use.
They came to us initially to launch their new sound suppressor division (commonly and erroneously called “silencers”). At the time nobody in Special Forces or Special Operations took suppressors seriously, they were “unicorns” and did not perform well enough to dare to take into combat. Surefire had cracked the code.
We launched the Surefire Suppressor Division with a single print ad that went out in military print publications, the ad called “Mute” (shown on this site). We moved every suppressor they had built at the time. Surefire was astonished. Not only did we sell through the “unicorn wall”, we sold everything they had ready. So they hired us to do a few more ads.
11 years and over 1,000 ads later, Surefire was the dominant brand worldwide in their category (in spite of being priced an average of 30% higher than competitors) and their sales went from roughly $40,000,000/year when we took them on to $360,000,000/year. That’s around $10MM/year in average growth for over a decade. Not bad growth for a one-off local company in a niche market.
Fun work, fun guys to work with, and a whole lotta sales and growth.
