Matteo Escobar
Gold Member
- Joined
- Feb 26, 2002
- Messages
- 4,143
I believe that Busse success is an incredible marketing campaign. When Busse first started to make his name his main competition was Cold Steel. Cold Steel's main claim to fame was a unique steel that no one else had that was stronger and more durable than anything else on the market. Carbon V. They had videos to prove it. So Busse came along with his own unique steel "INFI", and videos to prove that it was the most durable. Next he offered a money back guarantee to replace any ruined blade. This is brilliant because no one else offers this, and it is difficult to destroy a .25 piece of treated high quality steel. Warrany replacement expenditures are negative compared to positive advertising. Last but most importantly he puts out limited runs of blades, which creates a market of collectability. This combined strategy creates an idea of an invinsible and replacable product combined with the desire to acquire unique pieces.
