small business advertising - spi belt
TRANSCRIPT
Small Business Advertising Case
Studies
Week 1
Objectives
To help the team become familiarize with the
advertising trends and standards in the US
Apply knowledge of these trends and standards to
how we approach marketing
Allow team to engage in meaningful discourse and
develop an inquisitive culture
SPIBelt
OVERVIEW
Short for (S)mall (P)ersonal (I)tem belt
Created by Kim Overton, professional trainer, while
jogging on a lake trail
Spent $2,000US from her apartment to produce the
concept
SPIBelt
Marketing Plan/Approach:
Spent countless times tweaking her product for fit and usability
from the feedbacks she receives from customers/focus groups
Marketed product on fitness/running events, talked to runners
about product
Manufactured stock for retail stores
Approached media outlets personally and with no help from ad
agencies
Held giveaways, donations and sponsorships to get the word out
about the product
Online branding (social media)
SPIBelt
RESULTS:
revenue has grown from $150,000 in 2007 to $7 million in 2011
with less than 10 employees
expanded into Asia, Australia, Canada and Europe and has
plans to enter other countries.
SPIBelt
PRODUCTS
Basic SPIBelt
$19.95
Dual-Pocket SPIBelt
$29.95
SPIBelt with Inner Pockets
$21.95
Race Number Belt
$11.95
Water Bottle Holder
$19.95
Kid’s SPIBelt
$16.95-$26.95
SPIBelt
OTHER PRODUCTS:
Reflective SPIBelt
$28.95
SPIBands/Custom
Bands
$19.95
T-shirts (Long
Sleeves and Short
Sleeves)
$16.95-$19.95
SPIBelt
VALUE
PROPOSITION
Secure small items
(cellphones, keys, MP3
players, money) during
training and/or
workouts
Carries medical items
and supplies
Sleek, expandable,
secure and does not
bounce
Affordable pricing
below $30
SPIBelt
TARGET AUDIENCE
Marathoners
Diabetic patients
Triathletes
Cross-trainers
SPIBelt
PRODUCT POSITIONING
More compact, convenience and
affordable than a belt bag
Excellent for carrying insulin
pump (particular kids with
diabetis)
Perfect for people doing
marathons and triathlons
SPIBelt
Media Coverage
SPIBelt Social Media - Facebook
SPIBelt Social Media - Twitter
SPIBelt
Ads (Online/Print)