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)