A small business presentation about the spi belt brand.

1. Small Business Advertising Case
Studies
Week 1

2. 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

3. 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

4. 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)

5. 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.

6. SPIBelt
 PRODUCTS
Dual-Pocket SPIBelt SPIBelt with Inner Pockets
Basic SPIBelt $21.95
$19.95 $29.95
Kid’s SPIBelt
Race Number Belt Water Bottle Holder $16.95-$26.95
$11.95 $19.95

7. SPIBelt
OTHER PRODUCTS:
SPIBands/Custom
Bands
$19.95
T-shirts (Long
Reflective SPIBelt
Sleeves and Short
$28.95
Sleeves)
$16.95-$19.95

8. 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

9. SPIBelt
 TARGET AUDIENCE
 Marathoners
 Diabetic patients
 Triathletes
 Cross-trainers

10. 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

11. SPIBelt
 Media Coverage

12. SPIBelt
 Social Media - Facebook

13. SPIBelt
 Social Media - Twitter

14. SPIBelt
 Ads (Online/Print)