CHALLENGE
Founder, Kim Overton, conceived the idea for SPIbelt™ on September 17, 2006, while jogging with her key tucked into her bra top. Thinking, “there’s got to be a better way”, she went home that day and assembled the first sleek, no-bounce small personal item belt in red.
In 2007, Spibelt partnered with Avalon to drive awareness and acceptance throughout the consumer marketplace. Over the years, the PR challenge has evolved along with SPIbelt’s product line. With new products for tech gadgets, pets, diabetics and even children, the demographic of potential consumers expanded and the challenge became to create brand awareness within the emerging markets while solidifying the overall Spibelt brand in the United States.
STRATEGY
Avalon immediately created a clear set of objectives for SPIbelt’s PR program that would raise brand awareness. The goals of the program included:
- Create clear, simply, yet differentiated messaging to educate potential consumers about SPIbelt’s product line and establish SPIbelt as a must-have for a hands-free lifestyle;
- Introduce SPIbelt’s product line to relevant media contacts at national and regional magazines, national and regional television programs, newspapers, online sites and trade publications;
- Secure media coverage on a national and regional level to increase brand awareness among potential consumers.
RESULTS
In 2008, SPIbelt had just one employee and revenue of $1.1 million. In just three years, SPIbelt added 11 employees and its revenue had grown by 325% to $4.6 million in 2011. This incredible growth has in part, been fueled by Avalon’s success with media placements and establishing brand recognition in the marketplace.
Since working with Avalon, SPIbelt™ has been featured on CNN, The TODAY Show, The Rachel Ray show, Good Morning America, INC Magazine, Austin Business Journal, SHAPE magazine, SELF magazine, Runner’s World, Better Homes & Gardens, MORE Magazine, Energy Times, Oxygen Magazine, Chicago Tribune, Orlando Sentinel and countless other national and regional publications.
Available in over 30 countries, SPIbelt™ has become the recognized brand people turn to when looking for a simple and secure means to carry their small personal items.
Honored with the #175 spot on the Inc. 500 list of America’s Fastest Growing Companies in 2011 and the #979 spot on the Inc. 5000 list in 2012, SPIbelt’s goal is to continue to create products that help keep things in your life simple and safe.
