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Marketing Case Study For Sponsorships:

Pure Zen Spa & Salon

•Founded in Albany, GA, in 2009 by Susie Spiegel.

•Positioned in a remote rural area, Pure Zen offers an escape from the hustle-and-bustle of daily life.

•Pure Zen must market itself aggressively for customers to know that it exists, since it’s not on a typical commuter’s path.

Background

•Spiegel knew the location wasn’t ideal, but the land was cheap.

•She invested heavily in marketing the spa around Albany, purchasing billboards, radio ads, and TV spots.

•Her total marketing expenditure for 2009 was $36,000, which brought in 349 clients, making her advertising cost-per-client roughly $100.

Marketing Strategy

•Spiegel came across a charity organization seeking sponsorship for its yearly fundraising campaign.

•For $5,000, Pure Zen would receive publicity at three events: a softball game, a telethon, and the end-of-campaign gala.

•For the game, Susie printed a vinyl banner to hang in the field.

•During the telethon, Pure Zen was mentioned before several of the commercial breaks.

•At the gala, Susie was able to give a short speech informing attendees about Pure Zen.

Sponsorship Implementation

•As a direct result of the sponsorship, 109 new clients came to Pure Zen, cutting Spiegel’s advertising cost-per-client in half!

•Susie designed custom window graphics for her storefront advertising identifying Pure Zen as part of the sponsorship program.

•By sponsoring a local charity, Pure Zen earned the trust and eventually business of the community.

Results

•Effective marketing doesn’t happen overnight. Build a relationship and then present your “sales pitch.” •Sponsorships offer exposure to new markets, the opportunity for advertising/branding, and an improvement in business reputation. •Sell the benefits of your business being located in a remote location (peaceful, lower prices, etc.) so customers will want to search for you.

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