In February, Huntsman students helped Skullcandy find a quantifiable way to measure the results of a planned marketing push that will be carried out through the company’s new “college ambassador program.” Skullcandy is a publicly traded company based in Park City, Utah, that markets headphones, earphones, hands free devices, audio backpacks, MP3 players, and other products, all targeted at outdoor action sports enthusiasts.
It was all part of the Huntsman Marketing Case Competition, a contest that gives teams of students 48 hours to find solutions to a real business problem, in this example, a challenge facing Skullcandy.
Cohen Summers, Huntsman School of Business alumnus and Skullcandy global training manager, explained that the company was specifically looking for a tangible way to measure its marketing efforts.
Students Jon Edwards, Ace Beorchia, Spencer Hall, and Brad Cannon took the first-place prize, winning an overnight stay in Park City, Utah, near Skullcandy headquarters, a day on the ski slopes, and a tour of the company.
The team helped Skullcandy by developing an equation that measures several components of an event hosted by one of the ambassadors of the new program — such as attendance, website visits, and sales — in different layers while still allowing the variables to be adjusted for each event, Ace said.