Case Study – Sanomin

HealthcareTraditional sources drying upIncreasing competition

How this health business attracted 200 leads and 80 customers in 4 months

Sanomin has been trading since 1989 on word of mouth. Here is what happened when they added digital marketing with IceCube.

200+

Enquiries in 3–4 months

~80

Became customers

~20

Became long-term clients

Sanomin, est. 1989

Watch the Sanomin Case Study

Sanomin Success Story

Sales Story

Sanomin is a business that has been operating since 1989 and specialises in its own range of products, although the exact product categories are not explicitly mentioned in the testimonial. Cecilia explained that she started with the company as an accounts clerk when it was still a very small business. Over the years, the company expanded, and as she became more familiar with the products, she eventually became involved in marketing. The business initially benefited from having relatively little competition in the market during the 1980s and 1990s.

Before Working with IceCube

Sanomin reached out to IceCube because the business had become increasingly challenged by competition over the previous ten years. Cecilia explained that there were more competitors in the market, with customers increasingly going to larger and more accessible retailers such as Guardian.

Another major challenge was Sanomin’s heavy reliance on word-of-mouth marketing. While word of mouth had traditionally helped the business generate customers, it limited Sanomin’s ability to communicate directly with potential customers. Cecilia specifically highlighted that they did not have many opportunities to speak personally with customers, making it difficult to reach and engage a younger generation.

The business therefore needed a way to move beyond its traditional reliance on word of mouth and use digital marketing to reach a wider and younger audience. This was the key reason Sanomin engaged IceCube Marketing.

The transcript indicates that Sanomin had been doing marketing internally, as Cecilia herself became involved in marketing after gaining experience with the company’s products. However, the testimonial does not specifically state whether Sanomin had previously hired another digital marketing agency or whether they had run paid digital advertising before engaging IceCube.

What is clear is that their traditional approach relied heavily on word of mouth, and they were looking for digital marketing support to overcome the limitations of that approach.

Before working with IceCube, Sanomin’s business had historically performed well because there was less competition in the market during the 1980s and 1990s. However, as competition increased over the following decade, the effectiveness and reach of their traditional word-of-mouth approach became more limited.

The transcript does not provide specific figures for the number of leads, customers, sales, or revenue Sanomin generated before working with IceCube. However, Cecilia clearly identified their inability to reach customers personally, particularly younger customers, as a significant marketing challenge.

One of the major factors that convinced Cecilia to work with IceCube was the team’s willingness to understand Sanomin’s products before running the advertising campaigns. She was particularly impressed that the team did not simply run advertisements without understanding the business. Instead, they took the effort to learn about the products seriously and understand how they could be presented to customers in a way that would achieve better results.

Cecilia was also impressed by the team’s willingness to guide her throughout the process. As someone who described herself as not being computer savvy, she appreciated that the IceCube team patiently helped her and guided her through the digital marketing process step by step.

Her first impression of the team was also positive. She described the IceCube team as a group of enthusiastic young people who were very helpful, dedicated and passionate about their work. This combination of product understanding, guidance, enthusiasm and dedication gave her confidence in working with IceCube.

After working with Icecube

200+

Enquiries in 3–4 months of advertising

~80

Of those enquiries became customers

~20

Of those customers became long-term clients

The campaign generated significant enquiry and customer results within just three to four months of advertising. During this period, Sanomin received more than 200 enquiries.

From these 200-plus enquiries, approximately 80 became customers. This means that a substantial portion of the enquiries generated through the campaign converted into actual customers.

Even more significantly, around 20 of those 80 customers became long-term clients. These long-term customers then generated an additional benefit for Sanomin by recommending even more customers to the business. This created a referral effect, where the customers acquired through the marketing campaign continued to contribute to further customer acquisition through word of mouth.

The journey can therefore be summarised as more than 200 enquiries leading to approximately 80 customers, with around 20 becoming long-term clients, and those long-term clients subsequently referring additional customers to Sanomin.

The campaign helped Sanomin expand its customer base beyond its traditional word-of-mouth network. In particular, the results demonstrated that digital advertising could generate new enquiries and customers for a business that had previously relied heavily on personal recommendations.

The campaign produced more than 200 enquiries in three to four months, approximately 80 customers and around 20 long-term clients. The long-term customers also went on to recommend additional customers, extending the impact of the original advertising campaign.

The testimonial does not mention whether Sanomin opened new outlets, expanded its team, moved into a new office, increased its revenue by a specific percentage, or expanded into new markets. Therefore, these business impacts should not be claimed unless additional information is available.

Cecilia’s testimonial strongly suggests that trust, dedication, product understanding and the results achieved are the main reasons she would continue recommending and working with IceCube.

She repeatedly praised the team for being enthusiastic, dedicated and responsible. She also emphasised that IceCube takes the time to thoroughly understand a company’s products before running advertisements. From her perspective, understanding the products more deeply allows the team to create better advertising and achieve better results.

Cecilia also valued the team’s hands-on support. She described Wen as highly dedicated because he personally reached out to testimonial providers from the job group to learn more. She also praised Yang for being extremely patient and attentive to small details, explaining things to her step by step.

Overall, her continued confidence in IceCube comes from a combination of the team’s commitment, personal guidance, product knowledge, attention to detail and demonstrated advertising results.

During the work with Icecube

Results Highlights

One of the biggest highlights was the actual volume of enquiries generated during the relatively short three-to-four-month advertising period. Receiving more than 200 enquiries was a significant result for Sanomin, especially considering that the business had traditionally relied heavily on word of mouth.

Another impressive moment was seeing those enquiries translate into actual customers. Approximately 80 of the 200-plus enquiries became customers, and around 20 of those customers developed into long-term clients.

An additional positive surprise was that these long-term customers began recommending even more customers to Sanomin. This meant that the campaign did not simply generate one-time enquiries; it helped create a chain effect in which newly acquired customers became a source of additional referrals.

Team Highlights

Cecilia also highlighted several positive experiences with the IceCube team during the campaign. She appreciated how seriously the team took the time to understand Sanomin's products before advertising them. She specifically mentioned Wen's initiative in reaching out personally to testimonial providers to learn more, demonstrating that the team was willing to go beyond the basic requirements of running advertisements.

She also highlighted Yang's patience and attention to detail, particularly his willingness to guide her through the process step by step by explaining exactly what she needed to click and do.

There were no specific miscommunications, conflicts or major misalignments mentioned in the testimonial. Instead, the overall experience was described as supportive, patient, relaxed and positive.

Cecilia’s perception of IceCube appears to have become increasingly positive as she experienced the team’s working style and saw the results of the campaign.

At the beginning, she was pleasantly surprised by the IceCube team. She initially saw them as a group of young people, but quickly discovered that they were very helpful, enthusiastic and dedicated. This initial positive impression grew stronger as the team demonstrated their willingness to understand Sanomin’s products and business before launching the advertisements.

Her confidence was further strengthened by the practical support she received. As someone who was not computer savvy, Cecilia appreciated that the team did not expect her to understand everything on her own. Instead, they patiently guided her throughout the process and explained even the small details step by step.

The campaign results then reinforced her positive perception. Seeing more than 200 enquiries generated within three to four months, approximately 80 customers acquired from those enquiries, and around 20 customers becoming long-term clients gave her tangible evidence of the effectiveness of the campaign.

The fact that these long-term customers subsequently referred even more customers to Sanomin further strengthened her confidence in the results.

By the end of the experience, Cecilia had developed a high level of trust in IceCube. She described the team as passionate, responsible, enthusiastic and dedicated, and stated that she would recommend IceCube to friends in business who are considering digital marketing. She specifically said that there was no need to hesitate because her recommendation was based on her own experience.

Her final comments also show that her perception extended beyond just the advertising results. She felt personally supported by the team and appreciated how patiently they guided her. Even the testimonial recording itself was made comfortable for her, with Cecilia saying that the team made the video shoot feel relaxed and created an experience where they felt zero pressure.

“Overall, Cecilia's journey progressed from being a business owner facing increasing competition and struggling to reach younger customers through traditional word-of-mouth marketing, to becoming a confident advocate of IceCube after experiencing the team's hands-on support and seeing measurable results from digital advertising.”

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