Branding & Identity — Edit this category

Garia, a Club Car Brand,
Brand Management

Client

Sazón Bar & Catering Service

Services

Branding, Logo, Strategy

Year

2026

Industry

Food & Beverage, Event Services

The Challenge

Garia, a new Club Car brand, was acquired in 2022.

The Garia brand was acquired by Club Car in 2022 in an effort to raise the Club Car prices to a luxury price point. After the acquisition, Club Car struggled to position themselves in the marketplace and sell through Garia golf car(t)s. I say cars because the Garia brand creation was influenced by European luxury vehicles and so internally the discussions centered around whether the brand should call them cars or carts. It was an important distinction and one that could set the tone for the higher price point.

The name Garia had it’s own issues because at the time we were working with them, when you Googled the Garia name you would find a city in India, not the golf car manufacturer. Public relations created a series of press releases that influenced search engines, with our help, to find the right context and serve the correct information in Google search engine result pages (SERPs).

Internally, Garia also struggled with sales enablement. The vendors who had agreed to sell the golf cars did not have access to brand assets that would equip them to effectively advertise the brand locally. They also needed the educational and point of purchase (POP) resources to sell through their inventories. We set a strategy and infrastructure up that addressed these needs. Local vendors began requesting the collateral (images/videos/sales sheets) they needed in order to market their Garia inventory.

Lastly, Garia struggled with social media and paid advertising. We identified key vendors that needed support and rather than advertising in a shot gun nature across the entire United States, we shifted our focus to advertising for the local vendors who carried the Garia inventory. This caused a dramatic change in sales reports and drove down their cost per acquisition (CPA) and cost per thousand eyeballs on their ads (CPMs).

Overview of
Garia's Brand Management Project

5 premium media asset categories

icongraphy developed, editorial 3D asset generation, video collateral developed, PR boilerplates written for brand consistency,

217%

Growth in social media reach following the rebrand rollout

-92% lower CPM

$300 → $25 Cost Per Thousand (CPMs)

500 rich media assets created

A plethora of rich media assets designed and created for sales enablement of key accounts as well as part of the corporate marketing strategy

A Garia Golf Car Commercial

Garia Brand Management

Our Approach

How We Brought
Sales Enablement to Garia, a Club Car Brand

Discovery & Strategy

Garia, had just been acquired by Club Car about a year prior to our engagement with them. We saw their need for a thoughtful marketing strategy that included developing a more robust brand asset management system that protected their assets but more importantly gave access to the vendors that sold their golf car(t)s. We started by identifying “key accounts”. Key accounts are individuals or businesses that needed a more white glove approach or one that required direct contact. After scouring sales data available in Salesforce, we equipped those individuals with access to the brand management system and used their communication with us at Garia corporate to identify problems with that system. We solved bottlenecks and resolved issues so that we could also help the long tail customers who also needed help. This efficiency solved the issues Garia was experiencing with brand management.

From a product management perspective there were some significant errors with the Garia online product configurator. The website developer made the configurator so long that when you built a Garia, you had to do it on a desktop computer or otherwise you were not able to see the results of your configuration. I believe this issue remains to this day but it has improved with a more streamlined configuration process. To successfully pull off something of this nature, it takes a great deal of digital asset management because every image needs to be created for every. possible. configuration. of the product. This is said with emphasis because it is time consuming but now with the advent of AI it is probably quicker in terms of paint color but still requires more effort with the detail shots.

How To Measure Success

With regard to integrated marketing strategies, this is something that took more effort with the decision makers/stakeholders. They needed to understand that “social media advertising” can be fine tuned and multi-faceted. Spending XYZ number of dollars on Facebook and other social media platforms does not necessarily win business unless it is done effectively. And yes, high profile luxury buyers do make purchases based off of targeted advertising, which was the internal debate. I believe George Clooney, for instance, owns a cell phone and makes purchases based off of advertising he sees. But demographic profiling this target consumer required jumping into their virtual skin, so to speak. We asked ourselves what types of ads do we expect this influencer to watch? What channels are they consuming content from? Executing this marketing strategy was easy once the consensus was made and once we had profiled our target consumer.

Execution & Delivery of Brand Messaging

In order to measure success of a marketing campaign, you need to go into it with your eyes wide open to the KPIs that you have identified prior to the campaign rollout as ones that you (and other stakeholders) consider to be wins. That conversation needs to happen sooner rather than later during a campaign. For this client, we knew that sales was the ultimate indicator of success. Manufacturers typically operate on smaller profit margins. We were focused on:

initial brand awareness numbers during the first phases of our campaigns
click through rates which indicated whether our copy and media were resonating
CPAs as our campaigns were more mature

Results & Impact of Integrated Marketing Campaigns

The Garia integrated marketing campaigns showed great performance as far as CPM improvements once the geography of the ads was fine tuned and focused on our key accounts. Ensuring that our internal teams were equipped to handle the leads with sales enablement tools as they came in was another key to the campaigns successes. Lastly, measuring attribution across our campaign roll out indicated that our social media focused marketing strategy was one of the most impactful of the overall marketing successes.

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