Phase 1- Generating Awareness

Specialty food vendors in North Carolina need to be aware of the Looma Project and all the ways it can help a business be successful. Paid advertising on platforms such as LinkedIn and Pinterest, combined with select Google Adwords, will generate more awareness among the targeted audience.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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Phase 2- Driving Consideration

The goal for the second phase of the Big Idea is for Looma to position themselves as a credible storyteller that will act as an extension of a brand to tell their story. To appeal to vendors and retailers in the consideration phase of the customer journey, Looma needs to prove that they understand the needs of artisan food vendors, and can tell authentic brand stories and drive sales.  

 

MAKE WEBSITE FRIENDLIER

Looma needs to make their brand website more inviting, conversational, and accessible to better align with the insight that artisan food vendors want to work with someone that they can trust. The language on the website is currently formal and business oriented. It needs to be more informal and personable to reflect that Looma is more approachable and understanding of the needs of smaller food brands. The website needs to encourage brands to feel comfortable beginning a conversation with Looma. To make the website more accessible and user-friendly, Looma should make their website mobile-friendly by creating a web app. Adding a phone number or email address to the website would allow customers to contact Looma in whatever way is easiest for them. Creating links to Looma’s social media accounts like Facebook, Twitter, and Linkedin would encourage customers to interact with Looma in a less formal environment. And adding employee profiles would humanize Looma and give customers friendly faces to associate with the brand.

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VIDEO TESTIMONIALS

Looma should also put on their website video testimonials of past clients to show how their  services have positively affected the brands’ image and sales. With video testimonials, Looma can efficiently communicate the heartwarming and surreal feeling vendors get when they see the impact sharing their brand story in an authentic way has on their business performance. These videos will demonstrate to potential consumers that Looma’s services are unique, successful and personalized to the story of every customer.

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TRADE SHOWS & COFFEE WITH LOOMA

Coffee with Looma is an initiative to begin the informal conversations between potential consumers and Looma. Brand attachment stems from an emotional connection, which reassures customers that Looma will produce the brand’s desired outcome. Looma will attend specialty food events and set up a booth for Looma. There will be an iPad at the events that vendors can use to transfer their contact information and schedule a coffee date with Looma representatives to discuss their personal brand story and what it means to them. Clients will also be able to schedule meetings on the Looma website. This is an nontraditional take on an introduction meeting. Instead of gathering potential clients around a conference table in the office, Looma takes their potential clients to coffee like you would a friend, creating an intimate vibe between them and their customers. This will create a more personal and trusting connection between Looma and their clients.

 

 

 

Phase 3- FUTURE PRODUCT RECOMMENDATIONS

ALLOW FOR VENDOR VIDEO OWNERSHIP

Looma should create a system for vendors to buy the license to their in-store videos. This would give customers more control over their story and how they wish to incorporate it into their brand. Vendors could publish Looma’s content on different platforms like social media, and their own branded website. This would allow vendors to further immerse Looma’s content into their  brand strategy and be a larger part of their brand image. It would also validate that Looma’s services are an extension of their customer’s brand.

 

USE BEACONS FOR SALES TRACKING

If customers are to trust Looma to tell their brand story, they need proof that Looma’s authentic storytelling gets results. Retailers and vendors both want to know that the Looma drives sales. In order to better attribute sales to their displays, the Looma project should employ in-store beacons to send out push texts to shoppers when they are near an in-store display. If the customer chooses to buy the product after viewing the in-store video, they can scan the text on their phone at the register in order to get a discount or other incentive. This would allow Looma to attribute sales directly to their displays and prove their strategy results in more sales overall for the retailers and vendors. This system would also ensure customers that Looma share’s their goal of increasing the brand’s sales.

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