The University of North Carolina at Chapel Hill Brand Challenge
the
project
SEO and SEM marketing is crucial for online success. Currently, The Looma Project ranks very poorly in organic search results. To increase awareness it is important to make sure that when people are searching for retail marketing, that Looma is among the top results.
While not the most innovative of marketing approaches, when done right, email marketing can be very effective on a small budget. Due to the fact that Looma is unknown in the grocery marketing category, a simple email marketing program will boost awareness and consideration among retailers and vendors. Keeping the brand image consistent throughout these, the website and any social presence is invaluable.
Simply put, the Looma project needs some work. When a business visits the website, they should be able to quickly understand what the Looma Project is and how it can help boost sales. By creating retailer and vendor-specific web pages as well as optimizing the website to work with all platforms including mobile, Looma will look professional and encourage new clients to reach out.
Big Idea
Looma Barcodes
About the Barcode
Just like our Big Idea, our method of measurement is incredibly simple and straightforward. By placing a Looma-branded barcode on the products next to the microdocumentary display at retailers, we will be able to easily track purchases influenced by the Looma storytelling system for simple, measurable and accurate results.
Marketing Plan and Executions
Website Optimization
Email Marketing
Search Marketing
Social Media
Trade Show/Industry Shows
The Looma Project currently lacks a serious social media presence, which is a huge problem in this digital era. Here are a few social platforms that we suggest Looma uses:
LinkedIn:
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Owned and Paid
LinkedIn is the classic B2B marketing platform. It allows businesses to run advertising campaigns that can be extremely targeted by location, industry, company and more.
Facebook:
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Owned
A Facebook page has become a sign of legitimacy; without one, your brand looks out of touch with the modern times, which is a perception that Looma cannot afford.
Twitter:
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Owned
Twitter allows users to create Twitter Lists, which enable businesses to track any conversations from companies in the selected industry. It also allows users to search for brand mentions and engage with your audience.
Google+:
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Owned
If for nothing else, creating a Google+ account and posting routinely will boost your company's SEO and doesn't cost a thing.
Instagram:
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Owned
Instagram is a great platform to show off the new approach to retail display that Looma offers and reach out to local retailers and artisan vendors.
Trade shows may sound old-fashioned but in the B2B world, they serve an incredibly important purpose. At trade shows, businesses can learn about new opportunities within the industry, receive feedback on their products and services as well as build new client relationships and reinforce established relationships. Industry-specific shows offer face-to-face interactions with companies. Looma would be able to meet and interact with potentially hundreds of local retailers and vendors for very little investment.