The University of North Carolina at Chapel Hill Brand Challenge
the
project
Insight
What is the problem or opportunity we're trying to solve or accomplish? What are the related business objectives?
Problem: Low awareness
Effects: Looma isn't a part of retailers' or vendor's
consideration sets when searching for marketing or advertising agencies.
​
Goals:
-
Boost awareness level of Looma among retailers and vendors
-
Build a portfolio to show success and increase credibility (5 new retailers)
-
Establish a system for measuring sales that result from Looma's efforts
Who are the people we're communicating with? What do they value and how can they be most valuable to the brand?
Primary Target: Retailers
-
Specialty grocery stores and small artisanal markets
Secondary Target: Vendors
-
Local artisan food companies
Retailers: Increase in sales and perception of a variety of high-quality goods
Vendors: Increase in brand equity, increase in sales that result from brand loyalty
Looma: These audiences offer the opportunity to establish Looma in the marketplace as a competitive alternative to small agencies. Retailers are particularly valuable because of their ability to influence vendors into using Looma.
What differentiates our brand in the category and makes it more valuable to people?
The micro-documentary presentation style
What is most valuable to these people that our brand can fulfill?
Retailers: A way to drive sales.
Vendor: In-store, measurable, personalized marketing that increases sales and disrupts the traditional methods of sales promotion.
What role/archetype do people associate with and value most in the brand?
Sage and Outlaw.
Looma wants to disrupt the marketing and advertising industry by using intelligence and analysis to increase sales as easily as possible.
What is the Brand's most valuable and tangible benefit?
Measureable.
Memorable.
Affordable.
Insight
Retailers just want to sell stuff in the least complicated and most consumer-friendly way.