The Product
Loom Footwear offers Loom Waterproof Sneakers for men and women. These athletic shoes, available in black or white, are designed to be durable, waterproof, breathable and environmentally friendly.
Brand & Product image
On Loom Footwear's home page, the brand promotes its product with the copy, "The Most Comfortable, Waterproof Sneakers. Loom - One shoe for all weathers." Loom Footwear presents itself as a sustainable brand with shoes that are ideal for active, athletic adults who want to be comfortable and prepared for any experience in any weather.
Loom Footwear succeeds in effectively presenting its shoes as waterproof. This is because the brand consistently emphasizes that its shoes are more advanced than competitors' shoes that may use a simple spray or coating for water resistance. Loom Waterproof Sneakers are waterproof because of multi-layered fibers and the H2-Go layer that is "100% waterproof and breathable," according to Loom Footwear.
Although Loom Footwear tries to have the image of a sustainable brand by emphasizing that its shoes are designed with "100% cruelty-free material," according to its website, competitors have more effectively positioned themselves as sustainable brands. For example, the direct competitor Allbirds has a goal to reduce its carbon footprint to almost zero by 2030. Allbirds also offers a shopping experience called Allbirds ReRun through which shoppers can purchase slightly used shoes in order to avoid excess material waste. While Loom Footwear mentions sustainability across its website a few times, the direct competitor Cariuma has an entire web page dedicated to tracing Cariuma's environmental footprint in detail and also says that buying a pair of Cariuma shoes leads to two trees being planted on its product landing pages.
Thus, Loom Footwear's claim of being a sustainable company is somewhat weak compared to its competitors' claims. The brand should either strengthen its positioning in this area or emphasize other features of Loom Waterproof Sneakers, such as the shoes' durability.
Why we are communicating
Loom Footwear's goal should be to educate consumers about how Loom Waterproof Sneakers are unique from other shoes because of Loom Footwear's differentiating footwear technology (including the H20-Go Layer, which makes the shoes waterproof, and the Excelcast Sole, which makes the shoes durable).
What we have learned about the consumer
In terms of demographics, the target consumer is between the ages of 18 and 35. Both men and women are welcomed into the Loom Footwear community. Having gender-specific shoes may create a barrier for nonbinary people, who may feel that the brand has not considered them; however, they may also benefit from Loom Footwear's shoes. The brand is fairly expensive, so it targets individuals who either have a higher disposable income or who are willing to pay more for athletic shoes due to their dedication to sustainability or their passion for high-quality shoes.
Loom Footwear has designed its shoes in particular for consumers who engage in behaviors that cause them to be on their feet often. This group includes athletes who enjoy running and working out as well as adventurers who enjoy hiking and other outdoor activities. Additionally, Loom Footwear targets employees whose work requires them to stand on their feet for long hours. In terms of psychographics, the ideal audience for Loom Footwear is environmentally conscious as loyal customers likely feel strongly about helping the planet or want to impress their peers by purchasing shoes from a sustainable brand.
What we want the consumer to think and do (based on loom footwear's competitive advantages)
Loom Footwear should strive to have the customer think of the brand's shoes as durable, sustainable, waterproof and affordable. This will drive the customer to buy Loom Waterproof Sneakers and tell others about Loom Footwear.
Loom Waterproof Sneakers are promoted as "impact-resistant" and durable, which differentiates these sneakers from the shoes sold by Loom Footwear's competitors. Loom Footwear is not the only brand with sustainable, waterproof or comfortable shoes, but it is the only brand out of its direct competitive set that offers shoes with an Excelcast Sole designed by podiatrists for shock absorption and protecting customers from rough terrain, according to the Loom Waterproof Shoes product page. Thus, Loom Footwear needs to demonstrate to customers that it is the top brand for durable shoes.
Loom Footwear also needs to work harder to sell the idea of sustainability to its customers. When customers buy Loom Footwear shoes, they can experience the emotional benefit of feeling that they have helped the environment. However, this emotional benefit will not be fully experienced by consumers if sustainability is not emphasized at every touchpoint the customer has with the brand. Currently, Loom Footwear's eco-friendly claims are buried at the bottom of product pages and only vaguely discussed in the company's About Us page.
If Loom Footwear wants the customer to think of the brand as sustainable, it must use more colors, images and copy that create an association with sustainability. However, to avoid greenwashing, the company may also want to consider improving its manufacturing processes, so it can make stronger environmental claims.
Finally, Loom Footwear should help the customer to see how Loom Waterproof Shoes have highly competitive water resistance compared to other brands' shoes. Cariuma's shoes are not promoted as waterproof. Meanwhile, Allbirds sells water-repellant shoes with a coating that is less advanced than Loom Footwear's H2-Go Layer. Loom Footwear's toughest competitor in terms of water resistance is Vessi, who claims its Dyma-tex technology that involves "nano-sized pores" in its shoes is also 100% waterproof.
Currently, Loom Waterproof Sneakers are 60% off and are available for $99 instead of $249.99. At $99, the price of Loom Footwear's shoes is more affordable than the price of competitors' shoes, which Loom Footwear should help customers to notice. Vessi, for example, is currently selling comparable shoes for $135, and this price difference may be significant for customers.
In summary, to stand out against its competitors, Loom Footwear must emphasize that its Loom Waterproof Sneakers are more more durable than shoes from Allbirds, more waterproof than shoes from Cariuma and currently more affordable than shoes from Vessi. Loom Footwear must also strengthen its sustainability claims to match those of its competitors.
Single Most persuasive idea we can convey to the consumer (unique value proposition)
Loom Footwear's Loom Waterproof Shoes have the perfect combination of what you need in a shoe for your challenging workout, outdoor adventure or long work shift as they are durable, waterproof, affordable and eco-friendly.
How the message connects with loom footwear's target audience
Loom Footwear's unique value proposition resonates with the target audience because it addresses why the audience needs or wants new shoes. For example, consumers who want to dedicate themselves to athletic activity are looking for shoes that will be durable enough to support them through their challenging workouts. Meanwhile, consumers who are interested in outdoor experiences are looking for shoes that are waterproof. Also, consumers who need shoes for long work shifts may be interested in shoes that are affordable. Finally, consumers who care about sustainability will think of Loom Footwear as an environmentally friendly and appealing brand with this unique value proposition.
how we will communicate our message (deliverables and tactics)
One way to engage this audience is to promote Loom Footwear on social media platforms including Instagram, Twitter, YouTube, TikTok and Facebook.
Instagram is a useful platform for promoting products visually to the young adult audience. However, Loom Footwear's Instagram account currently has very low engagement because its images are recycled from other media sources without a clear intention to adapt the images to the platform beyond resizing. Additionally, Loom Footwear's Instagram captions are very focused on selling the product and do not emphasize building a genuine connection or community with the target audience. Also, Loom Footwear has not utilized hashtags or hyperlinks in its captions or tagged influencers on its profile page.
To engage the target audience more, Loom Footwear should feature pictures on its Instagram that show the audience wearing the shoes to engage in various activities instead of primarily focusing on close-up product shots. Loom Footwear should also host social media giveaway contests that encourage shares, ask questions in its captions that prompt comments and provide branded content that is relevant to the audience such as tips for hiking in Loom Waterproof Sneakers. Finally, all Instagram posts should emphasize at least one element of the product's unique value proposition; otherwise, the brand's advantages will be lost on the customer.
Although Twitter has recently become a more volatile and controversial platform, it still has potential to be used by brands to stimulate audience engagement. Currently, Loom Footwear has a Twitter account but has never posted a Tweet. Therefore, Loom Footwear should begin to use its Twitter profile to perform customer service tasks such as responding to customers' complaints, host giveaway contests to encourage purchases, engage followers with interactive polls and promote Loom Footwear's blog posts. Additionally, Loom Footwear should utilize Twitter to promote seasonal deals and remind potential customers of the advantages of Loom Waterproof Sneakers.
YouTube is a beneficial way to show product use in action through entertaining videos. Loom Footwear does have a YouTube channel, but it has not actively posted videos in three years. The videos that it had previously posted were very similar to commercials and did not earn many likes despite having tens of thousands of views. Likely, this is because the videos tried to push a sale on potential customers without providing value for the audience in return.
Therefore, Loom Footwear should implement a YouTube strategy similar to Red Bull's and create engaging videos that feature real people going on adventures that align with the brand's positioning. For example, Red Bull posts videos of people doing incredible feats, such as a video of professional climbers progressing up a cliff, to promote the idea that "Red Bull gives you wings." Similarly, Loom Footwear could have a new video series that includes stories such as the adventure of a couple who goes on impressive hikes across the country while wearing Loom Waterproof Sneakers. If Loom Footwear faces significant budget constraints, the company could focus on local adventures happening in California.
Employing TikTok is also a smart idea for the Gen Z group of the target audience (adults from age 18 to age 26). This video-focused platform can allow Loom Footwear to show short video clips of the product in action, engage influencers in talking to the audience about the product and encourage customers to post their own video reviews of the shoes. Loom Footwear currently has a TikTok account and has utilized influencers to tell authentic stories, but hosting contests or starting video challenges could increase levels of audience engagement for Loom Footwear on TikTok.
Meanwhile, Facebook is still a viable platform for the Millennial side of Loom Footwear's audience (adults from around age 27 to age 35 and beyond). According to Statista, people between the ages of 25 and 34 were the largest Facebook audience as of December 2022. Currently, Loom Footwear's Facebook page is very impersonal and shares the same content as the corresponding Instagram page. Instead, Facebook posts should share positive customer reviews and experiences, inform customers about seasonal deals, share links to Loom Footwear's blog posts and encourage satisfied customers to tell their friends about Loom Footwear.
The company already uses influencers to promote its social media channels, but Loom Footwear could continue to think about how to ensure that the influencers it chooses appear authentic to the audience. This will lead to a more effective influencer strategy, according to Nielsen.
Additionally, Loom Footwear should show up at in-person locations where its target audience might be. For example, Loom Footwear may want to hang flyers around gyms in California or show up to regional marathon races to engage the athletic audience. Also, Loom Footwear should sponsor a hiking challenge or attend events that attract outdoor enthusiasts. Finally, Loom Footwear could set up pop-ups near locations where employees may be on their feet all day; for example, it could set up a table in a large metropolitan shopping mall and seek to attract the interest of retail employees as they walk by.
Putting advertisements on streaming services could also be an effective way for Loom Footwear to target this young adult audience as streaming is now the "dominant TV option," according to Nielsen. Commercials should feature actors within the target age range (18 to 35) wearing Loom Waterproof Sneakers for athletic, outdoor and work activities.
Finally, Loom Footwear should consider updating its blog posts, so they provide more value for customers. Currently, the News page of Loom Footwear's website shows that its blog strategy has been providing lists of the "best" shoes for various purposes (These lists always include Loom Footwear's competitors' shoes and always have Loom Waterproof Sneakers at the top of the list). What Loom Footwear may be failing to consider is that it does not gain customers' trust if its product shows up at the top of a list that the company made itself because the brand is biased toward its own shoes, and Loom Footwear is giving its competitors free promotional activity by mentioning other shoe brands. Instead, Loom Footwear should have blog posts with content that provides genuine value to its customers.
For instance, to appeal to its athletic customers, Loom Footwear may want to have a co-branded post in which it promotes sustainable clothing items that match Loom Waterproof Sneakers. To appeal to its outdoor audience, Loom Footwear could discuss the five most popular hikes in California and how Loom Waterproof Sneakers can be worn on each hike. To appeal to the audience of people who are looking for comfortable shoes to survive a difficult work day, Loom Footwear could suggest top tips for getting through a tiring shift as comfortably as possible and include wearing Loom Waterproof Sneakers as a tip. Finally, to appeal to consumers that prioritize sustainability, Loom Footwear should create blog posts that give consumers updates about the brand's eco-friendly initiatives.
Images in this creative brief were all sourced from Loom Footwear or from the sources listed below by Adobe CC Express.
Credits:
Created with images by Jacob Lund - "Group of young friends having fun outdoors" • Alena Ozerova - "Hiker walking to mountains" • Lomb - "Trendy young people using social networks on their smartphone outdoors. Millennial generation guys using new technologies and social media apps for cell phones.."