'THE LOOP STORE' ADVERTISING STRATEGY
BACKGROUND
During my University degree, I was required to complete a self led project. I chose to create an advertising strategy and four executions for a small jewellery business I had discovered a year prior called 'The Loop Store'. Started by two sisters, Melissa and Nicole, the business hand makes beaded jewellery pieces and also sells gold plated, 925 sterling silver and stainless steel jewellery. Originally starting at the Village Markets, 'The Loop Store' now has a shop located off the Gold Coast Highway on Deodar Drive in Burleigh Heads.
After completing my strategy and executions, 'The Loop Store' implemented parts of my advertising strategy and I earned a high distinction for my project.
PROBLEM
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Not a lot of visitors to the website
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Website can be hard to navigate
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Is not well known in the area
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Business can't be searched for on maps
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Roadworks since opening the store
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Competitors will copy designs
SITUATIONAL ANALYSIS
SWOT
STRENGTHS
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Low price point
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Appeals to broad age range
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Many materials used (gold plated, sterling silver, stainless steel, beads, etc) - something for everyone
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High strike rate
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Active on Instagram
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Have a clear aesthetic for their store and products
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Have Instagram shop
WEAKNESSES
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Website can be hard to navigate
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Isn't well known in area compared to competitors
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Not recognised as a business on Google, Google Maps, Apple Maps, etc
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Roadworks since store opened
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Isn't on Pinterest
OPPORTUNITIES
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Story behind business could appeal and inspire audience
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Roadworks are finishing on Deodar Drive before end of year
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To start using TikTok and Facebook more
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To advertise on their social media
THREATS
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Competitors steal original designs
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Very saturated market - lots of competitors both online and local
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If it's too hard find the store - customers won't both to go in
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Visible opportunity of storefront - quite hidden
COMPETITOR ANALYSIS
I conducted an in depth analysis of four key competitors of 'The Loop Store' as well as a specific advertisement from each. I also analysed the overall market by creating a competitor map.
Here is an example of one of the four competitor analyses:
SOLUTION & BIG IDEA
The solution I presented was an advertising strategy detailing a campaign called 'In The Loop' which was centred around the target audience being in the know about the hidden gem 'The Loop Store'.
GOALS & OBJECTIVES
‘In The Loop’ had the overarching goal to increase awareness of The Loop Store within their target audience. This goal was to be measured by five objectives, which examined the number of customers who visit and purchase online and in store, as well as the number of social media followers 'The Loop Store' gained during the two month period of the campaign.
TARGET AUDIENCE
The ‘In The Loop’ campaign has identified two target audiences, with the main difference being the age, where the first target audience is aged 16 - 25 and the second audience aged 18 - 50. This then influences, the type of product each target market is interested in as well as what platforms will be used to reach them.
EXECUTIONS
This campaign includes three executions. The first execution is a Google My Business account to allow for The Loop Store’s target audience to find out, locate, and connect with them. The second execution involves six social media advertisements, spread evenly across Facebook, to target the older audience, TikTok, to target the younger audience, and Instagram, to reach both markets. The third execution is a website update which includes adding a navigation bar to make it easy for customers to use, as well as an updated About Us page, to share the story of The Loop Store, allowing the audience to engage with and feel connected to the brand.
'GOOGLE MY BUSINESS' EXECUTION
WEBSITE UPDATE EXECUTION
SIX SOCIAL MEDIA EXECUTIONS
TWO TIKTOK EXECUTIONS
TWO INSTAGRAM EXECUTIONS
TWO FACEBOOK EXECUTIONS
BUDGET
The ‘In The Loop’ campaign has been designed so the budget could be kept to a minimum and no unnecessary costs were incurred. As ‘The Loop Store’ is a small business and has not implemented an advertising campaign before, this budget allows for the store to implement the executions with the least amount of financial stress possible, but still see an increase in sales and engagement.
MEDIA SCHEDULE
The ‘In The Loop’ campaign which includes 3 executions, will run over 2 months, December 2024 to January 2025.
