Establishing the Diamond Standard in home theatre branding
Brand Research & Strategy
Responsive Website Design
Social Media Management
As a leading manufacturer of luxury home theatre furniture, Elite HTS contacted Loomo to help them improve their online presence and develop a brand that would resonate with key audiences. Primarily serving the high-end interior design market, Elite had experienced occasional successes in PR – especially with their 3D rendered Bat Cave – but still struggled with gaining consistent exposure and interest with the right key audiences.
Our brand research identified three main tiers of clients: interior designers, home developers, and luxury dreamers each with unique purchasing habits, buying cycles, and channel engagement. Additionally, we found that Elite had been overpaying for their digital exposure so we immediately cut spending on all non-performing ads and reallocated funds to target their redefined demographics.
Soon after starting with Elite we were also asked to take over a stalled redesign of their website (update: it has unfortunately been redesigned since this post.) This gave us the perfect opportunity to redevelop the entire brand experience, shifting the user flow so that visitors could easily access popular products while showing the full breadth of Elite’s product line.
The Diamond Standard
In late 2017, Loomo was brought on as a key branding and development partner for Elite HTS, a premier manufacturer of luxury home theatre seating. With A-list names like Sir Anthony Hopkins, Matthew Perry, and will. i. am. on their client list, you can understand why Elite has set the highest of standards for their products; and for their partners as well.
Identified as a key market differentiator, we helped Elite expand on the concept of a providing higher standard of product, developing The Diamond Elite Certification a new industry-wide standard for theatre seat manufacturing. Similar to the 4Cs of a true diamond, Diamond Elite Certification defines 10 key criteria that all theatre seat companies should strive for. Built to be at the core of Elite’s brand, the Diamond Standard set the stage and tone for all brand initiatives and audiences.
The Right Message; The Right Channel
With a new website better-defined audiences and updated key messaging in hand, Loomo focused our efforts on building market awareness and supporting the sales team’s growth targets year-over-year. Strategic use of social channels like Facebook and Instagram kept luxury dreamers engaged and spreading Elite’s content globally, while industry channels like LinkedIn allowed for highly targeted long-form content development and buyer-specific engagement. No matter what the channel, we’ve found that every Elite HTS visitor has one thing in common, they love that Elite speaks to their interests, is the best in the business, and can’t get enough of their custom designs!
NICOLAS / LONG-TIME INDUSTRY PARTNER