How I led a positioning refresh and built a marketing engine from the ground up for Weaver & Loom's disruptive bespoke rug platform.
Weaver & Loom is a classic startup story. It had developed a new and disruptive digital platform that helps interior designers create and produce bespoke rugs on demand, but its story didn't resonate.
Its website struggled from weak messaging that failed to connect with prospects. It did more harm than good. To stand out in an ultra-competitive industry, Weaver & Loom needed brand positioning that clearly articulated what it does, who it serves, the value of the platform, and how it is different/better.
Weak positioning compared with an exciting new digital platform
Website that didn't tell a story that resonated with prospects
No sales and marketing collateral
I led a positioning refresh focused on how Weaver & Loom's platform disrupts how bespoke rugs are designed and produced.
Given the target audience (interior designers, architects and artists), the positioning had to be user-friendly and aligned with how they did their jobs, the outcomes (beautiful, one-of-a-kind rugs), and what success looks like (higher profits, happier customers).
Through research and interviews with key stakeholders, clear and powerful positioning was developed and applied to Weaver & Loom's marketing and sales assets, and website.
The value proposition — on-demand bespoke rugs: 50% faster, 60% less expensive and 100% creative control — aligned the platform's capabilities with the needs and interests of its target audiences.
As important, it enabled Weaver & Loom to establish a unique position within the $75-billion global rug landscape.
Weaver & Loom updated its website with new messaging and positioning that resonated with its target audience.
Developed an in-depth library including sales decks, brochures, one-pager and investor pitches.
Attracted and engaged prospects with value-added content (videos, blog and LinkedIn posts) and established a strong presence on Instagram.
The creation of differentiated positioning sparked ROI as the Weaver & Loom story was shared on key channels, social media, and in-person events.
“As a new player in the rug industry, we needed positioning and marketing that would help us not only stand out but be seen as an exciting and different company. Mark helped to make that happen.”Ali GhassemiCEO, Weaver & Loom
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