Hooper Camera is a five-store camera, accessories and photo processing chain located in Los Angeles, California. The chain’s market share and sales performance has been greatly challenged by drug chains and big box retailers aggressively expanding their digital camera, video and processing business.
Challenge: Hooper Camera needed a strategic message to differentiate them, and a media campaign to generate greater awareness. Moreover, the creative needed to offer consumers meaningful though profitable incentives to drive in-store and
Solution: Mosaic developed a TV, newspaper and direct mail
campaign targeting both new and current customers. The advertising, complete with a new slogan (“Shop. Save. Snap.”), was designed to communicate that Hooper Camera provides a greater selection of merchandise, at prices comparable with larger chain competitors, and an easier shopping experience delivered by knowledgeable sales consultants …essentially a competitively better value proposition. Mosaic also introduced the concept of package merchandising to drive immediate shopping while preventing direct price comparisons; and layered in a loyalty/rewards program to leverage repeat business.
Result: In the first quarter the campaign was implemented, Hooper Camera reported sales increases in excess of 20%, achieved with a significantly expanded customer base.