Lifestyle PR Agency Los Angeles

A STATEWIDE BRAND RECEIVES NATIONAL EXPOSURE & INVESTOR ATTENTION

THE PR CHALLENGE

To create national exposure and redefine cannabis use for a California-based luxury cannabis subscription box to attract investors and brand recognition.

THE PR KUDOS

“Nearly solely responsible for the development and implementation of our public relations campaigns, offerings and promotions, and media management…an excellent feel for gauging public opinion and projecting public reaction to certain campaigns. Best of all, the  campaigns were universally successful, providing significant and measurable growth…comes with my highest recommendation.”


Chris H.,
Co-Founder/CEO

THE SOLUTION

Engage lifestyle, startup, and business journalists on a weekly basis with timely, newsworthy storylines, tied in with announcements, conferences, and media calendars. Increase exposure through on-site activations at tradeshows and events. Ensure effective media monitoring for partnership opportunities and competition.

CELEBRITY WHISPER CAMPAIGN


Our A-List Celebrity whisper campaign secured several paying A-list subscribers. As the word got around in celebrity circles, the word-of-mouth ROI was clear.

ON-GOING COAST-TO-COAST MEDIA ENGAGEMENT


Activate media calendars with personalized review opportunities for selected journalists quarterly, which increased journalistic coverage as well as word of mouth.

EXECUTIVE PR and BRANDING


Reinforce executive thought leadership through media profiles, speaking engagements, and custom content development including paid, earned, and owned content.

WORD OF MOUTH CONFERENCE & TRADESHOW ACTIVATIONS


Ensure on-site coverage with journalists through activations of on-site journalists and sponsorships through engaging experiences and access.

PRESS-WORTHY COLLABORATIONS


We conceptualized annual holiday limited edition offerings which enabled never-before collaborations and national press.

THE PR RESULTS

300% Growth


In website traffic from media sources.

200% revenue growth


For 2 years the revenue growth was sky rocketing.

 $750K in earned media annually


From national and California-based lifestyle outlets with an average of 2-3 placements per month.

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Get my company in Trend Hunter
429 Magazine
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Los Angeles PR Agency

purpose driven public relations

Why Purpose-Driven Public Relations Have an Edge 

It’s easy to see why some companies are skeptical of shifting to a “purpose-driven” business model. Doing so requires companies to take a position on important, potentially controversial issues like environmental protection, workers’ rights, racial and gender discrimination, income inequality, and so on.

Is Taking a Stand the New Social Media in Public Relations?

Taking a stand can generate a swift backlash from the community and consumers. For an example, look no further than the reaction from many fans of the National Football League when several players, mostly notably San Francisco 49ers quarterback Colin Kaepernick, knelt during the national anthem as a protest against police violence.

The NFL is one of the few monolithic institutions left in American life, and the response from its fans would seem to discourage other brands from getting involved in political and social issues. Even President Donald Trump got involved by putting pressure on team owners and league officials. And yet, the NFL’s handling of its players’ police violence protests offers an instructive example of why brands should lean into social causes instead of avoiding them.

After all, what was the ultimate outcome for Kaepernick? The NFL caved on player protests and is allowing social justice messages in the end zones this year. Kaepernick partnered with Nike on their “Dream Crazy” ad, which helped spread his message to a much wider audience. Though the ad was criticized in some quarters, most people responded positively to it. Younger audiences, one of Nike’s key demographics, responded especially well.

Making that ad was a risk for Nike, but it’s a risk that clearly paid off. By being aware of social trends — particularly among some of its core customers — and partnering with someone who had legitimate social justice credentials, Nike scored a public relations coup and rode the wave to increased sales.

Jumping into the realm of social activism is new for Nike, but other brands have engaged in social, political, and environmental causes for many years now. The clothing company Patagonia, for instance, supports many social causes, especially groups focused on the protection and preservation of public lands in the United States. They’ve also imposed a “1% for the Planet” tax on themselves, in which they spend 1 percent of their sales (not just their profits) on environmental activism while encouraging other companies to do the same.

Another brand that’s making headway in terms of changing the way business is done is King Arthur Baking Company. Unlike many larger bakeries, King Arthur is a private company that is owned by its employees and is a benefit corporation. This means that having a positive impact on the world is built into the company’s corporate structure. In an article for the New York Times, Ralph Carlton, one of King Arthur’s chief executives, said “Being accountable to our employee-owners means we have to take them into account. We don’t believe in growth for growth’s sake.” The company’s message is clearly resonating with consumers; according to the Times article, King Arthur’s sales tripled this past spring when many people went into quarantine and started baking their own bread and other goods.

Is a Purpose Driven Public Relations Strategy for Everyone?

These examples and additional research illustrate the gains to be had for brands that embrace social causes. For instance, the research firm Accenture found in 2018 that 63 percent of consumers prefer to support brands that share their values and beliefs. In that same study, Accenture also found that 62 percent of consumers want brands to take a position on social and political causes, and 65 of consumers said their buying decisions are influenced by the values, actions, and words of a company’s leaders.

As we saw with Nike, these trends are even more pronounced among younger audiences and consumers. Other researchers have found that 54 percent of teens age 16-19 boycotted or bought from a brand because of its ethics. Furthermore, 63 percent of teens say they are more likely to buy from brands that back charities or other causes they believe in.

These figures provide more evidence that consumers are eager to buy from brands they perceive as having strong morals and values. However, brand trust is a precious commodity that companies should not take for granted. About 37 percent of teens surveyed in the study mentioned above said they didn’t trust the claims brands make about the causes they support, and 69 percent of teens in the survey said brands overstate how much they support the causes they supposedly champion.

That last point is critical. It’s not enough for companies to say they want to make the world a better place, they have to back it up with their actions and policies. If you tell consumers you’re moving to a purpose-driven business philosophy, you need to give them proof.

Once again, we can look at Nike for an example of this theory in action. Regardless of other criticisms the company has faced in the past, making Kaepernick the centerpiece of a campaign took courage, as he was a pariah in many circles and hadn’t been a star player for several years. But because Kaepernick had sacrificed his career and his reputation for his beliefs, Nike benefitted from his social justice bona rides.

As more consumers push for brands to become more socially and politically engaged, companies that have already adopted a purpose-driven approach or are willing to make a good-faith effort have a tremendous advantage in the marketplace. If you can show consumers that your brand shares their values, they’ll flock to your business.

How to Celebrate a Purpose-Driven Public Relations

 

Of course, getting your message in front of consumers is easier said than done. You need a public relations firm that understands the challenges purpose-driven brands face and the benefits they can provide consumers. Fortunately, PR for purpose-driven brands is what we do at Avaans Media, and we can help show the world what makes your company special.

It’s important not to be too bold or too generic when it comes to PR for purpose-driven brands. You need to be specific about what you’re doing and how it’s generating the kind of positive change you’re striving for. We’ll create a campaign that’s tailored to your company’s specific strengths and goals, and we’ll show consumers that you’re serious about achieving those goals.

This kind of campaign is something we already have experience doing. One of our biggest successes came from helping a nonprofit create content to help parents who were non-native English speakers improve their children’s early education outcomes. We listened to what they wanted to achieve and created streamlined, easy-to-understand social media content for parents to share with each other and their children. Furthermore, we helped the nonprofit lobby the state legislature to fund early education programs for pre-kindergarten students.

Our campaign was a tremendous success, generating more than 401,000 impressions over six months among our target audience, with an engagement rate over 50 percent. The state legislature also saw the extensive community support for the program and funded more early education programs, providing an even greater benefit to the community.

Our organization has the tools and talent to bring this kind of success to your purpose-driven brand. To learn more, visit our contact page to schedule a call with one of our offices. You can also find us locally in New York, Los Angeles, Honolulu, Phoenix, Denver, and San Diego.

UAV Technology PR

Cutting Edge Drone PR and Communication Sets The Stage for Tomorrow

THE PR CHALLENGE

Our client, a publicly-traded drone company, has been groundbreaking drone development for 8 years already. As they enter the next stage of growth including defining new verticals and lines of business, our team manages press relations, reputation management, and provides strategic analysis into emerging industries. We also collaborate with the Investor Relations Firm.

THE PR SOLUTION

We develop a strategy that meets the needs of this dynamic company through a managed approach to press relations with an owned/earned/paid campaign strategy towards verticals of importance.

DATA DRIVEN COMMUNICATIONS


With media monitoring, we provide insights and strategies which increase reputation and authority.

CAMPAIGN MANAGEMENT


We develop ongoing campaigns which meet the needs of this growing & publicly-traded company.

STRATEGIC ADVISEMENT


We evaluate industry trends through the lens of goals & opportunities and provide strategic insight to manage the brand reputation.

THE PR RESULTS

101% 


Increase in Share of Voice versus key marketplace competitors.

31% 


Share of Voice throughout entire industry conversation.

142%


Increase in share price within first 4 months.

150%


Increase in audience size over previous year

343%


Increase in media inclusions over previous year

$4.6 Million


Estimated earned media value

32 


Average media inclusions per month

149%


Increase in earned media value over previous year

Wellness PR Based in Los Angeles

A GLOBAL CPG BRAND IN AN EMERGING MARKET USES PR SUCCESS AS IT PREPARES FOR AN IPO

THE PR CHALLENGE

To normalize hemp-based products to the general consumer market while establishing the brand as an international consumer packaged goods leader in the vertical, increase consumer awareness, and prepare for a successful IPO.

THE PR KUDOS

“Nearly solely responsible for the development and implementation of our public relations campaigns, offerings and promotions, and media management…an excellent feel for gauging public opinion and projecting public reaction to certain campaigns. Best of all, the  campaigns were universally successful, providing significant and measurable growth…comes with my highest recommendation.”


Chris H.,
Marketing VP

THE PR SOLUTION

Engage scientific, lifestyle, vertical, and business journalists on a weekly basis with timely, newsworthy storylines, tied in with announcements, conferences, and media calendars. Ensure global reputation management with media monitoring and on-going strategic counsel. Ensure key messaging consistency through internal training and on-going media training.

GLOBAL REPUTATION MANAGEMENT


Our international brand and category monitoring inform corporate decisions including partnerships, product development, and U.S., European, and Asian consumer trends in the lifestyle and wellness category.

ON-GOING COAST-TO-COAST MEDIA ENGAGEMENT


Activate media calendars with personalized review opportunities for selected journalists quarterly, which increased journalistic coverage as well as word of mouth.

SOCIAL MEDIA & COMMUNITY MANAGEMENT


On-brand owned media, including organic social media and blogging content calendars that support PR & branding initiatives through inviting copy and engagement tactics.

EXECUTIVE BRANDING


Reinforce executive thought leadership through media profiles, speaking engagements, and custom content development including paid, earned, and owned content.

WORD OF MOUTH CONFERENCE & TRADESHOW ACTIVATIONS


Ensure on-site coverage with journalists through activations of on-site journalists and sponsorships through engaging experiences and access.

SPORTS CELEBRITY ACTIVATION


Activate athletic spokespersons including a former NFL player, as a spokespersons and faces of the brand in social media, owned content including, earned media and in-person appearances.

THE RESULTS

200+


Pieces of press coverage over 3 years, averaging 5 pieces of coverage per month.

10+ Billion


Earned media impressions over 3 years, with an earned media value of over $5 million.

300% 


Increase in the stock price of an over subscribed IPO.

Consumer Product PR Firm
National Media PR Agency Los Angeles
Business PR Firm California
Wellness PR Firm
Media Relations Agency Los Angeles

cannabis brand public relations

Cannabis Branding Is About To Become Extremely Important To Cannabis Entrepreneurs

Adult-use marijuana is on the ballot and in the minds of thousands of people in the United States this fall. Adult-use, especially in California, because of its market size will change everything for cannabis companies. What should cannabis brands be thinking about in preparation for market expansion? As a cannabis entrepreneur, you might be so busy keeping up that you haven’t given much thought to branding.

Before we jump into our 3 tips for cannabis branding, let’s talk for a minute about what branding is (and isn’t) so we’re all on the same page.

Branding: the emotional response the consumer has to your company and products. 
Branding: the humanity of your company.
Branding:  the often difficult to define, but easy to spot feeling people get when they know whether they want to “hang around” your brand.

 

Maybe the most important question is why should you CARE? Strong brands develop customer loyalty and they sell products for premium prices. Interested?

I thought so.

You know what companies are branding masters? Alcohol and tobacco. Technology. Beverages like soda, water and sports drinks.

Truly great brands incorporate values, voice, design and especially the customer into their presence, whether it’s in-person, online or in-store. Notice I did NOT say that branding is the packing and logo. Those two are important aspects of branding. Logos and packaging should not be the last thing you ever do with branding. Branding should be a cornerstone of culture, communication, and position that your customers continue to relate to.

Strong cannabis branding will be a steady platform from which you make decisions on everything from products to partnerships, hiring and marketing campaigns. Cannabis brands need to nurture and develop their brands to be ready for the expansion of adult use. This is particularly important in California where consumers expect sophisticated brands and branding.

So, regardless of where you are in your branding process, it’s never too late to consider these 3 tips for cannabis brands in the adult-use market:

 

BE REALLY CLEAR: WHO is your customer?

Many people hear this question and they immediately think of demographics. That’s fine, be clear on demographics, it will save you time and money. But dig deeper. Think about your customer’s lifestyle, their other passions and what motivations you’ll be tapping into when they see your brand.

Are your customers proud proclaimed pot users or have they been an “in-the-closet” user for most of their adult lives? If they aren’t open cannabis users, why is that? Is it because of kids, jobs, cultural fear? The potential of adult-use is tapping into the existing cannabis user or the adult who’s perception of cannabis is changing and they’re beginning to see marijuana like a craft beer. This is future of cannabis branding-it’s wide open. You can do some really powerful branding when you understand these deeper aspects of your customers.  Do 2-3 customer profiles as you would if you were writing a bio on someone, this simple exercise can give you extraordinary clarity on your customer.

The potential of adult-use is tapping into the existing cannabis user who is in the closet or the adult who’s perception of cannabis is changing even though they aren’t regular marijuana users. These new to marijuana customers will gravitate towards brands that are as well-rounded and credible as the other brands they’re used to buying. This is future of cannabis branding-it’s wide open. You can do some really powerful branding when you understand these deeper aspects of your customers.

To prepare for these different customers, do 2-3 customer profiles as you would if you were writing a bio on someone, this simple exercise can give you extraordinary clarity on your customer.

 

ASK YOURSELF: Do I really SPEAK to my customer?

Now it’s time to look at the way you speak to your customer? Depending on how you view your brand, your voice might be “friendly-let’s-hang-out” or it might be “knowledgeable advisor” “edgy-hipster” or “couch-locked stoner”. There is room for each of these voices, but not within the same brand.

Whatever your voice is, be sure it’s one that your ideal potential customer can relate to. The cannabis market is expanding beyond the traditional young person’s product and while there’s still room for that branding, the market is expanding.  Today’s marijuana user isn’t necessarily hiding from their parents, they might be hiding it from their kids. I hear a lot of cannabis entrepreneurs say that they absolutely understand their market because they are marketing to their friends. Well, that’s a great start, but the average person only has 338 Facebook friends – you’re going to need your business to be a lot bigger than that, so you may have to dig deep and really think about whether your brand is relatable to a larger audience.

 

REMEMBER: Be consistent!

Now that you’ve identified your customer and the voice, take a hard look around at the rest of your branding. Is your branding consistent from the four senses perspective – does it look, feel, smell, taste like your brand? Would your ideal target customer buy and more importantly recommend to their friends? Sophisticated branding will take all this into account.  Commanding a higher price for your product requires that you consider these elements. Set some branding goals for your company and prioritize based on budgets. But do set them because as the market opens up, the strong brands who have developed loyalty will be the ones truly capitalizing on the future of cannabis branding.

 

 

the secret to captivating owned content strategy

Captivation Motivations can significantly change your content strategy.


This is the second installment of a series on the seven Captivation Motivations. This installment is all about your owned media and creating a content strategy that meets your objectives while also thrilling and delighting your audience.

 

Did you know that we’re all ruled by a super-powerful hormone? It’s true.
This hormone dominates decision-making, especially split-second choices like the ones digital users are making every day.
Decisions like “click,” “like,” “retweet,” and more importantly, “buy” and “subscribe” are all significantly impacted by this hormone.
Savvy marketing strategists have been triggering this hormone for years, some knowingly, some stumbling upon it.

You’ve undoubtedly heard of this hormone.
You’ve heard about in the context of drugs, sex and even food.
But what does this hormone do for marketers?
I’ll get to that in a minute.

First, a little more about this hormone: dopamine.
See? I told you you’ve heard of it.
Dopamine is best known as the “pleasure hormone.”
It’s the hormone that creates the surge of euphoria that we feel after a particularly satisfying (insert pleasure here).
But, the surge of satisfaction is not actually the most powerful tool in a communicator’s arsenal.

The most powerful tool for the content communicator is anticipation.

And it turns out that dopamine is actually more aptly described as the “wanting and seeking” hormone.
Ah. Now you get it right?
It turns out that the “wanting and seeking” trigger is MORE powerful than the “satisfaction.”
This means we’re hard-wired to keep looking, keep seeking until we satisfy our wanting and seeking.
And then we’re hard-wired to do it all again.

Think for just a moment about the advantage to your content and overall marketing strategy if you can trigger this motivation.
Images can trigger our wanting and seeking. Ever seen a really great close-up shot of your favorite food and searched for how to have it delivered at lunch that.very.day?
Images of just about anything we want can trigger our “wanting and seeking” hormone.
This means you really need to think about the images you’re using in marketing and advertising, because images are incredibly key to the top of the funnel.
While we see food and sex all the time in marketing, it might be that those images aren’t appropriate for your brand.
Good news for you.
Because there’s more.

 

Guess what else fuels our anticipation?

Just guess.
This is super important because not all businesses and campaigns are suitable for triggering the food, sex and drug urges.
Curiosity.
The brain experiences dopamine rushes when we’re curious for more information.
Think about the last Google search you did. Ever been sucked down the rabbit hole of Google and found yourself coming out of the other side 45 minutes later?
That’s your insatiable, hormone-driven seeking and wanting trigger.
That’s your brain on the anticipation train.

Our quest for information is basically never-ending.
We’re hard-wired that way, and from an evolutionary standpoint, this is a splendid thing.
Now WHAT information triggers this is the key.
This is where we circle back around to audience identification and personalization.
We’re inundated with information, so we have to be very, very clear on our audience so we understand WHAT kind of information or curiosity triggers our target audience.
Motivational triggers work on all people, but what triggers the motivation is where your marketing research and strategy comes in.

Another thing that triggers our wanting and seeking hormone is unexpected prompts that are auditory or visual.
You know what does this exceptionally well?
Your phone. It beeps, or vibrates or a message pops up and you almost ALWAYS stop what you are doing to look at it don’t you?
If you don’t, it takes an active and conscious effort on your part.
This is why my most hated and dreaded marketing tactic, pop-up messaging is so powerful.
I personally drop right out of a page when I get a pop-up because I feel like it’s insensitive to the reader, but the truth is, it works on the vast majority of people because the surprise triggers the wanting and seeking.
Novelty and unpredictability also trigger our seeking behavior.
This is why “New and Improved” works.

The Counter Intuitive Path

You’ve probably heard over and over again to simplify. The message is too long. The funnel is to long.
Overall, this is good advice.
HOWEVER, once you really understand the “seeking and wanting” hormone, your path can actually be quite long, so long as it keeps triggering curiosity and gives information in small bits and pieces, if it gives anything until it offers the solution.
Ever seen an ugly landing page that was all text that you ended up reading despite yourself?
Really awesome copy writers understand how to use this tactic in writing to move you through the process.
Interestingly enough, the more time you spend on something, the more committed you are.
So long copy, long funnels, they have a purpose and in the right situation, the right circumstance, the right audience, they work.

In A Nutshell:

Here it is in a nutshell, for fast and motivational results: trigger the wanting and seeking hormone.
Make your audience curious.
Lead them down a path that satisfies in bits and pieces.
Experiment with what triggers curiosity in your audience, experiment with the strength of their curiosity with funnel length.
Triggering the “wanting and seeking” hormone is the very premise behind free information in content marketing and the internet in general.

The Pursuit of Pleasure Captivation Motivation is tied closely to how we internalize rewards as well. The next post in this series will be all about rewards, the kinds used in promotions, so stay tuned.

 

About the Captivation Motivations:

The Captivation Motivations are all built around what I call our “other 90%” of our brain. The part of our brain that is the oldest and most developed part of our brain.

I didn’t make up the Captivation Motivations, I’ve been studying them and their effects since 2009.  I’ve been testing them in my strategies and tactics, reading and writing about them.
Simply put, these motivations are not some flash-in-the-pan-do-what’s-trendy-now strategy, these are strategies which trigger reactions from the oldest part of our brain.  Over the last few years, more and more has been understood about these motivations. But one thing is clear: despite the fact that these motivations developed in the earliest days of humanity’s survival of the fittest experiences, these motivations are very much alive and well today. What triggers them in the modern world is just different than what triggered them in our earliest evolutionary days.

 

PS: If you’re really interested in this topic, I suggest you read some of the academic works by Kent Berridge; he’s done some really amazing research on the topic.