b-corp public relations

PR WITH PURPOSE


In today’s cancel culture world, navigating purpose-driven initiatives or social impact programs takes a deft and emotionally intelligent touch.

That’s where we come in: we build brand value and communities from the inside out.

We’re a modern digitally forward agency that combines emotional intelligence with strategy and data to enhance reputations and credibility. We’re a team of big thinkers with an eye for detail. We dive straight into your purpose to find the connective tissue your clients or customers respond to. We’re fiercely protective of your reputation, tenacious in securing press coverage, and nimble enough to service brands in our dynamic times.

PURPOSE DRIVEN AND SOCIAL IMPACT PR WITH HEART

A SELECTION OF OUR PURPOSE DRIVEN AND SOCIAL IMPACT PR RESULTS

OUR SOCIAL IMPACT, B-CORP AND PURPOSE-DRIVEN PR INSIGHTS

b-corp public relations
PR Insights from the Eaze Cannabis Report

The 3 Most Surprising PR Insights from the Eaze Cannabis Report

[3 minute reading time]
For cannabis brands, 2020 was an eye-opener. This week Eaze released their year in review for cannabis 2020 that offers PR insights for cannabis brands. As a delivery service, Eaze can pick up on some fascinating stats from a year that was (hopefully) like none other. Unsurprisingly to those in the industry, high anxiety levels fueled cannabis consumption to new heights in 2020; order volume was up by 15% on the Eaze platform even though dispensaries are considered essential businesses in many states, including California, which is 2X the combined size of the four states (AZ, JN, MT, MD) that legalized in 2020. The question is always “will this be the same or better in 2021?” While stats from years past are always fascinating, especially if they are an anomaly, when we looked at it, we see important PR insights from the Eaze Cannabis Report.

 

#1 Vapes Held Their Own Across All Ages

Even after the 2019 vape crisis, cannabis users continued to choose vapes consistently. While edibles were the #1 category of 2020, for GenZ they remained first choice. Apparently, GenZ isn’t concerned in the slightest about the vapes and continues to trust that cannabis brands will continue to earn their trust. Vapes were second only to edibles for Millenials and GenX. These two generations are very familiar with vapes, so there’s no surprise there and plenty of vape brands squarely target these demographics.

Boomers also chose vapes, they came third behind edibles and flower. Perhaps because of the covid-lung concerns, Boomer vape purchases declined in 2020, but vapes still outperformed topicals and prerolls for Boomers, which is fascinating given their appeal to the age group. The fact that Boomers choose flower second only to edibles isn’t much of a surprise considering the nostalgia that flower holds for that generation. If you’re a flower company, that’s definitely something to tap into in your cannabis public relations, branding, and advertising. PR Insights from the Eaze Cannabis Report offer cannabis brands important opportunities for 2021 too.

 

#2 Purpose Driven Cannabis Brands See Big Gains

Within cannabis, the number #1 purpose-driven theme is social equity, which has been important since legalization started. 2020 heightened social equity awareness for all consumers and cannabis buyers especially responded. According to Eaze, 9.5% of all customers bought social equity brands. What’s surprising in the cannabis stats for cannabis brands is customers over 30 were more likely purchase from social equity brands than younger customers. Men, in particular, were more likely to buy from social equity brands than women. These two statistics are surprising because they aren’t consistent with typical purpose-driven brand buyers   which typically skew female and younger.

 

#3 420 NOT the Biggest Cannabis Holiday in 2020

Green Wednesday, the Wednesday before Thanksgiving topped the purchase charts in 2020, up from second place in 2019. What’s also interesting is the other big seller nights: last night of Hanukkah, New Year’s Eve and Christmas Eve. None of these last 4 “cannabis holidays even broke into the top 5 in 2019, so their appearance provides overlooked cannabis public relations and advertising opportunities in 2021. Be on the lookout for other lifestyle holidays your customers might pair with cannabis because 2021 will continue to be disruptive in terms of large-scale events and large gatherings which typically dominated big sales days outside of 420 in previous years. The 2020 cannabis brand insights report by Eaze lists some outstanding examples of big sales days driven by current events or lifestyle.

Overall, like others, we expect 2021 to be a very good year for cannabis sales, but since consumer habits are changing, it will be ever more important for cannabis brands to watch their own data closely so they can engage and expect their customers’ next move.

Download the entire Eaze report for yourself here. 

 

This article originally appeared on our sister site Primo PR

commercial drone PR case studies

DRONE UAV PR WITH PURPOSE


No matter your objectives, deep client loyalty, investor attention, or brand awareness, drone public relations is the most effective tool to build trust and awareness in the industry.

We’re a modern digitally forward agency that combines emotional intelligence with strategy and data to enhance reputations and credibility. From startup to IPO, we build brand value. We’re a team of big thinkers with an eye for detail. We dive straight into your purpose to find the connective tissue your clients or customers respond to. We’re fiercely protective of your reputation, tenacious in securing press coverage, and nimble enough to service the needs of dynamic industries like the drone industry.

DRONE PR AS NIMBLE AS A DRONE


From the FAA regulations to consumer education to manufacturing and assembly, the drone industry is fast-paced and poised for aggressive growth for both privately held and publicly held drone companies.

With deep experience in emerging technologies including commercial drones, Avaans PR is poised to move with the drone industry from startup through IPO. We’re constantly monitoring the industry so we’re immediately ready and up to speed on how we can support our drone industry clients with effective and modern public relations strategies.

PR | Social Media for Purpose Driven Brands

CANNABIS PR WITH PURPOSE


No matter your objectives, deep client loyalty, investor attention or brand awareness, cannabis public relations is the most effective tool to build trust and awareness in the industry.

We’re a modern digitally forward agency that combines emotional intelligence with strategy and data to enhance reputations and credibility. From startup to IPO, we build brand value. We’re a team of big thinkers with an eye for detail. We dive straight into your purpose to find the connective tissue your clients or customers respond to. We’re fiercely protective of your reputation, tenacious in securing press coverage, and nimble enough to service the needs of growing businesses.

A SELECTION OF OUR CANNABIS PR CLIENT BRANDS

CBD Public Relations
Binske Cannabis Public Relations
ClubM Cannabis Subscription Public Relations

OUR CANNABIS PR RESULTS

CANNABIS PR INSIGHTS

cannabis tradeshow and conference
PR | Social Media for Purpose Driven Brands
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.

California PR Firms
PR Firm California
Lifestyle PR Firm in California
Lifestyle PR Firm in California
Lifestyle PR Firm in Arizona
California PR Firms
Get my company in Trend Hunter
429 Magazine
Seattle Bride Magazine
Los Angeles PR Agency

5 marketing & PR trends for 2021 CMOs need now

5 PR Trends CMOs Need to Watch for 2021

[6 minute reading time]
There’s no shortage of uncertainty in marketing and PR planning for 2021. But there are some trends happening that are sure to impact PR and Marketing in 2021. At Avaans PR, CMO’s love us because we know consumer trends impact where our target audience will be, the frame of mind they’ll be in and what journalists will write about.  On a tactical level, trends impact our content creation, journalist relationships, and campaign recommendations we’re making now and in the next year. We’re ready for 2021 to require agility, but we’ve found that even agility requires forward-looking and yes, some planning. These are 5 of the marketing and PR trends for 2021 we’re watching on behalf of our consumer-forward brands.

PR Trend #1: Techlash Continues

From a PR trend perspective, this has a huge impact. Now is the time to reimagine how you’ll use social and digital media in 2021, from both a marketing and PR perspective.

The sting of social media won’t soon to be forgotten by consumers, regardless of political affiliation. During 2020, in particular, during the pandemic, social media took on outsized importance, but also affected consumers in new ways, and not all of them positive.

Yes, consumers continue to spend time and even buy on social media, but they are spending more and more time in micro-groups of their own on platforms like Slack or Messenger, or in like-minded platforms. This means brands will have to be extremely smart about their placements and presence in 2021. The separation also requires brands to be exceptionally clear about who their customers really are.

Further, the coveted 25-55 college-educated, earning $100,000 or more per year are using social media for customer service. This coveted group will not support companies who don’t support customer care. If 2020 was the year of pandemic-related customer acquisition for your brand, 2021 will most definitely need to be about keeping them happy and engaged. Part of that will most definitely be a branding effort to existing customers, ensuring your values align with theirs (more on purpose-driven initiatives below).

But it’s not just customer service affecting social media in 2021.  e-Marketer reported:

We have increased our forecast on mobile messaging and now believe time spent by US adults will grow by 4 minutes in 2020, to 24 minutes per day, not only due to the pandemic but also data showing strong engagement on messaging services like Facebook Messenger, WhatsApp, and Apple iMessage.

 

PR Trend #2: Work With Media in New Ways

Whether it’s TV, programmatic, or print, all media outlets are bracing for reduced advertising revenue in 2021. This will have very real implications for public relations initiatives.

First, according to Edelman, trust in media actually increased in 2020. This means you should absolutely be leveraging the trust of other outlets, particularly in lieu of the distrust around social media. However, you should do so with earned media and branded content.

Expect to see more “branded content,” in 2021. Well done branded content can be very effective in both PR and branding, so consider these options carefully. Branded content is better received than traditional ads, in fact, Second Street Lab reported in June that branded content through premium publishers sees a 50% brand lift.

Further, outlets will need to keep eyeballs on their content, to help drive ad revenue, brands with media relations campaigns should be looking at ways to support outlets who support them. At Avaans PR we are actively doing this for our clients already and seeing great brand lift and also enhanced journalist relations.

 

PR Trend #3: Purpose-Driven Buyers

Trusted brands saw huge increases during the pandemic, up to 50% growth, according to McKinsey. This is due to an unprecedented shift in brand loyalty during the pandemic.

Even pre-pandemic, affinity for brands who take a stand and align with consumer’s values were seeing real ROI on purpose-driven initiatives. As Americans slog through the pandemic, they are consistently re-evaluating priorities, this is especially true for Millenials and GenZ.

PR trends for 2021, include self-love and body positivity will be a purpose for many buyers, especially those who emerge from isolation hibernation with a few extra pounds. GenZ is feeling stressed. While some are still below the age of 18, they remember the great recession. Right now, self-care and home comfort are top of their list. Pre-pandemic, GenZ was actually returning to malls, but the pandemic has left this generation feeling a bit powerless and reconsidering purchasing behavior, at least for now. But 51% of GenZ’ers say they will return to in-store shopping. But when GenZ returns to stores, according to Retail Dive, they’ll do so with the expectation of safety and a frictionless environment that mirrors the ease of online shopping.   GenZ is also moving towards “thoughtful consumption,” especially those brands with responsible sourcing, environmentally friendly policies or support social issues. Local businesses and minority-owned businesses are also on their radar in a whole new way.

As for Millenials, the eldest of whom are in their 40’s already, are leading the way, followed by the often forgotten GenX, to continue online shopping across almost all verticals from essentials to alcohol, according to McKinsey.

Plus, record low-interest rates have created a whole host of new home buyers. In September 2020, 60% of U.S. homebuyers were Millenials, they’re likely to spend an increasing amount of time at home, items that allow them to spend more quality time with friends and family will be attractive, so delivery and home-based products will take a new focus for that generation.

PR Trend #5: The Re-Opening of America

We can’t really say when the “re-opening of America” will happen, but what we DO know Americans are ready for it already. The pent-up demand for all things in person will require ALL brands to pivot marketing and PR in 2021. We predict safety and trust will be key for the reopening of America.

Work is likely to be forever changed, more people will work from home than pre-pandemic. This means fewer people will waste time commuting. How will your initiatives work into their newly found time in the newly re-opened America? Will podcasting remain as vibrant as it was pre-pandemic? What about the TV surge happening now? Think about where your customers will be spending new time as we emerge from a post-pandemic world.

From tourism to retail to direct-to-consumer products, brands will need to be thinking about how they will be relevant at the right moment.

From a public relations standpoint, you’ll want to be thinking about how your brand will differentiate itself in the media and marketing activities. With trust and security taking new precedence, brands will need to think about how they will reinforce those messages in a brand-consistent way.  Now is the time to explore partnerships and the potential activations, which will create the memorable moments consumers are craving.

The time to plan for the Re-Opening America is now, the campaign should be fully ready to pull the trigger. From content to media relations to events, now is the time to plan, but bake in flexibility. For example, secure your video producers now, and create three original scripts, secure the time and the talent now, so you can move faster than everyone else when the moment is right.

PR Trend #5: Cross Collaboration

This is the year where everything needs alignment. If you haven’t already, tear down the silos between PR, Marketing, and Branding. Get those people together now so they can be more effective together in 2021. Think about how each department can align on digital and in-person initiatives. Think about initiatives that are word-of-mouth worthy, there will be plenty of industry and even national coverage for brands that are thoughtful about how they align.

A unified, personal experience will be an expectation in 2021. So ensure your messaging, your purpose, and your plans are operating together, not just in tandem, but together.

Use your owned, earned, and paid media together in new ways and your brand can benefit from the realignment of brand loyalty happening right now.

 

If you’re ready to use these and other marketing & PR trends for 2021 in a more customized way, let’s talk.