Tag Archive for: cannabis cpg

Should your cannabis company double down on a marketing or PR campaign during 420? It’s popular for marketing firms and PR agencies to develop elaborate campaigns during this famous cannabis holiday. But is it worth it?

Maybe.

Who Are Your Cannabis Customers?

It depends on what kind of cannabis business you have and who your customers are. Today’s cannabis buyers aren’t ALL celebrating 420. Lots of people have to go to work, take care of kids, or have other responsibilities that still happen on that day – but they might view 420 promotions to stock up on their favorites, either before or after the day itself, but they might not be particularly engaged with a 420 PR campaign.

For example, if you’re a cannabis dispensary, your core customer is probably expecting discounts. But they’re also getting discounts from every other dispensary, and probably a few brands. Would you get more bang for your buck with a “prepare for 420” campaign, or maybe a “replenish your stash” campaign AFTER 420?

In 2021, the Eaze Cannabis Report identified several days that were bigger sales days than 420 – and a lot of those holidays are all but ignored by many cannabis brands, while journalists are still looking for holiday gift guide inclusions.

If you’re a 420 B2B company, you probably know better than to run any kind of promotion to your B2B cannabis customers – it’s a time of year that is particularly stressed for cannabis brands with consumer customers.

Can You Create a Splash?

What about CPG cannabis brands? A lot of cannabis brands will use 420 as an opportunity to create a word of mouth or cannabis PR campaign. But is that the time for your brand? If your idea shows an incredible understanding of your community, or is truly newsworthy, then it very well may be a great time to grab that coveted coverage, but it probably comes at a diluted share of voice against your competitors.

Does Your Budget Compete?

Is a 420 PR campaign even in your budget? If you don’t have a budget that competes with your aspirational competitor, then you might very well be better off developing an omnichannel or a PR campaign at a different time of year, that gives you a great share of the attention. Think about what Amazon did with Prime Day, and consider ways you could own a day when no one else is looking.  It’s one way you can make your PR budget go further.

Or you could look at 420 to open the conversation with a whole new audience through a guerilla marketing or word-of-mouth PR stunt that creates buzz.

Activism and impact are a core part of the 420 culture. 420 might be the start of a year-long purpose-driven initiative for one of the many social and cultural causes important to your community.

There’s no right or wrong answer to whether of not a 420 PR campaign is right for your brand. It’s more a matter of whether 420 fits in with your strategy.

 

 

Creating appropriate crisis communications strategies is necessary for any business, but this is especially true for a cannabis crisis. Whether it’s a recall, or a significant event hits the industry, cannabis companies must change how they handle potential problems that could challenge their success. This is especially true for CPG companies like cannabis brands who also have the additional risk of a cannabis recall.

 

The unexpected can happen at any moment. For example, the COVID-19 outbreak limited business operations and disrupted consumer spending habits. Airlines canceled flights, and hotels stopped accepting reservations. Everyone went into lockdown, and it affected companies in every job industry.

 

You need to have a solid plan in place before you face a cannabis crisis that can significantly affect the cannabis industry. Adequate preparation could prevent a decline in profitability while you’re dealing with a new normal. You must develop necessary communications to address scenarios you could encounter. Circumstances constantly change, and it’s crucial to be ready for anything.

 

You might need to establish multiple communications channels. You should create a hub and assign specific people to lead each group. Allow your chosen leaders to review and approve statements and consistently provide updates to executives.

 

Each staff member within the groups should have scripts they use to answer external and internal inquiries. They should also have a list of updated contacts, so they have access to people they need to communicate with.

In a Crisis: Prioritize Safety

 

Consumers want to know they’re safe whenever a crisis hits. During the coronavirus pandemic, companies put safety measures in place to protect their employees and customers from unnecessary exposure. When you run a cannabis business, you should ensure everyone’s safety at all times. Anyone walking into your store or buying your product needs to know they’re in an environment that won’t make them sick.

Your communications should address safety concerns. Anyone overseeing an internal employee should work with HR and legal teams to develop policies regarding sick leave, working shifts, office health, and telecommuting options during a crisis. You should also create a plan to approach conversations between managers and employees, so information flows seamlessly throughout the company.

Instruct groups handling communication with consumers to advise the protocols you follow regarding cleaning and health. Your customers should be aware of the maximum capacity in your stores and how your workers handle cannabis deliveries without putting others at risk.

Your website is essential for communicating with the public during a crisis. Update your page frequently to inform others of your company’s policies. Advise them of the steps you’re taking to address current issues and prevent further problems from arising.

Your customers should know you take their health and safety seriously during this challenging time. You’re not willing to place them in harm’s way when there’s a crisis. All the safety precautions you take are meant to protect you, your employees, and the public.

The team you designate to handle regulatory affairs will play a valuable role in your company. They can liaise with federal and state health officials to keep your business up to date on evolving safety protocols. The team should communicate regularly with officials and share accurate and detailed information with management and staff. They should also notify officials of what your company is doing to comply with the required regulations.

 

Impact of Cannabis as an Essential Business

Many states see the cannabis industry as essential. Instead of shutting down with other businesses when there’s a crisis, these companies can remain open. However, acquiring and maintaining the status of an essential business isn’t a guarantee for success. You must have a plan to respond to the local government’s regulatory agendas and address their concerns if you want to continue operating.

You can plan how you’ll communicate the essential nature of your product by discussing the medical needs of cannabis. Lobby for an essential status designation from the leaders in your area. Taking action now could prevent a crisis from negatively affecting your company in the future.

Employees in your PR and marketing groups can explain the medical and social benefits of cannabis to a large audience. They can show the public the importance of the cannabis industry and how it can help people navigate a crippling crisis, such as the Covid-19 pandemic.

Your media team can also inform reporters of your company’s philanthropic efforts. Some businesses donated hand sanitizer to healthcare workers to keep them safe and prevent the further spread of the virus. Journalists and news outlets can get the word out about your industry’s dedication to the well-being of residents within the community.

 

Don’t Forget About Your Investors

You must maintain frequent and ongoing crisis communications with anyone with financial interests in your company, such as investors and suppliers. Instruct your team to communicate with your suppliers regarding retail challenges and inventory shortages they might face. Try to come up with solutions to the problem before they happen, so you protect your retailer’s and supplier’s bottom lines.

 

Any investors you formed a relationship with should be aware of the steps you’re taking to resume normal business operations. Your team must identify essential business functions, such as supply chain services and critical jobs, that are necessary to continued operations with limited disruptions.

Your spokespeople must warn investors of potential disruptions to operating procedures. Your investors should also know about your plans for an emergency and how you’re going to recover once the crisis is over.

Streamlining your crisis communications strategy means you can successfully navigate any crisis you face. Review statements you make before releasing them to determine whether they reflect your company culture and the impact you have on your customers. The cannabis industry can overcome complex obstacles and thrive with strategic and effective communication plans.

 

Contact Us

 

Avaans Media is a top cannabis PR agency you can depend on to effectively manage your company’s brand and implement the appropriate strategies to gain new customers and grow your business.

Since 2008, our PR team has provided comprehensive services to clients in various industries. The cannabis business is unique but expanding rapidly. You need to keep up with your competitors, so they don’t leave you behind. Our team can spearhead your campaigns to improve your credibility and reputation within the market.

 

Contact us right now if you’re interested in discussing your needs with a trusted and knowledgeable PR firm with years of experience.

Tag Archive for: cannabis cpg

SPECIAL REPORT: SURVIVING A CANNABIS RECALL


Not only is cannabis an emerging industry, but it has a distinct set of regulations that often vary by state. Cannabis recalls are not like any other CPG recalls. They are a crisis unique to the cannabis industry.

Our report is specific to the cannabis industry, based on our experiences working with cannabis recalls. We outline steps you can take before, during, and after a cannabis recall to limit and contain brand damage from the crisis. There are so many moving parts to cannabis recall that you can’t prepare for in advance, but communications is a process you can prepare for before it ever happens.

Don’t wait for this to happen to your cannabis brand. Prepare in advance for a recall and feel more in control when it happens.