Tag Archive for: cannabis marketing

What Does PR Do?

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Key Takeaways

  • Building Trust Through Third-Party Endorsement: As consumers grow more skeptical of direct brand messaging, public relations serves as a vital tool by leveraging third-party validation. PR can effectively communicate a brand’s story through trusted sources, enhancing credibility and engagement.
  • Consumer Expectations for Social Responsibility: Modern consumers, particularly younger demographics, expect brands to take a stand on social and political issues. A strong PR strategy can help brands authentically showcase their values and involvement in relevant causes, which can influence purchasing decisions.
  • PR’s Impact on Information Preference: Data indicates that consumers, especially business decision-makers and Millennials, prefer learning about companies through articles rather than advertisements. Effective PR campaigns can generate more goodwill and engagement, making them invaluable for purpose-driven brands looking to establish a positive narrative.

Understanding PR’s Role in Today’s Media Landscape

There are more ways than ever for brands to communicate directly with prospective customers, investors, and stakeholders. Along with traditional marketing platforms like TV, radio, print, and billboard advertising, alternative methods such as social media and YouTube give companies even more ways to tell their story to their audience.

But even with more communication channels, traditional advertising (and even social media) has limits. Being constantly exposed to promotional content has made consumers more skeptical than ever. One study from Ragan found:

  • 86% of TV viewers skip or ignore ads
  • 44% of direct mail is never opened
  • 91% of email users unsubscribed from a company email list they originally opted into

Why Consumers Expect Brands to Take a Stand

Unlike previous generations, today’s employees and consumers expect leadership to weigh in on meaningful topics. According to the Edelman Trust Barometer:

  • 67% of employees expect employers to take a stand on issues they care about
  • 71% believe CEOs should respond to social and political challenges
  • 76% say CEOs should take a leading role in addressing societal problems

Younger audiences remain especially skeptical about authenticity:

  • 37% of teens (ages 16–19) doubt brand claims about causes
  • 69% believe brands exaggerate their support

PR is uniquely positioned to help companies navigate these expectations with credibility and consistency.

How PR Can Help You Reach (and Persuade) Even More People

If marketing and advertising are the tools brands use to tell their story, PR is the art of getting others to tell that story for you. While it may seem counterintuitive for brands to put their faith in having other people tell their story, there are benefits from good PR that can’t be matched by marketing and advertising. When trust is the goal, few tools are more effective.

Does PR Really Work? The Data is Clear

There’s already plenty of data to back up these claims. The Content Marketing Institute found that 70% of consumers prefer to get information on a company from articles as opposed to ads. This is even more true among businesses; CMI also found that 80% of business decision-makers prefer to learn about a company from articles instead of ads. Lastly, HubSpot found that Millennials are 247% more likely to be influenced by blogs and social media than by traditional advertising.

Brands who take advantage of what PR can do have an advantage over those who ignore these potential benefits. Getting articles about your company into trustworthy publications will generate more engagement and goodwill than even the strongest, most effective ad campaign. For brands that are purpose-driven, this kind of PR is priceless.

Frankly, more brands should be promoting themselves as values-based and purpose-driven. It’s a good business strategy; the MediaCom report we mentioned above found that 54% of the teens surveyed said they had bought from or intentionally avoided specific brands because of their ethics and values. MediaCom also found that 63%  of teens said they were more likely to buy from a brand that supported causes or charities that the teens cared about.

But credibility requires consistency, transparency, and real action, three pillars PR helps reinforce.

How PR Shapes Your Narrative and Strengthens Trust

Brands that actively shape their narrative gain a meaningful edge. PR helps you:

  • Clarify your mission
  • Reinforce your values
  • Correct misconceptions
  • Build long-term trust
  • Position your brand with purpose

This is particularly important when communicating around complex, nuanced, or potentially polarizing topics.

How Avaans PR Can Help

Avaans Media has a strong track record of helping brands tell their story in an interesting, creative way. Take our work for a hemp-based wellness brand. We had our work cut out for us with this campaign, as we had to establish the validity of hemp-based products in the consumer packaged-goods space despite skepticism from many prospective customers. But by harnessing our media contacts and crafting a campaign across a range of business, science, and lifestyle publications, we were able to place more than 200 stories about our client over a period of three years, averaging five stories every month.

Ready to find out what PR can do for you? Contact us here. 

 

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Avaans Media Announces Return of Cannabis PR Sprint Program

12/17/2024 Announcement
LOS ANGELES — Award-winning cannabis PR agency Avaans Media announces the return of its 420 PR Sprint program.

The spring 2025 cannabis PR Sprints are short-term, all-inclusive public relations packages designed specifically for cannabis brands. This year’s packages have been reimagined to combine the most in-demand media and PR services for comprehensive campaign delivery.

“These packages stand in contrast to our bespoke cannabis PR programs in that they are only offered during certain periods of the year and are only available to cannabis consumer products,” said Tara Coomans, Avaans Media founder.

From seed to spotlight, the cannabis PR Sprints help position cannabis brands in the months leading up to 420 and offer unmatched flexibility and simplicity. Brands can choose from three distinct packages that include:

  • Category exclusivity
  • Personalized media list development
  • National lifestyle media placement
  • Press release writing and distribution
  • Influencer engagement
  • New for 2025, brands exhibiting at the March Hall of Flowers event in Ventura, California, can opt for a package that includes on-site PR and social media influencer coverage.

“The feedback from cannabis brands has been great— it’s a turnkey way to promote the brand ahead of 420,” Coomans said.

The deadline to register for PR Sprints is Jan. 22, 2025, or when category exclusivity limits are reached, whichever comes first.

For more information, visit the 2025 cannabis PR Sprint FAQ page.

About Avaans Media: Ranked as the top boutique PR firm in Los Angeles by Clutch.com and recognized as an Inc. Power Partner, Avaans Media has provided cannabis PR services since 2014. The firm’s all-executive team delivers white-glove public relations strategies and services to fast-growing companies across industries including AI, cannabis, drones and consumer products. Founded by Tara Coomans in 2008, Avaans Media is based in Los Angeles.

This announcement originally appeared on Ganjaprenuer

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Cannabis Collaborations for Consumer Products

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Key Takeaways

  • Cross-Industry Cannabis Collaborations Drive Innovation: Partnerships between cannabis companies and brands in food, beauty, wellness, and fashion are expanding product categories and helping cannabis reach new audiences while strengthening credibility.
  • Cannabis Consumer Products Are Moving Toward Premium and Wellness Markets: The global cannabis market is projected to reach approximately USD 64.73 billion in 2024, driven by premium products, wellness-focused formulations, and sustainable practices.
  • Strategic Partnerships Help Navigate Regulation: Collaborating with established brands helps cannabis companies manage regulatory complexity, improve product quality, and build consumer trust in an evolving market.

Over the past decade, the cannabis industry has undergone a remarkable transformation. What was once largely an illicit market has evolved into a regulated, fast-growing consumer product category spanning wellness, beverages, skincare, and lifestyle products.

Much of this growth has been fueled by strategic collaborations. Cannabis brands are partnering with established companies across industries—from food and beverage to beauty and fashion—to develop innovative products and reach broader consumer audiences.

These collaborations allow cannabis companies to diversify product offerings, overcome regulatory hurdles, strengthen brand credibility, and expand into new customer segments.

In this article, we explore the rise of cannabis collaborations, examine the different types of partnerships shaping the market, and highlight the trends and opportunities driving the future of cannabis consumer products.

The Rise of Cannabis Collaborations

Early Examples of Cannabis Collaborations

Cannabis collaborations have evolved significantly, beginning with small-scale partnerships and expanding into strategic alliances with major consumer brands.

Early collaborations often involved local dispensaries partnering with artisanal food producers to create cannabis-infused edibles such as chocolates, cookies, and specialty snacks. These products introduced cannabis in familiar formats, making it accessible to new consumers who preferred alternatives to smoking.

The success of these early partnerships demonstrated something important: cannabis could integrate seamlessly into everyday consumer products.

Evolution of Cannabis Products and Consumer Acceptance

As legal frameworks expanded—particularly with the legalization of cannabis for adult use and medical use across multiple states and countries—the range of available products expanded dramatically.

Today’s cannabis market includes beverages, skincare, supplements, and wellness products. These new product categories are helping cannabis move closer to mainstream consumer acceptance.

Collaborations with established brands in the food and beverage, beauty, and wellness sectors have played a critical role in this shift.

For example, beverage partnerships have led to cannabis-infused drinks designed to offer a discreet and social consumption experience. Meanwhile, collaborations with beauty companies have introduced CBD-infused skincare products aligned with the growing natural wellness movement.

Market Growth and Trends

Current Market Size and Projected Growth

The global cannabis market has experienced rapid growth as legalization expands and consumer demand increases.

According to Statista, the industry is projected to generate approximately USD 64.73 billion in revenue in 2024, with continued expansion expected through 2029.

The United States remains the largest cannabis market, with projected revenue of USD 42.98 billion in 2024. This rapid growth reflects increasing normalization and consumer adoption.

Emerging Trends in Cannabis Consumer Products

Premium Cannabis Products

One emerging trend is the rise of premium cannabis products designed for more discerning consumers. These products often feature high-quality ingredients, refined formulations, and sophisticated branding.

Cannabis and Wellness

Cannabis is increasingly positioned within the wellness economy. CBD supplements, stress-relief products, and recovery formulations appeal to consumers seeking natural alternatives to traditional pharmaceuticals.

Research exploring the potential benefits of cannabinoids continues to expand, further supporting cannabis’s role in wellness routines.

Sustainability in Cannabis

Sustainability is becoming a major focus across the cannabis industry. Brands are prioritizing organic cultivation practices, eco-friendly packaging, and responsible sourcing to appeal to environmentally conscious consumers.

Types of Cannabis Collaborations

Cannabis and Food & Beverages

Edibles: Chocolates, Gummies, and Snacks

Edibles remain one of the most popular categories for cannabis collaborations. Products such as chocolates, gummies, and snack foods offer a convenient and discreet way for consumers to enjoy cannabis.

Partnerships between cannabis companies and food brands have produced high-quality edibles that appeal to both experienced consumers and newcomers.

Infused Beverages: Teas, Coffees, and Alcoholic Drinks

Infused beverages are another rapidly growing segment.

Products include cannabis-infused teas, coffees, sparkling beverages, and even alcoholic drinks. These collaborations allow cannabis companies to tap into the existing beverage market while offering consumers new consumption experiences.

Cannabis and Beauty Products

Skincare: Lotions, Creams, and Serums

The beauty industry has embraced cannabis—particularly CBD—for its potential skincare benefits.

Collaborations between cannabis companies and beauty brands have produced lotions, serums, creams, and facial oils designed to address issues such as inflammation and dryness.

According to WebMD, CBD’s anti-inflammatory and antioxidant properties have made it a popular ingredient in skincare formulations.

Cosmetics: Lip Balms, Makeup, and Hair Products

Cannabis-infused cosmetics now include lip balms, foundations, and haircare products.

These products combine traditional cosmetic benefits with the soothing properties of cannabis-derived ingredients.

Cannabis and Wellness

Supplements: Capsules, Tinctures, and Oils

The wellness industry has seen a surge in cannabis-infused supplements such as capsules, tinctures, and oils.

Consumers use these products for stress management, sleep support, and general wellness.

Fitness Products: Recovery Aids and Muscle Balms

Cannabis-based recovery products are increasingly popular among athletes and fitness enthusiasts.

These products often highlight the anti-inflammatory and pain-relieving properties of cannabinoids.

Cannabis and Fashion

Clothing: Hemp-Based Fabrics

Hemp is gaining traction in the fashion industry due to its sustainability and durability.

Collaborations between cannabis companies and fashion brands are producing eco-friendly apparel made from hemp fibers.

Accessories: Bags, Jewelry, and Lifestyle Products

Cannabis-inspired accessories such as hemp bags, jewelry, and lifestyle products allow consumers to express their connection to cannabis culture while supporting sustainable materials.

Benefits of Cannabis Collaborations

Market Expansion

Reaching New Consumer Segments

Collaborations allow cannabis companies to tap into existing customer bases and introduce products to audiences that may not traditionally purchase cannabis.

Enhancing Brand Credibility

Partnering with respected brands strengthens consumer trust and enhances brand reputation.

Product Innovation

Driving Innovation Through Combined Expertise

When cannabis companies collaborate with brands in other industries, they combine expertise to develop unique and innovative products.

Leveraging New Technologies

Collaborations also allow cannabis companies to access advanced technologies, research facilities, and formulation expertise.

Regulatory Compliance

Navigating Legal Complexities

The cannabis industry remains heavily regulated. Partnerships with experienced brands can help companies navigate compliance challenges.

Ensuring Product Safety

Maintaining high quality standards is essential for building consumer trust and long-term success.

The Future Outlook for Cannabis Collaborations

The future of cannabis collaborations looks promising as the market continues to evolve.

Emerging trends such as wellness, sustainability, and premium consumer experiences will drive new partnerships across industries.

We expect increased collaborations between cannabis companies and brands in health, fitness, fashion, and luxury consumer products.

These partnerships will continue to integrate cannabis into everyday consumer experiences.

Choosing the Right PR Agency

For cannabis brands, collaborations represent powerful opportunities to expand markets, build credibility, and drive product innovation.

Strategic partnerships require thoughtful positioning, strong storytelling, and effective media visibility.

At Avaans Media, we help brands turn partnerships into meaningful media coverage and brand momentum.

Ready to elevate your cannabis brand through strategic cannabis collaborations?

Partner with the cannabis PR experts at Avaans Media to navigate the industry’s complexities and drive real growth.

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Emerging Trends in the Cannabis Business

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Key Takeaways

  • Health and Wellness Focus: The COVID-19 pandemic has heightened consumer interest in health and wellness, leading to increased demand for cannabis products like CBD and CBG. This trend is expected to continue, with projections indicating retail sales could reach $47.5 billion by 2026.
  • Sustainability and Transparency: Consumers are increasingly concerned about the sustainability of cannabis products. Brands are responding by adopting sustainable practices, vertical integration, and transparent production processes to build trust and meet consumer demand for ethically produced goods.
  • Craft Products and Evolving Consumer Base: The rise of craft cannabis products reflects a growing desire for quality and ethical production. Additionally, as cannabis becomes more mainstream, a broader and more diverse customer base is emerging, further driving demand and reducing stigma around its use.

The cannabis industry in the United States continues to grow and adapt to changing consumer behaviors, methods of production, and technology. Let’s take a look at some of the emerging trends surrounding cannabis in 2021, and what the industry as a whole may be in for in the coming months and years.

Health & Wellness in Cannabis Industry

The onset of the COVID-19 pandemic has been a boon for the health and wellness industry, as many individuals have begun to place a greater emphasis on taking care of their bodies and soothing their minds. Superfoods containing hemp, full spectrum cannabis extracts, CBD and CBG products, and other cannabis products are all becoming popular among consumers, and there’s no reason to think that trend will end anytime soon. One cannabis statistic that stands out is the the anticipated growth in the cannabis industry in the US. According to BDSA, Retail sales of cannabis will reach $47.5 billion by 2026.

Sustainability

Sustainability is an emerging consumer demand across products and industries, and the cannabis business is no exception. People are looking for products that are sustainably produced, organically grown, all-natural, and free of hazardous toxins and chemicals.

Consumers are getting smarter, and they care more deeply about where their products come from and how they are produced. This is leading some cannabis brands to vertically integrate, giving them the ability to control quality through the various stages of production and distribution. Cannabis marketing companies are seeking to establish trust and transparency with consumers, providing them with more insight into the production process, what ingredients are used to make products, and more.

Other Cannabinoids in Cannabis Brands

Consumers are also gaining awareness about other chemical elements of cannabis apart from THC. While much of the focus of the industry has been on THC products, more and more consumers are learning about the benefits of other compounds including CBD and the up-and-coming CBG, which may aid users with sleep, pain, inflammation, and discomfort. Full-spectrum products have also grown in popularity in recent years. Other compounds that consumers are learning about include CBC, CBN, and THCV.

Delta-8, Delta-9, and other unidentified cannabinoids that haven’t been specifically identified as legal or illegal. This gray area leaves new product development open, so many cannabis brands are taking advantage of this, by producing products low in THC, but high in other psychoactive effects so they aren’t subject to THC regulations.

More cannabis-containing products will probably become available soon as well. CBD-infused beverages and THC beverages are already becoming increasingly popular, and even large corporations like the Coca-Cola company are considering creating CBD-based soda products. Edibles are also increasing in popularity, and CBD edibles are becoming more widely available thanks to retailers not usually considered cannabis businesses. Still, the marijuana flower itself is likely to remain the dominant cannabis product for the foreseeable future.

Craft Cannabis Products

Craft products have also come into higher demand recently. As the availability of cannabis products becomes more widespread, increasingly refined consumers will seek out cannabis brands marketed to the connoisseur, in much the same way that they did during the craft beer boom of the last few decades.

When a wide variety of cannabis products becomes available and consumers have more choice, educated consumers are no longer satisfied with the most readily available cannabis products. They want something that was created ethically, with thought and care given toward taste, branding, and status. One other positive thing about the craft cannabis movement is that craft cannabis companies are small businesses. These boutique brands can particularly do well with cannabis PR because it puts them alongside top cannabis brands and highlights their differentiations well.

Delivery and Drive-thru Transactions

Curbside and delivery options have become the norm in the era of COVID-19, and this trend may continue after the pandemic ends due to the convenience it provides consumers. While many consumers will enjoy the return of in-store shopping and the interactive experience it provides, other consumers will continue to expect the ease and comfort provided by a less involved buying process.

More, and More Diverse, Customers

As cannabis products become more mainstream, their use will likely become popular with people who had never been regular cannabis consumers in the past. Cannabis is also likely to shed some of the seedier stereotypes that some people associate with its use, as it becomes less and less of a taboo. We’ve already seen pushes for diversity, with the introduction of LGBTQAI+ Pride Month products, and programs in New York and Virginia that embed social equity programs into their legalization rollouts.

Medical Marijuana

More doctors will recommend—and will be legally able to prescribe—medical marijuana as a treatment for certain medical conditions. Medical marijuana is already legal in 36 states and several territories, making holdouts increasingly the odd ones out.

Increased Cannabis Retail Sales

As more and more states fully legalize cannabis, and others seem on a path toward legalization in the near future, cannabis sales will continue to skyrocket. More consumers will become aware of the benefits of the various compounds in cannabis, and as we inch closer to federal legalization, the cannabis industry may grow exponentially.

Job Drug Testing Will Decrease

Amazon announced in the summer of 2021 that they would no longer test applicants for marijuana during the hiring process. They also threw their support behind marijuana legalization. Due to Amazon’s market power, it makes sense that other companies will take note and follow Amazon’s lead on the issue.

Social Equity

As cannabis has become legal and widely available in many states across the country, it has forced us as a society to have important conversations about the number of individuals, particularly individuals of color, who have been incarcerated as a result of the decades-long “War on Drugs.”

As access to cannabis increases across the United States, many states are enacting social equity initiatives with the goal of reversing the harm done to individuals who were punished for something that is now perfectly legal and widely used, and steering income to the communities that these policies devastated.

The Legalization Movement

The movement toward legalization is continuing to grow. New York, Massachusetts, Connecticut, Illinois, New Jersey, New Mexico, Vermont and Virginia have all legalized cannabis, and more are likely to follow or risk losing out on the tax income that legal cannabis provides.

With the vast majority of Americans supporting the federal legalization of cannabis, it’s clear that the movement will only continue to grow and that federal cannabis legalization may not be far off. Additionally, several other states have recently decriminalized recreational consumption of cannabis, which historically has been the first step towards legalization.

Conclusion

As demand soars and the movement toward legalization gains more and more support, the cannabis industry will continue to grow at a prodigious pace. If you are thinking of getting into the market or are trying to grow your cannabis business, our top cannabis PR agency has the knowledge and resources you need to stay ahead of emerging trends, help you stand out from the competition, and achieve your business goals.

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Michael Rosenfeld Cannabis Advertising Expert

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Key Takeaways

  • Importance of Authentic Brand Building: Michael emphasizes that creating a brand that resonates with consumers takes time and genuine effort. Many cannabis companies mistakenly believe that simply launching a product will attract customers, neglecting the essential role of strategic branding and advertising.
  • Navigating Advertising Challenges: Cannabis brands face unique advertising hurdles, such as restrictions on traditional marketing channels (e.g., Facebook ads) and compliance issues that vary by state. Michael advises brands to partner with experienced marketing professionals to effectively navigate these challenges and enhance their digital presence.
  • Underrated Tools for Success: Retargeting and SEO are highlighted as often overlooked tools in cannabis marketing. Michael points out that many companies fail to re-engage visitors to their sites, while also underutilizing search engine optimization to enhance visibility and attract potential customers.

Meet Michael Rosenfeld VP of Business Development at Cannavu. Michael is a cannabis advertising expert with the marketing chops to back up all his advice.  Michael’s passion for brand building has been a career-long journey that made him into the cannabis industry advertising expert he is today.

First, a little background about Michael:

Since my youth, I’ve always loved awesome branding.

I think it started in my skateboarding days when the coolest skaters had the most awesome board designs and shapes. That passion to create visceral experiences guided me to marketing, advertising, and media where over the next 20 years I worked with brands from Apple to SEGA, FOX Sports, MTV, Beats by Dre to the Viceroy Hotel Group, and a ton of action sports labels.

Today I take that passion and experience in integrated media and work with client companies to create smart campaigns that best position them to attract the right customers authentically.
And though I don’t skate anymore, I do love going into skate and surf shops just to see what ‘the cool kids’ are staring at.

What were you doing prior to cannabis?

I have been in advertising and media for 20 years, working as a lead strategist and head of sales for agencies serving brands in fashion, action sports, entertainment, hospitality, and consumer tech.

As an agency owner and consultant, I love working with brands (and the people that guide them) to improve their chances for success.

When did you first start working in cannabis?

Since going to college up in San Francisco in the early 90s you can say Ive worked on-and-off in cannabis. But I officially began in this new legal-cannabis generation in 2019 when I became the Head of Sales and Strategy for CannaVu, at the time, the largest digital ad platform serving cannabis and CBD marketers.

Do you sit on any marketing or cannabis industry boards or associations that you’d like to mention?

Not currently.

Formerly Strategic Advisor to ALTRD.TV, and Industry Council member of WeedWeek.

What lesson did you learn BEFORE cannabis that’s been most valuable in cannabis?

Building a brand that people love takes time and effort. The authenticity of a ‘core’ brand can’t be bought, it must be lived, and earned.

With the meteoric rise and interest in the cannabis industry countless companies have entered the market, and too many of them rush to market without understanding how important building a brand really is, and how much work is really required.

Is there a particular cannabis project you’d like to highlight?

I’m really excited about the new technology we’re bringing to the category that revolves around dispensary visitor data. Being able to identify traits of customers that visit one dispensary over another and how to market each type with accuracy.

These insights will enable us to build audience segments we can then market to with more intent and authenticity.

What’s the biggest misconception cannabis companies have about branding, advertising, marketing, PR, and social media?

The biggest misconception, or rather, misstep, by many brands is thinking that if you build it (or grow it) they will come and that advertising/media is not important in building brand awareness.

Cannabis has evolved from a retail sales experience to an industry that requires a digital presence, so it is very important to have a strong digital experience and support it w a digital media strategy to help create awareness, and sales. As customers become more interested and research brands and dispensaries before they purchase, they are being hit with competing brands advertising. Make sure you’re playing at the same level to capture those hearts and minds as they surf the web looking for the new product.

In your view, what is the biggest branding/marketing/advertising challenge facing cannabis companies today?

One of the biggest challenges for brands in cannabis is the lack of ‘traditional’ methods to advertise and be discovered. We are unable to buy Facebook ads, or PPC/SEM, or run fun direct social media programs without the potential of being flagged and removed from the platform. So we are forced to put together campaigns that don’t have the level of targeting and scale non-regulated industries have the luxury to use.

This, coupled with state-by-state differences in compliance makes for confusion amongst brands and their advertising partners.

What will get easier in cannabis marketing/branding/pr, what will get harder?

Things become easier as brands mature, and marketers learn to navigate w the tools available, as advertising platforms merge to offer integrated solutions that capture customers at awareness and reconnect w them down the ‘funnel’ to purchase creating predictable ROAS.

However, compliance, competition, education, market maturity, or lack thereof will still mean that brands have headwinds to deal with when wanting to run effective campaigns to grow and scale.

What can companies do to alleviate their branding/marketing/PR/advertising challenges?

As the industry matures, working with experienced and knowledgeable branding, advertising, and PR partners will be key to success.

In your view, what is the most underrated tool in the branding/marketing/advertising/PR toolbox for cannabis companies?

The most underrated tool is Retargeting.

Companies spend a lot of money to drive customers to a site, social tactics, PR, dis[play advertising, email marketing, but very few are implementing a retargeting line to drive them back.

Lest then a 1% of customers buy in the first site visit. You need to re-message them to remind them you exist and come back to your site.

Another underrated tool is building your SEO. People naturally go to ‘search,’ yet not all companies are versed in best use-case seo tactics.

In your view, what is the most over-rated tool in the branding/marketing/advertising/PR toolbox for cannabis companies?

Social Media, namely Instagram.

Spending time creating content to get banned, or shadow banned.

Looking at vanity metrics to see engagement, but do these customers actually live in your area? Are they destined to buy? Social is so transient that very few brands are making money w social media posts.

What’s the BEST piece of advice you give everyone you work with?

Know your market, your competitors, your true customers, and then work with someone that truly knows how to build a plan to help you grow sales and awareness based on your stage and position in the market.

What’s your advice for people who want to get into cannabis marketing/advertising/pr/branding?

Learn from people that have done this before so you know what you can do, and then do it better.

Thanks, Michael, you really are a cannabis advertising expert.

How can people get in touch with you?

My personal site
My business site
My LinkedIn

This post originally appeared at avaansmedia.com.

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Meet Jake Wall of Maison Bloom Cannabis Beverage Brand

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Key Takeaways

  • Human-Centered Design Focus: Jake emphasizes the importance of human-centered design in creating cannabis products. At Maison Bloom, they prioritize consumer needs and preferences in product development, striving to innovate by treating cannabis like culinary ingredients to create unique flavor experiences.
  • Brand Relevance in Cannabis: He highlights a common misconception in the cannabis industry that brands don’t matter. As the market matures, building experiential brand offerings becomes essential for consumer engagement, suggesting that successful branding is crucial for long-term growth and loyalty.
  • Collaboration and Authenticity: Jake stresses the importance of collaboration across the cannabis ecosystem. Brands should focus on genuine partnerships and clear communication channels with consumers to enhance their offerings and ensure mutual growth, moving away from generic marketing tactics like billboards, which he views as overrated.

Meet Jake Wall, his passion for innovation is apparent in his latest offering, Maison Bloom, a cannabis beverage brand. Jake’s innovations are fueled by his passion for human-centered design, which are apparent in his consulting firm, Playtpus and as Chief Innovation Officer at cannabis beverage brand Maison Bloom. Jake is well-known as a cannabis industry leader and his commitment to a “people-first” attitude is a white light of positivity for anyone who has the chance to work with him.

 

First, a little background about you:

I’m the Chief Innovation Officer and leading Design Thinker at MAISON BLOOM.
French Sensibilities. California Cool. We are cannabis with a twist.
We bottle the good life… and the good life is meant to be shared.

I also serve as the Chief Innovation Officer at PLATYPUS – an uncommon mix of different. PLATYPUS is a human-centered cooperative that takes the best practices of design thinking to unlock new marketplace opportunities. This unique and dynamic team of thought leaders steers their own destiny through designing, developing, and deploying products, services, and solutions. Taking my own 25+ years of expertise across multiple industries and combining that with my cohorts, we are driven by the simple premise that life cannot be lived to its fullest without vision, lifelong learning, and facing the challenges of our modern society head-on by endeavoring to serve others in new and innovative ways.

My unconventional exploits have been met with profiles in BizBash, Inc.com, San Francisco Chronicle, WWD, Marie Claire, and Huffington Post. Through my previous companies and roles, I have helmed award-winning innovation teams that have worked alongside Lincoln Motor Company to launch their Black Label special edition, famed Napa Valley vintner and entrepreneur Jean-Charles Boisset to bring Haute Couture French Bubbles to market, and collaborated with marquee philanthropic organizations like Walt Disney Family Museum and Human Rights Campaign for groundbreaking awareness and fundraising events and experiences.

Prior to Avec Bloom and PLATYPUS, I had the luxury of working with esteemed innovators like culinary leader Chef Michael Mina and social and content thought leaders, including Richard Rosenblatt and Orkut Buyukotten. My passion for design thinking and human-centered design has allowed me to work across technology, fashion, hospitality, consumer products, and services including the developed several startups including a market-leading luxury fashion design house and retailer which was featured on “Project Runway,”  and E! Entertainment’s “Fashion Police.” I volunteer with several local and national community and arts-focused opportunities, including the Human Rights Campaign and The Walt Disney Family Museum.

At MAISON BLOOM and PLATYPUS, we replace the ordinary with extraordinary alternatives that you never knew you always wanted.

 

When did you first start working in cannabis?

January 2020.

What were you doing prior to cannabis?

I was the Chief Marketing Officer for MINA Group and worked diligently to refresh celebrity Chef Michael Mina’s global empire for a greater audience, including Millennials and Xennials.

Do you sit on any industry boards or associations that you’d like to mention?

NCIA – Marketing and Advertising Committee 2020/2021 + 2021/2022; Trailblazers Presents DEI Advisory Board 2022

 

What lesson did you learn BEFORE cannabis that’s been most valuable in cannabis?

Of all the places and spaces I have operated in, one of the biggest lessons in life came from my experience on Project Runway and being in an environment and series of challenges where one cannot say no. One must just soldier on find inspiration, overcome the challenge of making, and execute… all under the watchful eye of rotating cameras and an attentive public eye in a tiny window for each challenge. This experience of “no” not being an option really galvanized my dedication that anything is possible if you simply put your mind to it and push forward.

 

Is there a particular cannabis project you’d like to highlight?

The work on beverage formulation and creation innovation that we do at MAISON BLOOM always brings a smile to my face because we do it with consumers at the center of all that we do. Human-Centered Design has empowered leading companies like Apple and Dyson where the consumer is at the center and they built the products around their use cases. But in cannabis… HCD is a bit more of a foreign language. We tend to build products for our own personal tastes and use cases and then hope to find a market after that.

At (cannabis beverage) MAISON BLOOM, we have worked hard in partnership with key powerhouses like our partners at Vertosa and Sonoma Hills Farm to lift as we climb together and create cannabis’s first true offering that is strain-specific, single barrel, and whole plant allowing us to treat cannabis more like a chef treats spices and herbs to create layered flavors and functional experiences.

What’s the biggest misconception cannabis companies have about cannabis branding, advertising, marketing, PR, and social media?

The industry often likes to highlight that they don’t think brands matter.

But we fail to keep in mind that the legal cannabis industry is still young and we are moving into the space where brands are more relevant when true experiential brand offerings are created and deployed.

Not since “Field of Dreams” has there been a better example of “If you build it, they will come,” than this current shift in consumer mindset and opportunity for companies to give consumers what they never knew they always wanted.

 

In your view, what are the biggest cannabis PR, branding/marketing/advertising challenges facing cannabis companies today?

Truly placing end consumers at the center of product development, branding, and related touchpoints. To supercharge great direct to consumer offerings that work symbiotically with established retail sales to increase consumer loyalty and maximum repeat purchasing so that the entire cannabis ecosystem of business partners wins versus being in a more combative/competitive ecosystem.

What will get easier in cannabis PR marketing/branding what will get harder?

It will get easier to tell authentic stories and maximize social media and digital channels when more cannabis offerings are true brand experiences because there is more to “advertise” and “promote” than just the cannabis-based products which are currently problematic in these spaces.

It will get harder to exist as a brand without greater collaboration with partners. It is important to treat all players in your ecosystem with respect, as this is a difficult industry to operate within. To race forward without trusted partners and a tight circle of mutually beneficial “lifting as we climb” in collaboration across all levels of the supply chain will only handcuff growth. Companies need to build trusted pathways with trusted partners that ensure reliable growth and acceleration for all parties. Doing so will continue to be even harder, but the payout for short to long-term growth is going to be the proverbial silver bullet.

What can companies do to alleviate their branding/marketing/PR/advertising challenges?

Move away from trying to be everywhere and instead designate some core channels and offerings that are most authentic to their brand, their offering, and their abilities and focus there. Only once you deliver a solid funnel and can clearly show your own ROI and understanding of the channel/offering will you be able to make it so that you aren’t just spending money, but you are making money.

In your view, what is the most under-rated tool in the cannabis branding/marketing/advertising/PR toolbox for cannabis companies?

A clear consumer-focused direct-to-consumer fulfillment channel executed by the company, including full suite communication support (email, text) to consumers.

In your view, what is the most over-rated tool in the branding/marketing/advertising/PR toolbox for cannabis companies?

Billboards. They are for wayfinding and beyond that one is just throwing money away. Brands try and treat billboards like they can be used for anything and the truth is, you can put anything on them but that doesn’t mean they will resonate or be effective.

What’s the BEST piece of advice you give everyone you work with?

This is cannabis. We are writing new rules as to what is possible each and every day. Push yourself to do your best work. Push the industry forward by doing your best work. Because if better exists, we always want to go with better.

What’s your advice for people who want to get into cannabis marketing/advertising/pr/branding?

As Dorothy might say… “You’re not in Kansas anymore.” This is a wacky and weird world that is often figuring itself out as it goes along. Rules and regulations can and do change just as you get used to them. Realize that in this world, you are going to need to embrace learning while doing and you will be constantly iterating towards greatness. In cannabis more than anywhere else, everything is a process and one that is evolving in real time.

 

Thank you for sharing these fantastic branding insights, innovation and leadership tips with us, Jake. How can others in the cannabis industry get in touch with you? 

Jake Wall Linkedin 

Jake Wall Instagram

Maison Bloom Instagram

Maison Bloom Website 

To meet more cannabis PR and marketing experts, check out our cannabis experts page.

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