Tag Archive for: cannabis PR

The cannabis industry is growing rapidly, and with that growth comes an increasing demand for cannabis conferences and events, like the granddaddy, MJ Biz in Las Vegas. Obtaining media coverage at a crowded conference is almost never an accident. Maximize your event budget with these 3 strategies that will get you PR at MJ Biz.

Think Like a Journalist and Plan Ahead

When you think about your cannabis marketing budget and calendar, you probably think about your needs or your customer’s needs, but for effective press coverage, add journalists and their needs. We’ve helped our clients stand out from the competitive cannabis show floors like MJ Biz with ideas that make the lives of journalists easier. When you think about what the day is like for a journalist who visits the trade show floor, you’ll get some empathy for their jobs. They’re looking for trends readers will click through to read while also looking for a distinctive point of view that will be different from every other journalist’s article. Ultimately, the journalist has the same challenge as you: standing out from the very crowded field.

Look at the trends impacting the cannabis industry and ancillary topics for ideas that will get you ahead of the competition on the expo floor. Think about how these trends are impacting the larger economy or general public and think about how you can talk about that trend in the months, weeks, and days leading up to the conference. A well-oiled cannabis industry expo PR campaign will include social media, direct media outreach, and perhaps even a press release.

Double Down on Expo Activations

From sponsorships to events, to stunts and ambassadors, the reason everyone loves a cannabis conference is there are so many ways to elevate your presence and raise awareness when there’s a captive audience.

While cannabis samples aren’t allowed on trade show floors, many cannabis companies get around this by hosting private events – at MJ Biz in Las Vegas, there are literally 10-30 private cannabis events every night. Given the saturation of these events, many companies look to stand out in other ways.

Think about guerilla marketing campaigns that leave an impression by following the event attendees around the city. This could include everything from subtle cues to flash mobs. A treasure hunt that rewards attendees and drives them to your booth is a good idea. This kind of word of mouth can intrigue cannabis journalists and give them an incentive to learn more.

Invite Cannabis Journalists

Before the MJ Biz Conference in Las Vegas, think about what scheduled activities will happen in your booth. Having a schedule of appearances, activities, or activations at your booth gives everyone an incentive to be there at a certain time, and who doesn’t love a crowd?

Then, give journalists a sneak peek. Reach out to journalists who will be covering MJ Biz and give them the schedule of events, activations, and on-trend topics your company is talking about at MJ Biz so the media knows where to find you and what’s interesting. Consider providing assets like quotes, images, and/or b-roll videos to journalists in advance. Being a resource to journalists is always a great way to make in-roads with media.

MJ Biz is one of the biggest and best-attended cannabis conferences in the U.S., but it certainly isn’t the only one. We keep an updated list of cannabis conferences available for download.

If you’d like more on-brand and tailored ideas that will maximize your cannabis expo investment, contact us directly. But don’t wait – the best campaigns come from thoughtful planning.

Meet Chris Shreeve, cannabis advertising expert for programmatic ad buys.

Based in Seattle, not only is Chris co-founder of PrograMetrix, a nationally recognized programmatic advertising agency for cannabis brands (not “just” CBD) he is also the co-owner of The Bakeree dispensary.

First, a little background about you, Chris:

Digital advertising veteran, specifically in programmatic advertising technology and services. Started PrograMetrix in 2015. Co-owner of The Bakeree dispensaries in Seattle. That intersection between cannabis retail owner and agency co-founder is why our agency has seen success in the space.

What were you doing prior to cannabis?

While PrograMetrix highlights our work in the cannabis space, we also have incredible mainstream clients that we support outside of the space. I have always been in advertising, technology and marketing but we found white space in the cannabis industry and wanted to bring our expertise to the space.

When did you first start working in cannabis?

My brother started selling medical cannabis in Seattle, WA 8-9 years ago before the state went recreational. I always knew that there would be a time when the cannabis space would need mainstream marketing and cannabis advertising solutions but it was years before there was enough tech and data to dive into the space.

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

I always recommend Cannabis Marketing Association to new cannabis marketers!

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

Solve a problem, don’t just sell a product/service. Everyone wants to create a cannabis or CBD product but many don’t have a unique selling proposition that resonates with a specific audience. Build a brand and product/service line to solve a need for a specific audience and be the best solution for your target market.

What’s the biggest misconception cannabis companies have about cannabis advertising?

That because Google and Facebook regulate cannabis and CBD brands on their platforms, you can’t advertise your product online. There are thousands of sites, apps, and platforms that allow cannabis advertising and that can be accessed through programmatic advertising. Retarget your current customers online, reach new consumers on channels like video, audio, or streaming tv services.

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

Many brands are looking for the silver bullet and believe that paid advertising is it. It’s not. It is one channel that can support a broader marketing initiative but it can’t be the only focus. You need to build a brand and that doesn’t always require an ROI for every dollar you spend on marketing.

What will get easier in cannabis marketing & branding? What will get harder?

We will gain more access to mainstream advertising channels. More sites, apps, and platforms are going to accept cannabis but it might be too late. Instead of waiting for Google or Facebook to change their ad guidelines, optimize your current marketing mix to the best of your ability. Go digital before your competitors and find new technologies and channels that differentiate your brand online.

What will get harder… competition. More mainstream brands are coming into the space and there will continue to be consolidation, making the larger brands even bigger and taking market share from the smaller companies. Don’t get left behind, build your brand NOW.

What can cannabis companies do to alleviate their cannabis PR and branding challenges?

It is incredibly important to hire an internal marketer to lead the communication of the business to the market. Many smaller brands still haven’t fully invested in a marketing professional and you can tell. Let that marketing professional figure out what can be accomplished internally, then fill the gaps with experienced agency professionals for the more complicated and time consumer channels.

In your view, what is the most under-rated tool in the brand marketing toolbox for cannabis companies?

Website development.

Too many cannabis companies don’t invest enough in their website. Especially cannabis brands that don’t sell products directly from their site (DTC).

You might have one opportunity to catch the eye of a consumer online and if your website doesn’t tell the store of your brand in a compelling visual fashion, you might lose that customer forever.

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

SEO. Now this might get me in trouble… BUT… everyone is trying to rank for “cannabis dispensary near me” or some generic keywords on their website. Many don’t leverage blog content enough but those that focus solely on SEO will miss out on many other marketing opportunities that can help differentiate your marketing mix.

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

Set realistic expectations. Don’t over-promise and under-deliver.

What’s your advice for people who want to get into cannabis marketing?

Show that you have a vested interest in the industry and not just marketing/advertising expertise. This industry is unique. Its products and services are still evolving but having an interest in the plant or industry at larger is incredibly valuable.

How can someone contact you, Chris?

https://programetrix.com/
Twitter @PrograMetrix
LinkedIn @ChrisShreeve

Thanks for sharing your cannabis advertising and branding insights with us today, Chris, you rock!

Meet Melinda Adamec, SVP at Gabriel Marketing, an agency specializing in cannabis industry marketing strategy consulting, digital marketing and advertising, SEO, marketing automation, and content development.

First, a little background about Melinda Adamec:

 

Over 20 years of experience in advertising, marketing, and public relations. Recently joined the GMG team to lead GMG’s delivery of client services in marketing strategy. Prior to GMG, I lead OMI Industries’ cannabis market business including serving as brand manager for Cannabolish plant-based smoke odor removers. Before OMI Industries, I held various executive and leadership roles at PR/marketing firm GolinHarris and DBC PR + New Media. Some of my clients included Ace Hardware, AT&T, Blackboard, Hair Cuttery, IAC, Mars, McDonalds, Microsoft, Reuters, Rosetta Stone, U.S. Mint, and U.S. Postal Service. And I am a very proud member of the NCIA’s Marketing & Advertising Committee!

When did you first start working in cannabis?

5 years ago. My first event attended was the WomenGrow conference in Denver. I fell in love with the industry and the people and knew it was a very special opportunity to be part of this community.

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

NCIA Marketing Committee

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

Relationships are everything. Strong relationships (with co-workers, peers, and customers) can truly make your business. I have stayed connected with so many people I’ve worked for and with over the years, which has resulted in the learning of new opportunities, growing skillsets, support in new endeavors, and help in connecting with others in the industry. Cannabis just reinforced this by 100%.

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

YES! The NCIA’s Best of 420 Awards, which was produced and launched during the middle of the pandemic. Not only I was so proud to be part of this team that put together a fantastic program within weeks – but so impressed with the brands that brought forth incredibly creative campaigns that highlighted their cannabis businesses using a variety of methods. And I could not be more thrilled to co-chair this subcommittee again this year. Stay tuned for more details about this exciting opportunity to shine a spotlight on some fantastic cannabis businesses!

What’s the biggest misconception cannabis companies have about marketing?

In my opinion – budget. You can do a lot with a small budget. It’s not how much you spend, but how you spend it. The first step is setting specific marketing goals that align with your business goals. Once you have those goals in place, with some creativity and using a customized approach you’d be amazed at the results that can be achieved. It’s not a one-size-fits all solution either. Understanding your market, customer, and how to drive real value takes a creative, omnichannel approach before you’ll see real results.

What were you doing prior to cannabis?

I was focused on increasing brand awareness and sales for a company that made all plant-based odor-removing solutions. 12 years ago natural products were viewed as “not as effective”, so it took a tremendous amount of work to educate consumers and B2B customers about the effectiveness of our products, the health risks of toxic products, and the lack of regulation around these. I like to say we were green before green was cool. So coming from that space into cannabis, educating and amplifying messages was the foundation for everything we did to grow the Cannabolish brand.

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

One of the biggest challenges hands down is the restrictions on advertising and promotions. But even more importantly, the gray areas – in particular with consumer goods and social media. Until there are clear regulations and advertising guidelines in place it will continue to be a space that must be navigated carefully and with a team experienced in this space.

What will get easier in cannabis marketing? What will get harder?

In my opinion, once there are Federal regulations in place the marketing world of cannabis will become easier in terms of the navigation. However, more difficult for brands to compete – in particular smaller brands with smaller budgets. But I think that’s where you’ll see some incredibly creative teams rise to the occasion.

What can companies do to ease their digital marketing challenges?

You really need to find someone you trust to help guide you through the ins and outs of branding and marketing in cannabis. It’s not only about understanding the rules and regs, but also what is trusted and valued by consumers in this community. Authenticity and transparency is crucial to earning the trust of your customers.

In your view, what is the most under-rated tool in the digital marketing toolbox for cannabis companies?

Authentic content – social media content, blog content – it’s the best way to communicate with your customers, and share what makes your brand unique.

In your view, what is the most over-rated digital marketing toolbox for cannabis companies?

Big event sponsorships. You don’t need to spend a fortune to be seen and heard.

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

Listen to your customers – even when they are sharing information you may not want to hear. It’s the only way you learn and improve.

What’s your advice for people who want to get into cannabis digital marketing?

Connect with people who have experience in this space. It’s the quickest way to learn about the industry, get advice and understand the nuances. You can really avoid some big mistakes early on by hearing from people who have some level of expertise within the industry.

How can someone contact you, Melinda?

Gabriel Marketing

Thanks for sharing your marketing insights with us today, Melinda.