Tag Archive for: Tips

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.

Public relations is a key component to winning CPG product launches. A product launch is an important event for any company – and even more so for consumer packaged goods (CPG) companies. Successful product launches can result in increased market share, brand awareness, and sales. And while there are many different ways to execute a product launch, using public relations (PR) is often a smart strategy. Here are three great ways to use PR for a CPG product launch.

One key strategy regardless of how you launch: for consumer products, it’s exceptionally important that your PR and marketing stand out in the competitive environment for consumer attention. 

 

  1. Secure Early PR Coverage & Stay Consistent

For any new CPG, consumer trust is a prerequisite for great sales. PR leads in trust, so it’s important that consumer packaged goods companies secure early coverage to build consumer trust, awareness, and excitement for their product launch. 

Traditional tactics would include samples and a press release. A more modern PR approach is a well-developed, and SEO-optimized media sample kit and specific information a journalist needs to write a winning review of the new product. If you’re pitching digital outlets or podcasts that aren’t generated months in advance, another approach is pitching consumer reporters on-trend stories that will include your product as an example. Securing coverage in the early stages of a product launch will help to set the tone for the campaign and generate excitement among consumers and retailers.

Plan on aggressive PR focusing on earned media throughout the first year. If you’re satisfied with market share after the first year, you may consider moving to more brand awareness PR vs. earned media CPG PR

 

  1. Execute A Distinctive Social Media Strategy

Social media is a key channel for consumer packaged goods companies to reach their target audience. Think about how your target demographic uses social media, especially their interests. From there, think of content your target audience would particularly appreciate and where the content will work best. For example, you may have a video for Facebook and YouTube because the content is best suited to the ways your customers use those platforms. On the other hand, you may do something different from Instagram and TikTok. It’s truly time for CPG companies to think beyond the traditional influencer campaign. Be creative. For example, Bounty towels recently hired influencers to put Bounty in the background of their videos – this is a twist on product placements. P.S. be sure you stay out of hot water with the FCC and be sure to disclose the relationship. Always consider how your content can create newsworthy buzz to get extra mileage and earned media. Contests and giveaways can also be incorporated to generate consumer interest around the product launch.

 

  1. Leverage Paid Media

consumer packaged goods companies should consider leveraging paid media to support their product launch. Again, think creatively and be sure your campaigns align. For an extra dash of newsworthiness, consider incorporating your purpose, or another extension of your brand. Consider paid media outside of traditional print, TV, and radio, and dig deep into target markets with paid placements in locations that specifically resonate.  Paid media helps you quickly and generate awareness for your product launch, and when paired with high-trust PR tactics, paid media can be the conversion point that drives additional sales. 

 

While there are many other strategies and tactics that consumer packaged goods companies can use to support a product launch, these three strategies are a good place to start. By executing a solid consumer packaged goods PR strategy and supporting it with paid media, consumer packaged goods companies will be well equipped to win the consumer product launch battle.

Since our inception, we’ve been helping consumer packaged goods companies win the launch of their new products. In that time, we have learned many critical elements to a successful consumer packaged goods PR campaign. While there are many strategies and tactics, here are three simple things you can do for your next CPG product launch. 

Read more about our previous work here.

 That’s a question that many business owners and CMOs are asking themselves in today’s digital age. The answer, unfortunately, is not a simple one.

Before we talk about press releases, let’s take a step back and look at some basic PR knowledge and when and where press releases do work. 

Pros and Cons of Press Releases

On the one hand, press releases can be an incredibly valuable tool for getting your story out there and reaching a wider audience. They can help you build credibility with media outlets and create a positive image for your brand.

On the other hand, press releases can be quite expensive to produce and distribute, and they may not always be effective in reaching your target audience. 

Given the state of the press in today’s media-saturated environment, press releases do this: more people see them than they did years ago when people actually opened their mailboxes to find physical press releases with paper clips on them! Today’s press releases aren’t exclusive to journalists. In fact, most PR experts agree: press releases do little to gain earned coverage. Direct pitching an inside scoop is much more effective. 

But, press releases are still an effective way for organizations to disseminate news to journalists, media outlets, and bloggers in a format that is easily digestible by search engines. This allows for wider distribution of your message, which will eventually lead to backlinks and press mentions. However, if you’re looking for tangible ROI from press releases, you might be disappointed – press releases are not the silver bullet for marketing success.        

9 Reasons Why You Should Issue a Press Release

Whether or not to issue press releases is a decision that should be made on a case-by-case basis with your PR agency. If they recommend press releases, there may be a few reasons why: 

1) Well-written press releases are an effective part of an SEO strategy and improving search engine rankings. 

2) Press releases help to establish your company or organization as an authority in your field.

3) Issuing press releases can help you to build relationships with journalists and bloggers.

4) Press releases can enhance the all-important trust factor.

5) Press releases can be a way to spread the news about your company’s products and services during slow news periods.

6) Issuing press releases is a great way to stay connected to journalists and bloggers who might write or blog about you in the future.

7) Press releases can serve as “proof” that you are actively involved in your industry if someone were to call out of the blue for this reason.

8) Well-written press releases can establish thought leadership, which may help attract new clients down the road.

9) In today’s world, press releases can be powerful social media content tools — if they’re written well, quickly go through press mentions and social sharing.

A modern PR agency can help you determine whether press releases are the right tool for your organization and, if so, how to write them in a way that will garner the most attention. For more information on press releases and other aspects of effective PR, please contact us.

Cannabis PR is changing as fast as the cannabis industry is changing. Our 3 tips for cannabis brands to make news and engage journalists include incorporating larger consumer and cultural trends.

In order to secure earned media today, cannabis brands need to think competitively and creatively. In order to secure press coverage, tomorrow’s biggest cannabis brands need to think about larger cultural trends and what’s affecting society, the industry, and the media all at once. What’s more, out of chaos comes opportunity. Uncertainty makes consumers ask big personal questions – and this can be an opportune time to key into changing priorities. People questioning their priorities in light of the pandemic are a heterogeneous group, they don’t belong to any one demographic or generation.

[4 minute read]

Purpose vs. Activism in Cannabis

For consumers in a state of change, Accenture found that buying motivations have shifted. Trust & Reputation ranked over Ease and Convenience and product Origin. 66% said they now expect brands to take more responsibility in motivating them to live by their values and to make them feel more relevant in the world, according to the same Accenture report.

Cannabis has a long history with activism; it’s part of the culture. As the cannabis industry has grown, so have the causes. As a cannabis PR firm, we will never discourage our clients from activism or supporting causes.

If your customers are within the cannabis industry, you’re a B2B cannabis company, then there are some really interesting and important causes, including sobriety, equity, and racial justice to engage in to support the growth, maturity, and reputation of the cannabis industry. Some activist movements within cannabis have failed to catch fire outside the cannabis industry. While many of these initiatives are extremely worthy, few of them have caught on with the broader consumer base. And that’s OK because there are long-term advantages for the industry, but they may or may not be media-worthy.

However, if you’re looking to secure press with your brand activism, or you’re looking to engage your customer through purpose, then it’s time to think creatively about the campaigns. Look deeply at the activist causes you invest in, because consumers today expect brands to engage based on corporate values, which means the brand has to live it’s purpose, not just promote its purpose.

Cannabis consumers today are hardly a niche. Consumer cannabis brands need to think globally and be able to act consistently in order to activate on purpose. Consider these 3 tips to maximize earned media in 2022.

 

Products vs. Experience

A large post-pandemic trend continues to be consumers, particularly younger consumers, craving experiences over products. Cannabis brands should be looking at newsworthy activations that include experiences. While there are limitations for cannabis brands, this is a time to be creative in the ways you engage the press for launches and activations. Simply launching a cannabis product these days isn’t newsworthy. Attaching a celebrity is less newsworthy today than it was 2 years ago, especially as celebrities launch their own cannabis brands. In order for the press to pick up on it, there needs to be a newsworthy story.

Also, be thinking about what markets have the most journalists and editors. Creating an activation in Kansas might make local news in Kansas, but it’s unlikely to inspire NY or CA journalists. Another option is to do activations within other events, be they cannabis trade shows or cannabis-friendly consumer events or even outstanding activations around big events that get covered in the press. It’s really time to be creative.

 

Collab Outside of Cannabis

How can your brand collab with brands outside of cannabis?

There is still media appetite for interesting collabs. The recent Bic Lighters campaign with Snoop and Martha Stewart was a brilliant example of collaboration outside of cannabis. Extremely well thought out and ongoing, it’s successful because it’s cheeky, memorable, and creative. For most cannabis brands the collaboration could include an experience (like a fashion show) or they can include a purpose (environmental, for example), or they could include a special product.

The key to choosing collabs is to think way in advance and activate in a 360 way – don’t start thinking about a 420 collab in February. Major brands and outlets plan these kinds of activations way in advance, but thinking ahead will generate significant advantages.

 

2022 promises a great deal of exciting cannabis industry products and news, but in order to cut through the noise, cannabis brands need to think about what makes news, what engages journalists, and where they can make an impact on culture.

 

Plan for public relations success with these critical 3 tips

A little advance planning can make all the difference between public relations success and public relations frustration.  Public relations is increasingly important for companies and there’s nothing like a new year to give your brand and company a fresh image. PR firms are here to be your partners in success. As you pull levers for world domination next year, lean on your  PR firm so that together you’re on the same page about how you mutually define success. Here are 3 tips for working with a PR firm or formulating your in-house PR plan.

1.Determine Your Measurable PR Goals for Public Relations Success

PR success comes when there’s absolute clarity about goals. Your PR goals should match your business goals; make sure your PR firm knows how you’re REALLY defining success. Don’t hide your perspective from your PR firm and expect that the results you want will magically appear.  Make sure your  PR goals align and support your activations, product launches, and partnerships.

PR and marketing goals and KPIs should be:

  • Measurable
  • Attainable
  • Relevant

The two most important considerations when defining your goals is ensuring that they are measurable and ambitious enough to be significant, but attainable with your budgets and efforts.

Measuring your PR and marketing efforts should include a baseline so you can track improvement. If you don’t have a baseline, you may need to evaluate how you will measure success and it may require something like an industry average or an industry survey. At Avaans, we include a number of KPIs during our monthly reviews, these KPIs are tracked the same way every month, so over time, we can really pinpoint what works and what doesn’t for each brand. We’re completely transparent with our clients about how we came to those KPIs and why they’re important for us to track internally for cannabis PR success.

Attainability is an important KPI. If you’re shooting for the stars, make sure all your assets are in place to support that goal. Assets also include time and brainpower.

There should be KPIs for marketing and KPIs for PR that have crossover. For example, new website visitors, inbound links to your website, both of those metrics will be impacted by both PR and marketing initiatives.  Sometimes we hear people say that they don’t want to give PR and Marketing joint KPIs because they feel it reduces responsibility, but when your KPIs are aligned with your overall business goals that encourages your PR firm and marketing agency to work together to accomplish the company’s mission-ultimately it’s not about pitting one set of KPIs against one another, it’s about achieving success and measuring respective impact.

2. Define Your Target Audiences

As a PR firm who works with highly ambitious brands, we often hear goals like “We want to be featured in XYZ publication.

When a single piece of press helps secure millions of dollars in funding, throwing all your efforts at securing that press is worth almost any PR and activations fees. That’s a great goal, so consider who your ultimate audience really is for any given publication so you can set yourself up for  public relations success. Many times, public relations  success is defined by share of voice within a specific audience.

Your audiences may be in the B2B space, they may be  consumers, they may be investors or partners. Be clear on who you’re trying to reach with each KPI and objectives-share your objectives with your PR firm, so they’re clear on where you REALLY want to be.

Sometimes earning national press even when you’re only in a few markets is strategic as the audience is potential investors or industry partners who like knowing that the brands they’re partnering with have enough clout to secure national coverage.  Alternatively, you may want to show that your brand is well received by multiple consumer types, in which case you may wish to have press in particular interest verticals.

3. Plan for Public Relations Success and Budget Your Activities

Public relations is an incredibly broad level to pull. Within your budget, you should be allocating events, sponsorships, social media, media relations, and asset/owned media development.

Chances are, in order to reach your pr and cannabis marketing goals, you’ll need to execute on some initiatives.

And, you’ll need a corresponding budget for these activities. A good marketing and public relations firm can help you allocate your budget to match your objectives.

At the very least they can tell you how to best allocate an over-all budget or at least inform you of best practices and first steps. A great example of this is events – events can be held for all sorts of objectives, from customer appreciation to media awareness. While both of those objectives MIGHT turn into earned media, it’s important you consider what it will take to earn press coverage on an event, before you spend the money on an event. Sponsorships are another area where the activation is an important marketing objective, but PR may be able to help you define some ways to use your sponsorship in a way that improves your industry image or earns you media coverage.

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