Tag Archive for: PR Expertise

ROI Statistics CMOs Need to Know for 2025

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Key Takeaways

  • Media Coverage and Brand Sentiment Matter: In 2025, CMOs need to focus on media coverage and brand sentiment to gauge PR ROI. Metrics like total media impressions, media quality, and social media sentiment play a crucial role in understanding the real impact of PR on business outcomes. Positive sentiment and quality media coverage can be significantly more valuable than paid media.

  • PR Drives Website Traffic and Lead Conversion: PR campaigns directly impact website traffic, with organic traffic (e.g., through press releases and media placements) proving to be three times more likely to convert into leads compared to paid ads. Referral traffic, lead conversion rates, and the influence of PR on driving sales should be tracked to understand long-term ROI.

  • PR’s Long-Term Impact on Revenue: PR efforts have a measurable correlation with revenue growth over time. Companies that integrate PR into their overall marketing strategy experience higher revenue growth, with a 20% increase in revenue over three years. Tracking sales lift, customer acquisition costs, and lifetime customer value (LCV) helps CMOs understand the financial value of PR.

 

In an era where digital transformations and marketing strategies evolve at breakneck speed, Chief Marketing Officers (CMOs) are under increasing pressure to demonstrate the return on investment (ROI) for every dollar allocated to social campaigns, technological tools, and resources. This pressure isn’t just from the C-suite or shareholders but from the landscape of consumer behavior, technology, and competition. Let’s look more deeply at ROI statistics CMOs need to know for 2025.

After all, for CMOs, measuring ROI is no longer about tracking basic numbers—it’s about understanding the full impact of every marketing initiative and optimizing for the future.

As we approach the end of 2024 and transition into 2025, monitoring the latest PR metrics and understanding how PR ROI plays a key role in shaping marketing strategies is essential. With new data and insights emerging every year, knowing which stat to focus on is more important than ever.

In this guide, we’ll explore the most relevant ROI statistics CMOs need to know for 2025, how they can use these insights to elevate their PR strategies, and why working with a top-rated PR agency might be the secret ingredient to achieving outstanding results. So, without further ado, read on.

The Growing Importance of Measuring ROI in PR

One of the biggest challenges for CMOs today is measuring the impact of public relations (PR) on business goals. While traditional marketing and advertising efforts have clearer metrics—click-through rates (CTR), cost-per-click (CPC), and conversion rates—PR often works more subtly in the background. However, this doesn’t mean its influence is any less impactful. PR’s influence is increasingly significant in driving consumer awareness, trust, and long-term loyalty.

According to a 2024 survey, 79% of executives believe that PR drives significant business value, but 30% feel they are effectively measuring PR ROI. This gap represents a huge opportunity for CMOs. Understanding PR metrics such as brand sentiment, media coverage quality, and engagement across earned media can provide insights beyond simple impressions and ad equivalency.

So, what specific ROI statistics should CMOs track in 2025 to manage their PR strategies effectively?

Let’s break it down.

Essential PR Metrics for Marketing ROI: Media Coverage

Media coverage is a cornerstone of PR strategy. Many studies show that businesses that generate high-quality media coverage average 1.5 to 2.5 times more consumer engagement than those relying on paid ads alone. However, the value of media coverage isn’t always simple.

When measuring PR ROI, it’s important to differentiate between earned media value (EMV) and other forms of exposure. While earned media value (EMV) is not usually a perfect substitute for hard revenue numbers, it provides a rough benchmark for how much money would be spent on advertising to achieve similar visibility. Studies show that the ROI from earned media can be up to 5x more valuable than paid media, especially for emerging and hyper-growth companies.

In 2025, CMOs will need to refine tracking media coverage. It includes monitoring key metrics:

  • Total Media Impressions: How many people were exposed to your brand message?
  • Quality of Coverage: Was the coverage positive, neutral, or completely negative?
  • Share of Voice: How does your brand’s coverage compare to competitors?

By focusing on these metrics, CMOs can better understand the tangible business value PR delivers through media exposure. It allows for more informed decision-making, better resource allocation, and a stronger connection between PR activities and overall business outcomes.

Using PR Metrics to Track Brand Sentiment

Another critical aspect of PR ROI is tracking brand sentiment. Consumer perception can determine a brand’s success or failure in an era dominated by social media and online reviews. Some customers would spend more money and are willing to share more personal data if they feel positive about the brand. It shows that brand sentiment directly correlates with revenue, particularly ROI, making it an essential metric for CMOs to track. Therefore, to measure brand sentiment, CMOs should:

  • Analyze Social Media Sentiment: Use tools to track mentions, comments, and reviews on platforms like Twitter, Instagram, LinkedIn, and Facebook. Monitoring what people say about your brand can give you deep insights into public perception. Are consumers sharing positive experiences, or is there a rising tide of negative sentiment? Social media sentiment analysis helps measure your brand’s overall reputation and indicates areas for improvement or celebration.
  • Monitor Customer Reviews and Ratings: Websites like Google, Trustpilot, and Yelp offer invaluable feedback on your brand’s reputation. By regularly reviewing customer ratings and comments, you can gauge public perception. Positive reviews help build trust and credibility, directly influencing purchase decisions. Conversely, negative reviews highlight weaknesses and present opportunities to improve customer service or product offerings.
  • Conduct Surveys and Focus Groups: Regularly engaging with your focus audience through focus groups or surveys is a great way to assess their feelings about your brand. Do they trust your products or services? Are they loyal customers? By asking the right questions yourself first, you can gain detailed insights into your audience’s hidden perceptions, clearly pinpoint areas of strength, and identify potential weaknesses to address in future public relations (PR) strategies.

Measuring ROI Through Website Traffic

For many companies, the ultimate goal of PR is to drive traffic and generate leads. In 2025, as businesses continue to invest heavily in digital marketing strategies, website traffic remains one of the most relevant indicators of PR success. By measuring how PR efforts impact traffic growth, we can better understand the campaign’s effectiveness and refine strategies to achieve long-term success.

The correlation between PR ROI and website traffic is clear. PR directly impacts website traffic, particularly when leveraging press releases, media placements, and influencer collaborations. Moreover, organic traffic driven by PR efforts (i.e., articles or features in reputable outlets) is 3 times more likely to convert into leads than traffic generated from paid ads. CMOs should track:

  • Referral Traffic: Monitor how much of your website traffic comes from third-party sources like news articles, blogs, or influencer pages. It helps gauge the effectiveness of your PR campaigns in driving qualified visitors. When these visitors come from trusted sources, it’s a clear sign that your PR efforts are reaching the right audience and sparking authentic interest in your brand.
  • Lead Conversion Rates: Monitor the number of visitors who complete a form, subscribe to a newsletter, or make a purchase. This metric provides a clearer understanding of how effectively your PR efforts drive sales. Higher conversion rates show that your PR strategy isn’t just attracting visitors but also compelling them to take meaningful actions toward becoming loyal customers.

Social Media PR Metrics and ROI

Social media has become an integral part of modern PR. A brand’s social media presence—whether organic or amplified through influencer partnerships—significantly affects how customers perceive it. In 2025, CMOs must monitor engagement as a key PR metric to measure ROI.

Recent data shows that brands with high levels of social media engagement tend to see a 3x higher return on their marketing investment. This is true for companies collaborating with influencers or running influencer-driven PR campaigns. According to Influencer Marketing Hub, the average ROI for influencer marketing in 2024 was $5.78 for every $1 spent—higher than other traditional forms.

Marketing ROI Statistics CMOs need to know for 2025 include:

  • Engagement Rate: Track likes, comments, shares, and retweets across social media, such as Facebook, Instagram, LinkedIn, and Twitter. A high engagement rate signals your audience actively interacts with your content. This interaction helps increase brand visibility and build trust with your followers. The more engagement you receive, the more likely your message will resonate, amplifying your brand’s reach and credibility across digital channels.
  • Influencer ROI: Evaluate your influencer partnerships’ success by measuring their impact on awareness, engagement, or conversions. Begin by asking yourself the following questions: Were the influencers you worked with able to amplify your message effectively? Assess how their audiences responded to your content and whether their influence translated into positive results for your brand, such as increased website traffic, sales, or social mentions.
  • Hashtag Performance: When running a PR campaign with a custom hashtag, particularly on platforms like Twitter and Instagram, measuring its performance is essential. Track how often the hashtag is used, how far it spreads, and which audiences engage with it. This data helps you understand the overall reach of your campaign, how well it resonated with your target audience, and whether it generated buzz or meaningful conversations around your brand.

Converting PR Metrics to Revenue Growth

CMOs are responsible for driving revenue. However, the impact of PR ROI on sales isn’t always immediately apparent. When you search on Google, “How long does it take to start seeing results from PR?” many individuals on public forums like Reddit say that it can take up to 6 or 9 months for PR activities to significantly influence sales, which is the main reason why many CMOs focus on intermediate metrics like media impressions or social media engagement first.

However, long-term tracking can reveal a powerful correlation between PR efforts and revenue growth. Many experts in the industry believe that companies that integrate PR into their overall marketing strategy experience a 20% higher revenue growth over 3 years than those that don’t. It underscores the importance of measuring PR’s effect on revenue over time.

To assess PR ROI in terms of sales:

  • Track Sales Lift: After a major PR campaign, measure any changes in sales performance. Did your product launch or media feature lead to increased revenue? This metric is crucial in understanding the direct financial impact of your PR efforts. And if you do see a noticeable lift, it’s a sign that your PR campaign resonated with the right audience and drove tangible results.
  • Customer acquisition costs (CAC): Did your PR efforts help reduce CAC? A strong media presence and positive brand sentiment can lower the cost of gaining new customers. By amplifying your brand’s visibility, credibility, and trustworthiness, PR can influence the effectiveness of your sales funnel, making it easier to attract and convert leads at a lower cost.
  • Lifetime Customer Value (LCV): Track whether PR efforts have increased customer loyalty, repeat purchases, and overall LCV. Positive media coverage and consistent brand messaging can help nurture relationships with existing customers. As a result, customers become more engaged, leading to higher retention rates and an increase in long-term value—ultimately boosting profitability and enhancing the long-term success of your business.

Beyond 2025 – What to Look Forward to

While the focus of this blog has been on the ROI statistics CMOs need to know for 2025, it’s also important to look even further ahead—into the horizon beyond. The marketing and PR landscape is evolving rapidly, and the next decade promises transformative changes. By 2030, we can expect hyper-personalized PR driven by advanced AI. Voice and visual search will dominate brand discovery, requiring PR strategies to adapt accordingly. The future of PR ROI will hinge on predictive insights, allowing brands to stay ahead of trends and continuously refine engagement.

In conclusion, as CMOs look to prove the impact of their marketing efforts in 2025, tracking PR ROI will continue to be a major challenge. However, by focusing on key PR metrics like media coverage, brand sentiment, website traffic, social media engagement, and sales impact, you, as a CMO, can create a comprehensive picture of how PR efforts contribute to business success.

If you want to stay ahead of the curve and ensure that your PR efforts drive meaningful, measurable results, consider partnering with a reliable and top-rated PR agency like Avaans Media.

With a 100% executive-level team and a deep understanding of emerging industries and hyper-growth companies, we excel at creating tailored PR strategies that deliver real results. So, whether you want to elevate brand awareness, drive more traffic, or build a stronger reputation, we’re here to help you achieve the ROI your business deserves. So, are you ready to take your PR to the next level? Get in touch with us today and see how our PR services can help you reach your goals in 2025.

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How Much Does It Cost to Hire a PR Firm? Budget Planning Tips

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How Much Does it Cost to Hire PR Firm? PR Agency Pricing Guide & What to Expect

Looking for a straight-up breakdown of what PR agencies charge today? Here’s our current pricing overview.

Budgeting for PR can feel opaque. What affects price and how can you get a handle on how you can impact your PR budget before you ever even call a PR firm.

If you’ve ever typed “how much is PR” or “PR firm near me” into a search engine, you’re not alone. Businesses of all sizes—from startups to Fortune 500s—recognize the value of public relations in shaping reputation, generating visibility, and building trust. But before you hire a PR firm, it’s important to understand what impacts pricing, what services you’re really paying for, and how to find the right partner who can deliver measurable results.

This guide breaks down what affects PR pricing, how to find a PR firm that aligns with your goals, and what you can expect whether you’re hiring a PR agency near you or working with a remote team.

Get a PR ROI Assessment for Your Brand

Key Takeaways

  • Cost & Budget Alignment: PR agency fees typically range from $5,000 to over $28,000 per month, based on experience, scope, and market demands.

  • Transparency & Ethics: Always ask how fees are structured and watch out for unethical pay-to-play practices masked as legitimate coverage.

  • Experience Matters: A seasoned PR team offers strategic planning, better media relationships, and higher ROI through tailored outreach and messaging.

What Influences PR Firm Costs and What to Expect from a PR Agency

The cost of working with a PR firm varies widely. Your PR goals and company goals, the timeline, industry, and agency expertise all impact pricing.

1. Your Goals Should Drive Your Budget

Are you in growth mode? Launching a new product? Preparing for an IPO? Your goals should directly influence how much you invest in a PR agency.

Here’s a rough guide:

  • Basic maintenance & support: $5,000–$10,000/month

  • Fixed Scope PR Campaigns: $10,000-$15,000/month

  • Campaign-driven or proactive strategies: $13,000–$27,000/month

  • Pre-IPO, international, or complex messaging: $20,000+/month

💡 Pro Tip: If your goal is aggressive growth, don’t expect huge ROI from minimal investment. Match your PR budget with the scale of your ambition.

2. PR Fee Structures: Hourly, Retainer & Project-Based

PR agencies may charge by:

  • Retainer: A flat monthly fee for ongoing support

  • Hourly: Ideal for small projects or short-term consulting

  • Project-Based: Great for one-off launches or crisis situations

Ask for a sample quarterly PR plan if working on retainer. This helps set expectations for deliverables like press releases, thought leadership, or media outreach.

3. How to Choose the Best PR Agency Near You (Or Not)

If you’re searching for a PR firm near you, you’re likely interested in local media relationships, community events, or in-person collaboration. Local PR agencies often offer market-specific insights that national firms may lack.

However, for businesses with a national or international audience, geography matters less than expertise. Many companies benefit from PR firms that have national media connections and can operate virtually with equal effectiveness.

🌍 Whether local or remote, choose a PR agency that aligns with your industry, goals, and communication style.

Why Hire a PR Firm Instead of Managing PR In-House?

The answer to this question could be different for every company, depending on many of the questions to ask before hiring a PR firm listed here. Ideally, an in-house person would work symbiotically with an agency.

In-House PR Teams Are Better At:

  • Deeply understanding the brand, it’s history and internal priorities
  • Recognizing assets and opportunities early in the planning process
  • Identifying cross-functional opportunities for PR to support the organization as a whole

PR Agencies Are Better At:

  • Developing and maintaining media relationships
  • Strategic messaging that can see the “forest through the trees” and maintain a third-party perspective
  • Crisis management and urgent outreach opportunities such as newsjacking
  • Keeping the company in the media consistently

What to Ask Before Hiring a PR Firm

Ask these questions during your PR agency interviews:

How Much Is PR

Monthly fees may also be impacted by agency size and breadth or services offered as well as team experience.

  • Solopreneur or freelance PR consultant: ~$5,000/month

  • Boutique PR firm: $13,000–$27,000/month

  • Large or premium PR agency: $28,000+/month

Costs are largely driven by people—nearly 60% of agency costs go toward staffing. You’re paying for their time, judgment, relationships, and results.

Pay-to-Play vs. Placed Content: What’s the Difference?

Understanding the difference between ethical placed content and unethical pay-to-play is essential.

  • Placed Content is paid media (like sponsored posts or advertorials) disclosed transparently. It’s a legitimate marketing strategy.

  • Pay-to-Play involves undisclosed payments to journalists or media outlets. It’s unethical and can damage both brand trust and media credibility.

A credible PR agency will always disclose what’s earned media and what’s paid placement. If you’re unsure, ask.

The PR Cost Factors Within Your Control

1. Timeline

Need quick media coverage or crisis management? Urgent turnarounds cost more. PR is most cost-effective when it’s proactive and planned—not reactive.

2. Industry Complexity

Regulated industries like HealthTech, CleanTech, or Cannabis require extra care due to regulation, which can raise costs.

3. Scope of Work

Product launches, thought leadership programs, and international media campaigns all demand different levels of intensity—and investment.

4. Strategic Impact

PR Campaigns for IPO, or acquisitions, or mergers or venture funding are high stakes and may increase PR cost.

5. Stage of Growth

If you’re in hyper growth mode and need an agency to be very proactive and aggressive and available, that’s very different from a defined product launch project.

Why Experience Matters When Choosing a PR Firm

What are you really buying when you hire a PR agency?

  • Access to media and industry relationships

  • Expertise in message development and storytelling

  • Judgment to navigate crises or sensitive campaigns

  • Strategy to guide your visibility long-term

An experienced PR team knows what resonates with journalists, how to pitch stories that land, and how to ensure your message stands out in a crowded media landscape.

Whether your business needs a sharp press release or strategic long-term storytelling, experienced PR pros are masters at navigating nuance and driving visibility. Hiring seasoned professionals who understand the media landscape and possess strong communication skills can significantly enhance your PR outcomes.

Final Thoughts: Finding the Right PR Firm Near You (or Nationwide)

Investing in a PR firm isn’t just about cost—it’s about value. Whether you’re looking for a PR agency near you or a remote firm with national capabilities, find a team that understands your business and your goals.

Don’t be afraid to ask detailed questions. Knowing what questions to ask is as important as knowing what questions not to ask when hiring a PR agency. Your company’s reputation is on the line. Hiring the right PR partner will act as an extension of your team—and could become your most powerful growth asset.

💬 Need Help Choosing a PR Firm?

Whether you need local market expertise or national reach, Avaans Media can help you evaluate the best path forward. Contact us to learn more about our PR services tailored to your business goals.

 

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Consumer Mindsets According to Google for Fall 2022

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Key Takeaways

  • Conscious Consumption Trends: Consumers are increasingly seeking deals and discounts, with searches for “specials this week” up 60% and “designer outlet” up 90%. Despite economic uncertainty, spending remains strong, indicating that consumers still desire premium products but are looking for value.
  • Brand Loyalty and Personalization: Brands should focus on loyalty programs and be present during key buying moments. Personalization is crucial, with 87% of consumers wanting relevant content. Understanding customer preferences and delivering emotionally resonant messages can enhance brand trust and engagement.
  • Sustainability and Purpose-Driven Marketing: With searches for “say no to plastic” rising 200%, consumers are drawn to brands that align with their values. Celebrating sustainability efforts and demonstrating trustworthiness are essential for building consumer loyalty during uncertain times.

We’re just about to round the corner to a key consumer buying season: the fall. And about the only thing that’s certain is consumer uncertainty; but consumers aren’t giving up on conscious consumption. Nothing shows that more than the latest consumer trends from Google Searches. What do Google searches have to do with PR? Consumer media outlets keep a strong eye on consumer trends, and usually respond with seasonal content that matches the customer’s mood. Fitting into that season content is key to earning digitally savvy PR during the fall. There’s another important reason to get it right this fall: you’re likely to have a larger share of voice for any of your marketing efforts as some competitors will pull back, so if you’re not pulling back, or you’re jumping into the market now, it’s great timing because research shows that brands who stay with marketing during economic downturns, get ahead.

What does this mean for consumer brands?

It gives you insight into key themes you can use in your PR and marketing this year. While some of these facts seem contradictory, put these in context with what you’re seeing from your customers.

Searches for “specials this week” is up 60% year over year / Searches for “designer outlet” have grown 90% globally year over year

Keep in mind, that consumer spending remains strong, so this is about the consumer feeling the need to feel like they’re getting a deal. 31% of consumers say they are still rewarding themselves by buying things they want. Consumers haven’t stopped loving name brands, they’re just in need of a discount. They also want to feel their brand choices are premium choices.

Luxury and premium brands with strong brand affinity should lead to smaller, more affordable items for the masses, rather than discount the brand. Premium consumer brands can use this mindset with bonus gifts.

Align your brand with premium publishing outlets by getting an early start on your consumer PR and ad re-targeting. Have your programmatic and PR teams talk before they launch their respective campaigns.

Consumer brands should publish any kind of black Friday promotions well in advance, and use competitor pricing as a benchmark (25% less than a comparable brand), to anchor value.

Now is also the time to focus on loyalty for existing customers. Don’t make your customers search you out. Be there during the key buying triggers for your customers. If your customers tend to buy on Fridays, be there on Thursday with the bonus giveaway or loyalty reward.

Searches for “say no to plastic” have grown globally 200% year over year

Consumers want brands who want what they want. This new purpose-driven alignment applies to all consumer brands. Even if you can’t get around plastic packaging (yet), now is the time to celebrate your sustainability efforts. What’s comforting to consumers right now, more than anything is brands they can trust. So if you’ve been working hard on building consumer trust, now is the time for you to celebrate the efforts in a way that reinforces your consumer’s choices.

Consumers want personal content

87% of consumers said they want personal and relevant content. Keep this in mind with your email marketing and social media. Use your own data to ensure your delivering the right message to the right audience. Consumers want to see themselves in your content – by the way, editors know this trend too, so positioning your brand clearly allows editors to follow this content expectation too.

One of the most notable attributes of “relevant” content is content that is emotionally resonant. Your consumers want to know that you understand them. Note that during previous times of uncertainty, nostalgia and comfort messages surge. Very often, this means consumers would prefer to stay with their favored brands, but that favored brands need to continue to provide the experience customers have come to expect.

More than ever, having digitally savvy and data-informed consumer product PR, branding, and advertising will make a difference in your seasonal marketing. Now is the time to dig deep into your customer insights and give your agencies the information they need to supercharge their efforts this fall.

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Meet Chris Shreeve Cannabis Advertising Expert

Key Takeaways

  • Unique Value Proposition: Cannabis brands must focus on solving specific problems for their target audience rather than just selling products. A strong, unique selling proposition is essential for building a successful brand in a competitive market.
  • Exploit Diverse Advertising Channels: Many cannabis companies mistakenly believe they can’t advertise online due to restrictions on platforms like Google and Facebook. However, numerous other digital channels, including programmatic advertising, are available for reaching consumers effectively.
  • Invest in Website Development: A compelling website is crucial for cannabis brands, especially those not selling directly online. It serves as a key opportunity to engage potential customers and convey the brand’s story effectively, making it a priority over generic SEO efforts.

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!

 

We have more resources, data, and information on cannabis marketing and cannabis PR.

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