MJBizMag February 2021 - 64

Drop It
Like it's
Hot
Companies that promise to make product drops need to follow through on the commitment or risk angering their most loyal consumers. Courtesy Photo
" Bonus points if your feet are in a
body of water, " the marketing materials
read. " This is an incredibly limited run,
so once these Daytime Disco packs
sell out, you won't be able to find these
collectible tins again! "
According to Cooper, the hype around
the launch and the limited-release
strategy worked to build the kind of buzz
Space Coyote wanted.
" We had created hype around this
product-and when it was released, it
was snatched up, " she added.
During the coronavirus pandemic,
Cooper said sales representatives for
Space Coyote have favored using text
messages and phone calls rather than
in-person dispensary visits to create
word-of-mouth interest.
She also has found that Facebook Live
videos work to the tune of 200,000 views
or more-but not all of the viewers are
in California, so it's not as targeted as
in-person interaction.
ENSURE DELIVERY
While generating hype around new
product launches is the obvious goal for
marketing teams, at Snowflake, Arizonabased
Copperstate Farms, the approach
is one of prudence.
Allie Marconi, the company's director
of marketing, said she's careful not to
give people false excitement in case the
brand doesn't come through, which
can happen with fickle products such
as flower.
" If we send out a message that says
we'll have an 11 a.m. drop, and we aren't
able to get our hands on that flower,
we'll have some pretty angry patients, "
she added.
Marconi said she uses text messaging
and daily emails to get the word out and
try to create a sense of " come and get it
while it's hot. "
Copperstate uses dispensary marketing
platform Springbig for text messaging.
Marconi said the platform helps to target
64 Marijuana Business Magazine | February 2021
the company's messaging by gathering
consumer data about buying preferences.
Instagram and Facebook also are
valuable tools for spreading the word
about a new product, Marconi said. But
more than anything, she emphasized the
benefits of working with a company that
has similar values.
The cross-promotion is that much
better " if you're working with a product
that you agree with, " she added.
Copperstate has partnered with DNA
Genetics and Moxie Concentrates.
SUCCESS WITH TEXTS
For Lisa Gee, director of marketing
at Denver-based vertically integrated
cannabis company Lightshade, text
messaging is the No. 1 way to get the
message out to customers about newproduct
drops.
Lightshade is reducing its reliance
on social media, Gee said, because
recently more of its posts have gotten

MJBizMag February 2021

Table of Contents for the Digital Edition of MJBizMag February 2021

MJBizMag February 2021 - 1
MJBizMag February 2021 - 2
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