MJBizMag February 2021 - 66

Drop It
Like it's
Hot
During the COVID-19 pandemic, cannabis companies are coming up with new ways to get products to consumers. Courtesy Photo
flagged-even though the company
hasn't been doing anything differently.
" We've always been very mindful
about not getting sideways with the rules
on social media, " she said.
Gee said Lightshade tried product
drops with outside flower brands, but
those didn't work out very well. Now, the
company is trying to build interest for its
in-house flower brands.
Lightshade plans to offer limited
batches of three new, in-house strains
at all nine of its stores in the Denver
area. Similar to what Hana Meds is
doing, Lightshade will decide whether to
add the strains to its permanent roster
depending on how well they perform
during the product drop.
While Gee would like to see lines
out the door, she recognizes that the
coronavirus pandemic has pushed
consumers more toward online
ordering-and they're using digital
access more often.
TRACKING PERFORMANCE
Camille Roistacher, CEO of Los Angelesbased
flower brand Wyllow, said she
Camille Roistacher
measures a product's success by if and
how quickly it sells out.
" If we're launching a new strain, we're
watching the KPIs to see how quickly it
moves, " she added. " If a product is sitting
(on the shelf), that means a customer
doesn't like it. "
To build buzz, Roistacher likes the
countdown approach. For example,
Wyllow will use its Instagram page to
announce that in four days a certain
product will arrive at a specific store. She
doesn't advise posting about actual sales
but instead recommends using Instagram
66 Marijuana Business Magazine | February 2021
Live or Instagram Reels to talk about a
product launch.
Roistacher said Wyllow uses the
drop strategy as it partners with
different dispensaries to hype different
products, build excitement and grow a
following.
" We see every store as a minicampaign, "
she said.
LESS HYPE, MORE VETTING
Kevin Hogan, president and co-founder
of Bend, Oregon-based Oregrown, takes
a different approach to getting products
in front of customers.
The company spends up to a year
working on product development before
it releases a new product, so Hogan said
Oregrown doesn't need to test out items
with product drops.
" All the hard work is on the R&D side, "
Hogan said. " We're not in the artificial
hype business. "
Oregrown relies on news releases
and a loyal customer base to build buzz
about new items, but the company isn't
necessarily trying to get people lined up
out the door.

MJBizMag February 2021

Table of Contents for the Digital Edition of MJBizMag February 2021

MJBizMag February 2021 - 1
MJBizMag February 2021 - 2
MJBizMag February 2021 - 3
MJBizMag February 2021 - 4
MJBizMag February 2021 - 5
MJBizMag February 2021 - 6
MJBizMag February 2021 - 7
MJBizMag February 2021 - 8
MJBizMag February 2021 - 9
MJBizMag February 2021 - 10
MJBizMag February 2021 - 11
MJBizMag February 2021 - 12
MJBizMag February 2021 - 13
MJBizMag February 2021 - 14
MJBizMag February 2021 - 15
MJBizMag February 2021 - 16
MJBizMag February 2021 - 17
MJBizMag February 2021 - 18
MJBizMag February 2021 - 19
MJBizMag February 2021 - 20
MJBizMag February 2021 - 21
MJBizMag February 2021 - 22
MJBizMag February 2021 - 23
MJBizMag February 2021 - 24
MJBizMag February 2021 - 25
MJBizMag February 2021 - 26
MJBizMag February 2021 - 27
MJBizMag February 2021 - 28
MJBizMag February 2021 - 29
MJBizMag February 2021 - 30
MJBizMag February 2021 - 31
MJBizMag February 2021 - 32
MJBizMag February 2021 - 33
MJBizMag February 2021 - 34
MJBizMag February 2021 - 35
MJBizMag February 2021 - 36
MJBizMag February 2021 - 37
MJBizMag February 2021 - 38
MJBizMag February 2021 - 39
MJBizMag February 2021 - 40
MJBizMag February 2021 - 41
MJBizMag February 2021 - 42
MJBizMag February 2021 - 43
MJBizMag February 2021 - 44
MJBizMag February 2021 - 45
MJBizMag February 2021 - 46
MJBizMag February 2021 - 47
MJBizMag February 2021 - 48
MJBizMag February 2021 - 49
MJBizMag February 2021 - 50
MJBizMag February 2021 - 51
MJBizMag February 2021 - 52
MJBizMag February 2021 - 53
MJBizMag February 2021 - 54
MJBizMag February 2021 - 55
MJBizMag February 2021 - 56
MJBizMag February 2021 - 57
MJBizMag February 2021 - 58
MJBizMag February 2021 - 59
MJBizMag February 2021 - 60
MJBizMag February 2021 - 61
MJBizMag February 2021 - 62
MJBizMag February 2021 - 63
MJBizMag February 2021 - 64
MJBizMag February 2021 - 65
MJBizMag February 2021 - 66
MJBizMag February 2021 - 67
MJBizMag February 2021 - 68
MJBizMag February 2021 - 69
MJBizMag February 2021 - 70
MJBizMag February 2021 - 71
MJBizMag February 2021 - 72
MJBizMag February 2021 - 73
MJBizMag February 2021 - 74
MJBizMag February 2021 - 75
MJBizMag February 2021 - 76
https://www.nxtbook.com/emerald/MJBizMag/mjbiz-may-june-2024
https://www.nxtbook.com/emerald/MJBizMag/20240304
https://www.nxtbook.com/emerald/MJBizMag/20240102
https://www.nxtbook.com/emerald/MJBizMag/20231112
https://www.nxtbook.com/emerald/MJBizMag/202310
https://www.nxtbook.com/emerald/MJBizMag/mjbiz-buyers-guide-cannabis-packaging-23
https://www.nxtbook.com/emerald/MJBizMag/202309
https://www.nxtbook.com/emerald/MJBizMag/202308
https://www.nxtbook.com/emerald/MJBizMag/202307
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-may-june-2023
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-april-2023
https://www.nxtbook.com/emerald/MJBizMag/mjbiz-buyers-guide-retail-strategy-23
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-march-2023
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-february-2023
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-january-2023
https://www.nxtbook.com/emerald/MJBizMag/mjbiz-buyers-guide-lighting-23
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-november-december-2022
https://www.nxtbook.com/emerald/MJBizMag/202210
https://www.nxtbook.com/emerald/MJBizMag/mjbiz-buyers-guide-sustainability
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-march-2022
https://www.nxtbook.com/emerald/MJBizMag/mjbiz-buyers-guide-cannabis-retail
https://www.nxtbook.com/emerald/MJBizMag/202204
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-february-2022
https://www.nxtbook.com/emerald/MJBizMag/mjbiz-buyers-guide-cannabis-security
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag
https://www.nxtbook.com/emerald/MJBizMag/202208
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-july-2022
https://www.nxtbook.com/emerald/MJBizMag/2022-buyers-guide-indoor-grow
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-may-june-2022
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-packaging-automation-buyers-guide-january-2022
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-november-december-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-october-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmagazine-september-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmagazine-september-2021-lighting-buyers-guide
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-august-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-july-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-may-june-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-april-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-march-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-february-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-january-2022
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-january-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-november-december-2020
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-october-2020
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-september-2020
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-august-2020
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-july-2020
https://www.nxtbookmedia.com