MJBizMag February 2021 - 67

Market research is a key element to product
drops. How well a brand performs and the
interest it generates can help a company decide
whether to include the product in its permanent
lineup. Courtesy Photo
" When we release a product, we fully
anticipate it will be a part of our longterm
roster, " he added. " We make sure
everything's vetted. "
Hogan said the company tries to
manufacture enough of every product so
there is enough for all its customers.
" At the end of the day, it's telling our
story, it's not modeling ourselves off of
Air Jordan, " he said.
MARKET RESEARCH
Like Marconi, Hana Meds' Miller uses
Instagram and Facebook to get the word
out. She's also found that Twitter can be a
little more lenient when it comes to what
can be posted.
However, she advises caution when
posting on social media. Advertising a
sale or promotion is a good way to get an
account shut down. " You have to make
sure you're abiding by each site's rules, "
Miller said.
Aside from the internet, Miller
works with local media outlets such as
newspapers and cannabis magazines for
advertising.
Another benefit that drops create for
the company: research and development.
Miller said the company doesn't
produce enough of its new products to
release them statewide.
" If we have a specific product that
takes off during one of these launches,
we can replicate the product again, "
Miller said. " It's definitely a great way
to test out products, and we'll consider
them part of the permanent line if they
fly off the shelves. "
Bart Schaneman is a reporter
for Marijuana Business
Magazine and Marijuana
Business Daily. You can reach
him at bart.schaneman@
mjbizdaily.com.
February 2021 | mjbizdaily.com 67

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MJBizMag February 2021

Table of Contents for the Digital Edition of MJBizMag February 2021

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