MJBizMag September 2020 - 86

Virtual
Reality
Cannabis businesses are turning to
virtual platforms to stay connected as
COVID-19 prevents them from hosting
and attending large gatherings. The
following are some of the lessons
learned from their experiences:
* Have someone manage virtualevent
technology while the host
engages with participants.
* Do a test run to ensure the camera
angle and lighting are correct.
* Understand and use available
functions on your chosen virtual
platform.
Drew Martin sent participants in its virtual cocktail-making class packages that included a box
of its branded pre-rolls along with mixers and elixirs needed to create the drinks. Courtesy Photo
A
s states around the country started
shutting down businesses in
March to try to stop the spread
of COVID-19, both mainstream and cannabis
businesses pivoted from in-person
to virtual events.
In some cases, such as 4/20, the
unofficial marijuana holiday, the switch
had to be made in a matter of weeks.
In the cannabis industry, companies
including Marijuana Business Daily
are turning to virtual platforms for
everything from trade conferences and
product launches to consumer and client
education as well as staff training.
Whether it's Instagram, Zoom or
a platform specifically designed for
conferences, the industry still wants
to gather to exchange ideas, conduct
business and engage customers and
clients as the world navigates tumultuous
conditions resulting from the pandemic.
While most companies report that
virtual events have been successful and
attendees say they're getting value out of
them, there are challenges.
" There is a distraction issue, " said Joe
Hodas, chief marketing officer for Wana
Brands, a Boulder, Colorado-based
manufacturer of infused products, who
has participated in a number of virtual
conferences both as an attendee and a
panelist. " The challenge is you're on your
desktop and you catch up on emails. "
Even so, it appears that virtual events
are the reality for the time being. What
follows are lessons learned from three
cannabis-related businesses that have
hosted virtual events.
Company: Drew Martin
Headquarters: Los Angeles
Line of business: Pre-rolls
What Happened: Drew Martin was
planning to launch its line of high-end
pre-rolls with a series of dinners and
cocktail parties. But the coronavirus
pandemic forced the company to shift
to a virtual Zoom event and subsequent
parties.
Drew Martin teamed up with San
Vicente Bungalows, an exclusive club
in Hollywood, California, that caters to
A-list celebrities and power brokers.
" We knew we'd have to do this all
virtually and digitally to keep our team
safe and to keep our guests safe, " said
Andrew Freeman, Drew Martin's chief
brand officer. " Being a part of what's
happening in Los Angeles was important
86 Marijuana Business Magazine | September 2020
* Survey participants to determine
what they're interested in
discussing.
* Create an outline and agenda for
participants to ensure the group
stays on topic.
to us. We worked with San Vicente
Bungalows to create a program for their
members who could get the word out
about what we were doing as well. "
Participants in the Zoom event-most
of them from the L.A. area-were treated
to a master cocktail-making class by
company founder Drew Martin, a former
mixologist who has worked in several
James Beard Award-winning bars.
Participants received a list of alcohol and
other ingredients they would need for
the event. Packages that included a box
of pre-rolls, a lime, a lemon, a measuring
cup and a few mixers and elixirs were
delivered to participants.
" Our founder who created the product
is a mixologist and herbalist by training, "
Freeman said. " He's always talked about
these joints as if they're cocktails. "
What Worked: The partnership with
San Vicente Bungalows enabled Drew
Martin to engage with an audience that is
aligned with what it has to offer.
" Because our participants had to
gather their own supplies, they were
more invested in it, " Freeman said,

MJBizMag September 2020

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