Connecting brands with consumers is our focal point. In the current California market, we’re
seeing an over saturation of brands that leaves the retail space flooded— which makes for an often-times confusing and overwhelming experience for the consumer. Brands that succeed are the ones who make the effort to meet their consumers, inside and outside of the retail space, and make efforts to understand and better their experience.
Because so many brands are just white-labeling, providing nothing but branding, a “vibe” or a lifestyle/aesthetic to buy into- consumers are largely basing their buying decisions off of
packaging, advertising they’ve seen outside the retail, or retail promotions, and will continue to do so- unless you educate them otherwise. This is what makes brand education crucial. Educating budtenders and consumers is equally important. The way you paint your brand story and communicate how your product should be sold to retailers will be extended to patients, and should be continually prioritized by sales reps and brand ambassadors to make sure employees are passing off the right sales pitch.
Consumers are more difficult to educate- because you have to meet them where they are.
Patient Appreciation Days, brand or retail activations, private-parties and industry events have never been more important for a brands survival. The opportunity to connect with consumers 1 on 1, communicate the brand story, share product knowledge, as well as absorb a consumer's perspective and experience with a product are of the highest importance to succeed alongside the current competition. It’s those brands, especially the ones who make an effort to reach their customer OUTSIDE of the retail, who we’ll see have the most staying power and loyal following. Consumers want their purchase power validated- and this gives them the insight that their money was well spent.
Activating outside the retail space is so important for a few reasons: you’re engaging potential customers who you’d never find in the retail, you’re tapping into larger demographics by reaching more people, and creating visibility around your brand that converts to top of mind recognition. It’s up to brands to get creative how they want to engage potential and current consumers, but through routine, experiential events or activations, it will translate to increased sales, visibility and positive consumer and retailer relationships.
Activating inside the retail (through PADs) is essentially required by all retailers at this stage.
PADs offer customers the chance to learn about brands, collect information and take
advantage of a promotion to try their product. The PAD is an absolutely necessary offering to properly represent a brand, especially for newer brands. Brand ambassadors are a brand’s
“foot soldiers” in the retail environment- absorbing customer and retailer feedback, maintaining positive brand image, scoping out competitor offerings & pricing, as well as selling the brand story and promoting brand relevance.
Brands must activate to not only share stories and push sales, but in many cases a consumer
might not even know your brand exists. They may not even be aware that your product
provides a solution to a problem they’ve been seeking. The conversation between brands and consumers stimulates discovery in that way- where consumers may open up to different
consumption methods, doses or ditch their old favorite product- because the positive
conversation provided insightful reflection and a path forward for more conscious
consumption.
For all these reasons stated, a brand must make a priority to meet the consumer where they
are to be at the top. Through these various routes, consumers can be won and maintained, and relationships will be nurtured. A repeat customer in the cannabis space is difficult to come by, as we see new products, brands and trends pop up constantly. Educating your consumer on what sets you apart, reminding them why their purchase power matters and validating their decisions will help you keep them.
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