~We met selling weed, and we’re still selling weed. We don’t just work for ourselves, we work for the plant~
In Winter 2021, KeiLani and I met as sales reps at Ember Valley. We shared similar experiences, including retail management and sales, and immediately formed a connection as coworkers and confidants while navigating the ever-changing cannabis industry.
Just as we were finding our flow, a series of unfortunate events unfolded for us and Ember Valley. The trials and tribulations of startup culture and management worked against us, and we found ourselves jobless amidst the pandemic once again. What felt like a confusing and frustrating disaster turned out to be the best redirection we’ve ever received in our professional lives.
We never lost our connection and most importantly, our shared commitment to working with the plant and for the plant only seemed to grow in each other's presence. We shared many conversations, many “what if” moments that turned into “well if they can do it, so can we”. We learned that at earlier points in our cannabis careers, we had both separately pondered the possibility of starting our own business one day. Finally, it hit us, that day had arrived. When the meeting of our minds and our unique capabilities was finally realized, couldn't be denied, and we had no reason not to take the leap.
In September 2021 we began conversations on what a potential partnership might look like. Within the next few months, an opportunity to organize a dispensary event presented itself. I remember looking at each other like "Are we really doing this?!". We took the reins and firmly decided we were launching a company, and starting with an event. A large event. No business plan, no clear goals, and absolutely no capital, we threw aside whatever doubts we may have had and just said “F* it, now is the time to f*ck around and find out."
Wheelhouse’s 3rd Anniversary event in March 2022, produced by Activation Agency was a HUGE success, and a MAJOR WIN for our small, woman-owned company, the dispensary staff, the community, and customers alike. We raised $50K to be donated to various charities in Ventura County. It was at this point, while managing the staffing of the cannabis event, that we realized there was a major lack of brand ambassadors. Many brands were jumping at the opportunity to participate, with a surplus of marketing materials and selling points, but faced the roadblock of no representation in the territory.
About a month after the event, we got to work on our Brand Ambassador Program. The event showed us just how real this hole in the market was, and kickstarted our process as we analyzed the existing landscape of Cannabis Brands. What most brands already had, what they were capable of, and what they needed to get where they wanted to go. I had been a Brand Ambassador for multiple brands myself, so I understood the role and the expectations attached to it. KeiLani, a former Director of Sales, knew just how imperative this role was to the sales cycle and for overall brand visibility. Together, we thoroughly understood what a successful brand ambassador should look like.
We recognized that our joint perspectives were able to design a formula that would touch all angles. Our systems, orders, and processes (SOPs) have been thoughtfully designed to nurture the relationship between brands and their retail partners while minimizing the back-and-forth with brand ambassadors. Activation Agency actively manages & educates all BA's, alleviating this burden and the stress from the brand. In consumer-facing environments, we act as the eyes and ears, gathering valuable data and sales insights in real-time in person. We work with brands to make sure they are being presented as intended, and everything that we do has data behind it. This in-field feedback is the best return on investment for our client's footprint to broaden. We maintain a higher level of representation due to our level of training and expectations from ambassadors, and it's our all-encompassing view that sets us apart.
We are proud to say our company has grown completely organically through word of mouth, with zero advertising dollars ever spent. We’ve proven that our program and process work, and now we’re shifting to allow for expansion alongside additional brands, and in other state markets. We’re very proud of what we’ve managed to build in just 2 years, and in reflection, we know our passion is what has allowed for our success. Education, alongside this undying love for the plant, is what sits at the center of our company’s soul. That's what we bring to every client we meet; the intention to share their brand story with passion, backed by strong education. We aim to connect with other brands that align with our company ethos, as we want to help other equally passionate people in the space succeed.
We look forward to continued growth all over the state and have goals to double our territory reach, talent, and client roster while sharing our industry insights and unique experiences along the way. A big piece to Activation Agency is highlighting industry stories and hot topics that don’t get enough attention, and we aim to uplift those in the space who are approaching cannabis for exactly what it is: true plant medicine.
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