The ‘Trick’ and ‘Treat’ of Marketing Cannabis During a Pandemic

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The year 2020 was supposed to be a big one for Bhang Corp. The leading adult-use edibles company had spent upwards of $100k and months of planning every detail of their rebrand, scheduled to roll out in March. With the company’s 10th anniversary approaching in August, it would give the team enough time to introduce Bhang’s new look and communicate the brand messaging to licensees in California, Nevada, Michigan, Ohio, Illinois and Canada. When COVID-19 made its way to the U.S. and executive stay-at-home orders were issued in March, Bhang found themselves in a similar position to many businesses: They had to pivot quickly and make big decisions without much information. We’ll pause here to say that this isn’t Bhang’s glamorous rebrand story (it’s 2020, people.) But while the updated brand launch wasn’t exactly what they planned and hoped for, lessons were learned, silver linings were recognized, and the team remained grateful. When resources are dwindling and revenue plummets, spending dollars on marketing may not seem like such a smart idea. But Bhang shares their story with the hope that you will learn to pivot and reimagine, rather than halt your marketing. Not Business as Usual During the U.S. shut…

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