Commercializing the Taboo. Elevating Conscious Brands with a Purpose.
The stories and data are out. Like you, we not only see great opportunity in the industry but also an opportunity to shape the positive impacts and medicinal remedies the cannabis plant has to offer consumers. Where the most successful brands have emerged has been from not only solid product creation and formulation, but commercial branding and marketing practices. As a dispensary or individual product, it is not enough to simply have a presence. Big money is coming in, and with that resources to compete at an unrivaled level.
For today’s business owners to survive with all of the dynamic changes in legal, compliance and regulatory, and the national landscape, they will need to delegate to the best of the best in order to focus on other priorities. This is where marketing can fall to the back burner. Those concerns, coupled with the fact that marketing (let alone employees) are not tax-deductible, means any expense affects the bottom line. This only makes sense as an investment for business owners and their investors when true dollars and cents can be attributed to the marketing ROI.
Like seed-to-sale tracking, standardizing the process and actually having a program that can show conversions is critical in the emerging cannabis industry. With website data, social media, point-of-sale tracking, and even social accounts, it’s imperative to highlight what marketing resources are actually being successfully utilized. At SoCap our team understands the importance of this and how timing, especially as recreational walls drop from state to state, needs to be at the forefront.
Pile on issues with budtenders and turnover in the industry, and we get even more excited about how we can raise top-line revenues. Our Employment Branding tactics can reduce turnover, training costs, and other intellectual property lost — things you don’t want your competitors getting their hands on. The industry is maturing. We are driving how the leading businesses are influencing consumers and changing the experience for the better. Much better.
Creating a Household Name in a New Industry
Differentiation in All the Saturation – With only so much shelf space available, it is critical to have packaging and branding that stands out. And stand out in a meaningful way to your consumers. They want what the product offers, but moreso, they want to align with a brand that speaks to them. Beyond the ‘look’, it is messaging, positioning and your story.
Sales Thru Cross-Distribution & Partnership – The industry has its limitations and restrictions when it comes to marketing. Luckily, there are numerous creative outlets and ways to partner with brands organizations to drive awareness and conversions, which wasn’t necessarily available a few years ago.
Marketing Impact Without 280E Benefits – Business owners want to know where their marketing dollars are going and what is working. By setting clear and trackable KPIs, we are able to show brands and their investors where their ROI is coming from, especially since they are not receiving the tax breaks and benefits that other industry companies are.
Maintaining Company Culture Across State Lines
When you are creating something, your hands in it every day, it can be easy to mold and manipulate to craft your vision. That is what is happening here in Colorado as cannabis companies are developing their brands and products. As state legislature starts to change the company culture and message here in Colorado, integrity can be compromised state to state. The messages changes, the people it attracts differ, and consumers can tell the difference. While the build-out of the buildings may be the same as their originals, maintaining the company culture and its employees isn’t as easy across state lines. SoCap clearly defines these values, shapes the culture, and translates that to new candidates and hires as businesses expand into new markets.