Objectives: To increase brand awareness and loyalty in dispensary sales channels. Through the use of email marketing, blog structure, print campaigns, on-site visits and event exposure we will significantly increase sales of Massachusetts’ favorite, organic edibles from Coast.
Email Marketing: We will seek to build a database of all locations where Coast is sold and both educate and market to them with the use of an automated e-mail journey. Contact will begin with a “Welcome to Coast” email that will highlight the company and each of the products that we sell. From there, additional email communication will be sent based on open and click behaviors. Updates to company blog will be sent via email to all contacts within the base.
Blog Structure: We will continue to tell the story of Coast and its’ products via the blog. In addition topical and interesting industry information will be shared. It is our goal to build a SEO relevant blog that attracts and informs new visitors to the web site.
Print Campaigns: We will build a collective list of viable print outlets for brand awareness and distribution. We will use these advertising spaces to display bold, colorful and rich “foodie” type images filled with organic elements as a means of attracting new customers to the brand.
On-Site Visits: We will create a plan to visit the top dispensaries in the state to further support sales activities. Through the use of print materials, pop-up display and bud tender education and sampling programs we will increase brand awareness. We will also focus on a series of “ON Sight” visits where we will promote Coast via video podcast style. It is a modern way to convey updated information on the brand to the base of dispensaries that sell the product.
Event Exposure: We will look to expose the brand to new and repeat consumers through a series of engaging, organic food oriented event displays that will promote the products. Use of mounds of fresh fruit, flowers and innovative displays will provide a perfect showcase to the entire line of Coast products. Through this event exposure we will further solidify brand exposure and have the opportunity to collect information from interested prospects. These prospects would receive a welcome series of emails that contain information about the product and sales representative contact information. In addition, speaking engagements provide a perfect opportunity to video the presentation and then distribute the content to the base via email and updates to internal web site and blog.
