Jennifer created the partnership program for the New Heights CMS 2019 that brought on 16 partners at the event including, Hexo Corp, mihi Cannabis, Hill Street Beverage Company, Neal Brothers Foods and The GrowthOp and more. Jennifer currently has multiple events in development for 2019.

We will talk about these questions and more:

• How can Cannabis brands connect with consumers or even drive awareness? How do they differentiate themselves within the strict advertising and marketing regulations?
• What role can experiential play in marketing for cannabis brands within this evolving and changing landscape to gain attention and drive purchase intent with consumers? What about retail marketing?
• Why a data-driven approach becomes critical in this highly regulated environment
• Or ask your own questions!

Register at limelight: https://www.limelightplatform.com/cannabis-marketing-webinar-experiential[/vc_column_text][/vc_column][/vc_row]

JLM Strategic Marketing’s own Jennifer Mason visits Jacq Court’s podcast Wine, Women and Weed. Jennifer Mason and her company, recently hosted the New Heights Cannabis Marketing Summit at the top of the CN Tower.

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Since the early 1990s, Intel Corp. (INTC) has used the slogan “Intel Inside” to tell people to buy electronics powered by their semiconductors. The ads built strong brand recognition for a company whose product is hidden from view inside computers.

The chip-maker’s marketing success clearly resonated with Adam Miron, the co-founder and chief brand officer at HEXO Corp. (HEXO.TO) 

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With over 20 years of experience in Integrated Marketing and New Business Development, Jennifer Mason, president of JLM Strategic Marketing Inc., is no stranger to bringing people and ideas together. But when it comes to marketing in the cannabis industry, one that she officially entered in summer of 2018, Mason admits she saw a gap, one that resulted in organizing the first marketing summit.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]Continue reading on The Growth Op[/vc_column_text][/vc_column][/vc_row]

The team at JLM had put together a stacked speaker list of cannabis experts, including authoritative journalists, influential connoisseurs, entrepreneurs with billion-dollar valuations, and legal experts that can expose holes in any given campaign, legal or otherwise, running in the market today.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_single_image image=”3915″ img_size=”full”][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]Continue reading on Crowdlinker[/vc_column_text][/vc_column][/vc_row]

This situation is less than ideal. How do we know what to purchase to match our expectations and needs? As a consumer I’m confused. As a marketer, I’m excited. We are literally at ground zero when it comes to brands and retailers. Prior to today, most Canadians just got what their pot dealer had on them, the choice was Indica or Sativa and you just took what you could get. They had funny names, but always different ones and really no way for the buyer to connect to a product, strain or brand.For the most part, we were loyal to our dealers. If he showed up, always had weed, got you high or put you to sleep, he had your loyalty.

Now it’s all changed. And it’s still changing, fast. If you liked what you purchase legally, you’ll probably stick with it when you go back for a refill. First in basket wins. For now.We are in the ramp up stage. Retail stores are opening today in some provinces such as Nova Scotia and Manitoba. In Ontario, the rubber will really hit the road in April 2019 when the retail environment opens up to storefronts. Companies are applying now for retail licences, once acquired the race will be on to get ready for the 2019 spring launch of bricks and mortar.

Retailers and brands need to establish themselves by building awareness & educating consumers on products and how to make the right selection to get what they want at the point of purchase. Conversion and loyalty will come when people understand what they are buying. Currently, people have a need or desire for a cannabis experience. Right now, the only choice on the legal market is trial and error. But we can’t criticize brands, how can we expect a company build a brand they can’t advertise?

“Health Canada has strict proposed advertising rules: companies can’t promote people or events, celebrity endorsements have been ruled out and, most critically, promotions of “glamour, recreation, risk, excitement or daring behaviours or a positive or negative emotion” are prohibited” (Source 1).

What is a brand to do? First and foremost, fundamental brand building still applies. Once that has been established, and it comes to marketing in the media, creativity and grassroots marketing are the brightest paths forward. Creativity can be used by brands in traditional channels to associate themselves with cannabis without breaking any laws.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_single_image image=”3172″ img_size=”full”][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]However, if a brand really wants to connect with consumers on a product and brand level combined, the answer is grassroots experiential marketing: consumer intercepts, product demonstrations, sponsorship, hosting events, delivering unique experiences, stunts and more! The sky is the limit, for now. Regulation can come down at any time and change the landscape again. But until then, the door is open and we are already seeing major cannabis brands, like Tweed, playing in this space.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_single_image image=”3173″ img_size=”full”][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]With experiential marketing, brands can build awareness, educate consumers and drive purchase. The best part is, the results are measurable. Even though brands can’t deliver a social media campaign promoting consumption, there’s no rule that says consumers can’t post about their experiences. The benefits of experiential grassroots marketing goes beyond the people at the event. Social media word of mouth can deliver mass exposure through consumer networks and social influencers. If brands give people a great experience, provide something of value in an entertaining manner, people will talk about you. Experiential marketing has range and can naturally fit into the fabric of our lives. Good brand experiences enhance people’s passions and what they are doing at that moment. There are lots of great examples of community experiences that are happening today across the country to celebrate. If you live in Toronto you can join a number of events sponsored by some of the biggest weed brands in Canada, like the Leafly learning hub at Zane on Queen or the Vice and Tweed party at the Drake Hotel, for more events in the city, visit:   https://nowtoronto.com/lifestyle/cannabis/cannabis-legalization-events-toronto/

It’s the wild west out there, and we haven’t even talked about edibles and infused foods and beverages yet! Watch this space, more to come from JLM Strategic Marketing, experts in experiential marketing, cannabis marketing activation and host of the 2019 Canadian Cannabis Marketing Summit, register online as of October 25, 2018 to attend.

Written by: Jennifer Mason, President, JLM Strategic Marketing

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Sources:

1. https://www.theguardian.com/world/2018/jun/06/canada-weed-legalisation-cannabis-marijuana-vendors-marketing-tactics
2. https://torontosun.com/life/food/oh-my-oh-henry-drops-chocolate-for-4-25
3. http://mediaincanada.com/2018/08/01/spotted-tweed-chills-out-on-queen-street/

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JLM knows how to identify a star Brand Ambassador to generate success and improve the overall customer experience for your brand. Here are some key qualities JLM looks for when hiring an exceptional BA:

1. Optimism and Stress Resistance   

An optimistic BA is key when it comes to interacting with consumers, working effectively with a team, and dealing with crisis management. Having the ability to manage negative emotions and stress will allow you and/or your client to feel confident about our choice of BA’s.

2. Responsible and reliable
We get an idea of the BA’s reliability right at the beginning of the hiring process. A star BA responds to phone calls and emails in a timely manner is always on time and provides all the requested information first time around. Attention to details also helps us identify a reliable character during our first steps of the hiring process.

3. Flexible and adaptable

When it comes to activations there are a variety of things that can affect our success; being familiar with the various markets and understanding their differences, our target audience, product knowledge and benefits, weather conditions, and the individual personalities of the team members. We encourage our BA’s to “think on their feet” as often things come up on a shift that could potentially affect our activation. We listen to our BA’s, empower our BA’s and adapt if necessary.

4. Passionate About The Brand

A star BA thinks of the Brand as their own and has a good understanding of the Brand and the objectives of the activation. They set these goals as their own personal target. A great BA cares about the team results and the success of the Brands activation.

5. Fast Learner
This is an essential quality we look for when we hire a BA. JLM Strategic Marketing is always ready to coach and train BA’s to help set them up for success. A star BA is willing to take direction, learn and process new information and develop skills quickly. A great BA will never make the same mistake twice.

Each activation is unique and therefore may require specific skills (social media, biking, cooking, photography, etc.).  Whatever it is; it is not always the level of experience that is the key attribute of a successful BA but rather their level of commitment, being solution oriented and their positive attitude and personality.

JLM Strategic Marketing can help you recruit talented BAs to ensure the success of your activation whether it be large or small. We look forward to hearing from you and having the opportunity to help you with your staffing needs.

Tis the Season!

It’s not too late to plan your holiday party. Here are some tips to get you started and to ensure everyone has a good time.

1. Save The Date

• Send an email out to all staff to “save the date” even if you are not sure of all the details

TIP:  It is a busy time of year and people can get booked up early, secure your date now.

2. Budget

• Determine your budget up front so you can manage everyone’s expectations in terms of the type of event.

• You don’t have to spend a lot of money to have a great time. The key is to bond with your team members and let them know you appreciate all their hard work this year.

TIP: Lighting and music go a long way in building atmosphere on a budget. Also, The Dollar Store is a great place to find decorations for accents.

3. Preparation: It’s helpful to think of the type of event you want to host before booking any details.

• Is this a Xmas or holiday party?

• Is there a theme? Dress code?

• What month will the party be held in? Some companies choose January over December since it’s a quieter time of year.

• Are clients, significant others or family members coming? Or is this just for employees?

TIP:  Your budget can help determine the number of people and type of party you will host.

4. Location: Thinking about where your guests live and what is most accessible to the group is a good first step.

• Select the area you want to be in and then do a search for venues in the area.

• Choose your top 3 and then reach out to find about pricing and availability.

TIP:  It’s important to book a site visit before confirming the venue. Online photos can often be out of date and it’s hard to get a sense of atmosphere from photos.

5. Food & Drinks: This is one of the most important features of your event! People always talk about what they ate and drank.

• Determine if you want a sit down dinner or a cocktail style event.

• Decide if the event is about mingling & networking or if it’s a more formal affair.

• When it comes to the bar you will need to determine if it’s paid, ticketed or an open bar.

TIP:  If you are providing alcohol you are legally responsible for ensuring your guests get home safe. Thus, make arrangements for a designated driver program or provide rides home with an arrangement with a taxi company or Uber.

6. Entertainment: There are many different ways to animate a party, from simple mingling games like Secret Santa to performers. Budget will determine what is possible, either way, incorporating an activity of some kind will add a lot to the event.

• What do you want guests to take away from the night? Meet new people? Have fun with their team? Be engaged and interactive or passive and relaxing?

• Think about the kind of music will be at the party, do you want a live band or a DJ and dancing?

TIP:  If you hire a DJ, you can ask people to submit their favorite songs in advance and have the DJ create a custom playlist. This is a great way to ensure you cater to everyone’s taste and get people on the dancefloor.

If you think about all these elements in advance you guests are sure to have LOTS OF FUN!!!!

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Located on Toronto’s east side, and coincidentally a few doors down from JLM’s new office, the beautiful Broadview Hotel, formerly the infamous strip club Jilly’s, has opened its doors and is welcoming guests to their restaurant and rooftop deck. Jennifer Mason, President of JLM was there recently to check it out.  ‘It’s awesome, the views are incredible and it’s just the type of venue this end of the city needs. Leslieville has been in transition for a number of years, this new anchor venue will help the east end rival Queen West.

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The new boutique hotel has 58 rooms and offers a number of stunning spaces. The highlight of the hotel is definitely the rooftop areas. The rooftop restaurant and patio offer stunning 360 views of the city and is a great place to relax, watch the sunset and catch up with friends.

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Another highlight of the hotel is the private rooftop dining room that can hold up to 30 guests. The Broadview Hotel, often compared to the Drake Hotel and the Gladstone Hotel, is a truly great addition to Toronto’s east end. The official opening of the hotel is tomorrow, July 27th 2017.

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It’s safe to say that the Broadview Hotel will be JLM’s new local hangout. If you want to check out for yourself, come meet the JLM team for lunch or a cocktail!  Get in touch with Jennifer to coordinate dates: [email protected].

For more details about the Broadview Hotel: www.thebroadviewhotel.ca

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