INTRODUCING: IMPEACH CANNABIS

INTRODUCING: IMPEACH CANNABIS

Even the President Can't Stop this High

Haze Comey

A strain so strong you’ll say, “Lordy!”

Stormy Dank

We guarantee your high will last longer than 60 minutes.

an alternative way to celebrate trump’s impending(ish?) impeachment

When the majority of America and the world are celebrating Trump’s impeachment, we’re sure many will be choosing a drink to do so. We feel cannabis smokers needed an option as well.

who will bring him down: the feds, the felons, or the favors from foreign leaders?

Root for your pick with your purchase! We’ll keep a tally of who is selling out the best on our website. All proceeds will go toward the next impeachment of president 46, Mike Pence!

trainwreck giuliani

 
sativa

Need an energy boost? This strain is so uplifting, you could appear on a different talk show every night for weeks on end without getting tired! Some users have reported forgetting what they just said, but all users are damn sure what they said was perfectly legal.

white widow whistleblower

 
hybrid

We’re still not entirely sure what all this strain has in store, it seems every day more and more people are reporting new and interesting effects. Keep your eye on this hybrid, we think it’s about to take off.

ukraine kush

 
indica

Feel like there’s too much pressure on you day to day? Many of those who call this their favorite strain report feeling “no pressure at all” within minutes. Smoke with a friend and scratch each other’s backs as you relax to this totally mellow indica.

stormy dank

 
sativa

This strain of Sativa made waves back when it was first introduced in 2011, but it’s been relatively quiet since. Until now. It’s back, and people can’t get enough. This high is guaranteed to last longer than 60 minutes.

andrew mcKush

 
hybrid

This strain has a signature look even beginners can recognize. A Sativa dominant hybrid, don’t let this strain’s initial calming euphoria fool you, it can and will deal some significant head blows.

haze comey

 
indica

Most people either love or hate this strain, and for a variety of reasons. But it’s hard to miss this polarizing Indica with its statuesque nugs and strong aroma. A buzz that’ll have you saying “Lordy!”

karen mcDiesel

 
hybrid

This Indica dominant Hybrid sneaks up on you slowly, and just when you think the high has dissipated, it comes back with a mellow head high that will leave you wanting more.

paul middlefork

 
sativa

This energetic Sativa is only for the pros. The high from these well-manicured buds is sneaky and lasts in the system long after it should be gone. Illusions of grandeur and disconnection from reality have been previously reported.

granddaddy purpledopoulos

 
indica

We’re not sure why people don’t hear more about this Indica strain. By all accounts it’s far more potent than its fans have let on. A mellow high that’s great when partnered with your morning coffee.

LIMITED EDITION: IMPEACHMENT PACK

When others are popping champagne, we have a better way to celebrate.

IMPEACHMENT PAPERS

Roll your favorites in your very own impeachment papers!

b2b cannabis branding short guide

In its simplest terms, branding is having the courage to stand for something, ensuring, of course, that the target market both wants it and, preferably, is not currently getting it. This is the basis for a long-term relationship that the most successful brands understand connects on both a rational – “I want it because of what it does” – and emotional – “I want it because of how it makes me feel” – basis.

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In moving between the B2C and B2B product categories, I’m always struck by the B2B marketing contention that connecting with their consumers on an emotional basis is not only irrelevant, but virtually impossible. They invariably tell me the basis for purchase is 100% rational as the products being purchased are simply widgets that fulfill some functional duty that it either does better or more cheaply. That’s wrong and an opportunity for these marketers’ competitors, and I want to explain why.

From the research I’ve done with B2B consumers as well as direct experience marketing to them, I’ve found that, while the emotional benefit may be a bit more subtle, it is there and can be uncovered with a little detective work. To do that, you need to analyze your target market applying the same principles as those used in B2C marketing.

The difference is that in B2C, the emotional benefit is most often based on how a product fits into the personal lifestyle of the purchaser and makes them feel about themselves. In B2B marketing, however, the emotional benefit is related to how the product makes the purchaser feel about their ability to perform their job and the impression they want to convey to the key people in the company in which they work.

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So the key detective work for the B2B marketer to determine the emotional contact points is to learn as much as possible about the purchaser and their surrounding group. Here are some questions that will help you find that out:

1. who is the purchaser in terms of title?

  • What are their responsibilities and how are they judged within the company in terms of how they handle those responsibilities
  • How does the decision they make on what you’re offering reflect on their ability to perform their responsibilities
  • What is the next position they may be eyeing in the company and how does the decision they make on what you’re offering impact their ability to move to that new position
  • What is the procurement process and how many different people are involved in the decision? What level of influence  does each have, and how might what you do or offer make their role in the purchase process reflect on them in a positive way
  • Is this person the final decision-maker or must they present their recommendation to someone else within the company

2. how will this decision be recognized in the company?

  • This can be key: in some companies, they may be looking at working with brands that offer the best value, or the highest quality
  • Does the decision show that the purchaser is on board the company philosophy and a strong team player

3. what is the underlying rationale behind the decision?

  • Is it about pricing and the purchaser needs to show they’re a good negotiator
  • Is it about ensuring the company has the best possible product
  • How will their superiors view the decision: how is the purchaser trying to impress them in terms of how they want to be perceived – is it as a great negotiator or some other factor

To find the answers, don’t hesitate to take the purchaser out of the office and talk about their job and what makes them happy, what they find challenging and how they hope to move up within the organization. This will not only help you better provide what they need, but start the basis for a relationship of equals. Establishing an emotional connection with your B2B customers can be your competitive advantage.  It really does all boil down to who knows the purchaser best and helps them fulfill their goals within the company.

locations

Seattle

The Bay Area

contact

(206) 420-6121
info@thematters.group

hours

Mon - Fri : 8am–6pm PST

Sat - Sun: Closed

press release: advanced data science services for the cannabis industry

Successful series of studies on the Cannabis Consumer results in pioneering strategic partnership to deliver Fortune-500-caliber market insights.

SEATTLE, WA March 20, 2018 – Seattle-based the matters. group and Cascade Strategies, Inc., have formalized a partnership to deliver advanced data science, sophisticated analytics and market research services to the emerging cannabis industry. Cascade Strategies, led by Jerry Johnson for the past 24 years, is a leading-edge analytics and research firm based in Bellevue, WA. The partnership began in late 2014 and culminated in the groundbreaking study Unmasking The Cannabis Consumer since updated in 2019 as; Cannabis Market Brand Attitudes Report. “The addition of the data science capabilities to our branding and marketing practice positions the matters. group as the preeminent modern marketing firm in the cannabis industry.” stated Eric Layland, President and Founder of the matters. group and its parent agency. The firms have collaborated on multiple studies to analyze and learn about the motivations and preferences of cannabis consumers. After identifying and defining the cannabis consumer market segments, the collaboration recently released Cannabis Branding for Men and Women which was preceded by Cannabis Branding in the Golden State.

Our Innovative BrandView™ model assesses the overall health of a brand. Additional expertise in predictive analytics, big data, retail optimization, and advanced modeling provides strategic marketers a full suite of services typically reserved for the largest consumer packaged goods brands. “The industry tends to believe highly advanced Data Science disciplines are available only to large companies, and that simply isn’t true.  The Cascade-matters. group has already proven to startup clients that the same powerful insights are available to them at moderate cost.” added Johnson. the matters. group, a division of Confluence Digital, LLC, is an insight-driven brand and marketing firm delivering services to the cannabis industry since 2014. The firm completed the first study to define market segments and has since published white-papers, a branding guide and insight rich blog to assist cannabis marketers. Cascade Strategies, Inc. provides advanced marketing services to global brands and emerging brands such as Proctor and Gamble, PepsiCo, Disney and many others including business to business and ecommerce.

content marketing guide for cannabis businesses

content marketing guide for cannabis businesses

A solid content marketing approach usually includes these three general components:

1. Content Strategy

2. Content Marketing Plan

3. Content Performance Analytics

content strategy

Starting with the content strategy, it’s important to first define what your content needs and goals are. If you’re not sure what your content needs and goals are, we recommend conducting a thorough content audit. A content audit starts with a reader intent and performance analysis of your current website, blog, and social media content.

 Image result for what's the point gif portlandia

It’s only after you define the intent of each piece of content on your website, blog and social media, that you can then determine how successful each piece has been at achieving its desired goals.

For example: if you have an eCommerce business, you have product pages, and the intent of those pages is to get customers to convert. A lower than average conversion rate could mean that the product page needs to be improved.

Once you’ve identified and prioritized the areas of content that are currently missing or in need of improvement, it’s then important to look at the specific questions your customers are asking. Are there specific brand or product questions your customers keep asking? Another important aspect of a content strategy is a competitive content gap analysis in which you look at your top competitors’ websites, blogs, and social profiles, to see what content they are developing, is it content you should have as well? If it is, the next question is –can you develop that same content, but do it better?

content marketing plan & calendar

Once you’ve outlined your content needs and goals, your available resources (writers, budget, campaign management time, etc.), and the findings of your content audit, develop a content plan with a calendar. In the calendar there are two types of content marketing to keep in mind: Inbound and Outbound.

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Inbound content marketing refers to the content copy, graphics, SEO infrastructure and meta data on your website, landing pages, blog posts, etc., you create to attract customers. While outbound content marketing refers to the content you push in front of your target consumers via paid search, email marketing, display ads, PR, outreach and other channels. There are several different ways in which you can format an outbound content marketing plan, but some important components to include are:

Platform/Publisher: Where will the content appear?

Messaging/Copy/Keywords: What’s the key message being communicated? What keywords are being used?

Content Goal/Intent: What’s the goal of the content? Clicks to the site? Conversions?

Visual: What visuals will you use to accompany the messaging?

Due Date: Materials are usually due to the platform/publisher prior to the publish date.

Whether or not you have the budget to support outbound campaigns, there are a few inbound content marketing best practices you can exercise to make your content more easily searchable online. This starts with in depth keyword research of your product category. Unfortunately, the Google Keyword Planner is now unavailable for “cannabis” or “marijuana” related searches, but Google Trends is still allowing you to get comparative data on keyword phrases that include those words. How you setup your content calendar is up to you, but we recommend you include all of the following in an inbound content marketing plan:

Target Keyword Phrase: What phrase are people most likely to use searching for this content?

Page Title: In under 60 characters incorporate the target keyword phrase and your brand name.

Meta Description: In 273 characters describe what the content is about, including the target keyword phrase.

Content Goal/Intent: What’s the goal of the content? Time on site? Click-through-rate?

Due Date: When do writers need to have all materials to your developer by in order to meet the target publish date?

google keyword rankings pros & cons for cannabis businesses

An important aspect of any content plan is keyword research. Specifically, you want to make sure you’re using the same language to describe your product as your customers are using to search for it. The problem for cannabis businesses is that optimizing your site for terminology specific to the cannabis industry can prohibit you from some more popular forms of digital marketing, including Google AdWords and Facebook/Instagram ads.

content marketing performance analytics

Once you’ve developed a content marketing plan and you begin executing that plan, you should begin tracking your performance. There are several different kinds of web analytics tools available today, but by far the most important one you need to have configured on your site is Google Analytics. This tool is free and easy to setup.

Image result for it's free gif

Now that you have tracking setup on your website, you can figure out whether your content has been successful in achieving the intent you defined for each piece in the content marketing plan. And just as the intent of a blog post and a web page can be different, so are the Key Performance Indicators (KPI’s) that are used to measure whether the content was successful.

For example, a good inbound marketing KPI for a blog post could be sessions or bounce rate of Organic Search traffic to the page. While a good outbound marketing KPI for a social post could be visits to the site via Social Media Referral.

Now, as with tracking tools, there are several website performance reporting tools available today, but within Google Analytics you can develop customized reporting dashboards that include only the most important KPIs related to your content marketing program. If you need help getting started, there are several Google Analytics reporting dashboards for content marketing programs templates. 

locations

Seattle

The Bay Area

contact

(206) 420-6121
info@thematters.group

hours

Mon - Fri : 8am–6pm PST

Sat - Sun: Closed