Case Study 1
Marketing Approach
Insight
Strategy
Implementation 2
3
Market Insight Summary ● CA is the largest legal market in the world with 62% of Californians open to consumption ● Women 25-44 and Baby Boomers are fast growing new segments ● They want specific experiences that align with their lifestyle ● Opportunity to steal market share from ‘unhealthy’ smoking, candies and chocolates ● New categories are emerging – Sublingual is growing fast.
Opportunity to steal share from Candy and Chocolate
4
Marketing Goals/KPIs Goals
Distribution
Sales
Awareness
KPIs
● Present in all top-tier California dispensaries and delivery outlets ● Educate staff on the product. ● Provide robust trade marketing support.
● Top 100 California retail and delivery accounts by the end of 2018 ● +75% of staff educated on the product ● "Own" sublingual section
● Create high demand to sell through product. ● Create longer term loyalty for repeat purchase
● Steady and consistent growth of sales to reach $350k per month in sales by December 2018
● Be the most trusted and recognized sublingual brands in California.
● Secure considerable coverage in trade and consumer publications with +/- 10M impressions. ● Build a vibrant & engaged social media community ● Partner with trusted influencers, communities & brands
Marketing - Demographics Moms aged 25-44
Young Professionals aged 25-44
Baby Boomers aged 50+
Common Needs Across Demographics: • Healthy, non-smoking lifestyle • Prefer all-natural products • Reliable and precise dosage important
• Predictable effects to compliment lifestyle • Discreet • Fast acting
5
Marketing – Positioning Position Kin Slips as the leader in sublingual cannabis Company Mission
Brand Promise
Personality
To dramatically improve the cannabis experience via sublingual delivery
Provide discrete, reliable and all natural products formulated for positive experiences
Mindful. Original. Creative. Dependable. Accessible. Inspirational.
Activation - To inspire trust in sublingual delivery through education, endorsement and community 6
Marketing – Activation Leading the sublingual category through education, endorsement and community
Trade Marketing
● Sales support ● Instore events ● POP & Collateral ● New packaging
formats
Content
● High quality photography
(Lifestyle always)
● Design agency
Amplification
● LA PR agency ● Social Media &
Influencers
● Original content
● Media
● Strong creative assets
● Events ● Email
7
Trade Marketing Leading the sublingual category through education, endorsement and community
Instore Events
● Budtender training ● Consumer
promotions
Instore displays
● Increase in-store presence
and sell through
POP
● Premium
placement in stores
8
Product Development Energy
Relaxation
Wellness
Relaxation
Sex
Sleep
Sleep
Single Slips
Coming in 2018
9
Content Leading the sublingual category through education, endorsement and community
User Generated Content
● Created insert
with call to action
● Directions on posting about experiences
Animated Video Content
● Animated video for
staff and consumer education
Photography
● Created by artists
and photographers
● Must be brand fans
and influencers
10
Amplification Leading the sublingual category through education, endorsement and community
Press
Social Media & Influencers
Events
11
12
Results 90+ retail partners ● Demand out paced supply ● "Own" sublingual section ● Nominated by MedMen GMs as a “spotlight brand” ●
Distribution
Sales
●
Seen as the most trusted and recognized sublingual brand in California. ● 90MM+ PR impressions ●
Awareness
On track to increase sales by 3X over 2017
Sublingual Competitors Kin Slips Strategy >> Maintain leadership of sublingual category Portfolio Competitors
Sublingual Film Brands
Endorse sublingual category and grow total category share
Help educate key audiences about the science behind sublingual film
Other Sublingual Products
Widening awareness about the eďŹƒciency of sublingual absorption.
14