The first month of a new career always brings fear and excitement.
I’m glad to say that here at Social Media Unicorn it has been a lot more excitement than fear. Everyone is great! Not only is my entire team fun to work with, they all have an in-depth knowledge of the cannabis culture and the wants and needs of the community we serve. With that being said, I am starting a weekly blog to inform and educate about the new innovative products, services, and happenings within our community. Stay tuned each week to see what this Unicorn is getting into 😉
Just recently, we had the pleasure of hosting a patient appreciation day for Tahoe Hydro Company with the lovely people over at Medizin. They operate one of the premier dispensaries that cater to Las Vegas and the surrounding areas. Medizin, unlike many other dispensaries, is also involved in cultivation. They have some award winning flowers like Chloe, one of the most medically beneficial strains that is offered in Las Vegas. We had a great time representing Tahoe Hydro Company while we were there. THC is a boutique cultivator out of Carson City, NV, that is sure to fit the needs and wants of any consumer out there. They have award winning strains: Blackjack (S), Gelato 45 (H), Tahoe Hydro OG (I), all winning their respective categories at the 2016 Jack Herer Cup. THC also just entered the preroll game with the introduction of their STIX line, currently offering Tahoe Hydro OG. Needless to say, they know what they are doing over there at Tahoe Hydro Company. We passed out tons of Tahoe swag and educated patients on our products and specials. It was great meeting and creating future Tahoe fans! I loved hearing all the positive feedback regarding our products. Huge thank you to Tanya and the whole crew at Medizin for making my first patient appreciation day a success!
All in all, these first few weeks have been an adventure and a blessing. I’m so lucky to be surrounded by people who are so passionate about cannabis. I can’t wait to see what the future holds for me as a Unicorn. Be sure to tune in next week for my next post and mark your calendars for our upcoming events!
Las Vegas Social Media Day – Fri. 6/30
Follow Tahoe Hydro Company on IG @tahoehydroponics
Get updates from Medizin at http://medizinlv.com
When it comes to social media, far too many brands make the mistake of posting the same exact content on every single platform. This is ill-advised because there are so many diverse groups on social media, and they all hang out in different social environments – and respond to different stimuli as well.
We put together a guide for DIY marketers to help you plan your approach to each top platform.
From humble beginnings, Facebook has become extremely diverse and dynamic. Not only is every demographic present on the platform, it’s also now been segmented into Groups. People and brands providing quality content to their audiences are holding on to their organic growth and influence on the platform, even as Facebook continues to try and monetize almost every interaction.
One thing is for certain about the Facebook algorithm – it favors video posts. Heavily. A strong video content strategy will help you acquire more fans organically. Otherwise, set aside a small budget and learn to optimize Facebook Ads with amazing photography and graphics and some clever copy.
It’s changed a lot over the past year, but Instagram is still the place to be for the hippest and most social-savvy people in the world. It’s where trends are made, and visual content is king. You can repurpose some of your Facebook content here, but really make the captions pop. Professional photography is almost a must these days as outstanding “pinch-to-zoom” resolution photo posts are becoming the norm (especially delectable close-up photos of cannabis products).
There are lots of “tricks” and theories out there for how to hack this platform, but really, Instagram runs on a few key principles. If you engage genuinely, post regularly, and utilize the proper hashtags. How you get there is up to you – as long as you make it absolutely beautiful.
The original microblogging platform is far from dead – in fact, Twitter remains one of the most active platforms for breaking news and commentary on current events, as well as conversations amongst journalists and influencers.
That being said, all your content on Twitter should be newsworthy and put on display the unique voice and vision of your brand. Image and video posts, polls, memes and hashtags are essential parts of the Twitterverse you should know about. Research hashtags being used by your target niches, incorporate them into your tweets, and remember to always engage authentically.
On Snapchat, anything goes. The people following you are doing so for one reason: to catch a glimpse into what you’re doing all day. Again, authenticity is key. Using Snapchat gives you the opportunity to build your brand its very own personality from scratch – or, start building your personal brand as a living, breathing embodiment of the company.
So, in short, you should always share the awesome adventure that is your business with the world. Having partners in the industry who know the rules and trends on each platform will strengthen your influence even more.
Hire us today and learn to finally rock social.
No matter where you stand in the business of cannabis, you’ve simply got to know who’s out there consuming it.
Dated stereotypes of the marijuana user no longer apply. At first glance, to the naïve marketer, it may seem like only young, hip city folk are using the latest and greatest cannabis products. We like to look a little deeper than that.
Get to know the three fastest-growing groups of consumers in the cannabis world right now:
There’s no question about it: the generation of people born post-WWII are a dominant buying force in the U.S. economy. That means that as legalization spreads from state to state, Baby Boomers remain the fastest growing group of patients and consumers, tossing aside the old stigma for a new lease on health and wellness.
Rising health care costs and low satisfaction with prescription medication treatments are leading more and more aging people to give cannabis another try – often for the first time in decades.
Millennials & “Gen Z”
Not only have Millennials had the privilege of growing up around changing attitudes about cannabis, they’ve also led the charge in making marijuana a mainstream wellness product.
The subsequent generation of youth consumers, dubbed “Generation Z,” are now quickly approaching legal age to purchase their own vape pen or edible in one of several regulated adult-use states. Time will tell just how involved this generation will be in the modern cannabis culture, but you can bet their tastes will be refined by lifestyle influencers and top-quality products they’ve seen on Instagram.
Don’t discount the impact that elderly people will have on legal cannabis markets in the next few years – especially as curious Baby Boomers begin to see their health care costs skyrocket even higher as they age.
Medical cannabis is providing comfort to more people than ever so that they can live out the rest of their years in health and happiness. Through various channels, the word is getting out that pot beats pills any day of the week.
If you are an entrepreneur launching a product or service in the cannabis space, you need to figure out who your customers are.
We can help! Hire one of our Unicorns today to put your brand on the map.
According to the Pew Research Center 63% of Republican Millennials support the legalization of marijuana. Support for marijuana legalization is a largely generational story, with younger Americans on both sides of the aisle supporting legalization, while the older generations tend to be less likely to support marijuana legalization. Young adults have disproportionately driven the shift toward public support of marijuana, though support is rising among other generations as well. Millennials- those ages 18 to 35 in 2016- are more than twice as likely to support legalization of marijuana as they were in 2006 (71% today, up from 34% in 2006), and are significantly more likely to support legalization than other generations. It’s interesting because in Nevada, where medical marijuana is legal and the majority of Nevadans support the legalization of recreational marijuana for adults 21 and older, the majority of medical marijuana card holders are members of the Silent Generation. Seniors account for 57% of Nevada medical marijuana card holders (as of September 30, 2016). Young adults have disproportionately driven the shift toward public support of marijuana, though support is rising among other generations as well. Millennials- those ages 18 to 35 in 2016- are more than twice as likely to support legalization of marijuana as they were in 2006 (71% today, up from 34% in 2006), and are significantly more likely to support legalization than other generations. Where does this leave marijuana brands when it comes to marijuana marketing? The savviest cannabis brands understand the unique differences in characteristics and influences for each generation. Here is a breakdown of those differences: The Baby Boom Generation (52-70yr olds) Characteristics: Experimental, individualist, free-spirited, self-believing, self-fulfillment, self-improvement, rejection or redefinition of traditional values. Influences: The rise of television, the assassinations of JFK and MLK, the Civil Rights Movement, the Beatles, the Vietnam War, the Apollo moon landing, and Woodstock. Generation X (36-51yr olds) Characteristics: Rebellious, innovator, independent, entrepreneurial, anti-establishment, skeptical, ecologically-minded, anti-consumerist, short attention span, multi-career minded. Influences: Watergate, 70’s oil prices, Iran hostage crisis, increased divorce rates, rise of technology with personal computers, AIDS, and grunge music. Millennials (18-35yr olds) Characteristics: Style savvy, tech savvy, making more money at younger ages, independent, socially and environmentally aware, pro-community, multicultural, pro gender equality. Influences: Fall of Berlin Wall, birth of the internet, dotcom boom and bust, 9/11, social media growth, and rebirth of pop culture. Knowing these characteristics and understanding the influences of each generation can help marijuana brands to understand how to best connect, engage, and activate their target audience. As any Millennial can tell you, they are least likely to speak with someone on the telephone. In fact, there are memes making fun of brands who try to connect with them via telephone rather than through social media channels or a text message. So where does this leave marijuana brands that need to find an effective marketing strategy that satisfies these three different generations? The answer is to start developing an omni-channel marketing strategy. Omni-channel communication is the conversations between businesses and their customers that flow freely in both directions across multiple channels. The benefits of having multiple channels allows customers multiple options for connecting to your marijuana brand: by phone, on social media, through your website, e-mail, or text messages means more communication. More communication means more business, which can translate into more sales and higher profits for your marijuana brand. With the shorter attention spans of Generation X and Millennials, time is certainly the most important factor when dealing with marijuana brands. By responding quickly to customers in the channel of their choice, marijuana brands are showing that they are readily available to answer their questions. This is also removing the potential frustration that customers may experience when trying to contact a marijuana brand. This is why Facebook has an emphasis on the response time to Facebook Business Page messages. Response time drives your organic content algorithm, so if you want your content to be seen by more people who have liked your Facebook page having a 100% reply rate within 60 minutes is imperative. Omni-channel marketing is only going to grow in importance for marijuana marketing. If a marijuana brand is not agile and listening across multiple channels, they are ignoring a lot of their current and potential consumers. With Millennials getting older and making more money they are a huge part of the marijuana customer base. It is important to meet their needs and communication preferences if your marijuana brand wants to accomplish growth goals. In the past I would hear the same question from traditional CEO’s of major brands “What is the value of a tweet?” It’s simple: it is the same value of having a salesperson on the floor of your dispensary communicating the unique value proposition of your marijuana brand. If a Millennial prefers to communicate via Twitter, the value of that tweet is the difference between becoming a raving fan, a satisfied consumer, or a spurned potential consumer who found your marijuana brand to be deaf. Millennials are the largest generation since Baby Boomers, and they are a force to be reckoned with when it comes to their spending dollars and the ability to cause major chaos to a marijuana brand when their needs aren’t met. They have extremely high standards when it comes to customer service because they were raised on the internet and mobile technology has meant instant communication at any time. For marijuana brands it isn’t all about Millennials, but about creating omni-channel marketing approaches that connect on a deeper level with the cannabis consumer. After all, content is king, but emotion is queen.
Are you a marijuana brand looking for fast-growth in an ever-changing marketplace? Social Media Unicorn has unicorns on the ground in Denver, Seattle, Las Vegas, Phoenix, and Los Angeles ready to help you with your marijuana branding, digital marketing, and social media needs. Give us a call or text at 702-812-6555 to start the conversation NOW!