Personal Ad: Cannabis Company Seeking Long Term Relationship with Talented Marketing Agency
Finding “the one” is hard, especially if you’ve never worked with an agency before. And hey, maybe working with an agency isn’t for you and your business. That’s okay. We just hope this blog post can help answer some of the more common questions that arise for cannabis businesses considering hiring an agency. First things first. Honestly ask yourself "Do we need an agency?" or do we have the necessary skills in-house to execute the vision? Let’s first start with what you’re looking for. We’ve outlined some standard profiles of cannabis companies that may be ready for an agency, here:
Established Cannabis Company Seeking Agency as…
Cannabis Startup Company Seeking an Agency to Help…
Company Entering the Market Seeks Agency to…
If one of the above profiles sounds like your cannabis business, then an agency may be the right choice for you. But how do you pick the right agency for your cannabis business?
It starts with defining what your organization's needs are as different agency types offer different services. Agencies come in all different sizes and capabilities as well, from specialty agencies that do one type of work or service to broad full-service firms that can address many different needs. We’ve provided a quick overview of the three most common agency types you’ll encounter in your search: creative agencies, consulting firms, and hybrid agencies.
If you are clear about products, markets, who your best customers are and some understanding about why they buy, then we recommend choosing a creative agency. You’ll need strong creative and creative processes, which agencies of this type are known for. If you’re unsure about target markets, which products to offer, and to who and why they should be targeted, go with a strategic marketing or consulting firm. You’ll need an agency with strong research, analysis, and planning skills. If you need strategic direction, creative execution and bringing it all together in a cohesive well managed program – we recommend choosing a hybrid agency but be sure to do your homework. Ask questions that reveal if strategic and creative execution capabilities are of the same caliber. And keep in mind that agencies should not simply be "do-ers" executing a tasks list. The value of an agency or specialty marketing firm is the insights, knowledge and experience they bring.
The Matters Group is a hybrid marketing services firm as we offer both strategy and program management. We’ve developed our Brand Activism™ methodology for activating brands, that is bringing them to life with an effective data-driven strategy and high performance execution leading to achievement of organizational objectives. This involves conducting proprietary market research to gain deep insights into the motivations of the target market. We then work with the senior management team to develop the brand positioning. With our client’s positioning and market needs known we translate the brand position into creative direction and assets. In parallel we begin work on messaging and evaluating marketing channels for their effectiveness at engaging the targeted market. Lastly we collaborate with the management team on defining a suitable set of key performance indicators.
The Brand Activism™ approach ensures the entire marketing system is aligned with company strategy. By continually assessing performance we’re able to make modifications based on facts about an market, not guesses.