In a hashish trade that’s solely starting to discover its toes, the race is on for firms and types to attain new shoppers who’re solely starting to comprehend the variations between a dizzying array of flowers and new edible, drinkable, and focus merchandise.

For manufacturers which might be critical about making a reputation for themselves, it’s all however crucial to rent a public relations and advertising and marketing agency to assist information the course of and do the grunt work required to appeal to press protection and set up a model presence in an more and more crowded market.


In the early 1990s, Judy Campbell was a world communications supervisor at Nike the place she minimize her tooth with one among the most inventive and profitable in-house advertising and marketing machines on the planet. When she left Nike in 1996 to launch Campbell Consulting Group, Inc., she did what she knew greatest, and retained a handful of sports activities and health shoppers, together with Nike, Airwalk, and StairMaster. Once Campbell relocated her Portland-based agency to Bend, Oregon, nevertheless, she switched gears, deciding to focus her consideration on new, up-and-coming industries.

Judy Campbell, president, Campbell Consulting

“[Bend] is a big small town, and the industries that have really been growing here have of course been tourism and outdoor recreation and craft beer,” stated Campbell. “It’s one of the craft beer meccas of the country. We have about twenty-six or twenty-eight craft breweries in town. A lot of really great brands are here. One of the ones we worked with the longest is Deschutes brewery. As smaller ones have popped up, it’s been become more and more competitive. When cannabis became legal that kind of cut into the craft beer industry to some degree, and I think some of the breweries are feeling the pinch as people shift from drinking to enjoying cannabis in its different forms.”

Shortly after she began working with hashish firms, in 2016, Campbell helped type the Cascade Cannabis Association to assist the trade and spotlight its constructive impression on the communities of Central Oregon. She stays on the board however stated most of her shoppers are outdoors of the space, in cities up and down the west coast. Since practically all of the hashish firms at the time had been start-ups that had been making an attempt to attain a brand new, mainstream client base, Campbell knew one among the largest challenges can be educating clients about the merchandise and the manufacturers.

“Before craft beer was a thing, people thought ‘beer is beer.’ But with craft beer, you get into [international bitterness units] and [alcohol by volume] and all those things, so there was that educational component that was really important,” Campbell defined. “With cannabis, there’s so many ways in which the industry needs to educate people about safe and smart usage and about quality and about starting slowly, starting with a low dose, especially when it comes to edibles.”

“That’s really one of the big benefits of PR and social media, that personal connection you’re able to help develop with your brand.”

Judy Campbell, president, Campbell Consulting Group

Some of the firms Campbell Consulting has labored with over the previous 5 years embody: Acreage Holdings, Cannabliss and Co., Royal Highness Cannabis Boutique, Heavy Hitters, Bae Vapes, Tokyo Starfish, Root Engineers, KlickTrack, and Vitalis Extraction Technology. The firm’s providers embody the whole lot from writing press releases and weblog posts to conducting market analysis and writing custom-made articles, E-books, and white papers. The group additionally handles branding, brand growth, identification growth, and web site design. In quick, no matter it takes to assist place her shoppers as leaders and join them with clients.

“In the last fifteen years, it’s really just been straight PR and, but now PR has evolved into more than that. It’s social media, it’s digital marketing and content, a lot of content development and marketing too, which is fun,” stated Campbell. “We have people on staff as well as trusted partners on the west coast who have been working in the cannabis industry. I really find that to be super satisfying—when you take someone that maybe doesn’t have a very sophisticated look and feel, and just polish it and elevate it and help create something that’s going to resonate with their target market.”

In some circumstances, Campbell and her employees will determine key personnel and allow them to symbolize and articulate the imaginative and prescient of the model.

“When you have a spokesperson for the company who’s super knowledgeable, sometimes we will put forward a chief science officer or a head of engineering or new product development,” she defined. “When those people can be interviewed by the media and really have a way of explaining the benefits and the pitfalls of different products, it can really help the consumer to understand a brand a lot better and form a connection.”

With the hashish trade specifically, Campbell believes it’s vital to set up a presence early in the recreation, and “really having a voice and getting your personality out there.” When her group works with new shoppers which might be having high quality points or different challenges, she stated it’s vital to get forward of the drawback with proactive messaging that drives the dialog. Given that so many hashish firms are younger and inexperienced, it’s additionally vital to discover methods of connecting with shoppers in genuine methods.


“With young brands, you’re competing with a lot of other young and unknown brands, so the more you can create content that’s valuable to people and connects in a way that’s authentic to your brand and company, culture and personality, the better,” she stated. “Then people can decide if that’s for them or not. It really helps to build a sense of community and connection, and that’s really one of the big benefits of PR and social media, that personal connection you’re able to help develop with your brand.”

With all her shoppers, Campbell recommends establishing relationships with social fairness and non-profit organizations, so as to construct firms which have a mission and imaginative and prescient that’s involved about extra than simply the backside line.

“Having some type of a philanthropic component to what you’re doing is a great way to help people understand who you are as people, and that’s another way of making a good connection,” she stated. “I find that the media is pretty receptive to hearing about the good works that companies are doing, so I think that’s a great way to try to stay top of mind.”

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