Drink Weed everyday
Go-To-Market Strategy For Brand And Product Launch In New Cannabis Vertical
Making a splash in the emerging industry of infused beverages required a comprehensive go-to-market strategy. A marketing dashboard housing objectives, goals, and 6 month GTM activity timeline focused on introducing this relatively new format, building trust with the canna-curious, and converting current imbibers to a new usage space. To ensure alignment (and not harsh anyone’s buzz), a company creative brief template was created to generate a website and interim splash page for lead gen and pre-launch interest.
Regular sessions with external agency partners inspired the creative direction and development of the brand’s first assets. Participation in product sensory panels and tastings helped product formulations bloom fully and a user testing program. A high-minded brainstorm about bringing the brand’s signature elements to life inspired product enjoyment and use guides.
A comprehensive social and community engagement strategy grounded in inviting people to the legal cannabis beverage party launched all social properties and provided a blueprint for long-term channel ownership and growth. Refining core brand and product messaging delivered seamless partner activation and foundational sales collateral. A first-taste, invite-only distributor discovery dinner activated future key retail constituents and drove industry buzz ensuring a successful public launch.
"Leta is an absolute pleasure to work with! Her expertise, energy, and enthusiasm for optimizing the customer journey has taken us to the next level in engagement and conversion."
Founder + Co-CEO