Fresh out of college at my first marketing job, a salesperson told me layoffs were coming and that I should maybe start looking for a new gig because everyone knows marketing is just a cost center and therefore first on the chopping block.
I thought he was off his rocker -- of course I was more than a cost center! I was connecting with the people, helping them understand how products and services could transform day-to-day drudgery into meaningful, empowering work.*
Marketing is often seen as this salesperson saw it, as a 'nice to have' -- something you do when there's time, money, and interest. As any marketer will tell you, this is a serious mistake. If your company is flailing and you decide to divert resources from telling people what you're selling and why they need it, how can you right your ship?
The fact of the matter is that marketing is essential, not just to tell the world what you sell and why they need it, but to be the lifeblood of a business. Marketing is a connector between your product team, sales team, and the outside world. Marketing is who transforms ideas into stories, translates technical specs into motivation, and tells internal and external stakeholders why what you've got is different.
When it comes to your cannabusiness -- especially starting something new in a quickly growing and expanding industry -- marketing is critical to your success. You need to be smart, efficient, and effective in your approach and that takes planning and a little know-how.
At our Cannabusiness Strategy Series session next Tuesday, join me as we dive into the essentials of effective cannabusiness marketing. I have 15+ years' combined experience in corporate, nonprofit, and new technology marketing and will talk about getting a grip on your brand story and strategy, planning content across platforms, and some dos and don'ts of cutting through the noise to connect with customers.
Early bird pricing ends tonight and you can reserve your spot here.
Have questions for me? Submit here!
* Too much of a cliffhanger? In the end, we were both kind of right and both kind of wrong. I kept my job (that time -- there were other occasions when marketing was first on the layoff list) but had to give back a significant portion of my marketing field budget, a move that severely diminished my effectiveness.