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How to Boost Your Brand’s Exposure with Effective Marketing Strategies

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Celeste Miranda
CEO/Founder/Producer and Publisher at MACE Media Group
+ 4 speakers
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 CBD Expo Tour NORTHWEST 2019
June 29, 2019, Seattle, USA
CBD Expo Tour NORTHWEST 2019
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How to Boost Your Brand’s Exposure with Effective Marketing Strategies
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About speakers

Celeste Miranda
CEO/Founder/Producer and Publisher at MACE Media Group
Neil Juneja
Managing Partner at Gleam Law
Lisa Lytton
Product Design Leader at Moodboxx
Edwin Leskin
Marketing Director at SciPhy Systems
Brandon Holmes
CEO at Danodan Hempworks

Celeste is a seasoned marketing professional who has gathered significant notoriety in the cannabis industry over the past 6 years (10 additional in mainstream marketing). She has taken many cannabis start-ups through very successful launches, gaining unmatched exposure for what are now some of the largest industry brands. Celeste is a frequent speaker on marketing in the cannabis industry at some of the largest cannabis industry expos and events.She has pioneered the most renowned and highly-educational cannabis publications in the industry starting with Terpenes & Testing / Extraction Magazine, Cannabis Compliance & Packaging News, and the most recent being CBD Health & Wellness Magazine. She also produces events such as Terpenes & Testing World Conference 2018, the entire CBD Expo Tour, CONCENTRATION 2019: a Cannabis Extraction Conference, CannaFarm Con, and the Cannabinoid + Natural Products Expo all powered by her publications. She sits on several boards within the cannabis industry including the Cannabis Cultural Association, CALM, and MC4MS.

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Neil Juneja is the founder of Gleam Law, a cannabis-focused law firm with offices in Seattle, Portland, San Francisco, and Los Angeles. His practice focuses on business law, intellectual property, and regulatory compliance. In addition, Neil has written numerous article on cannabis law and intellectual property and spoken at events including in the National Mall in Washington DC, Seattle Hempfest, Continuing Legal Education seminars, and many cannabis industry events. Neil also appeared in Newsweek, Time Magazine, and on several documentaries for his work in the cannabis legal industry. He has been awarded numerous accolades including selection as one of the 40 under 40 most influential people in the cannabis industry, five SuperLawyer’s Rising Star awards, and the National Law Journal Cannabis Trailblazer award. Neil and has successfully registered over 400 cannabis-related trademarks.

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My personal passion lies in the power of visual storytelling and empowering people to tell their own stories, which led me to help create Moodboxx. Now I can help other CBD businesses amplify their brand in this increasingly crowded marketplace.Lisa Lytton is the founder of Moodboxx, a Southern California-based business that offers a curated, mood-enhancing box experience with exceptional full-spectrum hemp CBD products for women.Lisa launched Moodboxx in 2019 with a vision for curated boxed Mood Collections. The five Mood Collections are Sensuality, Creativity, Serenity, Happiness, and Curiosity— all designed to gently #tuneyourmood. Moodboxx is also a response to the proliferation of marginal CBD products currently flooding the market. Consumers need a guide to the best new CBD products, and an assurance of quality. Lisa discovers smaller crafters creating quality CBD products, made from US-farmed hemp, and always third-party tested for both strength and purity. Moodboxx supports organic practices and small farmers to deliver products that are safe, effective, ethical and truly vibrant. Moodboxx presents brand stories for each of the unique brands on the site so consumers can get to know the makers.Lisa has a robust background in both digital publishing and product development. Lytton was the director of digital storytelling and digital editions for National Geographic.

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I began my current career path in 2012 as the founder and marketing director of an Asheville-based event production company responsible for festivals and concert tours across the southeastern United States. In 2013, I began working with clients as a social media marketing consultant, tackling new challenges and learning vital skills. From there, I was hired as the head of the social media department for the most notable agency in my area, and one of the top social impact marketing agencies in that niche. Most recently, I have become the Marketing Director and Corporate Wellness Officer for SciPhy Systems, leading the communication strategies for one of the most advanced scaled botanicals processing equipment partners in the world. I'm a writer, general theorist, and musician.

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Brandon is a serial entrepreneur with a diverse background in starting and cofounding companies across different industries. He has cofounded a digital marketing agency, a software company and now leads Danodan Hempworks, a new CBD brand in the U.S. food and beverage market. As the CEO, Brandon is accountable for marketing, sales, operations, product development and compliance programs. The Portland, OR based hemp CBD brand launched in the summer of 2018 and is distributed by mainstream beverage distribution partners and is sold in hundreds of locations in the U.S. including a regional, twenty-store grocery chain in Seattle and Portland.

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About the talk

The missing piece in many of the new hemp businesses and products is the transparent and authentic engagement of the brand message in its delivery along with the most effective marketing and promotion of it. Mixed with the oversaturation of this new market and thousands of people saying the exact same thing, brand recognition, authority, development, penetration, and engagement are a significant challenge. By internally creating a sound, clearly defined and developed brand with inspiring pieces of content for engagement, the results of that brand and content create a better sell and a better message online and off that achieves greater connections and conversions.

Taking the right steps, right from the start to see if a potential brand or business name is not only available but is also something that can be easy to trademark, protect, market and control allows for differentiation and better way to stand out for both investors and customers.

Marketing and content that can be built to maintain engagement, continue conversations and simultaneously create organic optimization, while saving tons in advertising, reduces the oversaturated and overheard sell that echoes online every day in the hemp world. Instead of applying external templates from marketing companies that use the same message for competitors, creating more individualized and personalized messages and content internally allows the signals to penetrate a greater audience as it is differentiated from the usual sell. Then with the secure, uniform and protected brand, every piece of content can compound for more results.

00:12 Introduction

06:28 Properly branding and marketing your company

11:49 Choosing your color scheme

13:29 Micro influencer marketing

15:43 Visual media in CBD space

18:03 Monetizing your community

22:39 Differentiating your product

29:57 Packaging and claims

31:57 How to position your product?

37:27 How do you connect with retailers?

42:54 Launching your product today. What to do?

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