EricLayland_2014_Marijuana_Business_Conf_FINAL

© 2014, Marijuana Business Media, a division of Anne Holland Ventures Inc. All rights reserved. #mjbizcon

Loyalty and Retention:

Capturing the Most

Profitable Customers


Canna Ventures

Eric Layland

Loyalty and Retention:

Capturing the Most

Profitable Customers

Founder & Principal

© 2014, Marijuana Business Media, a division of Anne Holland Ventures Inc. All rights reserved.#mjbizcon

UNMASKING

THE NEW CANNA

CONSUMER


Do You Know Who We Are?


What We Did

DESIREDBRAND

ATTRIBUTES

Percent Index

Now-ist Indie OutsiderTraditionalis

t Total Now-ist Indie OutsiderTraditionalis

t

Adventurous 22.4% 28.2% 34.0% 10.2% 25.3% 89 111 134 40

Affluent 0.6% 7.5% 13.5% 3.5% 8.0% 8 94 169 44

Affordable 39.7% 60.7% 58.6% 42.1% 51.9% 76 117 113 81

Creative 26.1% 34.7% 41.9% 18.9% 32.6% 80 106 129 58

Fashionable 3.7% 16.0% 12.8% 0.8% 8.9% 42 180 144 9

Humorous 12.6% 28.7% 31.5% 11.4% 23.1% 55 124 136 49

Intellectual 18.7% 26.6% 32.8% 17.5% 25.9% 72 103 127 68

Local 34.5% 45.6% 47.6% 29.6% 40.8% 85 112 117 73

Naughty 1.0% 13.8% 12.8% 4.1% 9.0% 11 153 142 46

Organic 41.7% 38.0% 47.6% 34.5% 41.9% 100 91 114 82

Prudent 4.1% 10.0% 17.5% 9.4% 12.3% 33 81 142 76

Self-assured 20.6% 17.4% 32.7% 16.2% 24.4% 84 71 134 66

Sexy 13.7% 13.2% 13.7% 2.5% 10.8% 127 122 127 23

Sophisticated 11.3% 11.6% 22.7% 9.4% 16.0% 71 73 142 59

SURVEY!ANALYZE!

INSIGHTS!


What We Found Out

71.3%

APPROVE OF

LEGALIZATION

21.8%

AT LEAST

“SOMEWHAT

LIKELY” TO

PATRONIZE

BRANDS


What We Found Out

4

DISTINCT

MARKET

SEGMENTS

Clear

Preferred

Brand

Attributes


Indies

Outsiders

Now-ists

Traditionalists

What We Uncovered

Indies15%

Outsiders44%

Now-ists15%

Traditionalists26%


Indies Fashionable

Sexy

Humorous

A bit naughty

Affordable

Localism

Favored Attributes in a Brand

Outsiders Affluence

Fashionable

Sophistication

Intellectualism

Adventurous

Creativity


Indies

Intelligence

Humor & wit

Authenticity

Adventurous

“In the know”

Implications for Brand Messaging

Outsiders

Aspirational

Escape

Avoid immaturity

Prudence

Creative & stylish


Indies Quality

Connoisseurs

Early adopters

Multiple potency options

Regular use

Implications for Products

Outsiders

Consistency of

experience

Type of experience

Packaging

Familiar presentation


We’re at the

start of a

marathon,

not a sprint

LONG-TERM VIEW


Brands aren’t

built on

shortcuts.

RESPECTFUL


Convey your

story at

every touch

point

BUILD A BRAND


Rock star

brand status is

earned by

consistently

delivering

LOYALTY


We’re Your Loyal Customers

© 2014, Marijuana Business Media, a division of Anne Holland Ventures Inc. All rights reserved.

THANK YOU!

#mjbizcon

[email protected] , @ericlayland

206-420-6121

Eric Layland

Canna Ventures

mailto:[email protected]

EricLayland_2014_Marijuana_Business_Conf_FINAL

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