Medical Marijuana - Digital Marketing Dynamics & Branding Analysis - MMJ Hype

T R I F O R C E M E D I A I N C .

Digital Marketing Dynamics & BRANDING ANALYSIS CANADIAN MARIHUANA FOR MEDICAL PURPOSES SUMMIT 2015

2MMJ HYPE: Triforce Media Inc. Page:

ABOUT MMJ HYPEA Division of Triforce Media Inc.

+ more MMJPR.CA

Directory of LPs & Doctors & Industry Vendors

01

CANNABISCLUBS.CADirectory of Dispensaries / Compassion Clubs & Vapor Lounges / Social Clubs

02

Introduction toDigital Marketing


INTRODUCTION TO DIGITAL MARKETING Digital marketing is a general term for the components and tactics that work together to form a digital marketing strategy.

EMAIL SEARCHSOCIAL

PAIDSEARCH

CONTENT

AUTOMATION

LOCALSEARCH ANALYTICS

MARKETING METRICSFOR LPs


Marketing Metrics For Licensed ProducersTop KPIs for LPs

01. E-CommerceCAC $ / CR % / AOV $ / CPA $ Cart Abandonment RateChurn Rate

02. SEOOrganic Sessions & ConversionsTotal Traffic Driving KeywordsKeyword RankingsVisitor Engagement03. SEMCTR % / CR % / CPC $ / CPA $

04. EmailDelivery & Open RatesBounce & Unsubscribe Rates

05. SocialChannelsResponse RateOfficial MetricsCR % / Assisted Conversions

06. ContentConsumptionSharingLead GenerationSales


MARKETING TRENDSAMONG LPs


Marketing Trends in the IndustrySurface Level Trends

Free SamplesCommon practice in the pharmaceutical industry.

“Big Pharma” Look & FeelMajority of LPs have adopted similar brand identities to that of major pharmaceutical companies.

EducationMajority of LPs have some form of educational component in their strategy.

PackagingUnique packaging allows LPs to stand-out in the crowd.


Quantative MeasurementTHC % / CBD %

Private SitesCustomers & Doctors Only Areas

Direct to Doctor AdsDTDA

Producer Focused BrandsNot product focused

Some of the ‘not-so-public’ marketing trends in the industry.

REVIEWC.A.M.P.S.Canadian AIDS Society UBCUVICCanadian Association of Medical Cannabis Dispensaries (CAMCD)


Cannabis Access for Medical Purposes Surveyaka CAMPS

Median Household IncomeHigh School Diploma

Some Post-Secondary Education

Urban Living

Suburban Living

Online Surveys from MMAR Patients in

2011 - 2012

Male

Female

Caucasian

First Nations & Metis

30 -40K

96%

58%

47%

32%

628

71%

29%

92%

7%

7%

92%

29%71%

628 30 – 40K

96%58%

47%

32%

C.A.M.P.S.“Respondents reported using cannabis for anxiety and depression, pain, arthritis, spinal pain, HIV/AIDS, multiple sclerosis, cancer, epilepsy and a variety of other illnesses. They used cannabis to manage symptoms such as pain, nausea, mood, spasticity and others.“

CASE STUDY: MMJPR.caINTERNAL COMPANY PROJECT


GENDERSource: Google Analytics: Aug 1, 2014 – Aug 31, 2015 for MMJPR.ca

MALE VISITORS67%

FEMALE VISITORS

32%


AGESource: Google Analytics: Aug 1, 2014 – Aug 31, 2015 for MMJPR.ca

22%20%

18%17%

26%33%

16%12%

45 - 54

35 - 44

25 - 34

55 -64


LOCATIONSource: Google Analytics: Aug 1, 2014 – Aug 31, 2015 for MMJPR.ca

15%Canadian

Traffic

50%Canadian

Traffic

19%Canadian

Traffic


INTERESTSSource: Google Analytics: Aug 1, 2014 – Aug 31, 2015 for MMJPR.ca


DEVICE CATEGORYSource: Google Analytics: Aug 1, 2014 – Aug 31, 2015 for MMJPR.ca

10% 31% 58%

TABLET MOBILE DESKTOPTablets Only Smartphones &

CellphonesLaptops & Desktop

Computers


Mobile DevicesSource: Google Analytics: Aug 1, 2014 – Aug 31, 2015 for MMJPR.ca

Apple iPhone 36%

Apple iPad 19%

Samsung Phone & Tablets 10%

Google Phones & Tablets 4%


TRAFFIC CHANNELSSource: Google Analytics: Aug 1, 2014 – Aug 31, 2015 for MMJPR.ca

21%

5%

64% ORGANIC SEARCH

9%DIRECT

REFERRAL

SOCIAL

SEO FOCUSED STRATEGYWE LEVERAGED OUR EXPERIENCE IN THIS AREA TO CREATE A SEO FOCUSED STRATEGY

• REFERRAL TRAFFIC IS NOT A GOOD CAMPAIGN MEASUMENT METRIC

• SOCIAL TRAFFIC IS NOT THE OBJECTIVE FOR THIS PROJECT

• REDDIT: 11%• PINTEREST: 10%• LINKEDIN: 5%

48%

01

2%

03

22%

02

Facebook

32%

6%

5%

26%

19%

Others

8%

Pinterest

Twitter

?


LEADS GENERATED FOR LPs MAY ’15 - AUG ‘15Source: Triforce Media Inc. May 2015 – August 2015

May-15 Jun-15 Jul-15 Aug-150

20

40

60

80

100

120

46

6981

104


BRANDINGINTRO & LANDSCAPE


BRANDING INTRODUCTION & LANDSCAPELPs are building themselves up as brands in the same way that traditional drug companies are.

Branding & brand differentiation are major factors in a market in which all the players are marketing an identical product.

Commodity Branding Campaigns (e.g. bottled water)

Current Landscape: Company focused brands - Not product focused.

Pros: Name recognition, portrays company goals & mission, build a following.

Cons: Increased cost, lack of preparation can lead to additional costs.

ADVERTISINGREGULATIONS


REGULATIONS ON ADVERTISING UNDER THE MMPRMarijuana is a narcotic. So LPs can advertise exactly the same way that traditional big pharma companies advertise their drugs.

Advertisement to the general public is prohibited. + the NCR (Narcotics Control Regulation)

“Advertisement” is defined broadly.

Certain “help-seeking” and “reminder” ads are allowed, (i.e. Ask Your Doctor About...)

Packaging, labeling, shipping, and invoicing regulations effects. + the FDA (Food and Drug Act)


IMPORTANCE OF MMJ TO THE CANADIAN PHARMACUETICAL INDUSTRY

Source: Industry Canada - Pharmaceutical industry profile


MMJ HYPE NETWORKOUR PROJECTS WILL HELP GROW YOUR BRAND

Leads for LPsMedical Document Signed

Leads for ClinicsMedical Reports < 7 Years OldBrand Awareness1000’s of Canadians visit our network every month.

Direct to Doctor AdvertisingTake advantage of our new services focusing on DTDA

Medical Marijuana - Digital Marketing Dynamics & Branding Analysis - MMJ Hype

Health & Medicine

Transcript of Medical Marijuana - Digital Marketing Dynamics & Branding Analysis - MMJ Hype