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
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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
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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
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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
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MARKETING TRENDSAMONG LPs
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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.
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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)
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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
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GENDERSource: Google Analytics: Aug 1, 2014 – Aug 31, 2015 for MMJPR.ca
MALE VISITORS67%
FEMALE VISITORS
32%
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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
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LOCATIONSource: Google Analytics: Aug 1, 2014 – Aug 31, 2015 for MMJPR.ca
15%Canadian
Traffic
50%Canadian
Traffic
19%Canadian
Traffic
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INTERESTSSource: Google Analytics: Aug 1, 2014 – Aug 31, 2015 for MMJPR.ca
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DEVICE CATEGORYSource: Google Analytics: Aug 1, 2014 – Aug 31, 2015 for MMJPR.ca
10% 31% 58%
TABLET MOBILE DESKTOPTablets Only Smartphones &
CellphonesLaptops & Desktop
Computers
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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%
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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
32%
6%
5%
26%
19%
Others
8%
?
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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
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BRANDINGINTRO & LANDSCAPE
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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
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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)
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IMPORTANCE OF MMJ TO THE CANADIAN PHARMACUETICAL INDUSTRY
Source: Industry Canada - Pharmaceutical industry profile
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IMPORTANCE OF MMJ TO THE CANADIAN PHARMACUETICAL INDUSTRY
Source: Industry Canada - Pharmaceutical industry profile
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IMPORTANCE OF MMJ TO THE CANADIAN PHARMACUETICAL INDUSTRY
Source: Industry Canada - Pharmaceutical industry profile
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IMPORTANCE OF MMJ TO THE CANADIAN PHARMACUETICAL INDUSTRY
Source: Industry Canada - Pharmaceutical industry profile
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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