Building Trust, Driving Demand: e-book Campaign
INTRODUCTION
Company: IndicaOnline Point-of-Sale
Campaign Reach: USA
Background: At the onset of the pandemic, many state governments rushed to adopt new regulations regarding food, alcohol, and cannabis. This included states adopting or expanding cannabis home delivery. Dispensary owners were left scrambling to cash in on the new stream of revenue and customer demand as quickly as possible while remaining compliant.
GOALS
The three goals of the delivery e-book campaign:
Generate demand and revenue: product adoption for qualified leads and current customers.
Establish IndicaOnline as thought leaders on the subject.
Leverage the buzz of new regulations and media attention to promote an existing product.
STRATEGY
I authored the e-book by researching state laws and collaborating with the COO and Customer Success Director.
I collaborated with designers every step of the way to ensure correct branding.
I segmented multiple targeted audiences.
I created email nurture campaigns using marketing automation with unique messaging based on the targeted audiences and behavior.
RESULTS
The results of the campaign were tracked using CRM and sales data. The results not only met but exceeded the campaign's primary goals. The strategic approach to thought leadership, targeted audience segmentation, and effective marketing automation not only capitalized on the surge in demand, but it also solidified the company's position as an industry authority.
30% increase in demos vs average month
300% increase in delivery adoption vs average month
Impact
In addition to this campaign, I also executed a lead generation campaign using the e-book as a free, gated download through forms and various landing pages in order to track traffic sources and collect contacts. The e-book was marketed via social media, display ads (Mantis), a partnership with Cannabiz Media, and an email campaign to IndicaOnline’s newsletter contacts.
The lead campaign generated over 500 downloads in one month and generated organic backlinks. PotNetwork ($:POTN), now named Diamond Wellness Holdings, called the delivery e-book “the most detailed account ever produced on the subject”.