Why The Cannabis Industry Is About More Than Getting High.

Quinton Miller, Metropolitan State Universtity, Public Relations Major, April 19th, 2021, Post #4 type #4

Cannabis derived products cannot be marketed or operated by current means because its illegal; however, the market still exists as around the 33 states that have medical marijuana legalized. This opens the job market to advertising, marketing and public relations related work for the industry. The problem is that although more than 15 states have legalized recreational cannabis, it is still illegal at the federal level. In addition, there is the conversation surrounding the variety of hemp based products effectiveness.

The Cannabiz Team notes in their Instagram page that, “With 321,000 full-time cannabis employees (as of January 2021)- the cannabis industry has no signs of slowing down. The US cannabis industry has averaged a 27.5% growth since 2017.” https://www.instagram.com/p/CM0Bpc7hALQ/?igshid=hl5fqhwxkq18

Medical cannabis surveys cannot be legally approved by the National Institute of Health unless they are anonymously done, which bypasses the need for the organizations approval. The only problem with not receiving approval from the NIH is the lack of credibility. This could greatly impact cannabis stocks as well as demand for professionals who specialize in press releases. Furthermore, Cannabiz Media begun utilizing other avenues that had been traditionally used in getting the word out. Magazines and trade shows are popular marketing methods being used to promote business and their endeavors. These methods are almost as old as I. Social media’s like Google AdWords, Instagram, Facebook and Twitter have banned these ads for now, although pages may still exist. Practitioners are required to be mindful of these types of things going into this section of the corporate setting.

Practitioners work together to discuss the future of views sought after to express their companies identity.

I have studied the direction of marijuana, social media, technology and stocks during my senior year of high school. I had more time on my hands and it was a popolar topic at my school that no one was really knowledgeable of. I did presentations for my public speaking class. This led up to my enrollment to Metropolitan State University. I believe it is an emerging marketplace that is exclusive and therefore bound to become even more global. I have invested funds, thousands of dollars, and won in the stock market trading during its volatility. I see its potential. Once government agencies figure out how to gain tax revenue us each state consistently it will give way a sustainable market. Think of it like the prohibition era. Cannabis will be another example of alcohol or cigarette prohibition scenario except that it has popularized healing effects. It’s negative stigma is coming to a close and fading slowly through public relations and social awareness. Hemp products are becoming widely seen in local retailers such as Walmart, Walgreens, and CVS pharmacies. I see this as a potential career goal for myself because of the enjoyment I gain from trumping those who don’t see its potential. New York governor Andrew Como recently legalized Recreational Cannabis for the big apple. New York pledges to gear some of that money towards ethnic community’s funds.

Check out this post from the @CannabizTeam on Instagram: https://www.instagram.com/p/CNFudOchNuK/?igshid=aoyrhsevj12m

Medically, cosmetically, economically and socially this cash crop has traction. This will not only subside Americans of the social systematic racist dogma, but also create opportunities for those who have been incarcerated for charges like possession for nonviolent offenders. This is a win win situation for American culture and economy.

Corporate Social Responsibility: Less Human, More Being

As an event marketing professional, planning trade shows and conferences for corporations, I see a lot of waste and opportunities to give back.  When I started out in this field about 15 years ago, corporate social responsibility (CSR) was not really talked about.  In the past 5 years, I have noticed a huge shift in the corporate mindset of how an event is planned and executed.  CSR has become a priority, and is at the forefront of planning each and every event program that I am involved with.

In this blog, I am going to touch on a brief history of CSR, why it’s important, and talk about how I can utilize CSR practices in my role as an event manager.

What is corporate social responsibility (CSR)?

Although I have seen variations on the definition, Corporate Social Responsibility is the accountability a company has for its impact on society and the environment.

A concern for social responsibility can be traced back to the 1930s.  However in the 1950’s we saw the start of the modern era, where Howard Bowen published a book called the Social Responsibilities of the Businessman, and coined the phrase “corporate social responsibility”.  In the book, Bowen states that “the largest business firms are vital centers of power and decision, and actions of these firms touch the lives of the American people at many points”.  He asks the question “what responsibilities to society can business people be reasonably expected to assume?”  These thoughts were revolutionary for the time.  Bowen has later become known as the “father of CSR”.

The notion of CSR has evolved since Bowen’s era, and the concept of CSR has grown from a company’s sense of responsibility not only towards the community, but towards the environment in which it operates.

What I have also come to realize is that corporations are not the only entities to have an effect on social and ecological systems, but we as consumers can make a powerful impact.

I recently watched a TEDx video on YouTube called From Me First to We First by Simon Mainwaring.  Mainwaring’s premise that prosperity is no longer the wealth of a few, but the well-being of many opens your eyes to shared humanity.  This idea to shift from personal self-interest to mutual self-interest had a profound effect on me.

Social media provides us with an opportunity to celebrate companies on the basis of their social responsibility, and make a personal, purposeful contribution to society by consuming goods and services that give back.  Mainwaring states “What we do in our daily lives can play a role in this me first, we first transformation, and help capitalism grow up”.

 

So why is CSR so important?

There is a consumer demand for more purpose-driven and sustainable practices along with an expectation on corporations, as influencers, to contribute to social and environmental realms.   Building relationships with customers is the cornerstone of any successful business.  Having socially responsible policies in place can impact the decisions of these customers.  In fact, the next generation, (Millennials) have a higher demand for CSR and transparency to ensure companies are conducting their business in an ethical way.

With today’s digital era, social media platforms have allowed everyone to have a voice and it can make or break a company’s reputation and affect their bottom line.  Some benefits of CSR engagement are:

• Positive business reputation/public image
• Increased customer sales & customer loyalty
• Better brand recognition
• B2B partnerships
• Positive work environment
• Financial profit from sustainable principles
• Environmental innovations for technology and techniques

 

How Can I Utilize CSR Practices As An Event Manager?

Have you have ever stuck around after a trade show and witnessed the wastefulness of materials during the break-down?  Have you seen the tables filled with food left virtually untouched during a conference?

Events take a heavy toll on our resources, society and the environment. They can generate significant waste and even cause tension in local communities.

Ask yourself the question “How can my event achieve the same outcome with minimal negative impacts on the environment, communities and local economy?”

Then educate yourself on sustainable practices in the event industry and implement them.  Research local charities near your next event venue.  More often that not, hotels and convention centers have a CSR program in place and can help you in the donation of goods after an event.

 

There are massive opportunities to make a significant social and ecological impact when planning events:

SOCIAL:

• If you have samples of products or goods, find a local charity to donate to after the event is over
• Dedicate time for an employee/attendee service project and give back to the local community
• Instead of swag, make a donation to a charity. Have attendees vote for their favorite charity to donate to.
• Do not put all of the food ordered out right away, instead, put out smaller quantities and refill. Work with venue to package up and donate untouched food to a shelter or food pantry.
• Instead of renting costly Audio Visual equipment, purchase some of these items locally, and donate them to a charity after the event is over
• Donate a portion of the registration fee to a local charity or organization
• Offer a discount on event fee for a donation to a local charity or organization

Several years ago, the Environmental Protection Agency cited the meeting and event industry as one of the most wasteful industries in America.  Event organizers have stepped up their game to focus on sustainable practices:

ECOLOGICAL:

• Select venues and suppliers that have CSR policies in place and that are eco-conscious
• Cut down on printing collateral, or print minimal assets on recyclable paper
• Utilize digital communication when possible for invites, collateral, etc.
• Ensure recycle bins are widely available at your event
• Analyze your booth property for eco-friendly alternatives: Are graphics multi-use? Are they printed on eco-friendly material?  Are we using LED lighting?
• Cut down on the number of staff attending an event. Make sure that everyone going has a purpose. This will also save money on airfare, per diem, hotel costs, and reduce your carbon footprint
• Instead of bottled water, have water stations with glasses, or recyclable cups
• Find ways to utilize natural décor and materials or utilize multi use materials
• Produce as little waste as possible and consider the environmental impacts when ordering food, drink, meeting supplies, transportation and overall planning

 

In conclusion, as a planner of meetings and events, you must ensure that CSR practices meet the needs of your corporate mission without compromising the successfulness of the event.

As an individual consumer, we have a choice to purchase goods and services from corporations that give back to society–Do your research before purchasing!

Maximizing positive impacts will do more for the greater good of humanity and leave a legacy to be proud of, both personally and professionally.

–Lisa Leach

–Follow me on Instagram

Benefits of Social Media On: Music Artists

It is obvious by now that social media has taken over the way that people and companies advertise and communicate, but how? The changes are significant and have their benefits. In this three-part blog series, I will be explaining the benefits of social media’s influence on three major subjects: visual media, music artists, and businesses. These posts will hopefully be informative to those who don’t know about the benefits in relation to these topics, as well as entertain those who do know the benefits, and hopefully teach them something they don’t know. 

Welcome!

In the last post I talked about the benefits of social media on visual media. This time, I will explain how social media benefits aspiring musicians and musician’s fanbases.

Musicians of the past few decades found fame through touring extensively and getting their music on the radio. Their goal was also to get signed to a record label and create music videos that would hopefully be featured on T.V. With the advancement of technology and social media presence in the daily lives of people, appealing to a wider audience is now easier than ever. Musicians are now able to spread the word of a band or single artists through platforms such as Facebook, Instagram, Spotify, Bandcamp, Soundcloud, and more. Most of these platforms allow you to upload your own content without the help of anyone else and allow anyone to consume your content (either for free or for a fee).  This was not always true seeing as how, in the past, an artist would have to have to work through someone (typically a label) to promote their music and make it available for the masses. This makes it easier for independent artists to really make a name for themselves and for more people to even create and promote their own record labels.

Another marketing benefit of social media for musicians is more personally oriented. From a relational standpoint, musicians can now show much more of their personality and share their experiences with their fans than before. This can lead to more involvement, higher outreach, and better sales for their music. Brandon Seymour of indieonthemove.com makes a good point about this, saying “As a band, you have the unique opportunity to be the “tastemaker” for your audience. Step outside the box and incorporate some non-band-related content that you find interesting and chances are your followers will find it interesting too” (Seymour 2013). Being able to appeal to people even when it isn’t about music, can make the community support stronger. This improved involvement of fans can also lead to higher satisfaction as a result of feedback.

Social media can also lead to the spreading of knowledge as well as the expansion of networks. The tradition of spreading fliers for an upcoming show is not dead, but it is seriously overshadowed by the implementation of social media posts and event pages. Facebook specifically, has an event page system that engages people who are planning on attending and provides all the information they need about said event. These event pages can be shared between friends and grow in attendance. When a band posts that they are having an event, friends can ‘tag’ each other in the comments to get their attention. As said simply by David Meerman Scott in The New Rules of Marketing and PR, “When you tag people, they get notifications that point them to the tagged content. Isn’t that great? When you create something interesting, your friends can spread it for you!” (Scott 2017). These tags can allow for people to see new bands they have never heard about including aspiring new bands.

There are so many positive uses of social media for musical artists including, product/music promotion, personal artist-fan interaction, spreading of knowledge and networks, and more. I did not touch on everything but hopefully this will get you thinking about how much social media can help aspiring artists.

Next blog, I will talk about the impact of social media on businesses.

 

Sources:

https://www.indieonthemove.com/blog/2013/10/5-ways-bands-and-musicians-can-leverage-social-media

The New Rules of Marketing and PR by David Meerman Scott (2017)

 

Blog 4

https://nypost.com/2018/02/04/doritos-to-make-lady-friendly-chips-that-dont-crunch-for-women/

The New York Post released an article that depict the subject of Doritos plans on making “lady-friendly” chips that won’t crunch. Apparently, women dislike the sound of crunch and something less messy. Also stating that “women” dislike the idea of having to like their fingers after consuming chips. The idea of Doritos generalizing “women” and their likes and dislikes is infuriating. The global chief, Indra Nooyi is implying that “although women would love to crunch [chips] loudly, lick their fingers and pour crumbs from the bag into their mouth afterwards, they prefer not to do this in public,” (2018, para. 2.) I’m assuming that the Doritos team and/or the New Your Post is targeting a specific age group of women because, I know multiple women who loves chips for their crunch, taste, and most of all, licking the flavors off their fingers. Though the idea of licking your fingers in public may disturbing or looked down upon (especially for girls, because we all know the double standards society has for women,) it is one of the best part about eating chips. Also, I think that the intentions behind this “invention” is probably well intended but, in it’s own ways, it has pushed it even further towards gender stereotypes. It’ll be even more ironic if the team who decided all this is a group of women who is trying to include women as a whole but, in response to that, it’s the opposite. I would argue that the author of this post is pretty neutral. If anything, they’re just trying to throw the news out there through this article, it is not bias nor favoring one side of a story. Something that the author left out was the input of men. Though, I would understand why. This article as a whole is already about discriminating women and/or targeting them, there’s no need to hear the inputs of male. Who, in the article, opinion’s does not matter because this isn’t chips for them. Men’s opinion has always been added to news outlet, I think that the fact that they left out men’s input in general, makes sense.

Drawing in your audience: The do’s and don’ts of online videos

In this age of short attention spans and endless content for people to choose from, the first moments of an online video can be make or break for drawing in the viewer. I was just reading a post by Google titled The First Five Seconds: Creating TouTube Ads That Break Through in a Skippable World. While the article is based on a study done of online ads on YouTube, I think a lot of the lessons can be useful for anyone sharing video content online.

Careful with that brand

Google tested ads that showed a brand in the first five seconds versus ads which did not and found that the the ads with no branding early on were skipped less. However, the ads which did show the brand early on were recalled more often by viewers, making this a bit of a tricky situation. If you want the audience to watch your entire video, it is probably best to introduce your brand later in the video.

Make them laugh

According to the article, ads which struck a humorous tone were far less likely to be skipped. If you are having a really hard time making your topic funny, your next best bet is creating suspense or evoking emotion. Ads that featured smiling people early on generally fared better than ads that did not. Viewers also like to see a familiar face: if they see someone they recognize in the first five seconds, they are much more likely to watch the video.

Cut the music!

Ads featuring no music in the first five seconds were actually more effective in keeping the viewers’ attention. The article speculates this may be because people are caught off guard by the silence, making the video a kind of sneak attack. For ads that did use music early on, humorous music tended to be the best. Lightheartedness wins again.

I think these tips could definitely come in handy, and not just for those marketing a product or service. Whether you are promoting your business, or advocating for a cause, keeping the viewer interested is a must. Try these tips out on your next video and see if they work. If they don’t work, remember I got them from Google.

 

Fortune 7 Billion: How Much Value Is In Your Personal Entity?

Survival of the Fittest – Separating Yourself from the Pack:

Competition is fierce and times are changing faster than ever. With the amount of opportunities that are made available to us all, how do you plan to take advantage of those opportunities presented to you?

The Importance of Building and Developing Your Own Company:

Building and developing your personal corporation adds tremendous value in your personal and professional endeavors, allowing you to further leverage your skills and experiences to capitalize on opportunities that would have been absent and hard to find otherwise.

As a young entrepreneur who is looking to establish him or herself in there respected industry, it is a must you start immediately on this life-long project, by focusing on tasks that propel your career tenfold.

Self-Education:

Self-Education is the key to achieving success. Although we all are trying to find time to do more of the things we enjoy in life, carefully putting together a learning plan that allows you to take small incremental steps towards getting better is key to our success.

My Personal Learning Plan:

My personal learning plan consists of the following: read 1 book every month and schedule a meeting with at least one mentor per month. As you can see my personal learning plan is not complex at all, but it allows me to continue to grow and reach higher levels.

I find the most value in choosing a piece of literature that meets an area you would like to become more knowledgeable in such as marketing, branding, sales, writing, etc.

Mentorship:

I also suggest building relationships with well-established professionals who may serve as a mentor to you to provide you with personal feedback and insight on their personal experiences.

Here is an article that further supports mentorship and why it is important to your success.

Marketing and Branding:

How you handle yourself on social media is another aspect that we all need to think about. Often times, people on social media are too careless and are unaware of the consequences their online activities may be causing. This is also a huge part of adding value to your personal entity, as it may be the first and only things people see prior to meeting you.