Finch and Sons, a passionate group of family and friends dedicated to delivering high-quality cannabis products, aimed to change the negative stigma associated with cannabis use. Their commitment to quality and rigorous testing set them apart. Seeking innovative ways to market and sell their products, they reached out for solutions.
The challenge for Finch and Sons was reaching cannabis dispensary buyers solely through email, adhering to legal sales practices in a market where many did not. The inability to conduct in-person sales meetings, coupled with pricing pressures in a competitive market, posed obstacles. The goal was to maintain competitiveness while navigating legal requirements.
Working closely with the executive team, it became evident that a combination of in-person sales and strategic email marketing was essential. I collaborated with their internal design team to craft compelling emails on MailChimp, focusing on messaging about pricing and quality. These emails were a crucial component of building brand awareness and aligning with the in-person sales strategy.
The implemented CRM and marketing funnel successfully initiated brand awareness and nurtured the sales process in a highly competitive environment. Email campaigns achieved a 30% open rate on the first hit and an impressive 57% open rate on the second hit, with a 29% conversion to samples. These campaigns significantly increased unique visitors to the website by 404%, while overall website visits saw a remarkable 255% increase. This comprehensive approach proved effective in establishing Finch and Sons as a prominent player in the competitive cannabis market.
