CPN wanted to stand out in the rapidly saturating cannabis industry. As more states legalize across the US, more brand capitalize on the new markets, and soon, areas are flooded with producers, products, and dispensaries on almost every corner.
As the cannabis industry matured, the initial branding strategy of green-focused, stoner-centric brands seemed to be falling off the vine. While more professional, clean cannabis brands began thriving as the target audience of cannabis grew to cover more than just avid cannabis users from the black market.
While more brands entered the fray, events became a key component of networking and making deals within the space. However, just like typical cannabis brands, these events became homogeneous with one another. All green-focused color palettes, the same speakers, and same system that rarely led to ROI from the vendors.
That’s where CPN found their market. They implemented a unique “speed-dating” style of events that allowed vendors and buyers to connect in short, 30-minute meetings where they can directly pitch one another on their benefits. This new system led to actual deals, and actual ROI for everyone involved.
However, CPN’s website and brand didn’t reflect their unique perspective on cannabis events. That’s where M&P came in.
Our team performed competitive research, define target personas, and built a brand that differentiated CPN from other events and define unique benefits and messaging that helped the company reach a new audience and appeal to those seeking meaningful connections in the cannabis industry.
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