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Case Study: The Best Things In Life Pop Up
Posted On August 22, 2023
There is something special about the synergy that happens when marketing and sales come together to create a connection between an individual and a brand.
For client partner Redecan, this was the goal when we designed and built a brand ambassador program, a program that shook up the industry and solved a major challenge for Licensed Producers (LPs) in Canada.
Because of the structure of the Canadian Cannabis industry, LPs have little to no touch points with actual cannabis customers. Knowledge sharing is challenging, especially since advertising and marketing are strictly regulated. This leaves a large gap in knowledge translation for client partner Redecan, who had an abundance of industry passion and product knowledge to share with cannabis users across the country.
Redecan turned to BTI to help them disrupt this gap in communication by building a nationwide team of 40 in-house trained Redecan Brand Ambassadors (RBAs). The brand ambassadors were hand-picked for their ability to connect with customers and taught how to make thoughtful and appropriate product recommendations. BTI managed the program’s recruitment, training, coaching and mentorship to help Redecan win at retail. Using sales intelligence, BTI was able to identify where to send RBAs for pop-up activations and which products to feature to make the most impact.
Redecan’s Brand Ambassadors were able to build a rapport with consumers that lasted well beyond a weekend activation. They sprawled across three provinces and were live and in-person at 52 different retail cannabis stores every single weekend. They brought the LPs to the consumers — handing out Redecan swag, educating the masses, answering product questions and simply being the face of the brand.
The RBA program executed over 2,000 retail activations, clocked 40,000 customer interactions, 30,000 heartfelt conversations and over 15,000 brand purchases.
Read our complete Redecan Pop-Up case study HERE
Learn more about BTI’s sales expertise HERE
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