Well, there are several aspects regarding "marketing"...
First and foremost, those who address such matters are concerned with their compensation. The objective usually is not "what is the greatest impact on sales that can come from the least amount of money spent".
The bottom line is what did the efforts (and expense) do for, and reflect on actual sales.
Regarding online and social media, I think all are aware this has been severely lacking, and this is an area where there is no reason whatsoever that it wasn't addressed and executed immediately. (One of the simplest, cheapest things to do).
Then you have matters (related to the above) such as recently posted by someone, a video featuring IVXX brand. How much did this cost? And what was the impact on sales and how was that tracked?
The objective is not "we spent xxx and now people know the brand".
It's, we spent xxx and increased sales by xxxx.
Furthermore, if they paid a single dime for this, they need someone new addressing these arrangements. (I guarantee it could have been done many ways..... ;).....
All going back to previous issued discussed....(brands, blank container with quality)....If one spends $3MM and another doesn't, and the one that didn't can capture a greater and more loyal market share and consumer base, what does that tell you?
Such is the modern cannabis space......it's all about who is "bigger" (even if they're not).....all about who is "best" (even if they're not)........and all about whose packaging is "nicer" (when all that matters is the product contained inside)...The largest groups are all about "appearances"/"image"...(Most could not begin to believe the exchanges I have had with such.....)
We do branding and design....I'm not against it per se...but the focus should always be on the products and operation first...and for many, this actually falls last on the list, because, after all "its a weed, and anyone can grow it".....
Another thing I have seen is the larger, well funded groups holding their own consumers to be "idiot stoners who don't know the difference".....and their first reaction to any decline in sales is to revisit their branding :) lolol....ie: Product lacking, sales slipping, so let's simply redesign our packaging (which then holds the same inferior product, which wasn't addressed smh..........)
It's too personal to be business.
