Headlines & Topics by Ely Anne Vedar

What Is Media Training? by Ely Anne Vedar

Media training is a specialized form of communications training that helps media-facing individuals to anticipate reporter behavior, avoid common traps, and confidently focus on their messaging.

It is NOT about lying to the press and others but rather preps the interviewee to maintain poise, calm and anticipate important questions.

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A little media training goes a long way, and is something you should consider as an investment in yourself and your brand(s).

In the meantime, here are 5 tips for your next interview that will leave the best impression with the media and help ensure that the final interview whether it be in print, audio, podcast and/film be beneficial for your brand.

1) Make a plan for your interview. What would you like to see in the resulting media coverage? What two or three key messages do you want to relay? If you go into an interview and just answer the questions you’re asked without a thought for what it is you want the audience to know, you are yielding total control of the interview to the journalist. You need to be prepared by knowing in advance what your own goals are for the interview.

2) Be aggressive and make sure the question you want to be asked is asked, even if you have to ask it yourself. Don’t wait until the reporter asks you the question you want to answer. The question might never come. Instead, use another question to segue into the topic you want to discuss. For example, “What really matters is ____.” Or “The most important issue is ______,” or “The more interesting question is______.”

3) Stick to what a reporter asks and what you want to say. There’s no need to volunteer additional information. This goes back to planning what your goals are for the interview. You should know what it is that you’d like to communicate from the start, and stick to that information as much as possible. More is not better. Answer questions briefly. Long-winded answers give the power to the journalist to choose what parts of what you said to use and what to omit.

4) If you don’t know the answer to a question, just say so. There’s nothing wrong with saying you don’t know, that there hasn’t been a decision yet, or that you aren’t sure of the answer and need to check and will get back to the journalist.

5) But also don’t answer “No comment.” There are very few exceptions to this rule. When you say “no comment,” it almost always makes you look like you have something to hide. You should realize in advance that difficult questions come up and anticipate them, and plan in advance how to answer in a way that won’t hurt you. Advance preparation of likely questions and possible answers is the job of your PR team, with your input, of course.

BONUS: Don’t ask whether you can approve the story before it’s published. This will make you look unprofessional. Leave the follow up tasks to your PR team, or if you do not have one, at least wait until you send a thank you email/letter to inquire about a publication date. Journalists (especially in the traditional trade media) will sometimes provide information to you for fact-checking, so you can volunteer to be available for any further questions or for fact-checking if the journalist wishes.

Improve your news interview skills with a customized media training program, email us today at hello@elyagency.com to schedule a consultation.

What's A Media Plan? by Ely Anne Vedar

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An effective media plan will result in a set of advertising opportunities that target a specific audience and fit in with the organization’s marketing budget. When establishing a media plan, marketers will often factor in the following considerations:

  • Who does the ad need to reach?

  • What is the marketing budget?

  • Conversion goals

  • Frequency of the message

  • Reach of the message

  • How to define success

Media planning is the process by which marketers determine where, when, and how often they will run an advertisement in order to maximize engagements and ROI. The media plan might split advertising spend and resources between various online and offline channels such as broadcast, print, paid ads, video ads or native content.

Industry News: Bureau of Cannabis Control Just Published: Notices On Cannabis Advertising & Promotion by Ely Anne Vedar

The following press release and materials were originally published September 17, 2019 by the Bureau of Cannabis Control based in California:

To All Interested Parties,

The Bureau of Cannabis Control (Bureau) recently published two notices outlining the existing statutory and regulatory requirements for all advertising or promoting of commercial cannabis by licensees and non-licensees in the state of California. Failure to comply with the requirements for advertising may lead to significant financial penalties, as well as suspension or revocation of a license.

Both commercial cannabis advertising notices can be found on the “Licensees & Consumers” page of Bureau’s website, or on the “General Resources” page of the California Cannabis Portal. The notices may also be accessed by clicking the links below.

Notice Regarding Advertising of Commercial Cannabis:

https://bcc.ca.gov/about_us/documents/19-290_advertising_cannabis.pdf

Notice Regarding Advertising of Commercial Cannabis by Non-Licensees:

https://bcc.ca.gov/about_us/documents/19-289_advertising_cannabis_nonlic.pdf

What This Means For Your Brand:

The ever changing political view towards cannabis can sometimes feel like it’s taking a step backwards, but not in this case it just means that prospective cannabis entrepreneurs must invest in serious planning. Here’s a few times on how to create and executive a clear marketing plan while still adhering to restrictions and limitations.

Know Your Customers By Knowing Your Numbers

The most important thing a company can do in order to accurately target new and existing consumers is to understand who its current customers are and how they are interacting with the brand.

This means finding ways to capture customer demographics not just emails at applicable touchpoints a customer has with a company, both online and IRL. These kinds of interactions include purchases, brick and mortar visits, social media interactions, website visits, and participation in loyalty programs or other offline events.

Understand the Power of Market Research and Lookalike Audiences

In order to grow your business you will need to reach people who are not yet your customers. Constant market research and studying “lookalike audiences” enable you to identify and market to people who most closely resemble your best existing customers.

By tracking real-world cannabis behaviors, like purchase history and dispensary visits, and marrying these attributes to a larger demographic profiles, including financial and lifestyle attributes, you can use your current customers to identify prospective customers through advanced lookalike modeling. By reaching people who are most similar to your best existing customers, you are much more likely to find new customers in a much more efficient manner than trying to reach the entire online universe.

Optimize, Optimize, Optimize

As you begin to run your digital advertising campaigns targeting your different audience segments and lookalike audiences, you will start to collect enormous amounts of data on how effective and efficient these campaigns are.

Measuring the success of these campaigns requires the ability to track engagements beyond simply clicks. It is necessary to receive full attribution data on your media so that you can understand if your ads are driving sales. Once the proper measurement is in place, experimenting with slight changes to your targeting parameters, ad design, and calls to action can have significant impacts on how effective your digital advertising campaigns are.

By collecting and comparing data from all these minor variations you can identify the optimal combination of ad attributes and targeting parameters to dramatically improve the performance of your campaigns and reduce your customer acquisition cost. 

Looking to streamline all of the above? Schedule a complimentary consultation today to create a clear, compliant and successful marketing plan for your business: ely@elyagency.com or 805-201-8050.

What's A Terpene? by Ely Anne Vedar

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Organic compounds that provide aroma and flavor in cannabis and a variety of other organisms, including plants. Terpenes are responsible for the aroma and flavors of cannabis, and influence its effects by interacting with cannabinoids. Terpenes are formed inside cannabis trichomes, and their relative presence is directly affected by both the spectrum and intensity of light exposure.

Scientifically speaking, terpenes are defined as “a large class of hydrocarbon compounds constructed from five-carbon isoprene units that are combined to produce a great variety of skeletons.” These basic molecular “skeletons” are “then acted upon by various enzymes to add functionality and altered oxidation,” processes that ultimately lead to the wide variety of effects produced by terpenes.

Currently, there are at least 20,000 different terpenes in existence and the cannabis plant has more than 100 of these terpenes. Many terpenes that are produced by the cannabis plant are also found elsewhere in nature. However, there are a couple of terpenes that are in high concentrations in cannabis plants.

Here are the ones to know in regards to cannabis:


Myrcene terpene

Myrcene, which can also be found in mangoes, is the primary terpene found in cannabis plants. In fact, some plants can have up to 65 percent of their terpene profile made up by myrcene alone. The presence of myrcene often determines whether a specific strain can be considered an indica or sativa. Plants with more than 0.5 percent myrcene are said to be indica. Myrcene is responsible for giving marijuana its distinctive aroma. Myrcene has relaxing properties as well as anti-inflammatory properties. Strains that are high in myrcene are Skunk XL, White Widow, and Special Kush. 

Limonene terpene

The second most abundant terpene found in cannabis, limonene can also be found in various citrus fruits and is responsible for the citrusy smell. However, it may not be present in all cannabis strains. Limonene has powerful anti fungal and antibacterial properties, and its great smell means that it is a common additive in household cleaning and cosmetic products. Limonene can also help to bust stress and enhance mood. Strains high in Limonene include Sour Diesel and OG Kush as well as Super Lemon Haze. 

Pinene terpene

This terpene’s name says it all, really. Pinene is found most abundantly in the pine tree and is what gives pine needles its distinctive smell. Found in two varieties, alpha, which is responsible for that wonderful pine aroma, and beta, which has a scent like rosemary, dill, or parsley. Pinene is a strong bronchodilator, but also has strong anti-inflammatory and antiseptic effects that have been used for centuries in herbal medicines. Pinene can be found in strains like Strawberry Cough and Blue Dream.

Linalool terpene

If you’ve ever used lavender for its relaxant effects, then you’re familiar with the terpene linalool. Linalool is widely known for the stress-relieving, anti-anxiety, and anti-depressant effects. Linalool can help to balance out the anxious side effect sometimes produced by THC and this makes it an ideal terpene for the treatment of anxiety. Linalool is present in strains like Special Kush, Amnesia Haze, and OG Shark. 

Caryophyllene terpene

This terpene, which has a spicy, woody, peppery scent, is also found in black pepper and cinnamon. Studies indicate that this one small terpene is capable of performing the big job of treating anxiety, depression, and inflammation. Caryophyllene is found in such strains as Super Silver Haze, Skywalker, and Rock Star. 

Humulene terpene

While many other strains help to increase appetite, which is beneficial to those who have conditions which nausea and loss of appetite are a factor, strains that contain humulene may actually help to decrease appetite. Found in hops, cloves, and basil, humulene has also shown anti-inflammatory and antibacterial properties in research. Strains which contain humulene include Liberty Haze, Girl Scout Cookies, and Sour Diesel. 

As said, cannabis contains some 100 known terpenes, all of which produce their own effects. Combined with the cannabinoids and other terpenes, the future of cannabis may just be in the cultivation of strains rich in certain terpenes and cannabinoids to create strains tailored to produce certain effects. 

Terpenes and cannabinoids are two compounds found in cannabis that when used together help produce a synergistic effect. Selecting strains based upon the terpenes’ effects can help you to achieve the result you desire.

Sources:

https://www.analyticalcannabis.com/articles/the-difference-between-cannabinoids-and-terpenes-311502

https://weedmaps.com/learn/dictionary/terpenes/


Ely Agency Featured In CNN Living - Press Archieve by Ely Anne Vedar

Today’s Feature Friday is from the early days of Ely Agency when our primarily service was event planning but the articles’ key points are universal and timeless for most private events, not just weddings.

With the right innovative thinking there’s usually a way to save money on an event’s production budget. From skipping printed flyers, choosing more affordable wardrobe options for staff/BAs, and more there’s always a way.

Read the full article by Kat Kinsman on CNN here.

Newsletters Will Always Be A Powerful Marketing Tool by Ely Anne Vedar

Sending out a regular newsletter may not be a revolutionary idea but it is an important part of every brand’s marketing and pr strategy. Newsletters serve multiple purposes all in one hit by keeping your visitors and customers updated on news, exciting topics, updates and promotions while maintaining and building brand royalty.

Major Perks To Sending Newsletters Out Regularly

  • Reward existing royal customers while finding new ones: Customers have been shown to be more likely to purchase from a newsletter from a brand they already trust and have bought from in the past. Additionally if rewarded for forwarding and/or sharing newsletters with their social network, customers often will follow through with the ask.

  • Low cost: Thanks to its email, a digital email newsletter is financially much cheaper than a printed paper version and the subsequent mailing.

  • Short-term implementation: If the mailing has to be sent on a specific date, you need much less time to prepare for it than with a print version. Even a spontaneous newsletter is possible.

  • No middleman necessary: You can direct the recipients of your newsletter straight to your website or your online store via a link. This means you can immediately track the success of your campaign with visitor and sales statistics!

  • Easy Accessibility: Because many people read their emails on their smartphone, you can reach them almost always and anywhere with your newsletter.

Contact us today for a free consultation on how newsletters can help your business grow!