Creative Marketing Tactics for Seeding Celebs!
Welcome back to another exciting season of the High-Rise Podcast! After a year-long hiatus, we’re thrilled to return, broadcasting from our new high-rise studio, 26 floors up in Downtown Los Angeles. In this episode, we dive into the details of our recent adventures, including the Hall of Flowers event in Ventura, California, and discuss our plans for upcoming events and the future of the High-Rise brand.
The Return of the High-Rise Podcast
After a year away from the microphone, the High-Rise Podcast is officially back. Our last episode was recorded over a year ago, possibly from Green Street. The break was long, but necessary, allowing us to come back with fresh energy and new perspectives. We’re excited to bring you consistent episodes again, featuring cool guests and pumping valuable content into the community.
Catching Up: Sabbaticals and Events
During our break, I took a much-needed sabbatical to the Far East, while Aaron represented us at the Hall of Flowers in Ventura, California. This event was a significant highlight, and we couldn’t wait to share the experience with our listeners.
Hall of Flowers: A Revitalizing Experience
The Hall of Flowers event in Ventura marked a significant milestone for us. This venue was a new addition to the Hall of Flowers circuit, and its location right on the beach with palm trees provided a perfect setting. Jackson captured stunning drone shots, and our team documented all the keynote speeches. The event had a remarkable impact on everyone who attended.
Venue and Atmosphere
The Ventura venue was nothing short of amazing. Positioned less than half a mile from the beach, the layout was designed for optimal flow and ease of navigation. The Convention Center buildings and overall layout made it easy to move through the event without any hassle. The weather was perfect, adding to the overall positive atmosphere.
The inclusion of the community was also a standout feature this year. It felt like a reunion of all our friends in the industry, with no one feeling left out or struggling to get in. The event’s energy was palpable, with everyone uplifted and hopeful, a stark contrast to the last couple of years where the industry faced numerous challenges.
Highlights and Activities
At the Hall of Flowers, we did what we do best—documenting and capturing the essence of the event. We filmed all the panels, recapped client activities, and immersed ourselves in the high-rise madness. The feedback from attendees was overwhelmingly positive, and it felt like the event had regained its momentum.
We hosted two after-parties during the Hall of Flowers. The first night’s party was with Canicraft and other prominent brands we work with. It was undoubtedly our best after-party to date, with everyone enjoying themselves immensely. The venue was packed, and the vibe was electric.
What Stood Out
While the event was fantastic overall, there were no particularly unique products or new brands that stood out. It seemed like many of the brands present were the same as last year. This isn’t necessarily a bad thing, as it indicates resilience and continuity in the industry. However, it did feel like the focus this year was more on collaboration and community rather than showcasing new innovations.
Layout and Navigation
One of the standout aspects of this year’s Hall of Flowers was the layout. The event was spread across three main halls, with a big roadway strip connecting them. On one side, there was a hall for speeches and a big grass area where people could lounge and smoke. The layout made it easy to navigate, shoot, and enjoy the event without feeling overwhelmed.
Compared to previous events where we had to run from one end to the other, this layout was a breeze. The simplicity of moving from one hall to another, shooting the necessary content, and then attending panels made our job much easier.
Upcoming Events and Plans
With the success of the Hall of Flowers, we’re gearing up for more events in the coming months. The next Hall of Flowers in Santa Rosa is already on our radar, and we’re excited to get back on the river with kayaks and enjoy the unique vibe of the Santa Rosa event.
The Importance of Events
Events have always been a crucial part of our strategy at High-Rise. They provide an unparalleled opportunity for brands to connect with their audience, showcase their products, and create lasting impressions. Despite the challenges of the past few years, the cannabis industry is showing signs of recovery and growth, making these events even more important.
Our Approach to Events
We’ve always believed that events don’t have to be grand productions. A cool environment, good weed, drinks, food, and the right people can create a memorable experience. The key is to curate the right vibe and ensure that attendees feel comfortable and engaged.
For brands, hosting regular events, even on a small scale, can be incredibly beneficial. It’s a great way to get products into the hands of potential buyers, build relationships on a B2B level, and generate content for future marketing efforts. Collecting data from these events is invaluable, as it helps build a database of contacts that can be used for future promotions and engagements.
Looking Ahead
We’re planning to ramp up our event production, focusing on quality over quantity. Our goal is to create unique, memorable experiences that stand out in the industry. We have a few exciting projects in the pipeline, including the 420 Experience and a new venue in Hollywood.
The 420 Experience
The 420 Experience is coming up, and this will be our third year hosting it. The first event was held at [__] Street, the second at Two Bit Circus, and this year we’re moving to a new spot. Last year’s event at Two Bit Circus was one of our top events, featuring a reality show filming by Hulu. The show is set to air on 420, and we’re excited to see how it turns out.
New Venue in Hollywood
We’re also thrilled to announce that we’ll be opening a new venue in Hollywood. While details are still under wraps, we can promise that it will be one of the coolest things we’ve done. The venue will serve as a flagship for our events, offering a creative space for the cannabis industry to host various activities.
We’re planning a soft opening on 420, with a full launch in June. The venue will host a mix of High-Rise programming, partnerships with nightclub promoters, DJs, artists, and more. Our aim is to create a cultural hub with a strong cannabis influence, blending art, fashion, and entertainment.
Agency Updates
Aside from events, our agency work has been keeping us busy. We’ve been working on numerous projects, including collaborations with Hyperwolf and American Weedco. Recently, we covered the Cali Vibes Festival in Long Beach, where American Weedco was the headline sponsor. It was an incredible experience, with top artists like Wiz Khalifa performing and a massive booth showcasing their brand.
Hyperwolf Collaboration
Our collaboration with Hyperwolf has been ongoing for the past six months. We’ve been shooting interviews, brand features, and a mini-podcast series that highlights their top brands. This project aims to tell the story behind each brand, giving customers insight into who they’re supporting and the products they’re buying.
Content Strategy
We believe that content in 2024 needs to be engaging and multi-faceted. Hyperwolf’s approach to content, combining visuals with audio, has proven to be highly effective. Short-form content, especially with engaging audio, is key to capturing attention on social media.
Innovative Marketing Strategies
One of the innovative strategies we’ve experimented with is influencer marketing through seeding. Instead of traditional budgeted campaigns, we focused on sending products to a wide range of influencers without guaranteeing posts. This approach resulted in an overwhelming amount of organic content and engagement, far exceeding our expectations.
Success Stories
We’ve had several successful campaigns using this strategy. Our collaboration with Steezy is a prime example. We designed a gummy line for them years ago, which they later used for their blunt wraps. By sending these products to influencers, we received an incredible amount of free posts and engagement, demonstrating the power of user-generated content.
Lessons Learned
From these experiences, we’ve learned that creativity and persistence are key. Whether it’s making custom merchandise for popular personalities or sending unique product packages to influencers, thinking outside the box can lead to significant exposure and success.
Conclusion
As we move forward, our focus will be on continuing to innovate and create memorable experiences within the cannabis community. The return of the High-Rise Podcast marks the beginning of an exciting new chapter for us. We’re committed to bringing you valuable content, engaging events, and unique marketing strategies that push the boundaries of what’s possible in the industry.
Stay tuned for more episodes, event updates, and behind-the-scenes insights as we navigate this journey together. Keep pushing, keep rising, and we’ll see you at the next event!
