Lazy River Products

Decibel Media was activated to bring greater branding and sales with advanced analytics for greater learning and results.  This was our company’s first foray into the cannabis business, with many Compliance and Cannabis law regulations, requirements, and restrictions. Our team quickly established a profound discovery of the industry, market, competitive, and brand, and set out to achieve the following goals:
 

Build market visibility of the Lazy River brand in a highly competitive environment with various levels of quality and reputation. 

To counteract recent declines in store traffic at their flagship location in Dracut, Massachusetts, they drive online purchases of their products. 

Launch a grand opening at the store location in the neighboring town of Tewksbury, Massachusetts.

Support existing community events in and around their store locations. 
 

The cannabis sales have evolved over the past five years since it was legalized in MA, creating greater opportunities for target audience development and data analytics profiling. The foundational factors that guided our approach allowed us to identify the most relevant audiences, channels, and tactics. 
 

An audience-based approach that would allow us to utilize data to connect with a broader audience.

Share first, second, and third-party datasets to align with business objectives, product sales, and store traffic for greater optimizations. 

A measurement strategy that would allow us to move from awareness to conversion or sales in the purchase journey.