It’s the things you don’t see—our research, interviewing and planning—that make our marketing plans unique, and effective. That’s been exactly the case with our recent work for Reed Construction.
Reed, who builds, designs and engineers commercial buildings, had recently completed some projects in the cannabis market and were looking to expand.
Reed reached out to Pepper Group to be a strategic partner and help lead this growth. Our multi-phased plan revolved around developing a valuable eBook that could showcase their expertise in this market, and then leverage that piece to generate new leads.
To create the eBook we conducted a great deal of research, including interviewing their team members to understand the unique construction needs for optimal cannabis growing, distribution and selling. We needed to learn a lot; to position Reed as industry experts we needed the piece to be educational rather than purely promotional.
To help drive the visibility of the eBook, we created a cannabis landing page on their website. This was an opportunity to further emphasize Reeds’ experience and knowledge. It is all part of a comprehensive six-month plan that includes uncovering new opportunities to promote the eBook, such as a number of cannabis and commercial real estate publications, and sites in which parts of it would be included and the company would be featured.
The completed eBook is packed with valuable information. It is free but gated on Reed’s website; because it provides such unique and important information, Reed is able to use the piece to acquire readers’ contact information.
As a result of our efforts, Reed is excited to see their cannabis construction business expand, along with their profile in a market that is rapidly growing … pun unintended.