Latest / Earn Your Leisure / Vic Mensa Explains Why Publicity Is More Important Than Advertising

Transcript

Vic Mensa Explains Why Publicity Is More Important Than Advertising · Earn Your Leisure

• 0:00
  Speaker 1: There was a few points, but I wanted to go
• 0:02
  Speaker 1: back to the other point because it was very insightful.
• 0:05
  Speaker 1: You said, marketing over advertisement.
• 0:08
  Speaker 2: Yeah, publicity advertising, And that's.
• 0:11
  Speaker 1: Something that's extremely important for anybody in business to understand
• 0:13
  Speaker 1: because the thing it's like ten times more stickier if
• 0:17
  Speaker 1: it comes organically as opposed to an AD, and it
• 0:21
  Speaker 1: actually helps advertising as well, just to have more of
• 0:24
  Speaker 1: a brand recognition.
• 0:25
  Speaker 3: So now when you see an AD, now you're more
• 0:29
  Speaker 3: likely to engage with that ad from that.
• 0:33
  Speaker 1: So being that that's the case, what exactly is your strategy,
• 0:38
  Speaker 1: like come on different podcast shows?
• 0:40
  Speaker 3: Is it social media? Is it print? Is it just
• 0:43
  Speaker 3: everything all wrapped in one.
• 0:46
  Speaker 4: It's definitely a multi layered strategy that I've been taken
• 0:49
  Speaker 4: with ninety three boys, I think to begin with, as
• 0:52
  Speaker 4: I said, I've wanted to make sure we were the first,
• 0:55
  Speaker 4: so that means certain things I had to push to
• 0:58
  Speaker 4: the side so that I got in there first.
• 1:02
  Speaker 2: Tyson was two weeks later, you know what I mean.
• 1:05
  Speaker 4: My claim as first black brand wouldn't have been true anymore.
• 1:10
  Speaker 4: Mike Tyson Tyson two point zero. So we got into
• 1:13
  Speaker 4: dispensaries right before Mike Tyson did. In Illinois being first,
• 1:19
  Speaker 4: you know, really using these community initiatives obviously to uplift
• 1:26
  Speaker 4: the people, but also to impress our brand identity, you know,
• 1:33
  Speaker 4: on the mind of the Chicago consumer. My brand identity
• 1:38
  Speaker 4: is that. So ultimately I was just transferring that into
• 1:43
  Speaker 4: ninety three Boys. We did a campaign where we were
• 1:47
  Speaker 4: giving away free gas. Gas prices was through the roof,
• 1:51
  Speaker 4: and so we went to the gas station in the
• 1:53
  Speaker 4: trenches and just like stood there asking people do you
• 1:57
  Speaker 4: want gas? You know what I mean, and feeling people's
• 1:59
  Speaker 4: tent and sent that around to the different platforms, you know,
• 2:06
  Speaker 4: different pages on Instagram, so they could talk about ninety
• 2:10
  Speaker 4: three Boys as opposed to just me screamed down your ear,
• 2:16
  Speaker 4: like listen to me, We're dope, Like I'm like nah.
• 2:18
  Speaker 4: Send it to a bunch of different people. Let them
• 2:21
  Speaker 4: tell you that we're dope like we said. You know,
• 2:23
  Speaker 4: that's publicity over advertisement, because at first in the budget
• 2:27
  Speaker 4: was billboards planned, But through studying I learned that statistically
• 2:32
  Speaker 4: billboards are actually more impactful for a largely established brand
• 2:39
  Speaker 4: to just stay present in the mind of their consumers
• 2:43
  Speaker 4: before a new venture, a new brand, you want other
• 2:47
  Speaker 4: people telling your story for you. So definitely interviews and
• 2:52
  Speaker 4: podcasts and genetics though, I mean, when you're talking about cannabis,
• 2:58
  Speaker 4: it's like it's got to come down to weed. So
• 3:01
  Speaker 4: that's a space in which we've just been doing a
• 3:04
  Speaker 4: deep dive to really nail our genetic portfolio before even
• 3:10
  Speaker 4: introducing new skills. Like I've learned a lot though in
• 3:14
  Speaker 4: the past year. One thing I didn't know coming into
• 3:16
  Speaker 4: it is that pre rolls are really the cream of
• 3:23
  Speaker 4: the crop in cannabis. Super convenient, very convenient, and it's
• 3:31
  Speaker 4: something that you don't buy from your weed man.
• 3:33
  Speaker 2: Like your weed man ain't in a roll your weed
• 3:35
  Speaker 2: for you. A couple of them will, but that's kind
• 3:37
  Speaker 2: of we I have to get somebody to roll it
• 3:38
  Speaker 2: for you.
• 3:39
  Speaker 4: You know what I mean, Like it's a higher level
• 3:40
  Speaker 4: of luck. Yeah, look, yeah, it's just it's just simple.
• 3:43
  Speaker 4: It's easy as it's also a lower price point because
• 3:46
  Speaker 4: taxes in cannabis are crazy. So you know, we've gotten
• 3:50
  Speaker 4: too a space where like our pre rolls are like
• 3:54
  Speaker 4: the highest selling skw in some stores, like across all
• 3:58
  Speaker 4: the brands, and that's not even really geared towards the
• 4:03
  Speaker 4: like the real heads, the.
• 4:06
  Speaker 2: Real stone of smokers, dispenser is a different game.
• 4:09
  Speaker 3: Man.
• 4:09
  Speaker 2: It's like, especially in Illinois, so you're a final smoker.
• 4:13
  Speaker 4: That's for like just regular people, bro, Like that's one
• 4:16
  Speaker 4: thing your people is like there are so many mothers
• 4:20
  Speaker 4: and grandma's and just like coders and regular working people
• 4:26
  Speaker 4: that really shop in the dispensaries like your weed snobs.
• 4:30
  Speaker 4: Illinois is not there yet. The quality standard is not
• 4:33
  Speaker 4: to that level. Like weed snobs that are my friends
• 4:37
  Speaker 4: will go to LA and just like buy out Jungle
• 4:40
  Speaker 4: Boys or something because it's a flex too, but none
• 4:44
  Speaker 4: of them shop at dispensaries in Illinois. They probably go
• 4:47
  Speaker 4: buy my shit to tell me or say they did,
• 4:49
  Speaker 4: but it's like, I know, they don't shop in dispensaries,
• 4:52
  Speaker 4: you know what I mean. I'm not even particularly focusing
• 4:56
  Speaker 4: on them. Ultimately, I do want to onboard our community into.
• 5:01
  Speaker 2: The dispensary space.
• 5:02
  Speaker 4: That is one of my aims with this brand and
• 5:07
  Speaker 4: with this movement, but I'm also not particularly concerned with
• 5:12
  Speaker 4: it right now because there's so many people that don't
• 5:16
  Speaker 4: even look like us or hang with people.
• 5:18
  Speaker 3: That I've seen.
• 5:21
  Speaker 4: It.
• 5:21
  Speaker 5: It's like for that professional person who I mean, they
• 5:24
  Speaker 5: might just go out on their break and like I
• 5:25
  Speaker 5: got to take a couple of pulls. It's like I
• 5:27
  Speaker 5: don't have time to take out. We roll it up
• 5:29
  Speaker 5: put like you don't have to do it exactly. I mean,
• 5:32
  Speaker 5: but I was just thinking as you were saying that
• 5:34
  Speaker 5: the ten thousand dollars gas giveaway, I'm thinking about the
• 5:36
  Speaker 5: double entendre there, like giving out gas.
• 5:38
  Speaker 2: But you said gas is the word. You know what
• 5:40
  Speaker 2: I'm saying.
• 5:40
  Speaker 3: So there's a double on tantras that that was the play.
• 5:43
  Speaker 4: Yeah, I just want to nail the word gas into
• 5:46
  Speaker 4: your mind. So when you think of ninety three boys,
• 5:48
  Speaker 4: then you think gas, you think yellow.
• 5:51
  Speaker 3: So we'll get yellow.
• 5:54
  Speaker 4: Just chose it randomly, No, because at the gas station
• 5:59
  Speaker 4: the labels for ninety three or eighty nine are yellow
• 6:04
  Speaker 4: in Chicago at least yellow and black. So that's why
• 6:06
  Speaker 4: I went with that color scheme. Like I would like
• 6:09
  Speaker 4: to get to a point where I can do a
• 6:12
  Speaker 4: billboard off the side of the road and all it
• 6:15
  Speaker 4: says is a yellow screen with gas in black letters.
• 6:18
  Speaker 2: You know, you just know what it is.
• 6:19
  Speaker 3: It's like spre It's like supreme.
• 6:20
  Speaker 5: It's even that it's like uh Berner. When you see
• 6:24
  Speaker 5: that blue sea, you'll see.
• 6:25
  Speaker 2: The Blue Sea and you don't need to see cooking.
• 6:27
  Speaker 4: You know.
• 6:27
  Speaker 3: It's like obey, you know that's that.
• 6:30
  Speaker 2: Was that was crazy? This isn't it?
• 6:32
  Speaker 3: Like you know what I'm saying. But some things, you know,
• 6:35
  Speaker 3: when you.
• 6:36
  Speaker 4: I mean, like having a brand is so strong that
• 6:38
  Speaker 4: you don't even have to put its name.
• 6:40
  Speaker 1: It's like it's like all money in Yeah, you just
• 6:43
  Speaker 1: see the logo and you know it's already synonymous with
• 6:46
  Speaker 1: Nipsey Hsu and all money and in a variety of
• 6:48
  Speaker 1: the different things I come along with it.
• 6:50
  Speaker 4: But you spoke, you spoke about the verticals like Crenshaw, right,
• 6:53
  Speaker 4: because that's not the name of the brand, but it's
• 6:57
  Speaker 4: enough stuff. It's synonymous color. You see Crench knows that
• 7:00
  Speaker 4: like that's about That's not just the street.
• 7:02
  Speaker 2: That's it, you know what I mean exactly. M m
• 7:08
  Speaker 2: m
• 7:10
  Speaker 1: M mmmmm