Cannabiz Media Client Spotlight – Square Grouper 360

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Chris Cohen, President of Square Grouper 360, leverages his experience in the television and cannabis industries to provide strategic consulting services to major mainstream media companies, helping them optimize advertising sales for the cannabis and hemp industries.

Cannabiz Media recently spoke to Chris to learn more about the hurdles of advertising in the cannabis industry and how he uses the Cannabiz Media license database to support sales and business development initiatives for MNI Targeted Media (a division of Dotdash Meredith), a company , which provides targeted media planning and buying services for a variety of industries, including cannabis and hemp.

Why does Square Grouper 360 use the Cannabiz Media License Database?

Chris works with MNI Targeted Media to help them navigate the cannabis industry and promote the services they offer. “The first thing I did when I first started working with MNI was hire Cannabiz Media,” says Chris. “I’ve known the Cannabiz Media License Database since the beginning – I’ve been in the industry for a while. I knew exactly what the license database could do.”

MNI was very new to the cannabis industry when Chris first started working with her team. He shares: “They couldn’t tell you where the companies were headquartered, which salespeople should assign which accounts – they have 25 account managers across the country. MNI subscribed to the Cannabiz Media License Database and I have started compiling lists for every Account Manager across the country.”

Chris understood that MNI’s clients typically spend $10,000 or more a month on advertising, so finding the right cannabis companies was very important. “They went to these small cannabis companies and they got nowhere because the buy-in is so big,” explains Chris. “I took the Cannabiz Media License Database, found out how many states were many of the target audiences for MNI’s services, and was able to compile account lists for the sales reps.”

For Chris, the ability to find exactly who your target audience is and segment them into niche groups is just one of the reasons that make MNI’s subscription to the Cannabiz Media License Database so important. He explains: “The way I did it, I really separated everything. A company with multiple locations across the country is a clear goal for MNI. Brands are a big target right now – especially brands that go direct to consumers online. They need traffic to their websites and that’s what MNI does best.”

After identifying and segmenting audiences using the Cannabiz Media License Database, Chris finds the right people at each company for MNI’s sales force to connect with. “We want to talk to the top people in every company because they don’t go,” he says. “We don’t want to spend a lot of time with buyers who leave after three or four months and have to start over. It’s really important to exceed that level and we can achieve that with the Cannabiz Media License Database.”

In addition to connecting with the right people over the phone, Chris helps MNI Targeted Media use the Cannabiz Media License Database to send out email marketing campaigns. “We use the Cannabiz Media platform solely for email marketing,” shares Chris. “We send more personalized emails. Showing that you’ve actually looked at the company’s website and know a little about the company’s business before reaching out makes a world of difference. We also focus on doing one-to-one outreach instead of just sending out email blasts to thousands of people. Getting appointments for the sales reps works really well.”

What’s next for Square Grouper 360 and MNI Targeted Media?

Chris will continue to work with MNI Targeted Media to build their business in the cannabis industry. He says: “MNI is not a traditional operator. You have been in the cannabis industry for a couple of years. They’re prepared, but it’s really about continuing to build relationships and long-term partnerships.”

In addition to growing in the cannabis industry, Chris will support MNI as the company enters the hemp industry. “We actually made a pivot in late 2021, and we’re really going to be looking at the CBD category,” shares Chris. “We used the Cannabiz Media License Database to reach out to CBD companies. We look at all retailers and brands. Anyone who has a website that sells online is our target.”

For more information on Square Grouper 360 and MNI Targeted Media, and to hear additional insights from Chris, follow the link and listen to Cannabiz Media’s latest Cannacurio Podcast episode with Chris as a special guest.

To learn more about how subscribing to the Cannabiz Media License Database can help your business the way it helps Square Grouper 360 and MNI Targeted Media, follow the link and schedule a free demo.