LOS ANGELES and PORTLAND, Ore. — January 23, 2018 /Canna Newswire — MACE Media, producers of Terpenes and Testing World Conference (TTWC: 2018), announced today that Canna Newswire is providing PR and media services for the upcoming cannabis industry trade show, taking place April 10-11 at the San Jose (Calif.) McEnery Convention Center. In a cannabis industry first, TTWC: 2018 has partnered with Canna Newswire to create high-impact publicity programs and provide PR resources to help increase media visibility for participating companies. Concurrently, Canna Newswire is working with magazine publishers and journalists to make their trade show experience a productive one with plenty of news to cover and stories to tell.
“Buzz” refers to the rapidly proliferating word-of-mouth and social media spread of marketing messages that occurs when audiences become excited about news. Since its founding, Canna Newswire has been working with companies and trade media to improve the process and infrastructure for disseminating news and generating industry buzz. The first service, the Canna Newswire press release newswire, debuted last year. The company has also provided content consulting to both business-to-business and consumer cannabis trade media.
“For companies operating in the crowded and highly-competitive cannabis market filled with startups, publicity and increased brand awareness cannot be more important,” said Celeste Miranda, owner of MACE Media. “We want to make it easy for PR and marketing execs to disseminate their news and create buzz for their company at TTWC. This event is intended to bring together leading thinkers and doers in cannabis science with the best and most innovative thinkers in technology. San Jose is the perfect location, where both industries can learn from each other.”
Among the events Canna Newswire will be hosting in conjunction with TTWC are a Media Showcase, to be held the evening of April 10th at the San Jose Convention Center; and CNVest: Terps & Tech, a 1-day investor forum for cannabis science and technology startup companies seeking investment, taking place April 9th at the San Jose Hilton.
PR and media resources being made available by Canna Newswire include a Show Daily Newspaper, Press Kit Portal, Press Release Distribution Service and a PR Toolkit for Exhibitors, which includes access to the attending media list and relevant press opportunities. Canna Newswire is also connecting members of the press with exhibitor PR agencies and marketing contacts so they can share important news and information leading up to the show itself. You can read more about these services at www.ignitethebuzz.com
Changing the way the industry thinks about trade shows
For the last year, Canna Newswire has been taking informal surveys of attendees at major cannabis industry trade shows and events, asking respondents to identify what they saw as the “buzz” generated at the event. A stunning 96 percent of respondents couldn’t identify any major news or buzz – the overwhelming response has been: “There wasn’t any” or “We come for the networking.” The 4 percent who could provide actual newsworthy responses identified topics (e.g., “Regulation” or “California”) that were not event-generated news, or actual buzz, but rather discussions of broad topics making national headlines.
“Our survey demonstrates how few cannabis companies are effectively using trade show participation as a platform for generating news – that is a missed opportunity and something we intend to change,” said Karen Blondell, director of media services at Canna Newswire. “The Canna Newswire team are experts at facilitating interactions between participating companies and the media. Other industries have mastered how to leverage events for making news, but no one has done anything like this before in cannabis.”
“Canna Newswire has been working behind the scenes to prepare TTWC: 2018 exhibitors to come to the event with major company and industry news,” added Blondell. “Now we’re working with media outlets to send reporters who cover science and technology to San Jose to write about the announcements and happenings at the show, and to help fill their pages with editorial content beyond pages of ads. Publications will benefit from the new content created at our events, which in turn will drive more advertising opportunities. It also results in better storytelling to a broader audience at a time when our industry needs to educate and inform people about cannabis innovation and progress.”
PR agencies and communications professionals who want to learn more about leveraging Canna Newswire to inject buzz-worthy strategies into their PR and marketing plans – and media publishers and journalists interested in attending any of Canna Newswire’s upcoming events – can contact [email protected]