Podcast

How a Content Creative Agency Can Help Market Your Cannabis Brands for Success with Oren Todoros

Oren Todores is the founder of Canna Impact, a leading creative growth agency serving the cannabis industry with over 15 years of marketing experience. Oren, like many others, has helped establish B2B and B2C ventures from the corporate to the cannabis space.

In this episode, Oren shares some tips and tricks of telling a good story to capture the attention of the audience that you want to serve and some ways to allocate your resources to get the most out of your budget. Whether you’re a budding entrepreneur or you want to grow your business this is for you.


I do like to work with brands and tell their story to find the right angle, to find the right thing, to break things down to a more personal human level, as opposed to numbers and statistics where nobody’s really interested in. -Oren Todoros


Download The Episode Companion For This Episode

Some Topics We Discussed Include:

[2:41] – Why he decided to focus on providing services in the cannabis space over a lot of different industries?
[13:56] – What’s happening on cannabis research in Israel?
[17:36] – Tips and tricks of telling a good story to capture the attention of the audience that you want to serve
[23:21] – How to get around the compliance piece?
[30:02] – The effective ways to allocate your resources
[34:33] – The types of clients that he’s serving

People Mentioned / Resources

Connect with Oren Todoros

Connect with Sonia Gomez

Transcript

Sonia Gomez: Hello, hello, what’s up everybody. I hope you’re having an amazing day. This is another rock star episode of The Hemp Revolution. I’m your host Sonia Gomez. We are streaming in and live from Denver, Colorado and today we are going to be discussing your story how to set your brand apart with your story and I think a lot of brands are hyper-focused on the product and a lot of the features around their product but don’t spend enough time talking about who they are and why they do what they do for you. Today’s guest is and fellow marketer in the cannabis and hemp space, Oren Todoros is the founder of Canna Impact, a leading creative growth agency serving the cannabis industry with over 15 years of marketing experience. Oren, like many others, has helped establish B2B and B2C ventures making from the corporate to cannabis jump and seeing incredible success there. Help me give a nice warm welcome to our good friend, Oren. Hey, what’s up?

Oren Todoros: Hey, how’s it going? I’m glad to be here. Thank you so much for having me.

Sonia Gomez: Yeah, I’m so excited to be here too. I was before starting the podcast, how exciting it’s going to be to speak to somebody else who’s actually marketing the products online. And when I saw the desired subject and wanting about the importance of a story, I was just like this is so perfect because I feel like he is the one harping on this.

Oren Todoros: I’m seeing the same thing, there’s so much talk about legalization, regulations, the full financial aspects, super important. Personally, I’m really fascinated and super interested in the whole marketing side of things. So it’s great to have this chance to talk to you and to share our story with you guys.

Sonia Gomez: Yeah, this is going to be a good one. You’re based out of Israel, you’ve done incredible things in the market in the digital or marketing space pre cannabis. Before we dive back into what I thought was a good conversation why don’t you spend a few minutes and share with us who you are, what your background is and how you got into the cannabis space?

Choosing to Serve in the Cannabis Space over the Other Industries

Oren Todoros: Sure, absolutely. So, as you said, I’ve been involved in the digital marketing space for about 15 years. Over that 15 years. I’ve worked as a full-time employee and freelance across many different segments and industries of the online industry, from retail tech, to travel tech and hospitality, touching on different industries along the way, I spent a lot of years in the mobile industry. And I’d say 15 years ago, I really got involved in and took the plunge and focused on the content marketing side of things.

I just felt that building a brand story, working on the content side of things is much more appealing to me, as opposed to media buying and numbers and purchasing, ad space, which is super important. Basically, I think that the whole brand story, brand strategy, content is my expertise, my forte something that really resonates with me. And that’s when I decided to double down on that. Fast forward a little bit. I’d say, four years ago, I launched my content strategy agency, which was doing fantastic, but I really realized that I had to focus on a specific niche to sort of find a segment that that really resonated with me.

That’s when I realized that there wasn’t a lot of content agencies or creative agencies that were focused on the cannabis space. So sure, there were a lot of branding agencies and a lot of marketing type companies. But there wasn’t one that really stood out to me in terms of the content strategy agency, servicing the cannabis space. And that’s when I decided to focus on that. And it’s been growing incredibly well, since.

Sonia Gomez: I’m so excited to talk about that. Okay. So you have no idea like this is my husband and I, James, we talk about this all the time. And we get as you can imagine, I’m not sure how much you know about us. But we have, in the last two years have built a following of over 1 million people from around the world. We’ve impacted over 15 million with our content, hundreds of thousands, if not millions are reading our content every single month. And it’s not because we have the greatest products. As a matter of fact, we don’t even have a brand of our own and we hardly ever sell or promote brands on our community. The reason why our community has grown so quickly or as considered as

one of the most hyper-engaged largest growing communities online today is because of the story. And the reason why we can command 10s of thousands of clicks or thousands of eyes on our offers when we do make them is because we’ve told and continue to tell an incredible story. And I dubbed the term story selling because whether or not you’re selling a physical product, you’re always selling them to stay engaged and excited about your content. So I just want to back up a little bit. How did you make, you said that you had to focus on a niche. So was it just out of necessity for meeting focus in your business that you got into the cannabis space? Or was there something else that tied you to the industry that made you select this direction?

You're passionate on what you guys do, you're authentic about it, you resonate with your audience, and I think that that's what makes you guys unique. -Oren Todoros Click To Tweet

Oren Todoros: Well, it’s a good question. At the time, like I said, about a year ago, I was working in different industries, different segments, and they’re all fantastic. I could have kept focusing on travel tech, hospitality tech, retail tech. And those clients kept on coming and word of mouth was building up. And to tell you the truth, those clients still exist. We haven’t fully let go of the traditional type of clients. But at the same time, the whole cannabis type clients in that segment has picked up so quickly that it’s taken up, I’d say 89% of our time and our energy.

Why did I decide to focus on that, again, it was out of necessity, I realized that there was a need in the market for a content creative agency. And there were personal interests as well. Now, at the end of the day, you want to work on something that you’re passionate about, you want to work on something that is that resonates with you, that’s the difference, and not be in the same pond as everyone else. So I think that that’s if that’s the balance of it. Finding the right niche or industry that you’re interested in, that you’re passionate about, and at the same time, you have some sort of competitive advantage of being the first of that industry, or being passionate enough about it, that you bring a little something extra, and I think that’s what you guys do as well.

I mean, you’re passionate on what you guys do, you’re authentic about it, you resonate with your audience, and I think that that’s what makes you guys unique. And it’s what we try to do with the clients that we work with as well. At the same time, the clients that we work with always try to bring their features and their products and their services and try to bring it to a technical level. And we tried to bring them back down to earth and tell the right story.

So that is always on that. And I think that’s what really appealed to me. There wasn’t another agency that was focusing on it. And that’s what made the impact so unique. Now, there are methods that we used to build that are going to build it and our exposure, which I’ll gladly go into.

Sonia Gomez: Nice, okay, I’ll ask you about that here. In just a minute. Before we started the podcast, we were having a conversation of our origin and, just finding out how we were getting into this space, how we got involved, what our backgrounds were, so I was right in the midst of answering you and I was like, forget about it. Let’s just stay on this thing.

So, my background I wasn’t always so public with cannabis and I think a lot of people who are getting into this industry are still sort of battling with how public they want to be with their involvement. Some owners you know have a lot to protect being in the industry specifically cannabis, not so much hemp anymore but specifically, cannabis, if you are a significant investor, you are putting quite a bit at risk, but with great risk comes great reward. So my involvement with cannabis really started when I was in a near-fatal surfing accident. And I went through this pretty challenging period of time with the Western medicine that was totally failing me medications, experimental treatments, all of these different things that were just frustrating, expensive and never delivered the desired results.

And I swear if I didn’t have my mom advocating and pushing, and really searching beyond what the doctors couldn’t we wouldn’t be here right now. She really thought out the information and the professionals and the education necessary to guide us through a healing process. We came in contact with the holistic neurologist who is who was out of Switzerland. And he introduced me to my endocannabinoid system taught me about strains, selection, micro-dosing, phytonutrients, holistic, I mean, all of these different things, and I really had to take responsibility for myself as a young adult, and the healing or life that I wanted to have. And so that’s my journey. That’s where I became passionate because my results came from following a regiment that had nothing to do with medications or tests or MRIs or anything like that. It just had to do with self-aware care or self-conscious care.

And it was an incredible transformation and after battling with the medical system, with the legal system, I found myself in Colorado supporting legislation that was legalized cannabis and developing a lot of the foundation for this industry to thrive. So, through that history, through those years, I developed my passion for public speaking, I developed my passion. I don’t really consider myself a marketer, I’m a storyteller.

Oren Todoros: Exactly. So neither do I think that there are marketing and everything they don’t people have to do. I don’t like to label it as a marketer, but I do like to work with brands and tell their story to find the right angle to find the right thing, to break things down to a more personal human level, as opposed to numbers and statistics where nobody’s really interested in. So I completely understand that it’s hard to label some war myself as a marketer. Sorry, go on.

Sonia Gomez: No, no. It’s because everybody wants a label on what they do and I’m more authentic about it. I’m just very rolly telling you my fucked-up journey to get to where I am right now. And we all think that the road to entrepreneurialism is the straight line and it’s not.

Oren Todoros: So, I think that your road was a little bit different from mine as you started from more of a medical sort of experience more medical background, whereas my journey into this industry started more from first of all, from the interest of an emerging industry, about fastly changing and evolving industry, and of a personal and professional needs to find a specific niche that I connected with him that I can bring in a little something extra too. To bring 15 years of experience into an industry that we’re still sort of taboo wasn’t talked about so much even a year ago. Things weren’t as open as they are today. It still really surprises me to this day that I meet with people in

Oren Todoros: boardrooms and suddenly talking about cannabis, it has become an open subject that whereas a year ago, I would talk to people, like look at the same lame jokes that people have to make around the subject. So now it’s completely viable. People are talking about it, it’s happening. It’s something that big businesses are definitely taking seriously. And a year ago, when we started, I can honestly say that there weren’t so many events or meetups or get-togethers around the industry. And that’s one of the ways that we started building a name for Canna Impact and I’ll tell you a funny story. The first way or method that I used to really get the word for Canna Impact, just understand if there was a need for a creative agency into space was as simple as hosting a meetup that I promoted on a Facebook event and we decided to host like a two-hour meetup.

I didn’t know anything about the industry didn’t know anybody in the industry. I just decided to host an event. We invited people to our front lawn or the backyard I should say Mr. meeting space of our office and about 100 people registered for the two-hour meetup. That’s okay. Now a hundred people registered, I have to find speakers. So I started looking around for people to speak at this event. At the end of the day, it was fantastic. There were 100 people who showed up, I got three amazing speakers to give, 15-20 minute presentations. And then I realized, okay, that there’s a huge need for this. I mean, if the other people showed up, and I know nothing about it, let’s see how I can learn more about the industry, what their needs are, what their challenges are. And that’s how we built out.

So, every two months, I should say, since for like the past year, we’ve been hosting meetups, to our meetups, where there are now about 100 and 150 people that show up at a time each of these meetups now we’re not in the backyard of our office but We Work at Microsoft, and these co-working spaces where again a year ago, we work and said I need a meeting space for 100 people in the cannabis industry, that wouldn’t have happened. And now you know, it’s become the norm.

Sonia Gomez: That’s pretty remarkable even in Israel which is considered to one of the hubs of cannabis research and development, it’s pretty amazing that there’s still an open conversation to be had, there’s still a lot of curiosity and that it’s not a mainstream subject. Can you share with me a little bit about the temperature there? You know, amongst the general public, I understand that there’s a huge interest in the business side of it. But from the holistic side, having such important research being done right there in your backyard. How is the conversation? What is the research that’s available? do you get? I mean, for me, it feels like if you live in New York, you’re the first one to get the New York Times. It feels let’s say it feels like it should be the same for cannabis.

Israel Research Development

Oren Todoros: What’s happening in cannabis research? Well, honestly, I think the one major advantage that we have here in Israel is definitely that its research, its data, its analysis, it’s all the information that’s being developed and research around with cannabis and cannabinoid system, that’s definitely occurring. I think that if anything does come out of Israel that’s significant and beneficial to the world, it’s going to be better research that was done here, we have a much bigger challenge to get consumer tech products out into the market. But when it comes to actually putting the stamp of approval on existing products, I think that Israel is definitely one of the best places in the world to make that happen.

And the other advantage that we have is that we are a faded community. So especially in the cannabis industry, everyone knows everyone would definitely help each other out. I think that that’s one of the reasons that the meetups that we host consistently work because they’re very down to earth. We don’t necessarily focus on the medical aspect. We tried our entrepreneurs, we try to share information, share things that work and we share the stories that don’t work so well. So one of the things that we hosted recently was a cannabis tech pitch night where we had about I think it was eight starter cannabis startup tech pitched to a host about 100 people or so with investors and analysts in the crowd.

And you know, people sharing your story on why they’re working on their cannabis startup. So there are some amazing stories to be told there. And I think that most of them are of the research industry. So a lot of amazing things coming out of uses for CBD, health and so on. That’s what I’m really passionate about. And that’s what you’re going to start seeing coming out of Israel research development, and some very unique formulations are on CBD.

Sonia Gomez: I agree. We’re already seeing such a huge market opening up here in the United States and people who are in the industry would say that it’s becoming saturated. But since I’m sitting on a peripheral play, I consider myself to be peripheral. I’m not battling it out with my own brand. I’m supporting other brand’s garage so I believe that there’s still this huge opportunity and mainly in the education space and the most powerful way to make the impact is through the story. Can you share with our audience because our audience who are listening to this are patients’ lives who are being transformed by the stories and by the products that are coming onto the marketplace?

But more importantly, we have the budding entrepreneurs, the ones with established brands who want to grow, and the ones who are really interested in wanting to jump into the industry. So what can you share with them about the so there are the three biggest challenges in this space banking and merchant processing, marketing, and advertising and stabilizing your supply chain? Marketing and advertising is killing everybody because they can’t reach the audience. Right? Yeah, It’s a huge, huge issue. So share with us what your tips or tricks or system of telling a good story to capture the attention and connect authentically with the audience you want to serve?

Tips and Tricks of Telling a Good Story

Oren Todoros: Absolutely. So I think that one of the biggest things that we realized and it’s not taught revolutionary, right, I mean, you could say this for pretty much any industry. If the entrepreneur or the business or they aren’t passionate about what they’re doing that’s going to come through in everything that they do. It always surprises me when I’m getting more passionate about one of our clients than the actual clients, right? Meaning it’s like giving me stats and numbers and figures and all this technology that they’re doing. But I don’t feel that passion coming out of what they’re actually doing. And that’s my job, to bring them down to why their clients resonate with what they’re trying to do, with their competitors.

Researching competition is super important. -Oren Todoros Click To Tweet

So, let me take a step back a few things that are super important to me is first understanding who the competitors are. I’m always looking at competitors for advice. And I’m trying to keep them updated about where their competitors are sharing information value to their customers. Before I even start writing one piece of content. I want to know exactly what the competitors are doing. Are they creating textual content, video content? Are they creating professional content? Are they creating some sort of personal content with their mobile devices showing their products, their services, whatever they’re doing the greenhouses and so on? So what type of content are they creating? Researching competition is super important.

The second thing that I think is critical, understanding what channels work best for the clients. So should they be on Facebook, Instagram, LinkedIn, YouTube, or can be focused all of their energy and time and resources on just creating a series of YouTube videos and neglecting the other channels, you know, figuring out what channel works best to reach their audience. As you said, there, you know, there’s a big challenge because you can’t advertise on Facebook or Google chances are things will get declined. So to get around, but there are a few things that everybody can do. So one of them is blog content, consistently writing blog content, sharing information, sharing value, talking about the products and services, how would actually help their end customers. So blog content is number one, number two is press releases PR content, there’s no reason that they shouldn’t be publishing a press release at least once a month.

And here’s the fun part. You don’t necessarily have to have world-shattering news to publish a press release. It could be about a new feature, it could be about somebody they hired, it could be a small milestone that happened at their company. To be world-shattering information, PR is something that I tried to get everybody on board with. The other thing that I really recommend gets involved with is working with influencers. So as a brand you can’t advertise on Facebook and Google but that doesn’t mean that influencers can’t promote your brand for you or talk about your brand, especially like CBD type products right so again, purchasing paid media on the main channels is a huge challenge but working with the right influencers that resonate with the right audience, getting them to talk about your products to try your product is one of the most effective marketing channels.

Sonia Gomez: Yeah, we use influencer marketing, speaking of which, people look at me as an influencer. So that’s the number one thing they reach out to me for and by the time I go through, and review all that they’re content or review their marketing assets or whatever, I recognize that they’re not actually ready for the kind of traffic that I can send them. There’s a lot of technology that goes into bringing the story and the influence on life. If I was just going to send a bunch of traffic your direction, and you don’t have the right infrastructure in place to catch it, it’s not going to produce the results that you want. So you mentioned some key things that that we’re doing and actually one thing that we’re not doing, but it makes perfect sense, the press releases, I think that that’s really super powerful. Because we’re not doing press releases right now. We get mentioned quite a bit, but we don’t do press releases. And I think that businesses or people like to follow the story and the growth of the business. So that’s really super powerful.

Oren Todoros: In terms of press releases there’s actually quite a bit of, there are a few press releases distribution services, and honestly, they’re not always as effective as reaching out to a media or publisher and getting them to write about your story. But it’s quick, and it’s easy and in my opinion, it’s just as effective as writing a blog post, if not more. So, if you have a good story to tell, you have an amazing guest, we shared some amazing tips, why not write a press release about that, and you know, get the word out on a consistent basis, once a month, the worst that will happen is that you’ll get a few extra mentions on on on Google search, which is something that everybody will be happy with.

Sonia Gomez: So what you’re saying is you want me to write a press release about this interview.

Sonia Gomez: I can take your hand, I can take your head. What about the compliance piece of this? I mean, it’s all exciting to be able to produce content and tell your story and wanting to use testimonials. But there’s a lot of limitations that don’t allow us to do what feels most natural to us as a business owner. And we feel proud of the results that we’re creating. And we feel proud of the people whose lives we’re impacting. We want to be able to share their stories and yet the FDA and the FTC are sending out letters, warning letters that really put companies at risk. If their testimonials are too explicit, or if you know their blog posts or whatever it is their content, they’re even looking at how their employees are interfacing or interacting, commenting, and so forth. Yeah. So how do you get around? Or what are some of the key considerations that you need to be aware of when you’re producing content? How do you get around the compliance piece?

Getting Around Compliance

Oren Todoros: So I think that one of the things that we always try to do is we, first of all, we never try to make any medical claims. That’s obvious, it has to stay completely at a high level. Honestly, I also try to never really incorporate people’s actual names connected to an actual case. One more thing on a high global level, if everybody can fall in that trap of getting hit by some sort of a legal letter or so on, but when it comes to any type of Medical claim or connected to somebody’s actual name or actual persona. That’s something that we try to stay away from. And interestingly enough, we are now working with a startup that is launching a sort of a CBD review site for products that will allow people to review CBD products from other brands on a very unbiased level.

And the nice thing about it is that it’s not the brand making the claim it’s going to be actual users talking about their experience. So there’s these new platforms that are out there that could be leveraged, you know, towards getting more exposure for a brand or a product. But I completely agree that and that’s one of the big challenges, right? It’s one of you never know what you’re going to be hit with. And that’s one of the challenges that we’re faced within this industry. Be consistent. These are the unknowns that come up on a regular basis, they just have to roll with them and try to understand how to optimize going forward.

Sonia Gomez: I 100% agree we you know, one of the things that we talked about Went in our Emerald circle mastermind which is a one year a 12 month mentoring program that we work specifically with cannabis and hemp companies to start, build, grow to scale their companies and a lot of them are looking to duplicate what we have created, which is an internal ecosystem that we can promote to over and over again, and focus specifically toward their brand or towards their niche. So we advise in two different ways that because there are two different governing agencies that will manage content over product and as a product, you’re a lot more limited to what you can say and what you can do around the results, the efficacy of the product, really, you can only share features as a brand. But as the media company, you can say whatever the fuck you want. I mean, we can tell incredible stories people can say that their babies were all of a sudden grew wings and started to fly. They can say near anything as long as we don’t use words like cure, treat, these medical terms, right? So we were advising and, and actually teaching these brands how to build a separate media channel that they can produce content stories and create engagement.

Oren Todoros: And use that to leverage their brand.

Sonia Gomez: Yeah, exactly. We’re developing the different points of contact, whether it’s a messenger, SMS, email list, and we are using all of these different points of contact, to be able to share and bring brand awareness, story, brand awareness, all of these different things. So it’s been working really super well. And I think a lot of you who are listening right now are trying to understand where the loopholes are, with all the restriction right rules are made to be broken in my opinion. So how do you break the rules and that’s one of the ways that we’ve been able to do it.

Oren Todoros: That’s an excellent point. I think one of the things that businesses have a lot of trouble with, is understanding that they need to create media, right, they have to be not just about creative promoting their product, they really have to educate their industry, educate their clients, educate the market that they’re in. And by doing that they have to be consistent about writing blogs, about creating video content, I’m very, very passionate about and I’m a big believer in the fact of the video medium.

And one of the things that I really recommend for almost every industry is that businesses will invest thousands of dollars in one super long, glossy, amazing video I feel like all the video that runs for a couple of minutes and nobody’s really interested in as opposed to creating a series of smaller ones to two minute videos that are probably going to cost them less and then they consistently publish on a weekly or monthly basis they’ll publish a video every month or two months and keep getting the exposure get more video views. Get more exposure for your product, educate your market to create a story around the series of videos, instead of spending thousands of dollars throwing one video on YouTube and hoping that something happens.

Sonia Gomez: I agree, most of my content is shot with my half-broken iPhone 8.

Oren Todoros: Your audience connects with that because it’s authentic, and it’s you and you’re bringing yourself to the table. And that’s the fear that most businesses have. They think that everything has to look polished and fantastic and has to be a big budget. And that’s not necessarily what people want. A good example of that is if you look on some of the leading Instagram accounts, you’ll notice that the images that get the most engagement are the ones that are more authentic, you know, celebrities at home with their kids, or do random things. Those are the things that people really resonate with. People want to see, the real behind the scenes true and not the ultra lofty high-quality production necessarily sure that has to be there as well. But I think that you know, consistently creating a video, even this type of content, connecting with people, finding channels like this where there’s that they could share their story and talk about their brand or service or one gotten to the point that they are a fantastic way to get more visibility and exposure. And most people won’t even do that, you know, they just expect clients to find them or customers to find them. And that, you know, is definitely the wrong way to go.

Sonia Gomez: So what do you think about brands or business owners who are, you know, conservative or, you know, have to be really conscious about the budget that they’re spending? I think that that’s a huge consideration when somebody is looking at their different channels or opportunities for brand exposure or advertising is the budget that they’re working with? What are some really cost-effective methods that you use to help a brand at any level and make the biggest impact with the least amount of budget, with a while not with the least amount of budget, but without having so that they can diversify their exposure? Let’s say somebody has a 10 thousand dollar budget for advertising? What are three to five ways that you would recommend they allocate that those resources so that they can get the most bang for their buck?

Effective Ways to Allocate Your Resources

Oren Todoros: Okay, well, first of all, I think it’s super important for the client to understand who their core audiences. And we’ve seen this happen over and over again where people rushing to create, whether it’s expensive images, videos content of any kind without really thinking of the end goal.

Sonia Gomez: They think it’s for everybody.

I highly recommend that they spend time to figure out who their audiences, where their audiences spending the most time, whether that's LinkedIn, Facebook, Instagram, YouTube, wherever they are. -Oren Todoros Click To Tweet

Oren Todoros: Right? So it’s never for everybody. First of all, I highly recommend that they spend time to figure out who their audiences where their audiences spending the most time, whether that’s LinkedIn, Facebook, Instagram, YouTube, wherever they are, figuring out where the client is going to connect with their content on the ice level, understanding who their audiences, what are the main challenges for their customers, right? So if they don’t know what the problem is and what challenges their customers have, creating any type of content around, that is going to be even harder. You might think that you know, if you don’t necessarily know what a problem is, you’re not going to know how to create anything that might solve it.

Another challenge that I see is our own that I see before I dive into those tips is that in a lot of cases, businesses create a lot of content about themselves. We do this, we do that we’re great because without really taking time to figure out what are the main challenges or how it’s going to help the customer in any way. So I like to look at that side of things first, what the big problem is for the customers and I like to start stories with, we know you have a problem with x. And this is what we do to help you solve it, you know, taking a look at that really solves a lot of problems in the long run. How do you stretch out the budget and really focus on a few different channels to maximize your resources?

First of all, with any type of content that you create, there’s always a few stories to tell. So if you’re creating video content, I like the whole behind the scenes you know shooting stories for Instagram for example of shooting day for our brand showing the team getting prepared showing that’s why the big on Facebook and Instagram story is a fantastic way to create exposure before you’ve ever even created any type of content. Now once you have the actual content, whether it’s video content or snow or anything that’s higher production, you can take smaller parts of that and use it across different channels.

So if you have a video, for example, cut that down into smaller videos, 15 seconds segments, post them on Instagram, post them on Facebook, it’s gonna help you stretch it out a little bit more, write a blog post about why you created a video and inviting people to view your video. So blog post again, once that’s done, right, why not write a press release about we’ve just released this fantastic video, we’ve invested a month of research to know what our customer’s challenges are, and amazing video that we’ve just released. So taking whatever you’re creating, breaking it down into smaller segments, blog content, stories, Instagram, Facebook, there’s no reason not to do this.

Every little thing that somebody does can be used to create additional content. -Oren Todoros Click To Tweet

And here’s another little tip. Even if you’re just doing something as simple as attending an event or presenting at an event, take a pictures of that big pictures or people at your booth, or people were giving a talk at an event, have somebody on the team take pictures of the person presenting from the company and use that as a blog post? share video about it, share stories about it. Every little thing that somebody does can be used to create additional content.

Sonia Gomez: Yeah, I think that there’s a lot of missed opportunities. I think business owners are so busy being busy that they forget that the things that they are doing, are actually a part of the nostalgia and there’s this huge reality movement where people want to see the truth behind the camera. They’re, tired of the high gloss editing, they want to see the human in the picture.

Oren Todoros: What actual people buy from, right, they to buy from other people. They’re not going to go and buy from a glossy magazine cover. They’re going to come and buy from people that they connect with on a very human authentic level. And it doesn’t matter how technologically advanced or medical your product or service, maybe people want business and people want to connect and buy from others that they trust. And the more you share, the more they’ll trust you the more than they do and that’s what we always try to make happen on an ongoing level.

Sonia Gomez: Okay, so talk to me a little bit about your services then you are an agency specifically focused on cannabis and hemp. You’re doing a lot of really cool stuff in this space bringing the community together where you’re at. Are you serving an international clientele?

Types of Clients He’s Serving

Oren Todoros: Yes, well, most of my clients today are based in Israel but they’re their clients are our global clients all of our clients are local with a global customer base. So give me an example Seedo is one of our customers. Seedo is a home grow device that allows people to grow their own cannabis at home using an automated grow box.

Oren Todoros: Beautiful, you should check it out. And they launched I’d say about two years ago, we started working with them up buddy do yourself. So that’s a perfect example of a client that we work with and we help them with their content strategy. Our email marketing, social content, press releases anything that content-oriented. So, that’s one of the big advantages that we have or the benefits of working with Canna Impact. The other side of things that we offer the other type of services that we offer our brand design, brand, UI/UX, Webdesign, packaging. So we’ve got a complete 360 in terms of content, brand design, as well as the marketing aspects. So you know, people come to this very state stages of their life cycle very early on, before they even have a product and we help them with the research, the competitive research, the brand messaging, content strategy, while other clients that we work with are more advanced along the way, and they already have an established product and are just looking for that extra visibility or product promotional aspects.

Sonia Gomez: Nice. Love that. Well, it sounds like you guys have some really cool things going on there. I love you know, when you started to talk about meetups, I got all giddy because I talked. I have some folks who are coming through our certification. Programs who are entering into the industry.

Oren Todoros: You should come here.

Sonia Gomez: I would love to come. Oh my, they would probably think that I was right from there.

Oren Todoros: One more thing I want to tell you and your audiences that Canna Impact has a private Whatsapp group, I’ll be happy to send you a link for cannabis industry professionals, entrepreneurs, investors. It’s a very tight-knit group, we have about 100 people in the group right now we really let people in very sporadically, but I think that your audience would really benefit from our group. And I think that vice versa, we’d love to have you guys join us and help us grow the group and share your value with it as well. And that’s another example of something that we do and try to build these very small communities of people helping each other out. And along the way, you know that that’s really what helps build the brand from the PR side, the content side, as well as just general information and value that they all share.

Sonia Gomez: Yes, I would love that. And you guys for those of you who are listening will post the link so that you can get direct access into the group. Find out more about what Canna Impact is doing over in Israel and around the world. I think this is such an exciting time to get connected with you. We’re always looking for strategic partners and people who are doing things well in the industry to share the opportunity with and I’m so excited about this interview because I didn’t even have to do much talking. You’re everything that you’re saying is in direct alignment with the things that we teach and share with our audience and with our business owners who are just doing everyone’s just doing their best, right? We all want to be able to be in service to our communities.

Oren Todoros: this industry is that that we’re all you know, the playing field, the soul level of whether there are companies with extremely high budgets or fairly limited budgets, everybody’s on the same level, playing field, we’re all going through the same challenges so that there’s so much opportunity to really you know, branch out and grow.

Sonia Gomez: Yeah, it’s so true everywhere. I call it cannabis and hemp the great equalizer. It does not know create and it does not know color, it’s going to give everybody the same hard time. But it’s also going to create a lot of incredible change too. And we’re happy to be a part of it. I would love to find out more about coming over to Israel, that would be like the most exciting.

Sonia Gomez: And you know, any of your links to all of the information that you shared, we will be posting around this blog post. But why don’t you just go ahead and verbalize really quickly if they want to find out more information about you, or potentially working with you where they can find you?

Oren Todoros: Sure. The easiest way to find us is to visit our website, CannaImpact.co. Visit the site from there, you’ll find us on Instagram, on Facebook, or pretty much anywhere, but it’s really just as simple as searching for Canna Impact, chances are, you’ll end up on the meetup page because that gets a lot of exposure. But even from there, there are links that will lead you back to the website so just follow cannaimpact.co and we’ll be happy to talk.

Sonia Gomez: Awesome I’m so grateful for your time today and sharing your wisdom with us. This is such an exciting thing to hear. And to know that there are other like-minded folks out there who are focusing on the stories. Sometimes I feel like I’m harping on it so hard, telling your story and how to tell your story but it’s refreshing to hear that somebody else is out there pushing the same thing. For those of you who are listening in today. You know, it’s important for you guys, when one of the major takeaways I want you to have from this interview here is no piece of information is too small. Everything that you do is a huge part of what’s going to make you successful in your business.

And because we are pioneers in this space, imagine what it would have been like to have a GoPro camera connected to one of the canvas-covered wagons on their way pioneering out to the gold rush. If you could just see the landscape firsthand or see the herds of Buffalo or the Indians or whatever it was that they were witnessing in their landscape while pioneering a New Frontier, we are the exact same thing and we’re going to look back at this time in history and wonder what were the little things that made this big opportunity come to life. And for every one of you who are working in this space, we’re looking for your way into this space or whose life is being transformed by this product. While we are up against the biggest disruption in healthcare that we will ever witness in our lifetime.

While we are developing the fastest growing cash-rich industry in the world, and while we are innovating products and services and plans that will help rejuvenate our planet, our bodies and bring our communities together, we need to document this so that the truth about cannabis and the journey that we’ve come through to make it safe and accessible to those of you who need it and want it can be brought to the surface and have the light shined on it so that the generations of misinformation can dissolve and disappear quietly and we can really start to celebrate the power of this incredible planet, and the medicines that are produced on it. So thank you so much.

Oren Todoros: I really couldn’t have said it any better myself. And I completely agree with every single word that you said that you shared. And that’s a fantastic point, the little things that we share will be a mountain add up along the way, and on a personal level, going back and looking at the progress of what we’ve been doing, and then going back to our clients and showing them the progress that they’ve made along the way, that’s the best proof that we could ever deliver.

Sonia Gomez: Yeah, you know, I think that as we’re I consider us entrepreneurs to be artists, we’re really painting a new landscape here. And so when you’re that close to the painting, it’s hard to see the details in your work. But you have to step back to see like Wow, I can’t believe how much progress we’ve made and the milestones that we’ve hit. So give yourself credit for the journey that you are on and the milestones that you are hitting right now.

Oren Todoros: Again, it in a few months and will be a little bit more advanced in a little bit on a larger scale, and hopefully have our first event in the US. Actually, it’s a funny thing, I’ll just share one more quick thing with you. We did have one event that occurred or a meetup and a tech meetup that occurred in Texas. And that happened from connecting with somebody on LinkedIn, that happens to be in Texas and like what we do, and we kind of give them all the resources, the images, we help them find the location, they took the ball and ran with it and hosted the first Canna impact event in Texas talking about hemp and CBD and the legalities around it. And that, it was an event that we didn’t even have to be there physically. So it’s just amazing how things evolve and snowballed just by sheer people wanting to help.

Sonia Gomez: It’s super powerful. The internet is bringing a whole world together and it’s, it’s pretty amazing to be a part of and for those of you guys who are looking for a way to get into the industry perhaps Canna Impact in your local town and community may be a good way to do it. That’s all the time that we have today. So we’ll post more information about all of the different things that we’ve shared. There will also be a detailed blog post underneath the video so you guys can go through and hear some of the highlights of our conversation.

Make sure that you check us out at theemeraldcircle.com if you are looking for your unique way to position yourself for success in the industry, or if you already have an established brand, and you need support solving the biggest challenges in this space so that you can grow scale and make the impact that you want to make with your products and services. We are here to help. You can also check us out on medicalsecrets.com if you are a patient looking for products and information that will help transform the way that you feel and function every day. I’m your host Sonia Gomez, and this is The Hemp Revolution. Thanks so much, Oren your time this was an awesome interview.

Oren Todoros: Thank you. I appreciate it.

Sonia Gomez: You’re welcome. Take care guys. I’ll see you on the next episode.

Sonia Gomez: Thanks for listening to another Rockstar episode of the hemp revolution podcast. I’m your host Sonia Gomez. And just for you, we took notes on this episode along with the links and other resources mentioned inside of today’s show. Get them for free right now by going to the Emerald circle.com. Now, if you want more on this, please subscribe to the show on Apple podcast or wherever you like to listen and you will be automatically entered into our monthly giveaway where you can get swag bags, all kinds of cool gifts and discounts from our guests and exclusive offers that are only mentioned right here in the hemp revolution podcast. I can’t wait for you to share this with your friends. With your help. We’ve been able to impact millions of people’s lives around the world with the truth about hemp and cannabis. And we know that you love us so much that you’re going to leave a review and rate us right now on your favorite platform. to absorb content just like this now, we challenge you to dream big and love the life that you live. Thanks so much and we hope to see you on our next episode of the hemp revolution podcast. Ciao for now.

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