Diablo Nutrients

Seeing Through the Smoke

When we began working with Diablo Nutrients, they had little understanding of their own marketing funnel. While they had a general understanding of their target market, they wanted to take their marketing to the next level, especially online. In order to do that, they needed to understand their own brand's strengths and weaknesses and find a niche for themselves in a crowded cannabis growing market.
  • Selling Diablo Nutrients products to large cannabis producers is difficult due to strict government controls and tight margins
  • Cannabis growing supply is a competitive market dominated by several big players in the space
  • Diablo's brand is young and not yet well-known, though their team has decades of combined experience in the industry

THe CHALLENGE

When we began working with Diablo Nutrients, they had little understanding of their own marketing funnel. While they had a general understanding of their target market, they wanted to take their marketing to the next level, especially online. In order to do that, they needed to understand their own brand's strengths and weaknesses and find a niche for themselves in a crowded cannabis growing market.
  • Selling Diablo Nutrients products to large cannabis producers is difficult due to strict government controls and tight margins
  • Cannabis growing supply is a competitive market dominated by several big players in the space
  • Diablo's brand is young and not yet well-known, though their team has decades of combined experience in the industry

THe SOLUTION

Before we could make recommendations or put a plan into place, we needed to understand their industry and competition. We began by compiling a market research document, using customer information from their website and social media channels as well as data collected from a marketing survey we administered. This research helped us understand Diablo's target markets more deeply, identifying primary and secondary customer personas and the most effective channels to use to speak to each. We analyzed competitors large and small to identify opportunities for growth and establish a clear picture of Diablo's market position.
  • Explored market position to identify brand and business strengths and weaknesses
  • Developed a series of detailed, data-driven user personas to inform social media, newsletter, and blog content
  • Provided a roadmap of future projects and tasks designed to increase Diablo's market share and improve marketing attribution and data collection

THe RESULTS

Our market research helped Diablo's marketing team get on the same page and coordinate their efforts. It continues to inform Diablo's social media and newsletter content strategies and offers insight into their customer's needs as they continue to grow their market share.

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