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Case study

Exponential Growth for a CBD Brand, Against the Industry’s Headwinds

150% average annual revenue growth over three years, and retail presence past 500 stores.

Client
Health and wellness CBD company
Stage
SMB or Mid-Market
150%AVERAGE ANNUAL REVENUE GROWTH500+RETAIL STORESSTARTYR 1YR 2YR 3Client results

The challenge

Regulatory uncertainty and a flood of new competitors had growth stuck at modest year-over-year gains.

Three forces holding it back

A CBD company in the health and wellness sector wanted to expand its market presence into rising demand for natural products. Three forces were holding it back.

WHAT WAS HOLDING IT BACKRegulationEvolving and inconsistent, closing off specificmarketsNew entrantsFlooding in, pressuring pricing anddifferentiationFlattened growthModest gains, starving investment in newproducts and marketsGROWTH STUCK AT MODEST YEAR-OVER-YEAR GAINS
WHAT WAS HOLDING IT BACKRegulationEvolving and inconsistent, closing offspecific marketsNew entrantsFlooding in, pressuring pricing anddifferentiationFlattened growthModest gains, starving investment in newproducts and marketsGROWTH STUCK AT MODESTYEAR-OVER-YEAR GAINS

The approach

We ran this through our Demand Generation practice on four fronts.

Four fronts, quality first

Quality assurance came first. Market expansion went step by step, consumer education built understanding, and retail partnerships with established online and brick-and-mortar players widened distribution and brand visibility.

FOUR FRONTS, ONE DEMAND GENERATION PRACTICEQuality assuranceThird-party testing, resultsshown openlyMarket expansionStep by step, clearer regulatoryregions firstConsumer educationA blog and expert-led webinarsRetail partnershipsEstablished online andbrick-and-mortar playersCREDIBILITY, DISTRIBUTION AND BRAND VISIBILITY
FOUR FRONTS, ONEDEMAND GENERATION PRACTICEQuality assuranceThird-party testing, results shown openlyMarket expansionStep by step, clearer regulatory regionsfirstConsumer educationA blog and expert-led webinarsRetail partnershipsEstablished online and brick-and-mortarplayersCREDIBILITY, DISTRIBUTION ANDBRAND VISIBILITY
QUALITY ASSURANCE FIRSTTHIRD-PARTYTESTINGRESULTS SHOWNOPENLYWebsite and socialTO BUILD CREDIBILITY

Tested, and shown openly

Quality assurance came first: third-party testing, with results shown openly on the website and social channels to build credibility.

MARKET EXPANSION, STEP BY STEPCLEARERREGIONSCOMPLEXREGIONSFIRST, A FOUNDATIONTHEN

Clearer regions first

Market expansion went step by step, targeting regions with clearer regulatory environments to establish a foundation before entering complex ones.

CONSUMER EDUCATIONAn informative blogExpert-led webinarsOn benefits, uses and safety

Education on benefits, uses and safety

Consumer education ran through an informative blog and expert-led webinars covering benefits, uses, and safety.

The results

Revenue grew at an average of 150% annually across three years, far outpacing industry norms.

150% a year, three years running

At a steady 150%, each year is two and a half times the one before, and the bars are drawn to that from zero. The case gives the three-year average, so the steady rate is the drawing’s, not a claim about any one year.

REVENUE, AT 150% A YEARSTARTYEAR ONE+150%YEAR TWO+150%YEAR THREE+150%Drawn at a steady 150% a year. The case gives the three-year average.Client results
REVENUE, AT 150% A YEARSTARTYEAR ONE+150%YEAR TWO+150%YEAR THREE+150%Drawn at a steady 150% a year. The case gives thethree-year average.Client results
RETAIL STORES500+ACROSS MULTIPLE STATESOne dot for every ten storesClient results

Past 500 stores

Education and transparency opened new markets, taking retail presence past 500 stores across multiple states.

AGAINST THE INDUSTRYINDUSTRY NORMS150% A YEAR, ON AVERAGEClient results

Far past industry norms

That rate of growth far outpaced industry norms.

WHAT QUALITY BUILTA brand identity built on qualityCustomer loyaltyWord of mouth, on its ownClient results

Loyalty that sells on its own

The commitment to quality built a brand identity strong enough to generate customer loyalty and word of mouth on its own.

RelatedDemand generationHealthcare & wellness

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