WEBVTT - Vic Mensa Explains Why Publicity Is More Important Than Advertising

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<v Speaker 1>There was a few points, but I wanted to go

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<v Speaker 1>back to the other point because it was very insightful.

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<v Speaker 1>You said, marketing over advertisement.

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<v Speaker 2>Yeah, publicity advertising, And that's.

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<v Speaker 1>Something that's extremely important for anybody in business to understand

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<v Speaker 1>because the thing it's like ten times more stickier if

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<v Speaker 1>it comes organically as opposed to an AD, and it

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<v Speaker 1>actually helps advertising as well, just to have more of

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<v Speaker 1>a brand recognition.

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<v Speaker 3>So now when you see an AD, now you're more

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<v Speaker 3>likely to engage with that ad from that.

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<v Speaker 1>So being that that's the case, what exactly is your strategy,

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<v Speaker 1>like come on different podcast shows?

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<v Speaker 3>Is it social media? Is it print? Is it just

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<v Speaker 3>everything all wrapped in one.

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<v Speaker 4>It's definitely a multi layered strategy that I've been taken

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<v Speaker 4>with ninety three boys, I think to begin with, as

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<v Speaker 4>I said, I've wanted to make sure we were the first,

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<v Speaker 4>so that means certain things I had to push to

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<v Speaker 4>the side so that I got in there first.

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<v Speaker 2>Tyson was two weeks later, you know what I mean.

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<v Speaker 4>My claim as first black brand wouldn't have been true anymore.

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<v Speaker 4>Mike Tyson Tyson two point zero. So we got into

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<v Speaker 4>dispensaries right before Mike Tyson did. In Illinois being first,

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<v Speaker 4>you know, really using these community initiatives obviously to uplift

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<v Speaker 4>the people, but also to impress our brand identity, you know,

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<v Speaker 4>on the mind of the Chicago consumer. My brand identity

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<v Speaker 4>is that. So ultimately I was just transferring that into

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<v Speaker 4>ninety three Boys. We did a campaign where we were

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<v Speaker 4>giving away free gas. Gas prices was through the roof,

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<v Speaker 4>and so we went to the gas station in the

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<v Speaker 4>trenches and just like stood there asking people do you

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<v Speaker 4>want gas? You know what I mean, and feeling people's

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<v Speaker 4>tent and sent that around to the different platforms, you know,

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<v Speaker 4>different pages on Instagram, so they could talk about ninety

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<v Speaker 4>three Boys as opposed to just me screamed down your ear,

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<v Speaker 4>like listen to me, We're dope, Like I'm like nah.

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<v Speaker 4>Send it to a bunch of different people. Let them

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<v Speaker 4>tell you that we're dope like we said. You know,

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<v Speaker 4>that's publicity over advertisement, because at first in the budget

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<v Speaker 4>was billboards planned, But through studying I learned that statistically

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<v Speaker 4>billboards are actually more impactful for a largely established brand

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<v Speaker 4>to just stay present in the mind of their consumers

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<v Speaker 4>before a new venture, a new brand, you want other

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<v Speaker 4>people telling your story for you. So definitely interviews and

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<v Speaker 4>podcasts and genetics though, I mean, when you're talking about cannabis,

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<v Speaker 4>it's like it's got to come down to weed. So

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<v Speaker 4>that's a space in which we've just been doing a

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<v Speaker 4>deep dive to really nail our genetic portfolio before even

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<v Speaker 4>introducing new skills. Like I've learned a lot though in

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<v Speaker 4>the past year. One thing I didn't know coming into

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<v Speaker 4>it is that pre rolls are really the cream of

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<v Speaker 4>the crop in cannabis. Super convenient, very convenient, and it's

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<v Speaker 4>something that you don't buy from your weed man.

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<v Speaker 2>Like your weed man ain't in a roll your weed

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<v Speaker 2>for you. A couple of them will, but that's kind

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<v Speaker 2>of we I have to get somebody to roll it

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<v Speaker 2>for you.

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<v Speaker 4>You know what I mean, Like it's a higher level

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<v Speaker 4>of luck. Yeah, look, yeah, it's just it's just simple.

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<v Speaker 4>It's easy as it's also a lower price point because

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<v Speaker 4>taxes in cannabis are crazy. So you know, we've gotten

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<v Speaker 4>too a space where like our pre rolls are like

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<v Speaker 4>the highest selling skw in some stores, like across all

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<v Speaker 4>the brands, and that's not even really geared towards the

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<v Speaker 4>like the real heads, the.

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<v Speaker 2>Real stone of smokers, dispenser is a different game.

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<v Speaker 3>Man.

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<v Speaker 2>It's like, especially in Illinois, so you're a final smoker.

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<v Speaker 4>That's for like just regular people, bro, Like that's one

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<v Speaker 4>thing your people is like there are so many mothers

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<v Speaker 4>and grandma's and just like coders and regular working people

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<v Speaker 4>that really shop in the dispensaries like your weed snobs.

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<v Speaker 4>Illinois is not there yet. The quality standard is not

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<v Speaker 4>to that level. Like weed snobs that are my friends

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<v Speaker 4>will go to LA and just like buy out Jungle

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<v Speaker 4>Boys or something because it's a flex too, but none

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<v Speaker 4>of them shop at dispensaries in Illinois. They probably go

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<v Speaker 4>buy my shit to tell me or say they did,

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<v Speaker 4>but it's like, I know, they don't shop in dispensaries,

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<v Speaker 4>you know what I mean. I'm not even particularly focusing

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<v Speaker 4>on them. Ultimately, I do want to onboard our community into.

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<v Speaker 2>The dispensary space.

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<v Speaker 4>That is one of my aims with this brand and

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<v Speaker 4>with this movement, but I'm also not particularly concerned with

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<v Speaker 4>it right now because there's so many people that don't

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<v Speaker 4>even look like us or hang with people.

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<v Speaker 3>That I've seen.

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<v Speaker 4>It.

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<v Speaker 5>It's like for that professional person who I mean, they

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<v Speaker 5>might just go out on their break and like I

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<v Speaker 5>got to take a couple of pulls. It's like I

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<v Speaker 5>don't have time to take out. We roll it up

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<v Speaker 5>put like you don't have to do it exactly. I mean,

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<v Speaker 5>but I was just thinking as you were saying that

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<v Speaker 5>the ten thousand dollars gas giveaway, I'm thinking about the

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<v Speaker 5>double entendre there, like giving out gas.

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<v Speaker 2>But you said gas is the word. You know what

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<v Speaker 2>I'm saying.

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<v Speaker 3>So there's a double on tantras that that was the play.

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<v Speaker 4>Yeah, I just want to nail the word gas into

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<v Speaker 4>your mind. So when you think of ninety three boys,

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<v Speaker 4>then you think gas, you think yellow.

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<v Speaker 3>So we'll get yellow.

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<v Speaker 4>Just chose it randomly, No, because at the gas station

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<v Speaker 4>the labels for ninety three or eighty nine are yellow

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<v Speaker 4>in Chicago at least yellow and black. So that's why

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<v Speaker 4>I went with that color scheme. Like I would like

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<v Speaker 4>to get to a point where I can do a

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<v Speaker 4>billboard off the side of the road and all it

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<v Speaker 4>says is a yellow screen with gas in black letters.

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<v Speaker 2>You know, you just know what it is.

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<v Speaker 3>It's like spre It's like supreme.

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<v Speaker 5>It's even that it's like uh Berner. When you see

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<v Speaker 5>that blue sea, you'll see.

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<v Speaker 2>The Blue Sea and you don't need to see cooking.

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<v Speaker 4>You know.

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<v Speaker 3>It's like obey, you know that's that.

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<v Speaker 2>Was that was crazy? This isn't it?

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<v Speaker 3>Like you know what I'm saying. But some things, you know,

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<v Speaker 3>when you.

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<v Speaker 4>I mean, like having a brand is so strong that

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<v Speaker 4>you don't even have to put its name.

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<v Speaker 1>It's like it's like all money in Yeah, you just

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<v Speaker 1>see the logo and you know it's already synonymous with

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<v Speaker 1>Nipsey Hsu and all money and in a variety of

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<v Speaker 1>the different things I come along with it.

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<v Speaker 4>But you spoke, you spoke about the verticals like Crenshaw, right,

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<v Speaker 4>because that's not the name of the brand, but it's

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<v Speaker 4>enough stuff. It's synonymous color. You see Crench knows that

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<v Speaker 4>like that's about That's not just the street.

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<v Speaker 2>That's it, you know what I mean exactly. M m

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<v Speaker 2>m

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<v Speaker 1>M mmmmm