Tom’s Tumbler is a manufacturer of bladeless tumble trimmers. The gentle, mesh-netted batch tumblers and continuous feed PYTHON series is available in eight sizes, trimming wet or dry. The technology works fast while preserving flower’s structure and trichomes. Tom’s Tumbler products help growers with small to large harvests save time and money at a price point that’s lower than competitors’ trimmers and delivers better results.

To connect with cannabis and hemp license holders throughout the United States via phone, email, and direct mail, Tom’s Tumbler subscribes to the Cannabiz Media License Database and uses it to support the company’s sales, marketing, and business development initiatives.

The Problem

Tom’s Tumbler wanted to generate more orders for its trimmers than it was getting from its marketing investments, including its direct mail initiatives. 

The Solution

Following a long-term strategy of testing and narrowing its target audience to improve its direct mail results, Tom’s Tumbler used the Cannabiz Media License Database to:

1. Find the right people to promote its products to
2. Determine what type of messaging performed the best
3. Find opportunities to improve content relevancy
4. Identify the best timing to connect with target audiences based on geographic region, time of year, indoor vs. outdoor growing, and more
5. Determine the best performing direct mail piece format, size, and design
6. Identify the most effective ways to integrate direct mail, email, and phone outreach to get the best results

As Tom’s Tumbler Marketing Director Cyndi Wyatt explains, “We send postcards to people who have clicked or opened email messages we’ve sent, and then we follow up with a phone call. Then, we monitor the leads. We may have even seen them at a show, so there are lots of touchpoints with the brand. We did a lot of strategic testing in small areas to improve our marketing results.”

Through testing, Tom’s Tumbler has developed a repeatable process that works using the Cannabiz Media License Database. “Cannabiz Media is the most powerful tool in our marketing toolbox,” says Cyndi. “I use it extensively, and now, we can map out the entire year of marketing initiatives. 

“We worked so hard to find lists in the past, but the Cannabiz Media License Database gives us so much more. If I get a business card, all the information about the person isn’t on the card. I search in the Cannabiz Media License Database, and I get more information to build a profile. Now, I can plan ahead, and the Cannabiz Media support team is so helpful!”

The Results

Thanks to Tom’s Tumbler’s commitment to a long-term integrated marketing strategy based on testing, tracking, and improving, the company generated $100,000 in sales from its direct mail program in 2021. 

“In 2022, we can send fewer postcards because we’ve narrowed down what works,” Cyndi explains. “It saves us so much time! For example, we know we need to send to engaged leads in small areas, and the messaging has to be short and relevant. 

“We also try to be educational before we try to sell. You have to know your customer and talk to them and their needs in your email marketing. We genuinely want to help, therefore, authenticity is important in our messaging. Then, when they get the postcard, it asks them to schedule an onsite demo, and the field rep’s name is added with a sticker. It’s all very strategic.”

Success Tips

After so much testing, Cyndi has a number of tips to share about leveraging the Cannabiz Media License Database to implement an integrated marketing plan. “Be relevant,” says Cyndi. “Use the Scorecards feature in the Cannabiz Media License Database to be more strategic. For example, focus on one county in Oklahoma rather than the whole state. Say something really relevant in an email campaign first, and then follow up with direct mail and a phone call.”

Cyndi also recommends considering seasonality if you’re mailing to cannabis cultivators. She explains, “Using the canopy size and indoor vs. outdoor grow environment filtering criteria in the Cannabiz Media License Database is extremely helpful. Outdoor grow seasons differ, so target indoor growers during the first quarter. Segment by canopy size and send a different mailer to smaller growers vs. larger growers. You have to know who you’re sending to and be relevant using short and powerful statements.”

Even if you’re not a seasoned direct mail expert, you can follow Cyndi’s tips to get started. She advises, “Test mailer formats and sizes, and don’t sweat the small stuff, like mailers that are returned. It only takes a few sales for the mailer to pay for itself.”

For more industry insights from the Tom’s Tumbler team, listen to Cannacurio Podcast Episode 25 with Tom Bruggeman and Mike Bracewell of Tom's Tumbler.

To learn more about how the Cannabiz Media License Database can help you connect with cannabis and hemp license holders to grow your business like Tom’s Tumbler, schedule a demo today.