Robertson Studio · Commercial Story 005
In-Store Multichannel Partner Marketing
How ProjCan stores built a multichannel Partner Marketing Program using ProjCan Radio to amplify product education, merchandising, customer experience, and sell-through across every retail channel.
The opportunity
Make every channel reinforce the product.
A product launch becomes harder to miss when customers can hear it, see it, find it on the menu, encounter it on the shelf, and discuss it with an informed salesperson.
For the ProjCan stores in California, My team and I developed a paid Partner Marketing Program that organized those moments into one campaign. Rockbot-our reliable audio partner-powered ProjCan Radio, also known as Project Cannabis Radio, and enabled custom brand commercials to run inside neighborhood-specific music programming.
Audio was the program’s most distinctive channel, but never an isolated one. It amplified Divvy screens, Dutchie menu and ecommerce merchandising, point-of-sale displays, Klaviyo email, local out-of-home media, physical fabrication, and the product education delivered by store teams.
The Partner Marketing Program
Specialized channels working as one commercial system.
ProjCan Radio led with ambient reach. Every other module gave the message another place to become useful.
ProjCan Radio
Culturally relevant music and scheduled brand commercials reached customers and store teams throughout the shopping day.
In-store digital
Video walls and screens translated audio familiarity into visible brand and product recognition.
Menu + checkout
Digital merchandising supported discovery, education, cross-sell, and upsell during active consideration.
Point of sale
Shelves, displays, signage, fixtures, and bag stuffers gave each message a tangible product destination.
Segmented follow-up
Customer information captured through check-in and checkout supported segmented drip campaigns after the visit.
ProjCan.com + OOH
Owned web content and neighborhood media extended education, discovery, and the buying experience beyond the store.
01 / CAPTURE
Check-in + checkout
Customer touchpoints supported permission-based lead capture and better audience understanding.
02 / SEGMENT
Klaviyo journeys
Contacts could enter relevant email segments and drip campaigns based on interests and buying behavior.
03 / RETURN
ProjCan.com
Owned content continued product education and created a pathway back into the buying experience.
Reliable audio partner
ProjCan Radio made every channel work harder.
ProjCan Radio paired professionally produced partner messages with music programmed for each store and neighborhood. Los Angeles locations drew from Los Angeles sounds; San Francisco celebrated Bay Area music. Reggae, hip-hop, punk, Latin music, and bilingual messaging helped the environment feel familiar rather than generic.
Because audio reached the whole environment, repeated exposure also reinforced product familiarity among salespersons, general managers, and repeat customers. The message customers heard could then be recognized on a Divvy screen, located in Dutchie, encountered at a physical display, and explained by a better-informed store team.
This was Meet People Where They Culture™ applied to the soundtrack of retail.
Selected audio work
Three brands. Three examples from a rotation of more than 12.
Three distinct brand commercials show how ProjCan Radio brought audio merchandising to life across the in-store experience.
Classix
Humboldt’s Finest
Select
Audio durations are rounded from the finished production files. These selections represent three of the more than 12 brands whose commercials played in rotation.
Visual reinforcement
The message moved from atmosphere to action.
Divvy-powered screens repeated campaign creative while shelves and fixtures gave customers a physical product destination.
Audio awareness could lead to screen recognition, a shelf encounter, Dutchie discovery, and a salesperson recommendation.
Delivery figures come from the original Partner Marketing Program deck. They describe scheduled messages, not unique impressions or attributed sales.
Commercial architecture
Commitment created the value.
The program strengthened the brand–retailer relationship by connecting participation to product volume, reorder frequency, availability, execution, and sell-through-not media alone.
Volume + execution
- Meaningful purchase volume
- Consistent ordering cadence
- Physical and digital merchandising access
- Coordinated store-team execution
Product + participation
- Reliable inventory and availability
- Creative and campaign participation
- Education and activation resources
- Continued support for sell-through
Brands combining shelf placement, wall messaging, and a 15-second ProjCan Radio spot received a 15% package reduction. The incentive rewarded deeper participation and made the multichannel system more valuable to the brand, the retailer, store teams, and customers.
Shared commitment turned vendor participation into a stronger commercial partnership.
Brands gained a credible path to visibility and sell-through. Retail teams gained supported products and clearer activation plans. Store teams gained repeated education. Customers gained a more connected experience that helped them make better-informed choices.
My role
Executive strategy. Hands-on craft.
As Marketing Director and creative leader, I developed the program as a commercial and customer-experience system-not simply a media rate card.
- Program strategy, offer architecture, and commercialization
- Creative direction and production of partner audio commercials
- Coordination across Rockbot, Divvy, Dutchie, Klaviyo, local media, and fabrication partners
- Integration of audio, screens, menus, email, out-of-home, education, and physical displays
- Partner deck, media specifications, participation structure, and program agreement
- Alignment of activation with product volume, availability, and reorder frequency
The executive lesson
Existing systems can be assigned a bigger commercial job.
Retail is not only visual. It is sensory, digital, physical, human, and cultural-all at once.
For a business owner, the opportunity is not simply to buy more media. It is to make the channels already touching the customer reinforce one another-creating more value from every product commitment, every store visit, and every customer relationship.
Rockbot reliably powered audio. Divvy, Dutchie, Klaviyo, ProjCan.com, local vendors, and fabricators extended the same campaign across screens, menus, ecommerce, email, neighborhoods, and fixtures. The strategic value came from connecting those capabilities to launches, purchasing commitments, store-team education, customer choice, lifecycle marketing, and culture.
Meet People Where They Culture™ meant listening to the neighborhood before programming the store-and building partner messages into an environment customers already recognized.
Robertson Studio
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