Business & Tech
How BATCH is Disrupting the $5 Billion CBD Industry
One startup in Wisconsin is offering something nobody else in their industry can: a chance to try their premium CBD — for free.
This post is sponsored and contributed by a Patch Brand Partner. The views expressed in this post are the author's own.
Please see below for an important health disclaimer about CBD products.
BATCH is a family-owned business headquartered in Milwaukee, Wisconsin. They manufacture various CBD products including tinctures, lotions, balms, gels and more. Their hemp is sourced from a small-town organic farmer in Wisconsin. Their "in-house" approach to extraction, formulation, and testing has them uniquely integrated. Customers can purchase BATCH products online or at small retail shops across the country.
The BATCH Belief — CBD to All
BATCH's core belief is that everyone should try cannabis products. BATCH specializes in hemp-derived CBD products. Accordingly, their mission is to get these products in as many hands as possible. They do this by offering CBD samples at shockingly affordable prices (more on this later).
BATCH's in-house manufacturing and self-designed extraction process allow them to offer these amazing deals that few in the industry can match.
"Creating products from scratch allows us to avoid the premium that other brands pay to outsource their manufacturing," says BATCH co-founder Andy Gould. "This gives our brand a layer of authenticity that others are lacking."
Think about it. Who do you trust more? A brand that manufactures its own products or a brand that outsources its manufacturing? Chances are you trust the brand that talks the talk AND walks the walk. The benefits are twofold: BATCH has better quality control by overseeing their entire manufacturing and fulfillment processes, and the customer gets quality CBD products at the lowest prices.
BATCH co-founder Griffin Lynch will be the first to tell you that being authentic isn't enough to close every deal. Brands must have affordable offerings to acquire new customers. Unfortunately, affordable entry prices aren’t the CBD industry's strength. This makes customer acquisition difficult because customers are hesitant to spend chunks of money on something they’ve never tried.
BATCH's strategy is to create a low-risk, high-reward opportunity for new customers. They turn strategy into action by providing buyers with an option to try their best product at virtually no cost. It’s the ultimate win-win situation. Buyers win because they’re receiving an awesome new product at a modest cost (low-risk), and the product has the potential to help them improve their lives daily (high-reward). BATCH wins because their products are getting into the hands of new customers. Enough with the buildup. Let’s explain the problem and the BATCH solution in more detail.
The BATCH Bargain — Free CBD Samples
CBD tinctures are the most well-known CBD product. All CBD brands sell tinctures. These tinctures range in price from $50 to $200 depending on their concentration. This price range is acceptable for customers who know which products they like, but it's too high for customers who haven’t experienced the benefits of CBD. Brands build trust by providing value to customers before those customers pay them large sums of money. The problem is that most CBD brands aren't providing value to their customers before charging them full price.
BATCH's goal is to minimize the downside risk for new customers. They recently started offering an unrefusable deal for sample sizes of their CBD tinctures. The customer pays a $4 flat fee for shipping anywhere in the U.S., and that’s it! There are no automatic sign-ups for subscriptions. There are no gimmicks. Just free high-quality CBD.
The 5-millimeter tincture sample (one-sixth the size of a traditional 1-ounce bottle) offers five sizable doses of CBD. Customers can choose between five different effect-based tincture blends: Original, Calm, Clarity, Soothe or Dream. The BATCH chemists have tailored each blend for a different use. The 5-millimeter samples contain five 33-milligram servings of CBD. Customers can order free CBD samples online.
BATCH's free sample deal is especially useful for new CBD users and those who have had bad experiences with other CBD brands. First impressions are important, so people may hesitate to spend more money on CBD products after an unsuccessful first try. The best way to convince them to try again is to present them with the ultimate bargain: free CBD.
The BATCH Difference
BATCH is confident that customers who try their samples will come back for more. We can see why they have such confidence. In an industry quickly adapting to consumer skepticism, BATCH checks all the boxes. All of their products are tested by a third-party lab. All of their hemp is grown using organic techniques. All other ingredients are organic. BATCH delivers a commitment to quality that few other brands can imitate. In a recent video, the co-founders prove their dedication to quality and detail the importance of the farm.
In the pre-COVID-19 world, BATCH frequently gave tours to locals interested in their operation.
"So many companies in this industry are secretive," shares Gould. "We want to show people there's nothing to hide. This is a legit product made in a legit way."
The COVID-19 outbreak has complicated tours, but the team is still dedicated to transparency. There is a video series in the works that pulls back the curtain of BATCH's operation for anyone interested. Sharing their in-house operation is a no-brainer. It is just another step in a long journey toward building trust with their customers.
"Committing to a long-term relationship with the customer is vital to the success of brands in all industries," says BATCH co-founder Dennis Mistrioty, "but even more so in the emerging CBD industry."
There are many awesome CBD and cannabis brands out there, but many of them could learn something from what BATCH is doing. It's hard to beat a brand that commits this deeply to building trust with its customers. BATCH refers to its commitment as the BATCH difference.
Last Word
We'll be on the lookout for other brands following BATCH's lead. This strategy is sure to send shock waves through the hyper-competitive CBD industry. In the meantime, go snag your free CBD sample now!
Please Note: The Food and Drug Administration cautions that CBD "has the potential to harm you, and harm can happen even before you become aware of it." The FDA has seen only limited data about CBD safety, and this data points to "real risks that need to be considered before taking CBD for any reason." The FDA has approved only one CBD product, a prescription drug product to treat two rare, severe forms of epilepsy. The FDA will continue to update the public as it learns more about CBD.
