Episode 4: Finding Balance in the Fast Lane: Navigating Brand Activation with the PBS Events Team
Episode Summary:
In Episode 4 of the Plant.Body.Soul Podcast, we invite you to join us on an exciting journey into the world of cannabis brand activation. In this episode, you’ll uncover industry secrets and gain valuable insights from our incredible Events Team, AJ Araiza and Vivianette De Jesus. This dynamic duo has found balance in their roles and successfully navigate this ever-changing and dynamic industry. AJ shares how his love for arts, culture, and history ignites his creativity, while Vivianette opens up about her devotion to personal growth, supporting her family, and advocating for our feline friends. Together, they provide a captivating glimpse into the intersection of cannabis, personal passions, and self-care.Their stories will inspire you and shed light on how they maintain their passions and drive, even in the face of challenges. Tune in for this insightful exploration of cannabis brand activation, where we celebrate the diverse journeys of our guests and uncover the power of following your passions. Don't miss out on this enriching episode!
Show Notes:
Introduction and Guest Backgrounds (00:00:00 - 00:04:52)
Jennifer Miles introduces the guests, AJ Araiza and Vivianette De Jesus, members of the Plant.Body.Soul’s Events Team.
AJ Araiza shares his story of transitioning into the cannabis industry and becoming the brand activation manager for Plant.Body.Soul.
AJ's roles include organizing events and building brand partnerships.
Vivianette De Jesus discusses her journey from being an entrepreneur for 21 years to joining Plant.Body.Soul.
Vivianette initially started as a Social Media Management Account Manager before transitioning to the events team as the Brand Activation Coordinator.
Understanding Brand Activation (00:04:52 - 00:06:31)
The team discusses the importance of brand activation, particularly for restricted industries such as cannabis.
AJ explains that brand activation involves creatively highlighting a brand to cater to its target audience, which is crucial in industries where traditional forms of marketing may be limited or restricted.
Favorite Brand Activation Campaigns (00:06:31 - 00:10:26)
AJ shares his favorite brand activation campaign, which involved creating a neon sign for an indie radio station for Dusk Music Festival.
Vivianette shares her favorite campaign, which involved organizing a Galentine's event for Pause Consumption Lounge. One notable feature of this event was allowing attendees to write Valentine's cards to incarcerated women.
Upcoming Brand Activation Campaigns (00:10:26 - 00:11:39)
AJ and Vivianette discuss an upcoming event focused on the LGBTQ+ community in partnership with Allison Benedict of Pause Consumption Lounge.
Advice for Businesses on Brand Activation (00:11:39 - End)
AJ stresses the importance of knowing your target audience when planning brand activation events.
The segment wraps up with a discussion on the importance of providing a personalized experience for consumers to make them feel part of a community.
Advice for Newcomers in the Industry [00:13:18 - 00:14:56]
Vivianette De Jesus offers advice to newcomers to the cannabis industry, emphasizing the importance of curiosity, boldness, and humility.
She highlights the importance of being open to opportunities and fostering good relationships since the industry is interconnected, and you'll likely encounter the same people in different contexts.
AJ Araiza echoes Vivianette's advice and emphasizes the importance of showing up, being present, and taking on any role to learn and grow.
Their Unique Backgrounds and Unorthodox Entries into the Industry [00:14:57 - 00:16:44]
AJ shares that he doesn't have any formal training in events; he studied Sustainable Farming and Agriculture.
He credits his success in the industry to his willingness to show up and take on any role, from security to trash duty.
His dedication led him to establish valuable connections in the industry, such as his introduction to Walter at a festival he attended solo.
First Experiences with Cannabis [00:16:45 - 00:19:01]
AJ talks about his first experience with cannabis, which happened after high school during a Project X style party. His first time smoking was both fun and disorienting.
Vivianette shares her first experience with cannabis. It was in 2002 in an abandoned house in North Dakota where they used to host mini-raves. After her first time smoking, she found comfort in cuddling her cat, a self-soothing method she still uses today.
Their Current Relationships with Cannabis [00:19:02 - 00:24:48]
AJ mentions that he doesn't consume cannabis daily, and his consumption has decreased over time. He enjoys trying new products but realizes he doesn't need cannabis to function daily.
Vivianette, on the other hand, uses cannabis for medical purposes. She suffered from stress as a child and was on various antidepressants from a young age. She found that cannabis helped her maintain a calm state, enhance her creativity, and deal with anxiety.
She moved to Arizona primarily because it was a medical state, where she could legally access the cannabis she uses to manage her mental health.
Jennifer and Gordon express their appreciation for Vivianette's openness about her cannabis use, especially as a mother, helping change the conversation around cannabis consumption.
Importance of Self-Care (00:25:08 - 00:28:19)
Jennifer and guests shift the conversation to the topic of self-care.
AJ values his alone time as his form of self-care. His go-to activities include massage, IV therapy, hiking, and driving. This time is crucial for him because his work involves constant interaction with others.
Vivianette practices self-care daily through her morning routine, which includes a moment of calmness and mental unloading. She also organizes mini dance party sessions throughout her workday, which she describes as flow sessions.
Jennifer agrees that movement is medicinal, underlying the importance of physical activities in maintaining mental health.
Witnessing Growth and Personal Development (00:28:19 - 00:32:30)
Gordon expresses his admiration for the personal growth he's witnessed in AJ and Vivianette since they joined the Plant.Body.Soul. team.
AJ and Vivianette discuss their personal passions. AJ finds joy in being of service to others and has a love for music, arts, and culture, including 17th-century Renaissance art.
AJ also draws parallels between his interest in historical events, such as World Faires, and his work in brand activation, emphasizing the transient nature of events.
Vivianette’s Passion and Future Goals (00:32:30 - 00:34:00)
Vivianette shares that she's passionate about her personal growth and her goal of creating a legacy for her family.
She also talks about her love for cats and her recently established non-profit, which started as a passion project.
Animal Preferences (00:34:00 - 00:34:50)
The group shares a light-hearted discussion about their preferences for cats or dogs. Jennifer and Gordon express their love for dogs, while AJ and Vivianette defend the virtues of cats.
Conclusion (00:34:50 - 00:35:20)
The podcast concludes with Jennifer expressing her appreciation for the conversation and looking forward to future growth together.
Both AJ and Vivianette thank the hosts for the opportunity to share their stories and passions.
Final Remarks and Outro (00:35:20 - End)
Connect with our guest:
AJ ARAIZA
Events Manager,
Plant. Body. Soul.
Vivianette De Jesus
Brand Activation Coordinator,
Plant. Body. Soul.