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How earned media built investor credibility for Sorting Robotics.
Sorting Robotics builds robotics and AI for cannabis production. Green Lane took it from a public presence that was virtually nonexistent to 2.7M coverage views in less than 6 months.
By Mike Mejer, Founder and Principal · Published
Coverage views reached 2.7M in less than six months. See how we count.
About Sorting Robotics
Sorting Robotics is an industrial automation technology company for the cannabis industry. It combines robotics, computer vision and AI with real-time production data to break through the bottlenecks cannabis brands and processors face.
The challenge
As Sorting Robotics entered the market and began selling, the team realized a retained PR firm would be essential, especially for fundraising. To build credibility with investors, it needed impactful coverage in both industry and mainstream publications.
Andrew Wells, Chief of Staff, led the search. The team wanted a firm that would deliver on its promises and didn't want to become a small client at a large agency. “It's better to be a bigger fish in a smaller pond than a small fish in a large pond,” Wells said.
What Green Lane did
Green Lane built a tailored, focused PR strategy that put Sorting Robotics in front of the customer segments and markets it wanted to reach, and kept the company in publications every month. Coverage included Rolling Stone and Forbes.
The team worked directly with Mike Mejer, Green Lane's founder, without layers of junior staff. New ideas went straight to a call and a decision. Wells described it as closer to a partnership than a client-vendor relationship.
“Prior to collaborating with Green Lane Communication, our public presence was virtually nonexistent.”
The results
Sorting Robotics built its brand awareness almost entirely through earned media, without relying on paid advertising beyond select cannabis publications. Inbound inquiries now include investors and potential M&A partners who see the company as an attractive opportunity.
“Green Lane Communication represents what PR should be in the cannabis industry. It shouldn't require extensive due diligence on the firm. Results should speak for themselves, and with Green Lane, they do.”
Andrew Wells, Chief of Staff, Sorting Robotics