It started as an idea months before. I’d launched Serenity Medical CBD and was spending much of my time making products and selling to any store that would listen to my pitch. When I’d go home, often I’d sit with a pad and paper, and watch videos of Dave Portnoy and Barstool Sports. Why? Because in a world where there are thousands of multi-media companies, Barstool Sports has found a way to separate themselves from the pack. Dave Portnoy felt like Barstool Sports was different. And was proving it through his branding and content. Love ‘em or hate ‘em, they were real and gained the trust of the community. And I was determined to do the same thing.
But first, I needed to get the company out there. I wanted to brand the company through trusted athletes and entertainers who met the morals and values of Serenity Medical CBD. This led to Olympic Athlete Anthony Davis and UFC fighter Cody Stamann. Serenity Medical was preparing for the UFC bought of Cody Stamann when Covid-19 rocked the world. We soon realized there would be no UFC bout, sporting events of any kind, and marketing opportunities had become far more limited. Soon after, the state of Michigan had become quarantined, and I was back to the drawing board. How could I extend the brand of the company in a time where marketing was extremely limited?
Yes, we still attacked social media. We still send care packages to athletes and entertainers, but I wanted to do EVERYTHING possible. So again, I was left watching Barstool Sports videos at night. With a pad and paper, pondering my next idea. But then came a new video. The Dave Portnoy unboxing. For those who don’t know, fans and companies around the world are sending Barstool Sports founder Dave Portnoy gifts and products in hopes that their company or gift will appear on his show. Shown on both Instagram and Youtube generating over 50 thousand fans an episode. I can’t lie- When I first saw the show, I kicked myself. I wanted to do the same thing months before but never sought out the address and now, other companies have beat me to it. But still, I wanted to go after the opportunity.
I felt like I knew Dave, I’d been a fan since college. I knew he pulled his hamstring during the 40-yard dash, had a terrible shoulder from baseball, and famously claimed a “broken neck” while catching punts from Zoltan Mesko. The founder of Barstool Sports had a history of injuries and I thought, “Hey! We have products for that!”. So, I started my Dave Portnoy care package. I wrote a letter, printed a picture of Dave Portnoy with chapped lips (for the lip balm), and got the care package ready. I included our hand and body balm for the injuries, lip balms for the chapped lips, and a roll-on in case he had any headaches or nausea due to the stock market. I taped it up, put a couple Serenity Medical CBD stickers on the package, and sent it on its way.
Days went by as I eagerly tracked the package. After a couple problems with the post office, the package was finally set to deliver. I tracked Dave Portnoy on Instagram all day and was sent a direct message of his Unboxing preview from a friend. I anxiously opened the video, and there it was. Right when the elevator opens, on top of the Cambria box. We were in! I couldn’t believe it. My business idol was going to open my company, my products. I wondered what he’d think, what he’d say. Would he like my note? The picture?
I began receiving texts from friends and family about the Barstool Unboxing at 8pm. As I wasn’t the only one anticipating the Serenity Medical CBD reveal. Due to the Covid-19 stay at home order, we decided to have a Zoom party for the Serenity Medical CBD package reveal. Fast-forward-8pm hits, the show has started and the Zoom party is underway! Generally, Dave starts with the small packages, so I knew it wouldn’t be long. Then, around 8:38pm Dave Portnoy opens a CBD package and states,
“Over this shit, CBD. They don’t know what they’re doing if they’re sending CBD. We don’t like CBD here. Not that we don’t like it, but it’s we’ve had a ton of it. And CBD loves sending their fucking products. Nine thousand CBD companies.”
My stomach fell. I knew what that meant, as did everyone else. I began to gaze around the room and realized I didn’t see my package. I put the stickers on it so I could point it out. Wait… The stickers? Is that why I don’t see the package? As the zoom party slowly fizzled out, I still held hope and watched the remaining of the episode. Maybe it was lost, or hidden, but that wasn’t the case. The show ended and there was no showing of Serenity Medical CBD.
I couldn’t believe it. I thought everything was shown. I included a note, a picture. I wasn’t sure what went wrong. But as disappointment began to settle, I thought about what Dave Portnoy said, and well, he was kind of right.
CBD is hot. Companies are popping up all over. The legalization of hemp through the 2018 Farm Bill Act, has brought new opportunity to the United States and people are set to capitalize. People who have morals, values and look to help the community through the building of a company along with other people who have other motives. CBD has developed some scrutiny because companies have failed potency tests. Again, there’s so many CBD companies to choose from. So, I do understand when Portnoy states, “it’s not that we don’t like it, but it’s we’ve had a ton of it.”
Portnoy is basically experiencing the same problem many consumers have with CBD products. They’ve heard of the benefits, maybe want to try it, but don’t know what company to trust or what company potentially has beneficial products. This part is up to the consumer. It’s up to the CBD consumer to find a company you trust and connect with.
I believe this starts by developing within the community. Talk to friends, loved ones about what companies they trust. Look at the reviews and I mean REALLY look at the reviews. Some companies can potentially have paid reviews to sell the products as well. You can also look at the company lab reports, some CBD companies post lab reports to help put your mind at ease. Look at the trusted partners and athletes. If all else fails, don’t hesitate to reach out to the company. We are here to help you! Serenity Medical CBD and many other CBD companies make products with the customers in mind and want you to have the products that can best serve you. We also post CBD lab reports to our website.
Lastly, as for Dave Portnoy and Barstool Sports. They were built on a relentless pursuit of a goal. I’m sure when Barstool Sports started as a newspaper, people thought there were “nine-thousand” newspapers. But they were different. They found a way to make real connections within a community and develop products that people enjoyed. I believe Serenity Medical CBD will continue to do the same thing. We take pride in our products and the small community that we’ve developed. We will continue to distinguish ourselves in what seems like a crowded CBD field. Hopefully someday we can sell Dave Portnoy and Barstool Sports on our products as well.