When did you first become involved in the cannabis industry and why?
I came to the cannabis industry in September of 2022. I was given the opportunity to develop and run the sales and marketing business here at JC Green with the goal of scaling the business.
What has been the biggest challenge you have faced when working with cannabis companies/brands?
The biggest challenge has been keeping up with the price compression that has been happening in the industry. In an industry that hasn’t fully matured like this, companies/brands are looking for any advantage to get their products into people’s hands and price has a lot to do with that at this point.
If you could change one of the current Canadian or American marketing restrictions on cannabis, which would it be?
I think packaging is a great way to differentiate products and create a more exciting experience for the user, while there are options to create changes between brands they are limited.
In your observation, what marketing techniques or channels have been most effective for cannabis companies looking to connect with consumers?
The most effective way from my perspective is to have boots on the ground championing your brands in retail locations to the budtenders, they are the gatekeepers to success in many cases as they have the ability to push consumers in a direction they feel is the best product/value.
What is one tip or piece of advice you would give to marketers looking to enter the cannabis industry?
The market is changing and evolving so frequently that you have to be very agile and willing to shift with it. The other piece is that the product needs to be good, it doesn’t matter how good a marketing plan you put in place, if the product doesn’t meet consumer standards it won’t work.
Last Updated on October 23, 2023 by ADCANN