This week’s Trailblazer, Alex Revich, manages Strategy and Partnerships for Loosh Brands, an Agile Production Platform producing a variety of Cannabis 2.0 and 3.0 products and formats.

Questions with a Cannabis Industry Trailblazer

When did you first become involved in the cannabis industry and why?

I have been in the legal industry since 2013 – the “why” is a long story. The short version is I got into the cannabis space because I saw its therapeutic benefits and was tired of the stigma associated with the plant. This path has not only been professionally fulfilling but also deeply meaningful as I’ve witnessed the positive impact that cannabis has on individuals’ well-being and quality of life.

What has been the biggest challenge you have faced when working with cannabis companies/brands?

One of the most significant marketing hurdles is trying to navigate the very strict, and often vague, regulatory landscape. It’s crucial to find creative ways to promote your product and brand story because the industry is so saturated, but remaining compliant requires extra effort and innovation. There is no playbook for brands to emulate since it’s an emerging industry, so finding ways to create a unique and memorable brand identity will help you capture market share and gain a competitive edge.

If you could change one of the current Canadian or American marketing restrictions on cannabis, which would it be?

Packaging, packaging, packaging. I would focus on revamping the regulations focused on how cannabis products can be presented to consumers. Currently, these marketing restrictions limit the amount of valuable information that can be conveyed to differentiate products, help make informed decisions, and enhance the consumer experience. While basic details such as the brand name, THC percentage, and price are certainly important pieces of information, they barely scratch the surface of a product. Let’s empower cannabis consumers through education!

In your observation, what marketing techniques or channels have been most effective for cannabis companies looking to connect with consumers?

One of the most impactful strategies for brands is building strong relationships with Budtenders and cannabis retailers – the frontline staff of the industry and the ones recommending your products! Budtenders serve as knowledgeable and trusted advisors to consumers, and the key to success lies in creating opportunities for direct interaction between them and your brand representatives.

The foundation of this approach is attending events and trade shows where Budtenders and retailers are present as it provides the ideal platform for hands-on product demonstrations and fostering trust. It’s not enough to just have a great product; you must ensure that Budtenders are knowledgeable about your offerings and their unique selling points. Educational initiatives are essential.

Are there any other trailblazers in the cannabis industry that you follow?

I make a point to stay informed about the individuals who have left a significant mark on the cannabis industry’s development. Plus, I get to work with some of them! Their contributions, whether through innovation, advocacy, or entrepreneurship, have been instrumental in shaping the industry as we know it today. It’s incredible to witness the enduring presence of many pioneers, but it’s also disheartening to witness some departures.

I’d like to shout out all of the teams that are in the Loosh family – A-Ha! Edibles, Big Pete’s Treats, ABX, Care by Design, Censored Edibles, and Steeprock Coffee.

What is one tip or piece of advice you would give to marketers looking to enter the cannabis industry?

Truly immerse yourself in your passion for this industry and commit to contributing positively to its growth. That means embracing the role of a pioneer, as you’ll be at the forefront of this emerging industry’s transformation. You must not only welcome the title of “pioneer” but also be prepared for the challenges that accompany it – shifting regulations, marketing restrictions, social obstacles, and deep-rooted stigmatization are only a few! Be prepared to pivot and remember you are part of the industry’s evolution.

Cannabis Marketing Trailblazers

A big thank you to Alex from Loosh Brands for participating as this week’s Trailblazer! Stay tuned for another interview with a cannabis marketing Trailblazer next Thursday in the ADCANN blog.

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ADCANN is a digital publication and content creation team that showcases the most creative concepts in the cannabis space.