This week’s Trailblazer is Antuanette Gomez, CEO and Co-Founder of Peak Pharm Labs, a Canadian medical cannabis company focused on developing therapies targeting sexual health conditions.
Questions with a Cannabis Industry Trailblazer
When did you first become involved in the cannabis industry and why?
I first became apart of the cannabis industry as a Holistic Nutritionist at a chronic pain clinic in 2012, I was shocked on how many people live with pain and how many people were using cannabis to help. I was eager to learn about medical cannabis and didn’t know that the spiral would take me to fighting for quality cannabis medicine for patients. My real work started when I learned Endometriosis patients were using cannabis and needed safe vaginal cannabis infusions. This brought me to my first startup, Pleasure Peaks.
What has been the biggest challenge you have faced when working with cannabis companies/brands?
I think for me I’m heavily penalized because not only am I a cannabis brand but also a sex company, this means that restrictions are much more tighter for myself which is why we focused our advertising efforts in community building, events across the US and a podcast to reach new community members.
If you could change one of the current Canadian or American marketing restrictions on cannabis, which would it be?
Social platforms should be allowed to market just like alcohol brands because it’s easy to implement age gated promotions. Accounts shouldn’t be taken down for a plant that’s legal. I think it’s great that Twitter has allowed cannabis brands to market in the US, but Canadian cannabis companies cannot… I don’t even know where to begin with this backwards logic. Sometimes all you can do is laugh in this industry.
In your observation, what marketing techniques or channels have been most effective for cannabis companies looking to connect with consumers?
Instagram and TikTok is King for reaching consumers although LinkedIn is king for connecting with more B2B leads. As a cannabis influencer and business owner I’ve learned that growing your business in both ways are equally as important.
Are there any other Trailblazers in the cannabis industry that you follow?
Joshua Reynolds from CapitalNow Cannabis, and Cherissa Jackson from We Decode are the top disrupting entrepreneurs that I’m watching and loving it.
What is one tip or piece of advice you would give to marketers looking to enter the cannabis industry?
Become King of your niche and attach yourself to annual holidays and experiences that align with your brand/persona. As a cannabis sexual health expert every February is our biggest month, from ads, to sponsorship to event planning, our consumers know to expect something from my brands at Pleasure Peaks and Peak Pharm Labs. Valentine’s day is when we get organic traffic as being known as the cannabis and sex go-to. And let your passion and work speak for themselves.
A big thank you to Antuanette from Peak Pharm Labs for participating as this week’s Trailblazer! Stay tuned for another interview with a cannabis marketing Trailblazer next Thursday in the ADCANN blog.