Questions with a Cannabis Industry Trailblazer
When did you first become involved in the cannabis industry and why?
I entered into the cannabis industry in Fall 2019; I had spent many years sharpening my marketing skills in the regulated industry of adult beverage. The intrigue and potential in the Canadian Cannabis industry was a major draw, and somewhere I felt my strategic skills would be not just useful, but a lot of fun to run with.
What has been the biggest challenge you have faced when working with cannabis companies/brands?
The biggest marketing challenge we all face in cannabis is finding organic ways to reach consumers, whether it be in-store, earned or paid media — whatever channel it may be — doing it organically and cutting through the noise can be difficult. We all want our brand DNA to resonate with the right consumer, at the right time and we’re so limited in this highly regulated industry. Having said that, rising to the challenge has been really rewarding!
If you could change one of the current Canadian or American marketing restrictions on cannabis, which would it be?
One thing? Oh boy… I think lifting the restrictions on THC limit in edibles needs to happen immediately if not sooner. It’s really making it difficult for our brands to hit in the segment when we’re tied to such low limits. The illicit market is teeming with high dose options, and we need to be able to keep up!
In your observation, what marketing techniques or channels have been most effective for cannabis companies looking to connect with consumers?
I think Social Media is the most effective way to reach and engage with consumers both B2B and B2C outside of trade. If you’re leveraging social correctly you will absolutely see the benefit to brand awareness and sales growth. We’re establishing a brand new industry, with new brands entering in every day and carving out your brand identity online is paramount.
Are there any other Trailblazers in the cannabis industry that you follow?
Jessica McCann is a firecracker – her and I recently connected and I was really impressed with the way she is taking this industry by storm.
What is one tip or piece of advice you would give to people looking to enter the cannabis industry?
There may seem to be obvious consumer segments, but in this shiny new industry those segments are still flitting around seeing where they will land. Try to think outside the box with how you appeal to such a broad audience.
A big thank you to Bella for participating as this week’s Trailblazer! Stay tuned for another interview with a cannabis marketing Trailblazer next Thursday in the ADCANN blog.
Interested in working with one of these talented cannabis marketers? Check out our Agency Directory for a list of all the agencies that specialize in working with cannabis companies.
Last Updated on January 10, 2022 by ADCANN