This week’s Trailblazer is Erik Weekes, Licenced Cannabis Retail Multi-Unit Manager at High Tide, one of the largest retail footprints in Canada with brands including Canna Cabana, Kush Bar, New Leaf, and META.
He’s also recently become the Sales and Marketing Manager for HiND Lifestyle, a premium, luxury cannabis lifestyle brand.
Questions with a Cannabis Industry Trailblazer
When did you first become involved in the cannabis industry and why?
I first became involved in the cannabis industry in 2018 when I was recruited from Gucci to launch a recreational, cannabis lifestyle brand in California. I became involved because cannabis was a passion of mine and I knew this was an industry I could truly be myself in.
What has been the biggest marketing challenge you have faced when working with cannabis companies/brands?
The biggest marketing challenge would be the laws and restrictions. Legal cannabis is not ‘cool’. If cannabis companies and brands could advertise like other industries this stigma would be broken.
If you could change one of the current Canadian or American marketing restrictions on cannabis, which would it be?
The marketing restriction I would change would be the restriction on presenting cannabis as part of an appealing or exciting lifestyle. One of the best tools in marketing is selling a lifestyle that’s related to a product! This restriction really holds back brands.
In your observation, what marketing techniques or channels have been most effective for cannabis companies looking to connect with consumers?
We live in the social media age! Social media has been the most effective channel. Unfortunately, marketing restrictions have limited the effect.
Are there any other Trailblazers in the cannabis industry that you follow?
Not really, I try to focus on myself and my work. I know the unique skills and experience I bring to the industry. If work hard enough I know I can really make an impact.
What is one tip or piece of advice you would give to people looking to enter the cannabis industry?
Be creative around the restrictions and focus on changing the ‘uncool’ stigma around legal cannabis.
A big thank you to Erik 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 July 8, 2021 by ADCANN
