This week’s Trailblazer is Kelsey, Founder of Kelsey Cannabis – Plant-Based Teaching. Kelsey is a Cannabis Educator and Public Speaker who has certifications from the Cannabis Training University, The Trichome Institute, Cannareps, and the University of Alberta.
Questions with a Cannabis Industry Trailblazer
When did you first become involved in the cannabis industry and why?
At the start of 2020, I officially launched my educational platform known as Kelsey Cannabis, and after four years of being unable to work in any capacity. In 2014 I was involved in a motor vehicle accident that left me with a traumatic brain injury known as post-concussion syndrome together with debilitating chronic pain. But eventually, I started to use cannabis in a medical capacity, which would forever impact my future.
The therapeutic benefits of cannabis increased my quality of life in ways that eighteen other pharmaceutical medications could not, including the use of prescription narcotics, and herein sparked my curiosity for this remarkable plant. In 2017 I certified myself in various cannabis educational programs from the Cannabis Training University to the Trichome Institute. Overall, I found a lack of knowledge, incorrect stereotypes, and misleading propaganda plaguing people’s minds when it came to the use of cannabis. I wanted to take the passion I was developing and start helping others suffering from the numerous pains of life. I began to “talk into reality” my vision for public speaking and consulting around cannabis until, eventually, Kelsey Cannabis was introduced to the industry.
What has been the biggest marketing challenge you have faced when working with cannabis companies/brands?
Health Canada has many restrictions on marketing cannabis in our country, which directly impacts how companies and brands can communicate with their targeted audience. Being creative and open-minded to new ideas is an excellent way to take advantage of loopholes in the regulatory system since we can still market cannabis education to our audiences.
If you could change one of the current Canadian or American marketing restrictions on cannabis, which would it be?
I look forward to a time when social media discrimination towards cannabis content ceases. Whether cannabis use is legal across Canada and in America for medical use in thirty-seven states and recreational use in eighteen states, platforms like Instagram and Facebook are still restricting cannabis-related posting and accounts. Social media platforms should not be above the law when it comes to advertising cannabis related-goods and services, especially when they selectively enforce their rules.
In your observation, what marketing techniques or channels have been most effective for cannabis companies looking to connect with consumers?
If you are looking to connect with cannabis enthusiasts, LinkedIn is emerging as a center of influence for many. Professionals, patients, and recreational consumers publicly share their passion for cannabis therapy while connecting many companies and brands through referrals, testimonials, and word of mouth.
Are there any other Trailblazers in the cannabis industry that you follow?
Where to begin?! I follow an abundance of other trailblazers in the cannabis industry. I believe you should follow any brand or company that positively resonates with you, whether that be an educational platform, an event company, or an industry influencer. Suppose we are mindful of the information that we receive and where we receive it. In that case, we can provide ourselves with continuous inspiration and direction that we can harness later for creativity.
What is one tip or piece of advice you would give to people looking to enter the cannabis industry?
Whether you are a marketer looking to enter the cannabis industry or just looking for a general piece of advice, prioritize authenticity with who you are as a company and as a brand. Being genuine, honest, and true to who you are resonates with many consumers, especially when your audience has endless alternatives to choose from. If you represent yourself with sincerity, you can develop a community with your customers who are happy to prioritize their spending while also recommending your products to others.
A big thank you to Kelsey 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.
