This week’s Trailblazer is Kyp Rowe, VP of Brand Development of Victoria Cannabis Company, a micro cultivation team made up of true British Columbia legacy operators.
Questions with a Cannabis Industry Trailblazer
When did you first become involved in the cannabis industry and why?
1995 I started buying bulk Cannabis and selling to friends. I needed to support my obsession…lol
What has been the biggest challenge you have faced when working with cannabis companies/brands?
The regulations are such that we are only allowed to tell our story in a pre-approved format, this kills creativity and the ability to connect with consumers the way we would in the traditional market days.
If you could change one of the current Canadian or American marketing restrictions on cannabis, which would it be?
First off the Instagram thing is ridiculous. As far as at home goes, I’d like to see windows on the dried flower bags and the allowance of gifting samples to purchasers across the country.
In your observation, what marketing techniques or channels have been most effective for cannabis companies looking to connect with consumers?
Obviously, Twitter and Instagram have been very effective. Human connection is the most important overall. Pop-ups in stores and Budtender education are paramount to connections.
Are there any other Trailblazers in the cannabis industry that you follow?
Steve Crighton, Janeen Davis and Kevin McBride.
What is one tip or piece of advice you would give to marketers looking to enter the cannabis industry?
Push the boundaries every day! We didn’t get here by always following the rules.
A big thank you to Kyp from Victoria Cannabis Company for participating as this week’s Trailblazer! Stay tuned for another interview with a cannabis marketing Trailblazer next Thursday in the ADCANN blog.