This week’s Trailblazer is Miranda Ballantyne, the Communication and Content Specialist for Heritage Cannabis, a company providing quality proprietary processing backed by experience and integrity.

Questions with a Cannabis Industry Trailblazer

When did you first become involved in the cannabis industry and why?

I began my professional Cannabis journey in 2014, and during that time I worked at a legacy dispensary. My brother had Crohn’s disease and Cannabis helped him manage his flare-ups. This sparked my interest in learning more about Cannabis and its impacts on the human body. Introducing Cannabis, and its benefits to others brought me joy; which led to me pursuing a career in the Cannabis industry.

What has been the biggest challenge you have faced when working with cannabis companies/brands?

A big challenge is getting brands to invest in campaigns that niche down their audience. Since every brand has a target audience, marketing, and branding should speak to a specific group. At times I’ve found brands try to broaden their scope by overgeneralizing their marketing. If you’re not marketing to a specific audience, are you really marketing to anyone?

Heritage Cannabis Gummies

If you could change one of the current Canadian or American marketing restrictions on cannabis, which would it be?

Allowing companies to show people consuming. Cannabis on its own is not representative of a lifestyle. However, Cannabis influences and is part of many different people’s day-to-day routines. After 5 years of legalization, it is time to educate and show how people use Cannabis in their lives.

In your observation, what marketing techniques or channels have been most effective for cannabis companies looking to connect with consumers?

Small to medium-sized events are the most effective. With more and more brands in the market than ever, creating community and building relationships is important. One of the biggest opportunities is at smaller events, where there is space to bond with clientele and build successful working relationships with those who sell, consume & represent our products.

Are there any other trailblazers in the cannabis industry that you follow?

Amanda Wright and Andrea Flowers.

What is one tip or piece of advice you would give to marketers looking to enter the cannabis industry?

Identify your audience, invest in high quality product and build a strong brand identity.

Cannabis Marketing Trailblazers

A big thank you to Miranda Ballantyne from Heritage Cannabis for participating as this week’s Trailblazer! Stay tuned for another interview with a cannabis marketing Trailblazer next Thursday in the ADCANN blog.

Camrawn Cox

Camrawn Cox

Camrawn Cox thrives in the realms of cannabis sales, marketing, and communication. With a knack for building meaningful connections, fostering engaging brand experiences and compelling strategies that drive the cannabis industry's growth.