This week’s Trailblazer is Tom Blackburn, the CEO of Turff Analytics, a platform that provides access to all the data, analytics, and insights cannabis brands need to get ahead of their competition.
Questions with a Cannabis Industry Trailblazer
When did you first become involved in the cannabis industry and why?
I’ve always been a fan of cannabis, but I kept it low-key because I was working as a pharmaceutical chemist. My official involvement started in 2016 when I began helping with WeedPlz, then Craft Depot. I took that knowledge and experience to Cannaroyalty/Origin House, where I was involved in M&A, which we eventually sold to Cresco. After that, I served as COO at Green Hedge before deciding to tackle the data problem in cannabis three years ago.
What has been the biggest challenge you have faced when working with cannabis companies/brands?
That’s a tough one to answer because it varies depending on the segment of the value chain—whether it’s grow, distribution, brand, retail—plus the maturity of the market and the specific segment the company plays in.
If you could change one of the current Canadian or American marketing restrictions on cannabis, which would it be?
Allowing direct-to-consumer advertising that isn’t age-gated would make the industry more fun. I bet we’d see some really creative work come out of that.
In your observation, what marketing techniques or channels have been most effective for cannabis companies looking to connect with consumers?
In-store communication and education have proven to be the most effective.
Are there any other trailblazers in the cannabis industry that you follow?
I try to keep tabs on everyone. Right now, I’m paying close attention to the leadership within the top brands in Canada, as well as the multi-state operators (MSOs) in the US.
What is one tip or piece of advice you would give to marketers looking to enter the cannabis industry?
It might sound strange, considering we do data but spend as much time as you can inside a retail store. Really try to figure out who your customers are and why they buy your product.
A big thank you to Tom Blackburn from Turff Analytics for participating as this week’s Trailblazer! Stay tuned for another interview with a cannabis marketing Trailblazer next Thursday in the ADCANN blog.
