This week’s Trailblazer is Tony Millar, Founder of Ontario Fixtures, a company specializing in cannabis retail store builds and custom merchandise since legalization.
Questions with a Cannabis Industry Trailblazer
When did you first become involved in the cannabis industry and why?
I first became involved through the legalization movement. I helped organize annual 4/20 legalization protests at City Hall (Kitchener), and started a non-profit cannabis education company (Alternative Cannabis Consumption Awareness). These two activities were a springboard into the legal market.
The reason for doing these things was out of passion. I’ve always believed cannabis does so much good in peoples lives. In addition to all proven medical benefits in CBD, treating cancer patients, etc, my belief is that a society who consumes cannabis will become more compassionate. Cannabis creates a state of care and reflection that helps connect us to each other. In addition, coming from a family of alcoholics made me fall deeper in love with cannabis due to the opposite effects it has of alcohol and how much safer it is.
What has been the biggest challenge you have faced when working with cannabis companies/brands?
Budget constraints & limited spaces to market (regulations). There are a lot of opportunities to create meaningful and thought-provoking stores/displays, but we’re all so limited by budget due to extremely high taxes by provincial authorities. Additionally, the lack of spaces where brands can advertise is so limited it’s hard to make a meaningful campaign.
If you could change one of the current Canadian or American marketing restrictions on cannabis, which would it be?
Age gate & packaging. Seeing (the rise of) gambling advertisements combined with alcohol advertisements at every major family-oriented event is so frustrating. Cannabis remains the only adult product that faces such extreme restrictions in a media-focused world. Secondly, being a CPG so many customers purchase with their eyes, which is often only packaging. I support mandatory Health Canada warnings, but would like to see more freedom to market the packaging.
In your observation, what marketing techniques or channels have been most effective for cannabis companies looking to connect with consumers?
Strongly focused and targeted campaigns at high-volume retailers. I believe in the sniper vs. shotgun approach; sniper is the way to go in cannabis. By understanding which retailers/locations are doing the most volume overall and taking care of them, you capture an already busy market. The tricky part is creating real value.
Are there any other trailblazers in the cannabis industry that you follow?
Erik Fonseca, CEO of O2O – Constantly innovating on how to best connect brands with retailers.
Brytany Melville, CEO of Forte Operations – No one knows more about operations in retail cannabis than Brytany.
Shahbaaz Kara-Virani, CEO of Polaris Elite – Connecting trailblazers at curated events in Toronto, NY, Boston, etc.
Helene Vasos, CEO of RCCO & Canvas Cannabis – She is the leader in communication with authorities in Ontario, on behalf of retailers.
What is one tip or piece of advice you would give to marketers looking to enter the cannabis industry?
Don’t be afraid to innovate! Try something new and see what works before rolling out campaigns.
A big thank you to Tony Millar from Ontario Fixtures for participating as this week’s Trailblazer! Stay tuned for another interview with a cannabis marketing Trailblazer next Thursday in the ADCANN blog.
Last Updated on October 10, 2024 by ADCANN
