Insights From The 2019 Cannabis Marketing Summit

I had the privilege of attending 2019 New Heights Cannabis Marketing Summit in the CN Tower last week, an excellent event hosted by JLM Marketing. The Summit featured a wide variety of speakers who provided a wealth of knowledge on the current state of the Canadian cannabis market and their expectations for the next year.

Some highlights from CMS 2019 include: Merging Cannabis and Music Adam Coates, VP of Sales and Marketing at Westleaf presenting their plans for Prairie Records, a retail concept that merges the instinctual tie between recreational cannabis and music. They believe that cannabis and music go together like boots and bindings on a snowboard. Their vision for Prairie Records is a store in Banff, Alberta, where consumers will find a space that is inclusive and welcoming, with curated playlists of both the consumable and auditory kind.

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State of a Legal Nation

Jennifer Lee, National Cannabis Leader Retail and Customer Analytics at Deloitte Canada discussing the post-legalization trends in Canada and the overall cannabis landscape. She believes that in order to develop a brand in a highly regulated marketing, companies need to examine the direct-to consumer data. Early consumer preferences for physical retail cannabis stores are knowledgeable staff, clearly marked prices and convenient hours. Intersection Between Cannabis and Everything Adam Miron, Co-founder and Chief Brand Officer of HEXO Corp, sharing their plans of becoming a technology company. For them, transformation is key and when the regulations allow for innovation, they’ll be ready. He revealed that HEXO’s intent is to become the Intel of the cannabis industry, where the extracts they create will be used by all types of CPGs. Miron also took a moment to thank the voters who made HEXO’s #neverjaded campaign the recipient of the Campaign Of The Year (Canada) award in the 2018 AdCann Advertising Awards.

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Intersection Between Cannabis and Everything

Adam Miron, Co-founder and Chief Brand Officer of HEXO Corp, sharing their plans of becoming a technology company. For them, transformation is key and when the regulations allow for innovation, they’ll be ready. He revealed that HEXO’s intent is to become the Intel of the cannabis industry, where the extracts they create will be used by all types of CPGs. Miron also took a moment to thank the voters who made HEXO’s #neverjaded campaign the recipient of the Campaign Of The Year (Canada) award in the 2018 AdCann Advertising Awards

Knowledge is Power – Managing Risk

A very enlightening panel on managing risk in the cannabis industry featuring Samantha Slattery of Hub Insurance, Richard Anderson of Smart Serve, Megan Henderson of The GrowthOp and Matt Maurer of Torkin Manes. According to the panel, the Canadian government has taken more of a passive stance on enforcing the marketing regulations, only informing companies when they’ve really crossed the line. They believe that the regulations can only be reduced in the future and so companies that are currently succeeding will find it much easier once the regulations are revised.

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Canadian Cannabis Trailblazers

The last panel of the day included some trailblazers of the Canadian cannabis industry, with Rachel Colic of YCREATIVE, Josh Lyon of Hiku, Jo Vos of Leafly and Peter Neal of Neal Brother Foods discussing what’s worked so far for them and what hasn’t. Some of the major takeaways from this amazing session include:

● Establishing yourself as a thought leader in the space and collaborating with other like minded companies is best way to succeed right now.

● If you try to be everything to everyone you'll end up nothing to anyone. Establishing a brand and sticking to your style is very important.

● There is a huge demand for cannabis consumer content, with millions of Canadian searching for things such as “how do I get less high” each month since legalization.

● The states have provided a great framework for the production and marketing regulations on cannabis edibles and we should hopeful that the Canadian government takes notice.

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I had a great time at the New Heights Cannabis Marketing Summit, meeting with others who share a passion for cannabis marketing and learning from industry experts who are currently shaping the industry. Knowledge sharing is so important to our community and events like this, which unite so many thought leaders, help to ensure that we’re providing best cannabis experiences to Canadians.

This article was originally posted on the Crowdlinker blog

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Article BY:

Cody Hicks

Digital marketing specialist and AdCann contributor

Cody HicksComment