Market Like a Badass with Kristin McFarland – Détails, épisodes et analyse

On this episode of Market Like A Badass, host Kristin McFarland sits down with Riel Roussopoulos, marketing badass at Breadstack Technologies, to explore innovation in cannabis tech. Discover how Breadstack is revolutionizing dispensary marketing while maintaining compliance in this highly regulated industry.

Riel shares the origin story behind Breadstack's powerful ecommerce platform and dives deep into dispensary marketing strategies, including:

• Building an effective marketing tech stack for cannabis retailers
• Leveraging data for strategic decision-making
• Recent SEO changes impacting dispensary visibility
• The crucial importance of owned marketing channels like email

Plus, don't miss Riel's insights on the power of open standards in cannabis technology and why this matters for the future of the industry. Whether you're a dispensary owner looking to boost revenue or a cannabis marketer seeking innovative approaches, this episode delivers actionable tips to help you market like a true badass in the cannabis space.

Summary

In this final episode of Season 5, Market Like a Badass, Kristin McFarland speaks with Jenny Kitchen, Co-Founder of Emerald Intel, about the intricacies of data monetization in a highly regulated market like cannabis. Jenny shares insights on leveraging data for targeted marketing, avoiding common mistakes, and the significance of personalization in outreach. The conversation highlights the dynamic nature of data and the need for reliable data sources to drive successful marketing campaigns.

Market Like A Badass will be back in 2025. Stay tuned to @marketlikeabadass on IG, FB, or LinkedIn to stay up to date on marketing trends and the latest episodes of Market Like A Badass.

Takeaways

• Emerald Intel serves as a central source of truth for cannabis data.
• Quality data is essential for effective marketing strategies.
• Building relationships is key in the cannabis industry.
• Targeted marketing requires a nuanced approach to data.
• Personalization enhances outreach effectiveness.
• Reliable data sources prevent reputational damage.
• Geographic insights can inform marketing strategies.
• Continuous innovation is necessary in data management.

Quick Links

https://www.emeraldintel.ai/

Summary

In this episode, Kristin interviews Ashley Schreiner, CEO and Co-Founder of DADiRRi. DADiRRi is a woman-owned, and family-owned and operated lifestyle brand, specializing in cannabis products such as infused joints and solventless bubble hash.

Ashley shares her journey of building a successful brand in the cannabis industry, the challenges she faced as a woman in a male-dominated industry, and the unique opportunities she is working on this year. Learn about the franchise opportunities she is building in the cannabis industry.

She also discusses the struggles of marketing in the cannabis industry, including social media restrictions, and provides tips for navigating PR and in-person experiences.

Takeaways

• Building a successful brand in the cannabis industry requires authenticity, a focus on quality, and a commitment to changing the stigma around cannabis.
• Being a woman in a male-dominated industry like cannabis can be challenging, but it's important to keep going and support other women in the industry.
• Franchising can be a great way to expand a cannabis brand and bring entrepreneurs into the industry who may not have the knowledge or resources to start a cannabis company from scratch.
• Navigating multi-channel marketing in the cannabis industry can be difficult due to regulations and restrictions, but focusing on education, in-person experiences, and building relationships can help drive brand awareness and loyalty.
• Social media marketing in the cannabis industry is challenging due to restrictions and the risk of being shut down. It's important to be careful with hashtags, focus on educational content, and explore other marketing channels like PR and in-person events.

Quick Links

DADiRRi

https://www.instagram.com/dadirri.extracts/

Chris Vianello, co-founder of Dazed Cannabis, shares insights on scaling a dispensary and marketing strategies in different regulated states. He emphasizes the importance of community engagement and building authentic partnerships. Budtender education and brand partnerships are key for building awareness and loyalty. Chris also discusses the value of in-person event activations. He highlights the significance of understanding the local market and tailoring marketing strategies accordingly.

Takeaways

• Engaging with the community and building authentic partnerships are crucial for scaling a dispensary.
• Budtender education and brand partnerships are key for building awareness and loyalty.
• In-person activations can be effective in reaching the target audience.
• Understanding the local market and tailoring marketing strategies accordingly is essential.

Quick Links

https://www.instagram.com/dazedcanna/

https://dazed.fun/

Summary

In this episode, Kristin McFarland interviews Christopher Lackner, Founder and President of Hemp Beverage Alliance. The Hemp Beverage Alliance is a trade association representing the emerging and growing hemp beverage industry.

Kristin and Chris discuss the growth and challenges of the hemp beverage industry, including consumer perception and education. They also explore industry trends and talk about the future of hemp-based beverages. Christopher shares insights on advocacy and regulation in the industry, as well as marketing strategies for hemp beverage businesses.

Takeaways

• The hemp beverage industry is experiencing significant growth, with new products and innovations emerging.
• Consumer education is crucial in overcoming challenges and changing perceptions about hemp beverages.
• Industry trends include the development of new flavors and emulsion technology to improve the taste and consistency of hemp beverages.
• Advocacy and regulation play a vital role in creating a framework for the industry to thrive while protecting consumers.
• Marketing strategies should focus on sampling events and demos to allow consumers to try the products and gather feedback.
• Navigating marketing technology and compliance requires careful consideration of payment processors and other tools.
• There are top-of-funnel marketing strategies to help hemp beverage brands acquire new customers.

Quick Links

https://www.hempbeveragealliance.org/

In this episode, Kristin McFarland interviews Ardell Romez, Chief of Staff at Old Pal, a leading asset-light cannabis brand. They discuss the importance of authenticity and building a strong team in scaling a cannabis brand. They also explore the success of field marketing activations and the impact of local events on brand growth. They discuss collaboration opportunities in emerging markets like New York. He discusses the challenges of navigating different cannabis markets and the importance of building relationships with budtenders. Ardell also talks about the marketing channels that work for Old Pal, including email and Instagram. He highlights his favorite marketing campaigns and emphasizes the importance of growing email lists.

Takeaways

• Authenticity is crucial in building a successful cannabis brand. Consumers value brands that are genuine and authentic to their local markets.
• Building a strong team is essential for scaling a cannabis brand. Having a team that can execute and work well together is key to success.
• Finding the right partners in different markets is crucial.
• Field marketing activations, such as interactive events and experiences, can greatly contribute to brand growth and revenue goals. Navigating different cannabis markets requires finding the right strategies for each location's unique laws and regulations.
• Building relationships with budtenders is crucial for successful sell-through in the cannabis industry.
• Email marketing is a cost-effective channel for cannabis brands, but creativity is needed to comply with regulations.
• Growing email lists takes time and can be achieved through events, promotions, and offering incentives to sign up.

Quick Links

https://www.linkedin.com/in/ardell-romez-733bbb115/

https://www.linkedin.com/company/old-pal/

https://oldpal.com/

Max Juhasz, CEO of Dope SEO, comes on as he launches his new Managed WordPress Plugin. He discusses the importance of conversion-focused marketing and SEO in the cannabis industry.

He shares how his new managed WordPress plugin integrates with Metric and Bio Track to streamline operations and provide accurate inventory counts through your website. He emphasizes the benefits of using native e-commerce functionality and the ability to track sales and customer data.

The future of cannabis e-commerce lies in creating better functioning websites that provide a seamless shopping experience for consumers.

Takeaways

• Conversion-focused marketing and SEO are crucial for driving sales and revenue in the cannabis industry.
• The creation of a managed WordPress plugin allows dispensaries to streamline operations, improve online sales, and provide accurate inventory counts.
• Unlocking native e-commerce functionality will help you drive more revenue

Quick Links

https://dopeseo.com/

https://www.linkedin.com/in/maxjuhasz/

Kristin McFarland introduces Season Four of Market Like a Badass, which focuses on increasing revenue with multi-channel marketing.

In this episode, she is joined by Matt Stumphf, an industry expert and representative of Strike Visuals, our sponsor for Season 4.

Matt shares the background of Strike Visuals and the synergy between the craft beer and cannabis industries.

They also talk about the misconceptions of investing in events and how to leverage digital marketing tactics in your event marketing plans. The conversation covers staffing and engagement at events, prepping for high-converting events, and the Madness in March campaign by Strike Visuals to encourage early planning.

Takeaways

• Create an inviting environment at trade shows to encourage visitors to stay longer and have meaningful conversations.
• Inflatable furniture can be a unique and fun solution for creating a lounge vibe at trade show booths.
• Professional branding is crucial for building confidence and trust with potential customers.
• Collecting customer emails and personalizing marketing efforts leads to better engagement and conversions.

Links

https://www.strikenow.com/

https://www.instagram.com/strikevisual/

https://www.linkedin.com/company/strike-visuals/

Glenda Quesada is the Head Brewer and Co-owner at Dirigo Fermentory in Costa Rica. On this episode, she’s going to share her journey from corporate home brewer in Maine to Head Brewer and business owner in Costa Rica. We cover it all on this episode - from breaking stereotypes and creating more diversity in the beer industry to tips on running a successful restaurant and brewery. Learn more at: Dirigo Fermentory

https://www.instagram.com/dirigofermentory/

On this episode, Kristin sits down with Erik Fletcher, the Founder of Arrowsmith Corporation out of Toronto, Canada. His company helps small and medium-sized businesses in tech, cannabis, and other sectors with a wide range of expertise including marketing, technology, business development, investment advisory, and consulting services. He’s been an entrepreneur for decades and has so much knowledge to offer when it comes to marketing technology.