Cannabis Advertising and marketing Reside – Episode 001


Welcome to Cannabis Advertising and marketing Reside. All Puff. No Fluff.

I’m Kendra Losee, the host of this all-new Facebook show, exactly where we bring you the brightest, boldest, and badass individuals, suggestions and technologies in the cannabis sector!

This is Episode #001, Becoming Identified. Marketing Your Cannabis Corporation

Thanks for joining me for Episode 1! I have been wanting to launch this for months, and ultimately decided that it is superior to launch than to be excellent. Who desires to be excellent? Let’s do this!

And if you are watching the replay, I’m content you are right here!

Please jump into the comments and let me know exactly where you are watching from. Being aware of what state (or nation – yeah Canada!) you are coming from will support me know which states to concentrate on as we go forward.

Speaking of comments – chime in with your likes, your hearts, your comments, and inquiries! This is additional enjoyable when it is interactive! There is absolutely nothing worse than when I’m teaching (on-line or in a classroom, or video) and am speaking to the sound of crickets. I want to hear from you.


Now we’re going to be speaking about:

  • The challenges in promoting cannabis.
  • 5 factors you will need to know to make a winning promoting method
  • Understanding how to start off getting the Why in your small business.


Cannabis regulation feels like it alterations everyday. In California, there are deadlines for retailers coming up on July 1. From the promoting side, in March, the National Cannabis Association proposed marketing requirements to make consistency and to start off self-regulating the industry’s marketing. The state specifications differ significantly. In California, it states that “Any marketing or promoting placed in broadcast, cable, radio, print, and digital communications shall only be displayed exactly where at least 71.six % of the audience is reasonably anticipated to be 21 years of age or older, as determined by trusted, up-to-date audience composition information.”

71.six% That is a ridiculous quantity.

And the factor is, not of that is constant from state to state, or with the Federal Regulations.

If you are in yet another nation exactly where it is legal (Canada! Uruguay!), then I’d really like to hear how these regulations are becoming handled.

Most of you are conscious, but it is enjoyable to set the state:

Due to the fact of the federal regulations, most digital promoting activities are unavailable to us.

Let’s step back and appear at one particular way digital marketers generally consider about on-line marketing, is working with 3 pillars:

  • Paid Media – this is defined as the region exactly where you are getting ad space, from paid search, to show advertisements, to sponsorship advertisements, all of that is regarded as paid media.
  • Earned – this is mainly defined as Search Engine Optimization (Search engine optimisation) and content material promoting (or, a “inbound marketing”)
  • Owned – these are channels that you personal and have manage more than, like your internet site, no one particular can inform you to shut down your internet site.


Social media is blurred across all 3 regions.

But in Cannabis, paid media as digital marketers traditionally consider about it, is mainly unavailable.

What do you do when you can not use one particular of the pillars?

What do you do if you can use social media, but not reliably, and not without the need of the awareness that it could be shut down? For no actual explanation, like YouTube began undertaking a handful of months ago.

What can marketers and organizations do to turn into Identified if lots of of the channels are no longer offered?

Properly, that is what we cover in this video. More than the coming episodes, we will be exploring what functions for brands that are undertaking it properly, what tools are offered, individuals who are killing it, dispensaries kicking ass, and the tools we can use to make it occur.


5 factors you will need to know to make a winning promoting method

  1. Have Distinct Targets for your small business, and for your promoting
    • Build Clever Enterprise Targets (Distinct, Measurable, Actionable, Realistic, and Timely)
    • Comprehend your small business objectives that relate to promoting
    • Use them to retain you focused on your priorities
  2. Recognize and Comprehend Your Target Audience
    • Who they are
    • Exactly where they’re hanging out
    • Exactly where they’re obtaining their facts?
    • What motivates them? What are their hopes and dreams

Understanding your audience assists you know who you are speaking to, and how you can attain them as effectively as feasible.

  1. Your Mission/Vision – KNOW YOUR WHY
    • Understanding the explanation and objective of your small business will support you move from becoming a commodity to a life style brand, like Harley Davidson, or Apple.
    • Use what you discovered from your audience to realize how you can transform their discomfort points.  
  2. Be Diverse!
    • Know how your solution/service differs from your competitors, and emphasize these regions of differentiation.
    • As Sally Hogshead of mentioned, “Being unique is superior than becoming superior.”
  3. Industry Like You are Back to the Future!
    • Go back to the previous. Be inventive and appear at conventional, offline possibilities. Events, print, radio, in-dispensary networks, and so on. The way the laws and regulations are correct now, it is a time to be inventive and concentrate beyond just digital.
    • But you do not want to neglect about digital totally. Come back! Come back to the future! Appear at digital possibilities that make sense, for the reason that they do exist.
      • Examples offered contain: Search engine optimisation, Content material promoting, social media, ad networks, cannabis networking platforms, some paid media

Clones are fantastic for cannabis plants, but not for organizations. Do you want to be like every person else, or do you want your small business to stand out?

You want to stand out.

If this is the case, shoot me an e mail at [email protected] and let’s book some time to speak about the correct promoting for your small business!

Tune in to Cannabis Advertising and marketing Reside, subsequent Thursday at 2pm PST, exactly where we’ll be speaking social media. That is correct, we’re going straight there. Due to the fact whilst DeLoreans are cool, this is not 1985.



Book: Identified


Ted Speak: It Begins With Why


Sally Hogshead,


About the host:

Cannabis Advertising and marketing Reside is hosted by Kendra Losee, CEO of Mota Advertising and marketing.

Kendra lives and breaths promoting. In addition to operating with clientele to identify their promoting approaches, she lately launched a course teaching social media to cannabis entrepreneurs. From social media to conventional promoting, Kendra’s 20 years of promoting knowledge assists her lead the way in cannabis promoting. And she couldn’t be happier about it.

You can uncover Kendra at:



E-mail: [email protected]


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