Tag Archive for: women in cannabis

Kary Radestock of Hippo Packaging for Cannabis

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Meet Kary Radestock. Based in San Diego, Kary is a cannabis industry packaging expert. In addition to her creative packaging, Kary is also the Marketing and Advertising Committee Chair for NCIA (2021-2022)

First, a little background about Kary Radestock:

I came from the high-end commercial print/mainstream packaging background and cut my teeth in the LA market working mostly with Ad Agencies, Entertainment, Automotive, Museum, Music + Fortune 500 companies.

I saw the need for professional packaging development/production in the newly emerging cannabis industry in 2015.

After researching the industry for nearly a year, I quit my corporate job just 2 months shy of my 20th anniversary and launched Hippo Premium Packaging as a sole proprietor on March 1, 2016.

When did you first start working in cannabis?

In 2015 when I heard from a supplier that the cannabis market was really pulling out all the stops when it came to their packaging, I immediately got my medical marijuana card and headed to a dispensary to investigate.

I was disappointed to find edibles in baggies with cheap stickers and lots of mason jars full of weed. I scratched my head and thought “I don’t see any of this cool packaging I’m hearing about – but the industry sure does need help”.

Do you sit on any industry boards or associations that you’d like to mention?

 

I am honored to have the opportunity to serve on the National Cannabis Industry Association’s Marketing and Advertising Committee for the past 5 years, this year (2021/22) as the Chair.

What lesson did you learn BEFORE cannabis that’s been most valuable in cannabis?

Success is built on a series of failures. We post and talk about the things we’re most proud of – therefore many people only see a series of successes. This gives an impression that the road is easy – the arrow climbing sharply upward.

But, pitfalls and setbacks are around every corner and it’s my job as a human being and an entrepreneur to find the resiliency, commitment, and belief in myself to rise up with optimism after each defeat.

Is there a particular cannabis project you’d like to highlight?

Gosh…that’s like asking me to name my favorite child! I’m proud of the longevity spent with and the beautiful work produced for women-owned, Garden Society, a Sonoma-based manufacturer. I love the packaging decorating prowess of the Hi-Klas (AZ) Vape Cartridge line and I’m currently excited about completing a new hemp CBD tincture line printed on Mohawk’s Hemp Renewal stock.

What’s the biggest misconception cannabis companies have about marketing?

The biggest misconception is that packaging should be easy. “It’s done all the time!”

But there are more than 30 ways a project can go wrong and only one way for it to go right.

And, that is for all 30 people touching the project throughout each stage of the development process, to do their bit perfectly. Professional packaging production uses all the lessons learned along the way but each project is custom, with its own set of challenges.

 

In your view, what is the biggest cannabis marketing & branding challenge facing cannabis companies today?

Lack of access to capital.

There are so many amazing brands trying to launch that never make it due to being under-capitalized. Couple this with 280E, jacked-up rental rates plus exorbitant licensing fees, it leaves little budget left for marketing & advertising.

What will get easier in cannabis marketing & branding? What will get harder?

 

Harder = Intense competition – there are literally thousands of cannabis brands flooding the market in every state. Retailers won’t be able to carry them all.

How will they choose? If the brand has a presence in the market, it’s a no-brainer. But if they are unknown, it will come down to how they look. The branding and packaging are the easiest way to ‘judge a book by its cover’.

What can cannabis companies do to alleviate their cannabis PR and branding challenges?

Brands must continue to focus on building customer loyalty using direct-to-consumer (DTC) marketing tactics.

Many brands are beginning to develop these strategies strengthening their foothold. Operators who carry a distribution license are able to sell and deliver directly to consumers, eliminating the dispensary (and therefore passing the savings directly to the customer). Savvy California brands are developing and deploying these DTC strategies which is helping to counter the difficulties competing with the black market.

In your view, what is the most under-rated tool in the brand marketing toolbox for cannabis companies?

 

Data – Dispensaries and cannabis companies with a DTC strategy have so much data at their fingertips: consumer profiles, buying frequency, and product preferences. In the future, I believe we’ll see personalized variable data direct mail campaigns as well as complex cross-media campaigns using text, email, and direct mail to drive loyalty and build brand and product awareness.

In your view, what is the most over-rated tool in the branding toolbox for cannabis companies?

Instagram.

What’s the BEST piece of advice you give everyone you work with?

Measure twice and cut once (triple-check everything).

That, and allow enough time for proper cannabis packaging ideation, development, and production (60-90 days for domestic, typically).

What’s your advice for people who want to get into cannabis brand marketing?

Don’t make the mistake of thinking that the cannabis Industry is like mainstream…it’s a whole new animal with a whole new set of challenges.

Use your expertise to the fullest, but put yourself in your client’s shoes when developing your offering and tailor your solutions to meet their specific challenges.

How can someone contact you, Kary?

Facebook/Hippopackaging
Twitter/HippoPackaging
Instagram/hippopackaging
Linkedin/HippoPackaging

Pinterest/hippopackaging
Facebook/kary.radestock
Linkedin/in/KaryRadestock/

Thanks for sharing your cannabis branding insights with us today, Kary, you rock.

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Melinda Adamec of Gabriel Marketing Group

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Meet Melinda Adamec, SVP at Gabriel Marketing, an agency specializing in cannabis industry marketing strategy consulting, digital marketing and advertising, SEO, marketing automation, and content development.

First, a little background about Melinda Adamec:

 

Over 20 years of experience in advertising, marketing, and public relations. Recently joined the GMG team to lead GMG’s delivery of client services in marketing strategy. Prior to GMG, I lead OMI Industries’ cannabis market business including serving as brand manager for Cannabolish plant-based smoke odor removers. Before OMI Industries, I held various executive and leadership roles at PR/marketing firm GolinHarris and DBC PR + New Media. Some of my clients included Ace Hardware, AT&T, Blackboard, Hair Cuttery, IAC, Mars, McDonalds, Microsoft, Reuters, Rosetta Stone, U.S. Mint, and U.S. Postal Service. And I am a very proud member of the NCIA’s Marketing & Advertising Committee!

When did you first start working in cannabis?

5 years ago. My first event attended was the WomenGrow conference in Denver. I fell in love with the industry and the people and knew it was a very special opportunity to be part of this community.

Do you sit on any industry boards or associations that you’d like to mention?

NCIA Marketing Committee

What lesson did you learn BEFORE cannabis that’s been most valuable in cannabis?

Relationships are everything. Strong relationships (with co-workers, peers, and customers) can truly make your business. I have stayed connected with so many people I’ve worked for and with over the years, which has resulted in the learning of new opportunities, growing skillsets, support in new endeavors, and help in connecting with others in the industry. Cannabis just reinforced this by 100%.

Is there a particular cannabis project you’d like to highlight?

YES! The NCIA’s Best of 420 Awards, which was produced and launched during the middle of the pandemic. Not only I was so proud to be part of this team that put together a fantastic program within weeks – but so impressed with the brands that brought forth incredibly creative campaigns that highlighted their cannabis businesses using a variety of methods. And I could not be more thrilled to co-chair this subcommittee again this year. Stay tuned for more details about this exciting opportunity to shine a spotlight on some fantastic cannabis businesses!

What’s the biggest misconception cannabis companies have about marketing?

In my opinion – budget. You can do a lot with a small budget. It’s not how much you spend, but how you spend it. The first step is setting specific marketing goals that align with your business goals. Once you have those goals in place, with some creativity and using a customized approach you’d be amazed at the results that can be achieved. It’s not a one-size-fits all solution either. Understanding your market, customer, and how to drive real value takes a creative, omnichannel approach before you’ll see real results.

What were you doing prior to cannabis?

I was focused on increasing brand awareness and sales for a company that made all plant-based odor-removing solutions. 12 years ago natural products were viewed as “not as effective”, so it took a tremendous amount of work to educate consumers and B2B customers about the effectiveness of our products, the health risks of toxic products, and the lack of regulation around these. I like to say we were green before green was cool. So coming from that space into cannabis, educating and amplifying messages was the foundation for everything we did to grow the Cannabolish brand.

In your view, what is the biggest cannabis marketing challenge facing cannabis companies today?

One of the biggest challenges hands down is the restrictions on advertising and promotions. But even more importantly, the gray areas – in particular with consumer goods and social media. Until there are clear regulations and advertising guidelines in place it will continue to be a space that must be navigated carefully and with a team experienced in this space.

What will get easier in cannabis marketing? What will get harder?

In my opinion, once there are Federal regulations in place the marketing world of cannabis will become easier in terms of the navigation. However, more difficult for brands to compete – in particular smaller brands with smaller budgets. But I think that’s where you’ll see some incredibly creative teams rise to the occasion.

What can companies do to ease their digital marketing challenges?

You really need to find someone you trust to help guide you through the ins and outs of branding and marketing in cannabis. It’s not only about understanding the rules and regs, but also what is trusted and valued by consumers in this community. Authenticity and transparency is crucial to earning the trust of your customers.

In your view, what is the most under-rated tool in the digital marketing toolbox for cannabis companies?

Authentic content – social media content, blog content – it’s the best way to communicate with your customers, and share what makes your brand unique.

In your view, what is the most over-rated digital marketing toolbox for cannabis companies?

Big event sponsorships. You don’t need to spend a fortune to be seen and heard.

What’s the BEST piece of advice you give everyone you work with?Listen.

Listen to your customers – even when they are sharing information you may not want to hear. It’s the only way you learn and improve.

What’s your advice for people who want to get into cannabis digital marketing?

Connect with people who have experience in this space. It’s the quickest way to learn about the industry, get advice and understand the nuances. You can really avoid some big mistakes early on by hearing from people who have some level of expertise within the industry.

How can someone contact you, Melinda?

Gabriel Marketing

Thanks for sharing your marketing insights with us today, Melinda.

 

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Meet Laura Wilkinson Sinton Dispensary Expert and Founder of Caligrown

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Meet Laura Wilkinson Sinton, Cannabis Dispensary Exert, and Consultant for legal dispensary applicants. Founder of Caligrown.

First, a little background about Laura Wilkinson Sinton:

I live in San Diego with 4 kids and 5 grandkids. My husband is a cancer survivor that honed my cannabis chops, and I am a master composter and sea swimmer.

 

When did you first start working in cannabis?

2015. I got involved in several dispensaries’ marketing operations, as my brother and I owned an alternative rock radio station in Bend, Oregon. Apparently, no one would sell radio advertising to cannabis businesses, and we thought hey, it’s a state-legal business, of course, we can (and we were right). So, that’s how I got started, learning their business model and helping them grow the customer base and promote 4/20 events.

Do you sit on any industry boards or associations that you’d like to mention?

Yes. I am active in the NCIA and serve on the MAC (Marketing and Advertising Committee) and on the NCIA Sustainability Committee. Both are really great groups of professionals, and serving the nascent industry in this capacity has been really rewarding and great networking.

I am also active in the ArcView Women’s Inclusion Network, which has incredible benefits (access to lawyers and accountants and really smart people with experience and business intelligence). The ArcView group is geared towards helping you become successful, which is why the WIN is such a great group full of women with generous spirits. Several small cannabis organizations have cropped up locally, but it’s pretty fragmented and their missions may differ from each other. I am a board member of the local South County Economic Development Council. They promote economic development, and cannabis businesses present that very economic opportunity. It has been very influential in informing elected officials in adopting and allowing commercial cannabis. In California, it’s the individual cities that determine whether or not to allow them. And that last mile” has been really hard to push through in California, as we know.

 

What lesson did you learn BEFORE cannabis that’s been most valuable in cannabis?

In radio, in information security, and in other start-ups I have done, it’s to roll with the punches, plan for the long game, and bring your best self every day. And there are a lot of punches. Anybody who thinks cannabis is a “get rich quick” scheme is [off] the mark.

Is there a particular cannabis project you’d like to highlight?

Yes, a pending application for a micro-business in National City, CA (San Diego). Our location is actually ON a transit stop, 3 stops from the San Diego Convention Center (think Comic-Con!), has 65 parking spaces, and is actually on the Interstate 5 exit (with on AND off-ramps). San Diego area dispensaries have been relegated to industrial areas, car-dependent and tough parking because of overly restrictive land-use policy. You can’t suspend the rules of retail just for cannabis. It has to be accessible, and San Diego county is way behind the rest of California in permitting. There’s a dearth of dispensaries (50, where the economy can support over 570). So cross your fingers for us. We’ll be the first qualified social equity candidates 100% woman-owned entity (majority women of color) in San Diego.

What’s the biggest misconception cannabis companies have about cannabis marketing?

That big social media will come around (Facebook, Instagram, Google). Go elsewhere and stop spinning your wheels and raging against the machine. Not gonna happen.

What were you doing prior to cannabis?

I’ve been an entrepreneur in many places – information security start-ups, precious metals recycling, owning and operating radio stations and media of several types. I’m an entrepreneur at heart, and my husband is a cancer survivor; my mom died from Multiple Sclerosis. Cannabis has been a part of medicine in my family for a while.

In your view, what is the biggest digital marketing challenge facing cannabis companies today?

Misinformation, illicit marketers, breaking out.

What will get easier in cannabis marketing? What will get harder?

Easier? Public awareness of consumption methods. Harder? Nothing. It’s not an easy business now. Too many over-promised and disappointing results. It was oversold by public Canadian companies and private investors. Big plans, delayed delivery. Cannabis was to be legal nationwide by now in every prospectus I reviewed. Like a vacation- bring twice the money and half the clothes.

What can companies do to ease their marketing challenges?

Be patient. Results take time in marketing. Use a mix of media – digital alone will never get it done.

In your view, what is the most under-rated tool in the digital marketing toolbox for cannabis companies?

Creative. It matters more than anything to breakthrough. What do you have today that applies to your audience? Not relevant to YOU – relevant to your customer.

In your view, what is the most over-rated marketing toolbox for cannabis companies?

Digital reliance. It’s really fragmented at this point. And your share of voice matters.

What’s the BEST piece of advice you give everyone you work with?

Meditate daily and enjoy the impermanence in this life. Enjoy every day.

What’s your advice for people who want to get into cannabis marketing?

Be flexible. Leave toxic bosses quickly. Embrace the women in this industry, and lift them up.

How can someone contact you, Laura?

Twitter @laurawilkinsonsinton

Instagram @laurawilkinsonsinton

Thanks for sharing your digital marketing insights with us today, Laura.

 

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Michele Ringelberg of ThrivePop – Cannabis Business Digital Marketing Expert

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Meet Michele Ringelberg, CEO of ThrivePop, a digital marketing firm specializing in cannabis. Fast-growing and ambitious brands in cannabis industry work with Michelle and her team to create digital marketing strategies and digital marketing implementation.

First, a little background about Michele Ringelberg:


I have been in the marketing industry since 2000. I have seen a lot of changes in the digital marketing space and the evolution of cannabis marketing has been exciting to watch. Cannabis marketing is challenging and innovative. We have definitely made our mistakes, but have learned from them and are here to teach you what NOT to do! Let me just say, Facebook and Instagram can be unpredictable and difficult when marketing cannabis-related products.

Our team enjoys what we do and has been known to push our clients out of their comfort zone. When we are allowed to try new creative tactics, we can show our clients astounding results!

If your business is ready to grow fast and is seeking help implementing digital marketing strategies that will increase visibility, generate leads, and grow revenue, then we can help.

Let us teach you what we know and create something fabulous together!

 

When did you first start working in cannabis?

2017

 

Do you sit on any industry boards or associations that you’d like to mention?

NCIA Marketing Committee

What lesson did you learn BEFORE cannabis that’s been most valuable in cannabis?

Do what you love and what you are naturally good at and stop trying to please every client request. When I first started we were doing a lot of online applications systems and complex web development programs for companies. My brain just doesn’t work that way. I was trying to do something that I didn’t like and it stressed me out. I am not a developer and don’t pretend to be. I am creative and love marketing, not backend web development. I had a complex project that my developers could not produce, they continued to tell me that they were almost done, but as a non-developer I couldn’t look at the code and tell if they were actually telling me the truth. I had to go to the client and let them know we just don’t have the team to complete this project and I refunded them all of their money. I felt this huge weight lifted once I told the client they would need to find another web company to perform this project. It was very difficult to do and they were not happy, however; it was the right thing to do. It was then that I focused on what I love to do and that is marketing. We chose to not take on any more complex web projects and now we focus on marketing, since doing that our company is growing significantly and I do what I love, helping companies make more money and thrive.

Is there a particular cannabis project you’d like to highlight?

The majority of our clients are B2B. Fohse lighting is one of our clients that I would like to highlight. They came to us with unrealistic goals. They wanted to double their conversions and revenue in one year. I kind of laughed and said, ok, we need to set realistic goals. our contact said, no we are serious, these are realistic goals. They were ready and motivated to grow. They said, let’s do this! They listened to us and for every new opportunity or creative idea we had; they were up for it. We doubled their monthly leads and increased their revenue by 2,332% in two years! It makes a huge difference when you have a client that actually listens to your recommendations and is open to new marketing tactics, and the entire team is on board. They have an amazing sales team that actually uses the tools we have implemented and has done an excellent job converting the leads we have been providing them. Other people in the industry see Fohse marketing and they ask them who does it, and they very willingly tell them ThrivePOP, in fact, I just recently had a prospect call me and they told me that Fohse told them we kick ass! I said, ok, great that is awesome to hear. 

What’s the biggest misconception cannabis companies have about digital marketing?

That it is easy, or that it [includes only] being on social media. That is part of it, but not the whole picture.

What were you doing prior to cannabis?

We fell into cannabis. I have been doing marketing since 2000, was a marketing director at a healthcare facility and they merged with another health organization and they eliminated my job. I worked at an IT managed service company, managing the web team and doing marketing for the IT company. I started ThrivePOP in 2017. One of our clients that also serves other industries said they wanted to push their product into the cannabis industry, so that is how we started. I sent one of my employees to MJBizCon to help them with their booth, and learn. Since then, we have just been growing like crazy.

In your view, what is the biggest digital marketing challenge facing cannabis companies today?

The biggest issue regarding marketing for cannabis is social media. You spend all this time growing social profiles and FB, Instagram, etc. can take down your profile with no notification and you can’t ever talk to someone at FB or Insta to see why or get it back. So many clients come to us trying to get their accounts back and it is very difficult.

What will get easier in cannabis digital marketing? What will get harder?

I have noticed more and more competition. Everyone thinks it is an easy thing, and it is not. Just because you are in the cannabis industry doesn’t mean you are stashing money in a safe. It is tough. In our town, there are so many dispensaries popping up and I think people don’t understand how difficult it is to run a company.

Trust me, running a company is HARD, especially in the cannabis industry.

What can companies do to ease their digital marketing challenges?

Be consistent and track your results. If you don’t have time to do it yourself, which most people don’t-outsource it to someone that knows what they are doing and are an expert.

In your view, what is the most under-rated tool in the digital marketing toolbox for cannabis companies?

Industry associations. I try to get my clients to join different cannabis associations and I don’t think they really value that. I have joined a few, and it has really set us apart.

In your view, what is the most over-rated digital marketing toolbox for cannabis companies?

I don’t really think of anything that is over-rated.

What’s the BEST piece of advice you give everyone you work with?

Be consistent and listen to the data. Track your results and be open to changing your plan based on what the data is telling you. Data doesn’t lie, and you don’t want to waste your money on something that isn’t effective.

What’s your advice for people who want to get into cannabis digital marketing?

Join associations to learn about cannabis, join associations, follow people that are knowledgeable, and absorb as much knowledge as possible. Don’t just tell people you understand cannabis marketing if you don’t yet.

How can someone contact you, Michele?

www.thrivepop.com

Facebook/thrivepop

Instagram/thrivepop

 

Thanks for sharing your digital marketing insights with us today, Michele.

 

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3 Publicity Ideas for Women Cannabis Entrepreneurs

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Even the savviest woman cannabis entrepreneurs need fresh publicity ideas.

Women in cannabis. In the early days, there was a lot of media attention around the entrepreneurship opportunities in cannabis, and even more about how the cannabis industry was going to break through the “green ceiling.” This 2015 Inc. magazine article titled “Why Women Founders Are Ruling Legal Marijuana” didn’t age so well. In 2021, Business Insider reported 70% of top cannabis executives were white men. And in the fall of 2021, High Times reported that nationally, only 19% of plant-touching cannabis businesses were women-owned. While female cannabis entrepreneur pieces still pop up once in a while, these days it’s pretty rare to see profiles on women business leaders about something besides bad news for women cannabis entrepreneurs.

Even though women cannabis entrepreneurship is literally the exception to the rule, being a woman founder isn’t newsworthy enough to garner coverage on its own; women founders still have to find creative ways to break through the noise if they want media coverage. The key for women cannabis entrepreneurs to secure press is to lean into the ways we’re different.

 

Find Purpose in Female Leadership

Social impact and female entrepreneurship are both trends. The search term “purpose-driven leadership,” is up 300% on Google, and “Social Impact Leadership” searches are up 40%. I’ve always found Google trends a splendid piece of information to drop into a pitch because publishers love eyeballs AND they love it when you do some homework for them. From DEI to the Last Prisoner Project, cannabis leaders are taking a stand. In fact, the entire cannabis industry is a leader in social impact and purpose. Consider your purpose – why you started the company and how you can support that purpose in an authentic, but female-oriented way.

Los Angeles cannabis dispensary GorillaRX received feature coverage for incorporating “compassion” into their business mode. Spanx founder Sara Blakely recently made headlines by declaring she “ran the business from intuition, vulnerability, and empathy.”

Turning the good ole boy’s network on its head by bucking the trend is a great example of finding purpose in female leadership. Taking a distinct stand on how you run your business with purpose can create media opportunities over and over.

And the purpose isn’t just for PR, HBR found “companies with high levels of purpose outperform the market by 57%-7% a year.”

Go Gurl-illa with the Ladies

Developing a guerilla campaign – or any kind of campaign – around days that celebrate women is a great way to use the mundane with the novel. Marketing activations and publicity stunts get a lot of coverage in cannabis and beyond. Neither of those has to be inherently expensive, but because of cannabis advertising limitations, going guerilla can present a great PR opportunity.

MariMed’s 850 pound edible in honor of national brownie is a recent example of a guerilla stunt that garnered national news attention, including coverage by Inc. magazine. There are some fantastic women’s holidays and journalists love the ease of tying a piece into a holiday, especially one that provides some cultural justification – you’re unlikely to see a lot of coverage on International Men’s Day.

Use the calendar to your advantage with your cannabis guerilla marketing campaigns to earn publicity rather than buy media coverage.

Create Community Around Female Consumers

There are so many ways to create community. You can support education and networking like the ArcView Women’s Inclusion Network or other cannabis women’s organizations. But when you really think about it, talking directly to women AS women is a powerful way to stand out from the crowd. If I had a nickel for every man-owned brand who told me they wanted to target soccer moms, and then asked me where they could find them, I’d be funding women-owned businesses instead of owning one. As women, we have authenticity on our side; we know the secret handshake and we can speak to each other from a place of respect in a way that men-owned brands sometimes struggle with. 

Empowering points of view like CBD brand Aja who asks “Why are women expected to make excuses for their consumption?” is a great way to tap into the mindset of women customers and activate  loyalty. Whoopie and Maya came into the space with a bang talking about the unique needs of women cannabis users, including the menstrual cycle. It started an entire surge of media coverage on the topic. Cannabis lubrication brand Foria has a female sexual education, empowerment, and cannabis spokesperson and she’s a very strong advocate for many women. These are all interesting distinctions that provide many media opportunities.

Another great way to create and support female cannabis entrepreneurs is to collab with other women-owned businesses like Buy Weed from Women. These collaborations are unusual enough it’s a great way to puncture the media cycle.

Consider the ways you name your products, how you speak to your women customers, and your unique point of view as a woman when developing products.

Women cannabis entrepreneurs have a unique set of challenges, but securing earned media coverage can be maximized when we turn our differences into our strengths. If you’re a woman cannabis entrepreneur, I’d love to connect with you on Twitter or LinkedIn.

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