Grassroots Marketing

Gibran Washington, CEO of Ethos Cannabis, shared his journey from Vice President to CEO, highlighting his success in identifying operational deficiencies and improving brand image and customer satisfaction. His background in food and beverage has brought valuable insights to the legal cannabis industry, emphasizing the importance of a good customer experience.

Leadership, Inclusion, and Social Equity at Ethos Cannabis

Gibran discussed Ethos Cannabis' commitment to a leadership model that prioritizes social equity, diversity, and inclusion. The company evaluates candidates based on skills and experience, striving for a balance between meritocracy and an inclusive work environment. They also discussed the importance of social equity programs to provide opportunities for legacy operators and new companies

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Jack Blaeser, CEO of Mosaic's talks about their innovative approach to combining loyalty programs, payments, and ordering into a single app, distinguishing it from competitors. He highlighted New York's recent decision to allow such apps in cannabis dispensaries, enhancing customer engagement and legal market competitiveness. Mosaic's services and potential app fatigue set the stage for a deeper discussion.

Advancements in New York's Cannabis Industry with Loyalty Programs

Jack highlighted New York's legalization of loyalty programs and discounts in cannabis dispensaries, aiming to draw new users into the legal market and counter the illicit market. He noted the positive impact of this development on dispensaries' ability to engage users and compete effectively, despite previous restrictions.

Combating App Fatigue with Mosaic's User-Friendly Platform

Addressing concerns about app fatigue, Jack emphasized Mosaic's seamless integration of ordering, payment, and loyalty into a single platform. He cited the ease-of-use and success of similar programs, like Starbucks', and explained how Mosaic facilitates app adoption through unique QR codes for easy downloads.

Enhancing Customer Engagement with Personalized Loyalty Programs

Jack detailed the effectiveness of Mosaic's targeted promotions based on customer profiles in boosting engagement and sales. He discussed the potential of automation and AI in personalizing the customer experience further, emphasizing the importance of strategic notifications and communications to maintain customer interest.

Leveraging Data for Effective Dispensary Marketing

Jack underscored the importance of understanding the target market for effective dispensary marketing. He highlighted the value of data insights from Mosaic's platform in tailoring marketing strategies, offering regular discounts, and maintaining supply-demand balance. Mosaic's comprehensive features—online menu, integrated marketing, CRM, loyalty rewards, and payment system—were recognized as key advantages for dispensaries.

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Jonathan Ballard, Vice President of Market Development at Leafy Pack, shared insights on the company's cutting-edge automated bagging systems, including the high-speed Roto bagger, eco bagger, and multi-head scale. He also introduced the Apollo Pre-Roll machine, a compact system that efficiently weighs and pre-rolls products, impressing attendees with its space-saving design.

Tackling Cannabis Industry Challenges with High Production Machinery

Jonathan highlighted Leafy Pack's high production machine capabilities, capable of packaging 30 to 50 bags per minute and 10 to 20 bags per minute for eco bags. He emphasized the importance of designing equipment that accommodates the unique constraints of the cannabis industry, such as space limitations and the need for customization to support business expansion.

Lease-to-Own Packaging Equipment Program

Leafy Pack has partnered with Kind Pack to offer a lease-to-own program for packaging equipment, reducing financial barriers for businesses. Jonathan explained the audit process for transitioning out of the lease, drawing on his background in early lending and equipment financing to address industry challenges like finding equity and navigating strict debtor guidelines.

Sustainable Packaging with the Pack Model

Jonathan introduced the 'pack model,' a sustainable solution that integrates packaging manufacture from resin to finished product. This model, developed with a local group, aims to provide fully compatible equipment and packaging through a lease-to-own program tailored to customer budgets. The service model ensures both equipment and packaging meet customer needs efficiently.

Benefits of Machinery Investment for Cannabis Companies

Investing in machinery can yield significant cost savings by reducing labor expenses and bundling packaging and equipment costs. Leasing options make it affordable for small and large cannabis companies to upgrade their packaging equipment without upfront investment, offering a potential boost in throughput and a sustainable business model.

Comprehensive Support and Maintenance from Leafy Pack

Leafy Pack offers various service and maintenance programs, including a 1-year warranty and extended 3-year warranties with different support tiers. With new facilities across the US, including upcoming locations in Las Vegas and Tampa, and a comprehensive video series, the 'Anti Hand Packing Club', Leafy Pack ensures customers receive robust support. Machinery prices range from $25,000 to $125,000, providing scalable options for boosting throughput and creating sustainable business models.

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Jonathan and Rene Shapiro are the visionaries behind Mindset Wellness, have committed to creating plant-based products aimed at boosting emotional well-being. Inspired by Jonathan's personal journey with the mental health benefits of CBD and terpenes, the Shapiros developed a range of products designed to improve mood and overall well-being without intoxicating effects. Their efforts have been met with positive customer feedback, including a study showing enhanced enjoyment of exercise.

The Role of CBD in Restoring Balance

Jonathan elaborated on the potential of CBD to support various aspects of health, including its role in restoring balance to the endocannabinoid system, which is crucial for maintaining homeostasis. By achieving this balance, CBD can improve mood and overall well-being, as it did for Jonathan in managing his anxiety and depression. He also discussed the synergistic effects of different plant-based components.

Commitment to Natural Ingredients and Wellness

In a discussion on plant-based ingredients and adaptogens, Jonathan emphasized the health benefits and supply chain transparency of Mindset Wellness products. The company works with vegan co-packers and rigorously tests their products, including bath bombs, to ensure natural and clean ingredients. They maintain strong ties with the fitness and wellness communities.

Expanding Horizons with Torched Patches

Jonathan shared the success of Torched patches, a natural energy solution, and how Mindset Wellness collaborates with celebrities like Isaac Boots to promote their products. The company plans to expand its patch range to cover various needs. Samples are available at pop-ups, with updates provided via Instagram and their website.

Go to www.mindsetwellness.com and use discount code, 'grassroots,' for a 25% discount on your next purchase.

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Cynthia Cabrera, Chief Strategy Officer, and Ryan Oquin, VP of Sales at Hometown Hero and Texas Hemp Business Council founding board members, delve into the potential pitfalls and perplexities surrounding cannabis regulation in Texas.

They discuss the economic and employment risks posed by possible bans, the absence of a dedicated regulatory body, and the industry's need to address bad actors. They also highlight the importance of unified industry efforts and outline their strategic approach to engaging policymakers.

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Jahmila Edwards, co-founder of Stash Queens, discussed the launch of the woman-owned cannabis brand, emphasizing social equity and consumer empowerment. She shared insights into transitioning from pursuing a dispensary to launching a brand without needing a license. Challenges faced by social equity applicants in New York's evolving market dynamics were also explored, including disparities in access to medical dispensaries based on location. Jahmila highlighted the importance of quality and fair accessibility across communities over luxury in product offerings.

Details about Blackstar Wellness—a minority-owned medical cannabis company seeking to address disparities in healthcare access within marginalized communities—were revealed. The conversation extended to instances of exploitation within the industry and the support received from reputable law firms dedicated to promoting social equity initiatives. Ongoing efforts towards advancing equitable practices and accessible healthcare options within New York's cannabis landscape amidst regulatory complexities and ethical considerations were underscored. Discussions with a radio host added depth to the dialogue, focusing on industry leadership's need for greater cultural competency to navigate the evolving market dynamics.

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Ganja Vacations, launched in 2019 by Norman Lawrence, excels in providing cannabis-friendly lodgings in Jamaica, aiming to expand throughout the Caribbean. With a robust background in banking and digital marketing, CEO Norman is dedicated to curating genuine Jamaican cannabis experiences for global tourists by collaborating with local establishments. Ganja Vacations presents a variety of holiday packages, from all-inclusive resorts to wellness retreats, meticulously customized to individual tastes.

Their strategic initiative supports Jamaican properties in evolving into ganja-friendly destinations, capitalizing on the burgeoning cannabis tourism trend in the Caribbean.

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Jessica McElfresh, founder and principal of McElfresh Law, Inc. and Conference Chair for the 2024 INCBA Cannabis Law Institute, shares her perspectives on the upcoming Cannabis Law Institute event. While the event is primarily focused on cannabis law, it remains geared towards legal professionals. Key features include a panel discussion with former federal officials who will provide insights on rescheduling's impact on international transactions and enforcement strategies.

Jessica discusses the intricacies of cannabis licensing, emphasizing social equity and conventional licensing challenges. States like Illinois and New York exemplify the complexities of corruption, lottery systems, and delays in dispensary openings. Jessica highlighted these issues as focal points in annual panel discussions and mentioned that the upcoming conference will address license fairness, litigation actions, and the dormant commerce clause's impact on licensing.

We also cover the potential benefits of cannabis rescheduling, such as increased tax write-offs and enhanced research opportunities, amidst uncertainties surrounding federal policy changes and interstate transactions. Jessica emphasized the ongoing regulatory complexities and the contentious nature of state versus federal law conflicts.

We also discuss the removal of banking protections for the cannabis industry from a federal funding bill and new proposals from Democratic senators. They underscored the need for creative solutions to industry challenges, such as integrating legacy operators into the legal system and addressing the illicit market.

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Josh Lamb | Co-Founder/CEO of High Rewards discusses the launch of HighRewards, an app that rewards cannabis consumers for checking in at dispensaries, uploading receipts, and completing tasks.

He also discussed the concept of rewards programs that allow users to monetize their everyday purchases, including the Rewards App for cannabis purchases.

The app uses zero-party data to benefit retailers while providing rewards for consumers. Josh explained how the app works and its benefits, while sharing the value of the points and their redeemability.

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In this episode of Grassroots Marketing, we interview Dan Mondello, CEO and Co-Founder of Rank Really High, about the transformative potential of the Joint E-commerce Platform for the cannabis industry. Dan highlights how this seamless and integrated solution outperforms traditional methods like iframes and subdomains, boasting numerous integration partners such as AeroPay, Metric, and Alpine IQ. The discussion covers the unique challenges of marketing cannabis amidst regulatory restrictions and explores how AI could enhance search accessibility. Dan also notes that non-smoking cannabis products might gain more advertising opportunities post-rescheduling.

AI's Impact on the Cannabis Industry

Dan and Brasco delve into the profound impact of AI on the cannabis sector, particularly in search engine optimization (SEO). They discuss how AI from companies like Google and Microsoft is evolving to summarize information and generate user responses, potentially shifting away from traditional search results. Dan stresses the importance of cannabis companies ensuring their data is integrated into these AI systems to stay relevant. While this shift will take time, maintaining a strong online presence remains crucial. They agree that human oversight will continue to play a vital role in this transition.

Optimizing Dispensary Websites for SERPs

The conversation turns to the critical role of well-optimized dispensary websites in achieving higher search engine rankings. Dan and Brasco emphasize the importance of accurate business information, schema, and customer reviews in building a strong online reputation. They cite the success of the 'Rank Reality High' website as a prime example of effective online strategy. Dan underscores the need to educate clients on using their platform for marketing and creating unique product pages to boost search rankings. He also mentions the risk of homogenization among cannabis dispensary websites, highlighting the necessity for unique, valuable content.

AI's Impact on Job Market and Businesses

Dan and Brasco explore AI's growing influence on the job market and the imperative for businesses to adapt. They advocate for viewing AI as a tool rather than a threat, recognizing its potential to revolutionize industries like publishing and media. Businesses must prepare for this shift by adopting a dual approach: combining traditional SEO methods with AI-based strategies. This balanced approach will help companies navigate and thrive in an evolving digital landscape.

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