Market Like a Badass with Kristin McFarland

On this episode, Kristin McFarland sits down with Tiana Woodruff, Founder and CEO of Queen Mary. Tiana shares her journey in the cannabis industry and how she uses data to inform her marketing strategy.

As a Tier 1 Social Equity Recipient, Tiana grew up in one of the lowest income zip codes in LA. She's witnessed the war on drugs and personally experienced the strain and disproportionate impact it had on friends and family.

She created Queen Mary, a brand that creates premium cannabis products that blend natural supplements and healing techniques.

Tiana emphasizes the value of building a loyal customer base through events and community engagement. Tiana also shares her insights on scaling a business and the importance of following your gut and not falling for deals that sound too good to be true. Tune in for an episode full of cannabis education, event tips, and data marketing insights.

Takeaways

• Educate and find new consumers through events.
• Use data to analyze sales and customer preferences, but also rely on direct feedback and interactions with customers.
• Building a loyal customer base through events and community engagement is crucial for success in the cannabis industry.
• Scaling a business requires careful planning and avoiding deals that sound too good to be true.

QUICK LINKS

https://www.queenmarybrand.com/

https://www.instagram.com/queenmary_la

https://www.emeraldintel.ai/ - Cannabis Data and Insights to Drive Growth. Thanks to our episode 4 sponsor!

In this episode, Kristin McFarland sits down with Alison Di Spaltro, CEO of Escape Artists and CODA Premium Edibles. They discuss the journey of Escape Artists, the inspiration behind the brand, and how data informs their marketing strategy. They also talk about the challenges of maintaining brand consistency in retail stores and the importance of capturing customer data for remarketing. Alison shares advice for starting a brand in the cannabis industry or expanding your portfolio. She emphasizes the need to focus on specific markets and nurture relationships with retail partners. She also highlights the value of email marketing and social media engagement in reaching and engaging customers.

Takeaways

• Go deep, not wide - focus on specific markets and nurture relationships with retail partners to grow your brand sustainably.
• Capture customer data and use email marketing and social media engagement to stay top of mind with customers.
• Maintain brand consistency by providing retailers with updated brand kits and actively monitoring online platforms for errors and inconsistencies.
• Consider the challenges of online orders and find ways to engage customers and provide accurate product information.

Quick Links

https://letsescape.com/

https://codasignature.com/

In this episode, Kristin McFarland interviews Hadas Dewey, COO of It's All About Choices, a badass brand reinventing edibles. Hadas discusses how they built their brand in the highly competitive cannabis market by offering unique and diverse cannabis-infused products with Capsoil’s patented process. They offer everything from infused spices to condiments, ice cubes, freeze pops, soups, drink mixes, and more.

It's All About Choices is giving their customers even more choices with their latest development. They're launching a new hemp-derived line called Precise. Tune in to hear more about Choices and hear expert tips and tricks about monetizing data, managing extensive product SKUs, and leveraging data to identify trends and focus on categories that perform well.

Takeaways

• It's important to constantly pivot and adjust based on customer feedback and data.
• Use in-store and Sales data to help inform decisions and strategy.
• Consistency and quality control are crucial in managing a large number of product SKUs.
• Leveraging partner email lists and collaborating with retailers helps reach a wider audience

QUICK LINKS

It's All About Choices Website

It's All About Choices Instagram

Welcome to Season 5 of Market Like A Badass! In this episode, we’re kicking things off by shining a spotlight on some incredible women shaping the cannabis industry.

This episode is all about the unique perspectives and insights of women in cannabis—how to enter the industry, grow in your career, and navigate the challenges that come with it. We’ll also pay homage to Olivia Castaldy’s upcoming Women In Canna Business podcast, launching this October!

What to expect:

• Special Interviews: We’re thrilled to have Olivia from Women In Canna Business along with four other special guests. Olivia shares her journey, the inspiration behind her new podcast, and how she’s amplifying women's voices in cannabis.
• Live Event in Colorado: We take you to a women’s networking event hosted by Cannabis Golf League, where we speak with top female leaders in the Colorado cannabis scene about their stories, successes, and advice for women entering the industry.
• Pro Tips for Success: Our guests share actionable advice for breaking into the cannabis world and building a lasting career, from networking and education to overcoming gender barriers.

Whether you’re thinking about starting your own cannabis business, a career in cannabis, or simply want to support women in the space, this episode is packed with inspiration and practical tips to guide your journey.

QUICK LINKS

Women In Canna Business Website

Women In Canna Business Instagram

Wizard of the Ounce

Cirrus Social Club

Cannabis Golf League

Eossi Beauty

Kush Kards

This interview is part of a series of podcast episodes recorded live on-site at Benzinga Cannabis Capital Conference. Hear exclusive interviews and discussions with industry leaders, offering fresh perspectives and insider knowledge on the latest trends in the cannabis world.

In this episode, I sat down with Seth Yakatan, Partner at Katan Associates. Seth is a well-known badass that might not even need an introduction. With over a $1B+ raised and 22 companies sold, he's dialed in to market movers and shakers, industry trends, and has a lot of bets riding on this industry.

Hear Seth's industry growth predictions, which metrics he looks at in a business, and what investors are looking at right now for investing capital - such as certain markets, supply chain in Michigan, hemp beverages, and beyond.

Quick Links

https://www.katanassociates.com/

https://www.linkedin.com/in/seth-yakatan/

This interview is part of a series of podcast episodes recorded live on-site at Benzinga Cannabis Capital Conference. Hear exclusive interviews and discussions with industry leaders, offering fresh perspectives and insider knowledge on the latest trends in the cannabis world.

In this episode, I sat down with Kristi Palmer, Co-Founder and President of Kiva. Kristi discusses their new venture into hemp-derived products, which metrics to measure in a business, what has helped their brand be successful, and how to navigate the industry as a woman in cannabis.

Hear how in-person activations in-store or in the community have helped them grow their brand and effectively communicate with customers.

Quick Links

https://www.kivaconfections.com/

This interview is part of a series of podcast episodes recorded live on-site at Benzinga Cannabis Capital Conference. Hear exclusive interviews and discussions with industry leaders, offering fresh perspectives and insider knowledge on the latest trends in the cannabis world.

In this episode, I sat down with Ian Dominguez, Founder of Delta Emerald Ventures. Ian's group also puts together CannaDataCon, an event created to help business owners learn how to build a useful data strategy in cannabis.

Hear how operators can better monetize their customer data and look at customer loyalty in a new way. You'll also hear the buzz about low-dose THC beverages and how the booming product category is helping the overall cannabis industry.

Quick Links

https://www.cannadatacon.com/

https://www.deltaemerald.com/

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/