Marketing That POP's | ThrivePOP

Michele Ringelberg is the Owner and CEO of ThrivePOP, a digital marketing agency specializing in the cannabis, technology, and manufacturing industries. As a certified Hubspot Gold Partner, a Google Ad Certified Partner, and a WBENC-Certified woman business owner, she helps B2B and B2C businesses scale by implementing marketing tactics that generate leads and traffic. Michele also volunteers for the National Cannabis Industry Association’s (NCIA) Marketing & Advertising Committee, where she educates business owners about marketing in the cannabis industry.

Olivia Johnson is the Director of Marketing and Content Strategy at ThrivePOP. She began as a Digital Traffic Manager and has been with the company for five years. Before ThrivePOP, Olivia was a Project Coordinator at 40 VISUALS, where she managed new business development and project timelines.In this episode…

Branding can make or break a business, yet many brands aren’t consistent with their efforts. From unclear messaging and a contradictory identity to inconsistent visuals, these gaps can leave potential customers confused or disengaged. How can businesses craft a brand that stands out and builds trust and recognition?

Branding experts Olivia Johnson and Michele Ringelberg outline key steps to developing a strong brand foundation. Brands should begin with a mission statement, vision, and core values to shape the brand’s identity before diving into design. When developing your brand design, Michele and Olivia suggest creating cohesive logos, typography, and color palettes to strengthen brand recognition. Maintaining a consistent brand voice and communication is crucial, so businesses should tailor their messaging for various platforms while maintaining a unified tone.

In this episode of Marketing That POPs, join Michele Ringelberg and Olivia Johnson of ThrivePOP as they discuss building a compelling and consistent brand identity. Together, they talk about the use of taglines, how to develop your brand’s personality, and when to initiate a rebrand.

Bethany Moore is the Director of Content Strategy and Market Growth at The GMP Collective. Previously, she spent nearly ten years as Director of Communications at the National Cannabis Industry Association, where she hosted NCIA’s Cannabis Industry Voice podcast, and was a volunteer for Americans for Safe Access (ASA). With an extensive background in nonprofit activism, strategic planning, and public relations, Bethany has worked on drug policy reform and church-state separation issues. Originally from the Washington, DC, area, she relocated to Denver in 2014 and enjoys writing, performing poetry, and playing pinball.

In this episode…

The cannabis industry faces compliance challenges with marketing and advocacy efforts. Strict regulations, banking limitations, and evolving federal policies make it difficult for businesses to operate and scale simultaneously. How can cannabis companies navigate these obstacles while maintaining strong branding and consumer trust?

Cannabis industry veteran and compliance pioneer Bethany Moore emphasizes the importance of good manufacturing practices (GMP) for business longevity. Implementing GMP standards can help cannabis businesses avoid costly recalls, improve product safety, and prepare for inevitable regulatory changes. Since these regulations are complex, Bethany recommends leveraging storytelling and content creation to make these topics more accessible for cannabis professionals and consumers.

In this episode of Marketing That POPs, Michele Ringelberg and Olivia Johnson sit down with Bethany Moore, the Director of Content Strategy and Market Growth at The GMP Collective, to discuss balancing cannabis advocacy, compliance, and marketing initiatives. Bethany shares how to educate companies about cannabis regulations, the future of quality and compliance practices in the industry, and the regulatory challenges cannabis businesses face when scaling.

Amy Donohue is the Co-founder of Hybrid Social, Arizona’s first all-cannabis marketing and social media agency. She is also the Co-founder of Cannafriends, a cannabis networking group in Arizona. As one of the first members of Women Grow, she consulted on the Prop 205 campaign. A former high school Spanish teacher, Amy transitioned into stand-up comedy and radio, where she built a strong following through social media.

In 2011, she donated a kidney to an X follower’s mom by leveraging the platform to build connections. Amy has spoken about social media compliance in the cannabis industry at events like MJBizCon, Emerge, and Imperious Expo. She also volunteers with Freedom Grow Forever, where she supports non-violent cannabis prisoners.

In this episode…

Social media has become inundated with ads and sales tactics, making community building and audience engagement seem far-fetched. This is especially challenging in the cannabis industry, where content on Meta is heavily regulated. How can cannabis businesses connect with their audiences on social media?

Cannabis social media consultant Amy Donohue warns against building your brand solely on platforms like Instagram and Facebook. These platforms are heavily regulated, and using certain hashtags or posting cannabis-related content can get your brand shadow-banned or even shut down. Instead, diversify your social media presence by investing in platforms like Reddit, where users can speak more freely about cannabis topics. Users on this platform are often knowledgeable about cannabis, sharing thoughts and in-depth discussions on forums so you can identify an ideal audience to connect with and target.

In this episode of Marketing That POPs, Michele Ringelberg and Olivia Johnson host Amy Donohue, the Co-founder of Hybrid Social and Cannafriends, to discuss effective social media marketing in the cannabis industry. Amy shares the importance of developing out-of-the-box social media strategies, why marketers in the cannabis industry should establish a professional social media presence, and how to capitalize on cannabis social media trends.

Michele Ringelberg is the Owner and CEO of ThrivePOP, a digital marketing agency specializing in the cannabis, technology, and manufacturing industries. As a certified Hubspot Gold Partner, a Google Ad Certified Partner, and a WBENC-Certified woman business owner, she helps B2B and B2C businesses scale by implementing marketing tactics that generate leads and traffic. Michele also volunteers for the National Cannabis Industry Association’s (NCIA) Marketing & Advertising Committee, where she educates business owners about marketing in the cannabis industry.

Olivia Johnson is the Director of Marketing and Content Strategy at ThrivePOP. She began as a Digital Traffic Manager and has been with the company for five years. Before ThrivePOP, Olivia was a Project Coordinator at 40 VISUALS, where she managed new business development and project timelines.

In this episode…

As we step into 2025, the integration of AI and automation in marketing has sparked debates on their role and impact on creativity and strategy. Several marketing campaigns in 2024, like Gemini’s ad in the 2024 Olympics and Bumble’s campaign to renounce celibacy, garnered outrage among audiences. How can businesses leverage AI responsibly in 2025?

Marketers Olivia Johnson and Michele Ringelberg caution against replacing marketing teams with AI since it can’t replace strategy and creativity. Instead, they recommend leveraging various tools to aid in campaign creation, like ChatGPT for written content or Google’s Gemini for image and video creation. In 2025, Michele and Olivia anticipate the rise of short-form videos on niche social media platforms and an emphasis on organic content, so they suggest creating custom AI prompts to generate memorable campaigns. 

In this episode of Marketing That POPs, Michele Ringelberg and Olivia Johnson of ThrivePOP chat about their marketing and AI predictions for 2025. Together, they discuss popular trends and campaigns in 2024, AI regulations in the cannabis industry, and how to optimize AI tools for campaign creation.

Michele Ringelberg is the Owner and CEO of ThrivePOP, a digital marketing agency specializing in the cannabis, technology, and manufacturing industries. As a certified Hubspot Gold Partner, a Google Ad Certified Partner, and a WBENC-Certified woman business owner, she helps B2B and B2C businesses scale by implementing marketing tactics that generate leads and traffic. Michele also volunteers for the National Cannabis Industry Association’s (NCIA) Marketing & Advertising Committee, where she educates business owners about marketing in the cannabis industry.

Olivia Johnson is the Director of Marketing and Content Strategy at ThrivePOP. She began as a Digital Traffic Manager and has been with the company for five years. Before ThrivePOP, Olivia was a Project Coordinator at 40 VISUALS, where she managed new business development and project timelines.

Cannabis conventions aren’t events for people to stand around and smoke pot all day. These trade shows connect B2B professionals with tools and industry trends to advance their businesses. What makes a compelling trade show booth at a cannabis convention, and how can you stand out to attract leads at these events?

Having attended the 2024 MJBizCon, marketing leaders Michele Ringelberg and Olivia Johnson noticed increased engagement among attendees, providing them with qualified leads at their booth. In previous years, these events attracted the wrong type of clients, with many people attending in hopes of sampling products or purchasing merchandise. Olivia and Michele attribute this year’s progress to increased education and feedback. When attending and presenting at MJBizCon, they recommend creating a visually attractive booth that captures attendees’ attention, offering valuable swag that increases brand awareness, and attending educational events to position your brand as a thought leader.

In today’s episode of Marketing That POPs, Michele Ringelberg and Olivia Johnson share insights from the recent MJBizCon. Together, they detail ThrivePOP’s eye-catching booth, the evolution of the convention throughout its existence, and their expectations for future MJBizCon events.

Eric Mercado is the Co-founder, COO, and CFO of Terpli, an AI-driven product recommendation tool for dispensaries. As a high-performing entrepreneur, business advisor, Big 4 assurance manager, and CPA, he has experience in private and public sectors, working in industries, including cannabis, consumer products, real estate, mining and metals, recycling, oil and gas, and manufacturing. 

The cannabis industry is still in its infancy, so many inexperienced consumers believe high THC levels correlate with higher-quality products. Yet individuals react differently to the various cannabinoids present in cannabis, with some not able to tolerate high THC levels. How can dispensaries empower their budtenders to provide personalized recommendations to consumers?

After experiencing an adverse reaction to a particular terpene present in high THC products, Eric Mercado developed an AI-driven platform that educates consumers on cannabis products beyond THC levels. Rather than replacing budtenders, AI can personalize recommendations and provide insights into product chemistry, allowing budtenders to help customers make informed purchasing decisions. With these tools, dispensaries can increase their sales, cart sizes, and customer bases.
In the latest episode of Marketing That POPs, Michele Ringelberg and Olivia Johnson host Eric Mercado, the Co-founder, COO, and CFO of Terpli, to talk about AI-powered product recommendations for dispensaries. Eric shares marketing campaign strategies for dispensaries, the use cases for Terpli, and the platform’s subscription model and offerings.

As the VP of Partnerships at Springbig, Eric Zeiri is driven by a passion for building strong, lasting relationships with partners and making an impact in the cannabis industry. Outside of work, Eric brings the same enthusiasm to his personal interests — whether it’s his love for EDM (Eric was known as DJ EZ back in his college days), his dedication to training as a gourmet chef in the hopes of impressing Gordon Ramsay, or speaking Hebrew.

As the Director of Client Growth at Springbig, Corey Hines is passionate about helping businesses thrive and grow through innovative solutions. Outside of work, being a girl dad has taught Corey a lot, including that he doesn’t just have to wear pink on Wednesdays! In true Florida fashion, he takes great pride in his lawn care, and when he’s not in pink, you’ll find him proudly sporting the Black and Gold as a dedicated Steelers fan.

In this episode…

Despite widespread beliefs, email and SMS marketing are not outdated. These marketing channels can increase conversions through personalized messages and offers. Yet regulated industries like cannabis must adhere to strict regulations that can limit these efforts. How can you optimize email and SMS marketing campaigns while remaining compliant with industry standards?

Marketing partners Eric Zeiri and Corey Hines maintain that email and SMS marketing aren’t about the number of messages you send but rather sending the appropriate message to the right people at the most opportune time. This may require segmenting audiences into various groups based on the products they purchase. Corey and Eric advise cannabis businesses to leverage preapproved templates to craft compliant messages while increasing deliverability. Platforms like Springbig allow you to measure campaign effectiveness, offer exclusive rewards and deals, and ensure optimal compliance.

In the latest episode of Marketing That POPs, Michele Ringelberg and Olivia Johnson talk with Eric Zeiri and Corey Hines of Springbig about the platform’s offerings for regulated industries. Together, they discuss the platform’s brand marketplace feature, how to increase message deliverability, and Springbig’s campaign reporting tools.

Carter Foster is a marketing professional with over nine years of experience blending strategy and creativity into impactful brand stories. Now leading the charge as Brand Manager for East Coast Cannabis, Carter swapped his marketing agency life for cannabis marketing in Maine. Originally from the Pacific Northwest, he now lives in southern Maine with his family and pets.

Marketing in the cannabis industry is nascent, so many companies haven’t hired a marketing professional or agency yet. As more states legalize the sale and use of recreational cannabis, marketing is crucial for market differentiation. How can you break into the marketing space with evergreen strategies amid legislation?

As a brand manager for a dispensary in Maine, branding expert Carter Foster must understand the restrictions around promoting cannabis products in the state and online. Since Maine doesn’t allow billboard promotions and Meta restricts explicit sales and promotions about cannabis on its platforms, Carter and his team employ unique graphics and clever copywriting to direct consumers to online and in-store promotions. Companies can also leverage foundational strategies like consistently posting about company initiatives on social media. Integrating relevant consumer trends into your marketing and branding is also essential in building a reputable presence in the industry.

Join Michele Ringelberg and Olivia Johnson in this episode of Marketing That POPs as they interview Carter Foster, the Brand Manager at East Coast Cannabis, about marketing strategies for dispensaries. Carter explains the importance of maintaining consistent customer communication, how to promote discounts strategically, and East Coast Cannabis’ brand partnership with Mike Tyson and clever merchandise.

Michele Ringelberg is the Owner and CEO of ThrivePOP, a digital marketing agency specializing in the cannabis, technology, and manufacturing industries. As a certified Hubspot Gold Partner, a Google Ad Certified Partner, and a WBENC-Certified woman business owner, she helps B2B and B2C businesses scale by implementing marketing tactics that generate leads and traffic. Michele also volunteers for the National Cannabis Industry Association’s (NCIA) Marketing & Advertising Committee, where she educates business owners about marketing in the cannabis industry.

Olivia Johnson is the Director of Marketing and Content Strategy at ThrivePOP. She began as a Digital Traffic Manager and has been with the company for five years. Before ThrivePOP, Olivia was a Project Coordinator at 40 VISUALS, where she managed new business development and project timelines.

In this episode…

Despite what’s conveyed in dystopian and futuristic movies, AI isn’t going to become sentient and take over the world anytime soon. For now, AI relies on human input to generate content marketing ideas and personalize the customer experience. How can you ensure you leverage AI productively?

Michele Ringelberg and Olivia Johnson can scarcely imagine a time when marketers brainstormed concepts manually or the customer experience was a nice-to-have feature for innovative brands. They maintain that AI’s highest potential lies in personalizing the customer journey through product recommendations and customized marketing messages. This includes positioning relevant products in front of your target audience and utilizing automation to send blast email and SMS promotions. Personalization demonstrates a keen understanding of the customer’s needs and desires, and AI can eliminate the guesswork in identifying these preferences.

In this episode of Marketing That POPs, hosts Olivia Johnson and Michele Ringelberg of ThrivePOP continue their discussion about AI, focusing on its potential to transform the customer experience. Together, they share how to stay ahead of the curve with resonant marketing campaigns, the future of an AI-driven customer experience, and what marketing was like before AI.  

Michele Ringelberg is the Owner and CEO of ThrivePOP, a digital marketing agency specializing in the cannabis, technology, and manufacturing industries. As a certified Hubspot Gold Partner, a Google Ad Certified Partner, and a WBENC-Certified woman business owner, she helps B2B and B2C businesses scale by implementing marketing tactics that generate leads and traffic. Michele also volunteers for the National Cannabis Industry Association’s (NCIA) Marketing & Advertising Committee, where she educates business owners about marketing in the cannabis industry.

Olivia Johnson is the Director of Marketing and Content Strategy at ThrivePOP. She began as a Digital Traffic Manager and has been with the company for five years. Before ThrivePOP, Olivia was a Project Coordinator at 40 VISUALS, where she managed new business development and project timelines.

People’s most common fear concerning AI is that it will take over their positions, but AI is only as intelligent as the information we input, so it requires human creativity. AI is optimal when used as an idea-generation tool and enhanced with a brand’s personal touch. How can you leverage AI to elevate your marketing efforts?

Some of the most well-known brands utilize AI to improve the customer experience and provide personalized recommendations. For instance, Netflix’s AI tool can curate a list of movies and TV shows based on the watcher’s preferences, whereas Wayfair uses AI and augmented reality so consumers can fill a space with furniture. Experts Michele Ringelberg and Olivia Johnson have experimented with various tools for marketing campaigns and initiatives. Olivia recommends using generative AI tools like ChatGPT for content creation, like vlogs, social posts, and even video scripts. Michele likes using Semrush to analyze trends and competitor campaigns. No matter the tool you choose, integrating your brand voice is crucial for any AI-driven campaign. 

In this episode of Marketing That POPs, Michele Ringelberg and Olivia Johnson talk about how to use AI to suit your company’s goals. Together, they share the do’s and don’ts of AI experimentation, various use cases for AI, the types of AI models, and why you shouldn’t worry about AI overtaking your job.