Cannabis Marketing Association

presents

January 18, 2022 • 10:45 am – 2:00 pm MT

Virtual Conference

Cannabis Marketing Association is proud to present the second annual Future of Cannabis Marketing — a forward-thinking, half-day virtual Ted-style event.

As the end of Prohibition rapidly nears, we have the opportunity to build a new industry that communicates authentically to consumers and patients and is mindful of the relationships between government, industry, and the people.

It all boils down to this:

What is the cannabis future that we want?

What do cannabis marcom leaders need to do now to shape that future and why?

In order to build the industry we want, we must visualize and conceptualize it in advance. 

Often big ideas require forward-thinking and debate before they are ready for public presentation and acceptance. The Future of Cannabis Marketing will present these ideas to the industry to open up dialogue amongst the industry’s marcom leaders so we can put change into action.

Speaker applications are open to active CMA Members only are now closed.

Members receive 15% off tickets via your unique access code (your username to the Member Portal). 

 

The Future of Cannabis Marketing may cover topics like branding, retail, and agency life. Speakers will be selected by the CMA Member-led Host Committee.

Winning presentations will be considered based on their originality, relevance to the event description, and importance to the industry.

Each session is approximately 20 minutes with 10 minutes for live Q&A.

THE FUTURE OF Cannabis Marketing Speakers

Meet the visionaries who will be delivering the Ted-style talks.

WESLEY WILLIAMS
Co-Founder & CEO, KND Infusions, Inc.

Jb Sugar

CHRISTINE DE LA ROSA
Co-Founder & CEO, The People’s Ecosystem

LILLI KEINAENEN
Sustainable Packaging Designer, Changemaker Creative

CHRIS CANTERGIANI
Co-Founder, Hello Manito

KELLY PEREZ
Co-CEO/Founder, Cannabis Impact Fund and Cannabis Doing Good

The Speaker’s Post Show Roundtable is exclusive to active CMA Members and is a 60-minute discussion where the speakers will talk about the behind-the-scenes planning of their talks, tease out important concepts, and debate what the #1 most important theme was from the sessions.

The Speed Networking event will be held on a separate platform at an earlier time. We will coordinate via Google Calendar.

AGENDA (subject to change)

All times are in MOUNTAIN.

9:30 – 10:30 am
Speed Networking 1:1 and small groups

10:45 – 11:00 am
Opening Remarks
Lisa Buffo

11:00 – 11:30 am

Why Effects-Driven Marketing and Functional Products are the Future of Cannabis
Wesley Williams

  • Whether people consume cannabis recreationally or medically, they consume it because it gives them a specific effect that they are seeking. So what is ‘functional cannabis’ and why should the cannabis industry embrace this concept in Cannabis 2.0? As marketers and product leaders, we have the opportunity and the responsibility to redefine the role that cannabis can play in a person’s life. Functional cannabis is our best bath to further destigmatize cannabis, increase state adoption, and ultimately lead to national acceptance.

 

11:30 am – 12:00 pm

Marketing for the Global Majority
Christine De La Rosa

  • Marketing to the Global majority is a multi-billion dollar proposition. The multi-national and multi-lingual consumer base has been largely ignored as companies and brands have chased US domination. Still, there is a way to work smarter, not harder, to create and realize the revenue potential of countries outside of the US.

 

12:00 – 12:30 pm

Conscious Consumerism: The Competitive Edge to Attracting the Ethical Shopper of the Future
Lilli Keinaenen

  • Consumers are voting with their dollars — against unsustainable brands. This can become the competitive edge you need. In a study, sustainably marketed products – only 16% of the CPG market – drove more than half of the growth in the entire market. And these trends were only heightened by the pandemic: nearly half of consumers said the pandemic has made them more concerned about the environment, and 11% had switched brands based on environmental claims within the past year. And the most likely conscious shoppers? Women and Gen Z. Fastest growing customer segment in cannabis? Women and Gen Z. This session will review how to market sustainability and social responsibility claims without sounding like a phony, through case studies of brands getting it right, both in and outside of cannabis, as well as look into the future of what’s coming up as Gen Z consumers get older.

-intermission-

12:45 – 1:15 pm

High Society Hospitality
Chris Cantergiani

  • 38 states now allow medical and/or adult use of cannabis, and while it’s legal to purchase, possess and use in those states, the question of ‘where to consume’ lingers in the air because smoking it in public remains illegal in most parts of the country. At least 8 states are now creating regulations that will change that, and ancillary businesses will be increasing the need for marketing in the space that is currently dominated by plant-touching businesses.

 

1:15 – 1:45 pm

Take The Leap: From DEI to Anti-Racist Marketing
Kelly Perez

  • The market has demanded equity in representation. Now, we see diverse faces pictured in almost every cannabis campaign. While representation is certainly worthwhile, stepping into the future of cannabis requires taking the message a step further. Relevance today requires brands to model diversity, equity, and inclusion. Relevance tomorrow will require brands to embody anti-racism and use their platform to amplify equity.

 

1:45 – 2:00 pm
Closing Remarks

CMA MEMBERS ONLY

2:30 – 3:30
Speakers Post Show Roundtable

THE FUTURE OF Cannabis Marketing Host Committee

The Future of Cannabis Marketing’s Host Committee is a group of top cannabis marketing professionals who are experts in the cannabis industry and talented in their craft.  These individuals represent different verticals across the North American supply chain and they have thoughtfully assisted Cannabis Marketing Association in its early stage. The Host Committee has curated The Future of Cannabis Marketing experience to provide maximum value for the industry’s top marketing professionals who will be in attendance.

LISA BUFFO
Founder and CEO,
Cannabis Marketing Association

Jb Sugar

PETER VOGEL
CEO, Leafwire

JAZMIN LUCERO
Founder and CEO, Inara Communications

DREW PEDERSEN
Director, West, Cannabx by MNI Targeted Media

ALEXANDRA GOMES
Marketing Manager, MCR Labs

 

MAGGIE DISANTIS
Strategic Growth Marketing, bioMérieux

 

Jb Sugar

SUSAN HAMMANN
Director, Marketing & Communications, New Frontier Data

EDWARD MONTANUS
Director | Demand Partnerships, SMART AdServer

KRISTI PRICE
Founder and CEO, Black CannaBusiness Magazine