cannabis marketing summit

11:00 am – 12:00 pm MT

Seun Adedeji, CEO, Elev8 Cannabis

Mikaela McLaughlin, VP Business Development, springbig

Shannon Reed, VP Marketing, Omura

Tessa Adams, CMO, Moxie

12:00 – 1:00 pm MT

Jeff Arbour, Founder & CEO, Nana & Pop

David Breckling, CEO, FlowerShop Media

   As more states move for the legalization of cannabis, the $15 billion industry is the fastest growing in the US economy. This presents a massive opportunity for both publishers and advertisers. When it comes to cannabis advertising, there is plenty of information around where you can’t place your ads and a scarcity of information around where you can advertise. So, how do cannabis brands effectively promote their products and brands, within compliance, across mainstream media channels? Hear from cannabis industry executives who will discuss working with mainstream media publishers and platforms and how cannabis and CBD brands can leverage a wide marketplace of ad inventory — desktop, mobile, video, as well as digital out of home and direct mail — to help propel their brands and products into mainstream media safely and effectively.

1:30 – 2:30 pm MT

Derek Espinoza, Creative Director, Baked Bros

Nadeem Al-Hasan, Co-Founder & CMO, Baked Bros

     Due to the chaotic and fast-paced nature of marketing, we often miss the forest for the trees. As marketers, we tend to focus heavily on strategy, branding, PR, media, etc., and rightfully so as these are central components, or rather the trees, of our profession. So what’s the forest? Our creative teams. Now, more than ever, we are facing unparalleled competition, social change, and economic fluctuations that produce a need for continual adaptation. An innovative marketing team is the key to keeping up with and succeeding in times of extreme change. The building and leading of a creative team is not only frequently overlooked but also poorly misunderstood. In this workshop, attendees will uncover why diversity is a precursor to creativity, how to build a dynamic and sustainable team culture, and what the power of compassionate leadership can do to unlock peak performance, to name a few. Throughout the workshop, attendees will be provided concrete tools they can use to double down on their greatest competitive advantage, their people. This workshop draws insights from real-world experience and the fields of neuroscience, psychology, and communication. This session’s goal will be for attendees to leave with a path to building and leading a creative team that can deal with any organizational goal or global shift.

11:00 am – 12:00 pm MT

Sam Hollander, Chief Digital Officer, Enlighten

Alice Lee, Co-Founder & COO, Pheno

Dan Baril, VP Strategy, Data Skrive

Jeff Ragovin, Chief Commercial Officer, Fyllo

Michael Blanche, Co-Founder, Surfside

    Consumers expect a degree of personalization and engagement with the marketing they interact with. The tools and methodologies marketers leverage to track and measure campaigns are becoming extremely complex and quickly transforming. How can markers leverage data compliantly to deliver targeted and engaging messaging that resonates? How do the upcoming changes to tracking capabilities (the IDFA and cookie) change the marketing landscape? How do marketers need to adapt to prepare for these changes while still remaining authentic and educating consumers? This session aims to outline the powerful use of data for personalized and engaging targeting while also bringing awareness to privacy and security matters surrounding data collection and tracking. Cannabis marketers will hear about the impending changes in ad tracking while discussing data privacy and maintaining an authentic and personalized approach to speaking with consumers. In this session, attendees will learn:

• How marketers collect (IDFA, Cookie, First Party Data, etc.) use data to understand customers to deliver personalized messaging that resonates? What does it all mean?
• What are the changes taking place in the next 6 months?
• How cannabis marketers can prepare and stay ahead of these changes
• Now that marketers have prepared, what is the most compliant way to leverage that data for earned and paid media while delivering messaging to brands that still resonates and drives ROI?

Kristi Price, Founder & CEO, Black CannaBusiness Magazine

Ernest Toney, Founder, BIPOCANN

Ru Johnson, Owner, Roux Black Consulting

1:30 – 2:30 pm MT

Lauren Carter, Head of Marketing, The Clinic Colorado

Jordyn Pollack, Co-Founder, Ziggy’s Naturals

Victoria Baek, CEO, Confluence Agency (a subsidiary of MATTIO Communications)

Ashley Greenwood, @wowashwow

     So you tried implementing an influencer campaign and didn’t get the ROI you were looking for, what went wrong? Join us for a 45-min discussion on… 

11:00 am – 12:00 pm MT

Dasheeda Dawson, Founder & Author, The WeedHead™ & Company

Razia Hayden, Director of Marketing, Extractioneering

Maggie DiSantis, Strategic Growth Marketing, Cannabis/Nutraceuticals, bioMérieux

• How cultivators, brands, researchers, and testing labs can work together to create a science-based story and utilize it as a cornerstone of their competitive differentiation strategies
• What innovation is in the cannabis space and how it can be articulated through science
• How to translate the scientific explanation of cultivation and testing into a meaningful marketing message

12:00 – 1:00 pm MT

Liz Connors, VP Data & Analytics, Headset

Jewel Loree, Senior Product Manager, Headset

    Marketing is becoming an ever more quantitative sport with an abundance of key performance indicators and critical metrics. In this session we explore some of the common brand loyalty metrics and establish their importance in your day to day decision making. Rather than working through equations we will break down the measures including how to interpret each and take action. We will bring common brand loyalty measures from the CPG space into cannabis and help brands understand what to do next. For example, the average Flower brand in California sees a repeat purchase rate below 50%. However, not all brands are equal and some brands have found ways to differentiate themselves from the commodity view of consumers. In this session we examine measures like repeat purchase rate including learning what it is, what it’s for, and how to use it to change our products’ futures.

1:30 – 2:30 pm MT

Claire Kaufmann, Director of Client Services, Brightfield Group

Alyssa Jank, Consulting Services Manager, Brightfield Group

     The most attractive cannabis brands are becoming acquisition targets. With M&A on the rise, stakeholders should understand how to evaluate brand attractiveness. In this presentation, we’ll use a data-driven framework to evaluate a mock brand in the context of the real cannabis brand landscape.