Cannabis Marketing Summit Session Spotlight
Acquisition Workshop: Evaluating a Cannabis Brand
featuring Claire Kaufmann and Alyssa Jank
From June 8 to June 10, 2021, Cannabis Marketing Association will host the second annual virtual Cannabis Marketing Summit. The Cannabis Marketing Summit is the premier online event for senior-level marketers responsible for the marketing budgets of licensed brands in the cannabis industry. The goal of the Summit is to evaluate the current state of cannabis marketing and learn about the practical tools, tactics, and data that produce effective strategies and campaigns for cannabis brands across the country. Register today!
Acquisition Workshop: Evaluating a Cannabis Brand hosted by Claire Kaufmann, Director of Client Services, and Alyssa Jank, Consulting Services Manager at Brightfield Group will be featured at the Summit on June 10 from 1:30 – 2:30 pm MT. Learn more about their session below:
This session is on the Members-Only track exclusive to Cannabis Marketing Association members. The below answers were written by Claire.
Why is what you are discussing at the event interesting and important?
What does this group bring to the cannabis marketing space that sets you apart?
Our mission is to bring a positive perception to cannabis and its consumers. What is your favorite consumption method and why? Tell us a little about your relationship with cannabis.
My relationship with cannabis has been lifelong. I grew up on Capitol Hill in DC the 1980s. I didn’t realize I was witnessing the war on drugs but I most definitely was given a front-row seat. At a young age, I saw the mass incarceration of people of color, so it’s not a surprise that my first work in cannabis was as an activist. I ran a successful Jewish drug policy non-profit for a number of years. We used to host these stellar cannabis passover seders with guest lists you would die for – activists from all over, community leaders, politicians, company CEOs. As a consumer, I actually didn’t become a regular consumer until my thirties. I’ve always been a flower consumer – a huge fan of Jack Herer – that cultivar has changed my life 😉. I remember when I first started using more cannabis, I kept waiting for the other shoe to drop, for the “brain on drugs”‘ thing to happen to me and it never did. The opposite happened. I gained more patience, more clarity, more perspective. There isn’t a day that goes by that I’m not grateful for this plant and what it does for so many.
The goal of the Summit is to evaluate the current state of cannabis marketing and learn about the practical tools, tactics, and data that produce effective strategies and campaigns for cannabis brands across the country. Why is this is important?
What is the future of cannabis marketing? What are your predictions for the next year?
I think for the last five years so many cannabis businesses have existed in an ecosystem that has necessitated that they focus on the present. Most have faced logistical challenges and are managing infrastructure growth, not to mention the legislative and banking hurdles they face every day. And even in the face of those challenges, consumers can’t seem to get enough. Once product gets to market, regardless of the brand, it often sells out every time. In this kind of environment its challenging for any company to want to invest in strategic brand research.
Buy your ticket to hear marketing pros like the above speak at the Cannabis Marketing Summit, here! This session is a part of the Members-Only track of the Summit (3 sessions) and is exclusive to CMA Members. If you are interested in attending this session, you must be an active CMA Member. Learn more about CMA Membership here.