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Session Spotlight: Advertising on Mainstream Media: What Brands Need to Know About Doing it Safely and Effectively

by | Jun 2, 2021 | Cannabis Advertising, cannabis branding, Cannabis Compliance, Cannabis Legalization, Cannabis Marketing, Cannabis Marketing Summit, Cannabis Media

Cannabis Marketing Summit
Session Spotlight

Advertising on Mainstream Media: What Brands Need to Know About Doing it Safely and Effectively

featuring David Breckling and Jeff Arbour

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 teach about the practical tools, tactics, and data that produce effective strategies and campaigns for cannabis brands across the country. Register today!

Advertising on Mainstream Media: What Brands Need to Know About Doing it Safely and Effectively hosted by David Breckling, CEO of FlowerShop Media and Jeff Arbour, Founder & CEO of Nana & Pop will be featured at the Summit on June 8  from 12:00 – 1:00 pm MT. Learn more about their session. The below answers were written by David.

Why is what you are discussing at the event interesting and important?

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? We’ll share more about that during our workshop.

What does this group bring to the cannabis marketing space that sets you apart?

We bring a unique combination of expertise to the cannabis industry that no one else has done. Before FSM, we sharpened our skills in the ad tech space, outside of cannabis. We have extensive experience across our leadership team when it comes to building and implementing ad technology to collect, analyze, activate, and provide business insights toward business marketing objectives, all within mainstream media and clientele. Now, we’re pivoting and bringing our decades of ad tech and data science experience to create a network of advertising options that allow brands to remain compliant with state and local advertising regulations governing CBD and THC industries. Nothing like this exists that is solely dedicated to the cannabis industry and we’re excited to help bring solutions to brands who want to advertise, but don’t know where or how to begin.

Our mission is to bring a positive perception to, and authentic understanding of, cannabis and its consumers around the world. What is your favorite consumption method and why? Tell us a little about your relationship with cannabis.

David: I have always been fascinated with the medical and now industrial uses of cannabis. It’s an amazing plant that aids so many. Hemp also provides sustainable growth for uses from building and lumber replacements to other sustainable building needs. Personally, I am a big fan of CBD drinks to provide an overall, mellow feel. I love Queen City Hemp Seltzers.
Jeff: Flower – The ceremony and taste are as important as the high to me. I’ve always had a special relationship with the plant and spent most of my teenage years immersed in concert culture and cannabis lifestyle which eventually brought me to Colorado in the late ’90s. I think the world would be a friendlier place if everyone was a little high.

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 important?

The roadblocks cannabis brands have faced have been massive. There is so much confusion due to unclear legislation that when brands are in a place where they have the means and resources to execute marketing tactics, they don’t know where or how. It’s a huge leap that can be risky if not done right. By being able to come together and share our own learnings, successes and failures, we will be able to help bring the cannabis industry out of the dark ages of marketing, collectively, which will benefit all. However, it can’t be done in a silo – sharing resources and ideas will be key to help enable brands and companies to operate at the next level.

What is the future of cannabis marketing? What are your predictions for the next year?

Cannabis was already on a path to enter the digital world. However, the arrival of Covid quickly accelerated this and now we’re finding ourselves at the cusp of a gold rush of digitization. Brands that don’t pivot and bring their business into digital, we predict, will be non-existent in the next few years.

Buy your ticket to hear marketing pros like the above speak at the Cannabis Marketing Summit, here!

Join Cannabis Marketing Association as a member.

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