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Session Spotlight: I Was Told There’d Be No Math — Evaluating Brand Loyalty Measures

by | May 4, 2021 | Cannabis Advertising, cannabis branding, Cannabis Marketing, Cannabis Marketing Summit

Cannabis Marketing Summit Session Spotlight

I Was Told There’d Be No Math — Evaluating Brand Loyalty Measures

featuring Liz Connors and Jewel Loree

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! I Was Told There’d Be No Math: Evaluating Brand Loyalty Measures hosted by Liz Connors, VP Data & Analytics, and Jewel Loree, Senior Product Manager at Headset will be featured at the Summit on June 10 from 12:00 – 1:00 pm MT. Learn more about their session — the below answers were written by Liz Connors. 

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

How to use data to better guide your marketing decisions and measure your success.

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

Both Jewel and I have dedicated our careers to helping demystify data and enable others to get the information they need to make decisions with data without the user needing to spend all day in spreadsheets and with calculators. We are the biggest nerds on the block and are looking to help activate the nerd inside of each of you 🙂

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.

If you had asked me a few months ago I would have said Pre-Rolls (I’m lazy!) but these new fast-acting edibles have really pretty much taken over for me in the last few months. I love the quick effects and the predictable dosing. They have really changed the way I consume cannabis for sure. I suppose my relationship with cannabis is uninteresting. I am so lucky to suffer no medical conditions so my use has always been 100% just for fun.

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?

You know I think at this point cannabis is starting to just resemble any regular CPG product. I think marketing is important for nearly any product. I think, at least in my mind, the biggest difference that still remains is that cannabis is still new to many consumers and so there is a bigger education component to marketing and positioning products than say cornflakes or IPAs.

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

More brands owning their own messaging. I think historically brands have relied too heavily on budtenders or retailers to market their products for them – with the move to more online shopping I think it’s time for brands to really lean into their positioning and messaging and really connect with their consumers.

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

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