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A recent project that you are proud of.
In October of this year, The Source launched its “Croptober” campaign. Historically, “Croptober” has meant “abundant harvest” to growers across the country. The purpose of this campaign was to educate customers about the difficult and meticulous work that goes into growing premium cannabis.
One of our strategies was to use gamification to pique our guests’ interest and keep them engaged throughout the month. We want to build legitimate relationships with our guests, and creating engaging opportunities allows us to connect more deeply.
During October, all visitors will receive a “Croptober Fest” stamp card. Each card was designed like a festival map and featured four vendors, one for each week of the month. Every week we highlighted one of his brands alongside active deals.
Each brand had the festival location listed on the card. Example: Grower Circle Head Meadows. When a customer purchased an 8 from the brand, they received a stamp at the location. Each completed card received a staycation at a cannabis-friendly establishment, two VGK tickets, a premium table at Sky High Cannabis Lounge, and the opportunity to earn $100 in Source Rewards points.
The biggest challenges facing cannabis marketers today and how to tackle them.
The traditional obstacles cannabis marketers face are not surprising. Limited channels, MMS/SMS filtering, and little immunity from pursuing a true social strategy. But one clearly unique challenge for Nevada cannabis retailers is maintaining differentiation amidst intense price compression and a market that is down an average of 15%. The typical lever is to match market conditions, such as $99 ounces, $20 grams of concentrate, etc. But if everyone is playing the game, how do you maintain differentiation and a unique sense of value?
For us, there are two approaches. First, we maintain an optimal customer experience. This includes considering an addressable UX with an easy-to-navigate and conversion-focused website, developing intentionally strategic visual merchandising, and making sure that stores serve This includes taking a local approach to each region.
Second, we are consumer-centric. How can you gamify and make the guest experience more fun? How can you partner with local businesses? How can we partner with charities near and dear to our guests? How can we prioritize them at the heart of everything we do?
We take great pride in being a community-based pharmacy. And amidst the challenges facing the current market, acting as stewards of the community is more important than ever.
There’s one thing that excites you about how the cannabis industry is evolving.
We are excited about the evolution and maturation of solvent-free products. I love seeing clean, solvent-free extracts gaining popularity, whether it’s 6-star full melts or hash rosin-infused edibles.
Work by someone in the cannabis field or outside that you’ve recently admired.
The movie Jules pulled off a brilliant PR stunt. “Jules” is his science fiction work with a comedic touch about an alien who crash-lands in rural Pennsylvania. The team had a replica Jules ride the New York subway. The amount of viral content this stunt generated was impressive.
Books, movies, TV shows, and podcasts that have moved you recently.
One of my favorite recent reads is Bluefishing by Steve Sims. In this book, Steve explains how he was able to turn people’s wildest dreams into reality by making authentic connections.
A visual artist or band/musician you admire.
I am in love with the creative spirit behind Meow Wolf. I’m fascinated by creative minds who think outside the box and turn seemingly impossible ideas into heart-melting art.
your favorite fictional character.
I’m a huge anime geek, so for me it’s Future Trunks from Dragon Ball Z. Something about his purple hair and sword always made me feel like he was the cool older brother. And when he shot Frieza in one shot at the beginning of Android Story, I couldn’t help but scream. Without Future Trunks, Earth would have fallen to the androids long before Cell arrived.
People worth following on social media.
I’m passionate about health and fitness and one of my heroes on social media is Goob. Goob spends his time exposing influencers who alter his posts to create unrealistic expectations about his body. As someone who has lost over 100 pounds, I think there is potential harm in people showing unattainable results or lying about how they achieved it.
Your main strengths as a marketer/creative.
Worked as an in-house marketing map creator. Whether it’s driving customer acquisition, refining segmentation strategies, or creating campaigns, I help my team build a clear and effective roadmap from ideation to execution.
your biggest weakness.
You take things too personally. One of the challenges of working in a creative role is that you have to be passionate about everything you do. Even with the best of intentions, sometimes a campaign underperforms or falls flat. Customers may provide harsh feedback. Your team can receive a counterattack. That’s the worst case scenario. I never want my team to be on the receiving end of something negative. It can be difficult to separate your passion from your work. However, I would rather walk through the world of marketing with an open mind than walk aimlessly and coldly.
What would you be doing if you weren’t in the cannabis industry?
Prior to entering the cannabis industry, I worked in entertainment marketing. So if cannabis wasn’t an option, I’d like to think I could have continued to build a career there and hopefully combined music with my career.
2 Minutes With is a regular interview series where we talk to creators about their backgrounds, their creative inspirations, and the work they admire. If you would like to learn more about 2 Minutes With or be considered for joining the series, please contact us.
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