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Skai Spooner

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Canadians are increasingly spending more and more time on mobile devices and platforms, making it important for marketers to understand the most effective ways to run cannabis advertising on digital devices. With COVID-19 driving many cannabis users away from recently established bricks-and-mortar stores and more towards mCommerce, brands need to capitalize on the mobile usage trends and target cannabis customers where they are spending the majority of their digital time. Mobile ads can help drive…

By Jim Davis, head of cannabis division, MiQ Canada From claims that all weed produces the same kind of high to speculations that marijuana is a ‘gateway’ drug, consumer myths about cannabis have been circulating for decades. With the onset of legalization, a new crop of myths emerged – cannabis marketing myths. We’ve been actively studying this evolving landscape and working with industry experts to help Canadian marketers navigate these myths and ultimately, get out…

The ground is constantly shifting in the cannabis industry, and One Plant, along with dozens of other cannabis retailers, hit more bumps in the road as the pandemic hit. Despite the challenges, both regulatory and economic, the team at One Plant has persevered when it comes to dealing with whatever comes their way. Jason Krulicki, Partner at One Plant Prior to opening One Plant, you helped start the Growth Op cannabis publication in 2018. What…

The Canadian cannabis industry has always been a bit of a Wild West for marketers. Compared to other, long-standing verticals, it’s brand new, and cannabis marketers – like consumers, businesses and legislators – are still working out how it all works best. While the COVID-19 pandemic has been almost universally disruptive, it’s a disruption that has been felt especially by a nascent cannabis industry still finding its feet. At a topline level, there’s good news…

The WWC (Womxn, Wellness & Cannabis) Conference, presented by Marigold PR, will bring together womxn in weed from around the world on May 27th for a day of learning and collaboration. WWC Conference is a free, virtual event celebrating the feminine cannabis experience featuring panels, keynotes, virtual networking and live Q&A’s with over 40 top womxn in cannabis. “We are collaborating with our stakeholders and partners to provide an inclusive, and forward-looking conference for the cannabis…

“In the cannabis industry, you can’t create brand loyalty without authenticity,” says Ray Gracewood, Sr. VP of Marketing & Communications at Organigram. Read more in this exclusive interview. Tell us about your background – and how you ended up in the cannabis industry? I was in the beverage alcohol industry for 12 years previous, and I’ve always loved building brands. Developing brand positioning, marketing strategy, and brand identity is what fuels my creativity, and in…

Putting values first: How TREC Brands keeps experience, intuition and purpose a top priority. Tell us a little bit about your background and what led you to a career in the cannabis space? I have always loved the idea of helping brands and products develop relationships with the people that use them. I started my career agency side, then moved into a brand role at General Mills where I was lucky enough to steward some…

Author: Jeff Goldenberg is the Co-Founder and Chief Strategy Officer at Abacus, which was recently named the Best Cannabis Agency in Canada by AdCann. He is also a partner in High 12 Brands, a cannabis CPG company. Let’s face it, cannabis stores in Canada are kind of weird. Imagine being a new cannabis user and going to a store for the first time. You start waiting in a lineup, and you show your ID even…

From Europe to South East Asia, blossoming cannabis markets are witnessing a dedicated focus on patients, science and economic opportunities for local citizens. This is a discussion about how cannabis brands in Canada are missing the mark by appealing to the masses – and how determining your ideal customer is a vital step in building a powerful brand. What does YCREATIVE do, and how do you help brands in the cannabis space? We are a…

Focusing on Mindset. An Ex-beer Marketer’s Approach to Winning the Recreational Cannabis Market. Why don’t we start off with some introductions and letting us know a little bit about your background and what your plans are for crafting the Flowr brand? I spent the first eight years of my career with Molson Coors, starting with a sales role right after graduating from Wilfrid Laurier University and then progressed through various marketing roles and brands. Gaining…