Market Like a Badass with Kristin McFarland The Source Marketing Group

This interview is part of a series of podcast episodes recorded live on-site at Benzinga Cannabis Capital Conference. Hear exclusive interviews and discussions with industry leaders, offering fresh perspectives and insider knowledge on the latest trends in the cannabis world.
In this episode, I sat down with Seth Yakatan, Partner at Katan Associates. Seth is a well-known badass that might not even need an introduction. With over a $1B+ raised and 22 companies sold, he's dialed in to market movers and shakers, industry trends, and has a lot of bets riding on this industry.
Hear Seth's industry growth predictions, which metrics he looks at in a business, and what investors are looking at right now for investing capital - such as certain markets, supply chain in Michigan, hemp beverages, and beyond.
Quick Links
https://www.katanassociates.com/
https://www.linkedin.com/in/seth-yakatan/

This interview is part of a series of podcast episodes recorded live on-site at Benzinga Cannabis Capital Conference. Hear exclusive interviews and discussions with industry leaders, offering fresh perspectives and insider knowledge on the latest trends in the cannabis world.
In this episode, I sat down with Kristi Palmer, Co-Founder and President of Kiva. Kristi discusses their new venture into hemp-derived products, which metrics to measure in a business, what has helped their brand be successful, and how to navigate the industry as a woman in cannabis.
Hear how in-person activations in-store or in the community have helped them grow their brand and effectively communicate with customers.
Quick Links
https://www.kivaconfections.com/

This interview is part of a series of podcast episodes recorded live on-site at Benzinga Cannabis Capital Conference. Hear exclusive interviews and discussions with industry leaders, offering fresh perspectives and insider knowledge on the latest trends in the cannabis world.
In this episode, I sat down with Ian Dominguez, Founder of Delta Emerald Ventures. Ian's group also puts together CannaDataCon, an event created to help business owners learn how to build a useful data strategy in cannabis.
Hear how operators can better monetize their customer data and look at customer loyalty in a new way. You'll also hear the buzz about low-dose THC beverages and how the booming product category is helping the overall cannabis industry.
Quick Links
https://www.cannadatacon.com/
https://www.deltaemerald.com/

Summary
In this episode, Kristin interviews Ashley Schreiner, CEO and Co-Founder of DADiRRi. DADiRRi is a woman-owned, and family-owned and operated lifestyle brand, specializing in cannabis products such as infused joints and solventless bubble hash.
Ashley shares her journey of building a successful brand in the cannabis industry, the challenges she faced as a woman in a male-dominated industry, and the unique opportunities she is working on this year. Learn about the franchise opportunities she is building in the cannabis industry.
She also discusses the struggles of marketing in the cannabis industry, including social media restrictions, and provides tips for navigating PR and in-person experiences.
Takeaways
Building a successful brand in the cannabis industry requires authenticity, a focus on quality, and a commitment to changing the stigma around cannabis.Being a woman in a male-dominated industry like cannabis can be challenging, but it's important to keep going and support other women in the industry.Franchising can be a great way to expand a cannabis brand and bring entrepreneurs into the industry who may not have the knowledge or resources to start a cannabis company from scratch.Navigating multi-channel marketing in the cannabis industry can be difficult due to regulations and restrictions, but focusing on education, in-person experiences, and building relationships can help drive brand awareness and loyalty.Social media marketing in the cannabis industry is challenging due to restrictions and the risk of being shut down. It's important to be careful with hashtags, focus on educational content, and explore other marketing channels like PR and in-person events.
Quick Links
DADiRRi
https://www.instagram.com/dadirri.extracts/

Chris Vianello, co-founder of Dazed Cannabis, shares insights on scaling a dispensary and marketing strategies in different regulated states. He emphasizes the importance of community engagement and building authentic partnerships. Budtender education and brand partnerships are key for building awareness and loyalty. Chris also discusses the value of in-person event activations. He highlights the significance of understanding the local market and tailoring marketing strategies accordingly.
Takeaways
Engaging with the community and building authentic partnerships are crucial for scaling a dispensary.Budtender education and brand partnerships are key for building awareness and loyalty.In-person activations can be effective in reaching the target audience.Understanding the local market and tailoring marketing strategies accordingly is essential.
Quick Links
https://www.instagram.com/dazedcanna/
https://dazed.fun/

Summary
In this episode, Kristin McFarland interviews Christopher Lackner, Founder and President of Hemp Beverage Alliance. The Hemp Beverage Alliance is a trade association representing the emerging and growing hemp beverage industry.
Kristin and Chris discuss the growth and challenges of the hemp beverage industry, including consumer perception and education. They also explore industry trends and talk about the future of hemp-based beverages. Christopher shares insights on advocacy and regulation in the industry, as well as marketing strategies for hemp beverage businesses.
Takeaways
The hemp beverage industry is experiencing significant growth, with new products and innovations emerging.Consumer education is crucial in overcoming challenges and changing perceptions about hemp beverages.Industry trends include the development of new flavors and emulsion technology to improve the taste and consistency of hemp beverages.Advocacy and regulation play a vital role in creating a framework for the industry to thrive while protecting consumers.Marketing strategies should focus on sampling events and demos to allow consumers to try the products and gather feedback.Navigating marketing technology and compliance requires careful consideration of payment processors and other tools.There are top-of-funnel marketing strategies to help hemp beverage brands acquire new customers.
Quick Links
https://www.hempbeveragealliance.org/