Posted By Sara H. Smith,
Friday, August 10, 2018
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Cannabis Advertising 2.0
Thought leaders shared their unique stories and how they are building their brands and business in this fast-growing industry. The sold-out crowd of 200+ brand representatives, marketers, agencies, publishers and ad tech professionals spoke about regulations, industry learnings, challenges and successes they are seeing in an industry that is estimated to reach $75 billion by 2025.
Though nascent, the cannabis industry represents a huge marketing opportunity as the community moves quickly to educate consumers, build their brands and business in a channel that has many local and state regulations. Many marketers have voiced that advertising is challenging because of regulations and limitations. Ad-tech executives shared that there is targeted video available now for brands to reach audiences through various platforms. There are also large opportunities for agencies, as these marketers and brands will be scaling nationally and globally and will look for expertise.
Rosa Ziebell, SVP of Marketing for Eaze said, "Quality content is key and so important.” Marketers are going back to basics as quality content drives organic search. Marketers are looking to reach audience segments to build their brands, and tell their stories through new platforms. Kimberly Dillon, CMO of Papa & Barkley said, “We’re real people and have real stories. We’re telling our stories and it connects because it’s authentic.”
Yoni Meyers, Partner at Casa Verde said, “We believe cannabis is a once-in-a-lifetime opportunity.”
• Regulations need to be reviewed on the local and state level continuously as regulations change often
• Opportunity is huge for brands, agencies, publishers and content creators as the industry is nascent and growing fast
• Brand and marketers need to advertise to capture various audience segments and gather data
• Quality content is key, driving organic search and SEO while pushing content and messages out via new video platforms
• Another ThinkLA Cannabis event is needed, sooner than later as the industry is moving so quickly
- Gregg Apirian (bio), Founder, Three Wells
- Jim Baudino (bio),VP Marketing and Business Development, Merry Jane Media
- CJ Bowden (bio), Founder, GreenSpring
- Grace Briscoe (bio), VP Candidates and Cause, Centro
- Kimberly Dillon (bio), CMO, Papa & Barkley
- Anna Duckworth (bio), Co-Founder/Editor-in-Chief, Miss Grass
- Michelle Garakian (bio), Assistant Executive Director, Los Angeles Department of Cannabis Regulations
- Kyle Johnston (bio), Founding Partner, Gigasavvy
- Yoni Meyer (bio), Partner, Casa Verde Capital
- Rosa Ziebell (bio), SVP Marketing, Eaze Solutions
- Tom Zuber (bio), Managing Partner, Zuber Lawler & Del Duca LLP
- Papa & Barkley Swag Bag, Andi Robbins, RIESTER
|Sponsor | In-Kind Sponsor
Posted By Emily Hope,
Thursday, September 7, 2017
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More than 175 marketers, publishers, agency and ad tech executives attended the first-ever educational event, Cannabis Marketing: Making the Agency Connection. This sold-out event brought together a diverse mix of people interested in learning more about how the cannabis industry is having an impact on the advertising and marketing community. Speakers and attendees included experts in the fields of legalization, marketing, and cannabis policy to discuss the state of the market and the potential for (literal) growth.
The cannabis market represents a huge opportunity for advertisers, agencies, and the marketing/media community. However, there are specific challenges that marketers and advertisers need to keep in mind when promoting a product with so many rules and regulations.
“As the largest cannabis market in California, if not the world, it is important for the ThinkLA community to be educated on how the cannabis industry can impact them personally and professionally,” said Jim Baudino, VP Marketing & Business Development, Merry Jane Media. “It is refreshing to see ThinkLA having events like the Cannabis Marketing event to keep their members informed of the latest trends."
Key takeaways included discussions about the state of the cannabis industry while attendees learned about the implications of Prop 64 and Measure XX. Panel members explored explore current/future trends in cannabis marketing and discussed how California legalization of recreational cannabis would impact marketing and the culture of the state.
Panelists included Abdullah Saeed, Producer/Host of Bong Appetite on VICE Media; Ariel Clark, Partner at Clark Neubert LLP; Ruben Honig, Executive Director, LA Task Force; Robin Abcarian, Columnist, Los Angeles Times; and Kate Denton, CMO, Med Men, among others. “I was thrilled with the quality of the panelists, the diversity of the audience and most of all, the willingness of ThinkLA to host an event covering the cannabis industry and its impact on the advertising community," said Baudino.
- Robin Abcarian, Columnist, Los Angeles Times
- Jim Baudino, VP Marketing & Business Development, Merry Jane Media
- David Bienenstock, Writer
- Eben Britton, Co-Founder, Be Trū Organics
- Ariel Clark, Partner, Clark Neubert LLP
- Kate Denton, CMO, Med Men
- Lorna Donohoe, Partner Flower Shop
- Evan Eneman, CEO/Partner, Ello/Casa Verde Capital
- Ruben Honig, Executive Director, LA Task Force
- Derek McCarty, CMO Hmbldt
- Jarrett Moreno, Founder, Attn:
- René Rodriguez, CMO, Advanced Nutrients
- Abdullah Saeed, Producer/Host, VICE Media
|OVERVIEW OF THE CANNABIS INDUSTRY, JIM BAUDINO
||LEGALIZATION PANEL - FULL VIDEO
|MARKETING PANEL - FULL VIDEO
||MEDIA PANEL - FULL VIDEO