“We've seen brands who, you know, maybe they have great products, but they have really inauthentic marketing, and that hurts them. And I think that authenticity, the understanding of your core values, your mission statement, your North Star, the why you do what you do, people want to support that.” - Lisa Buffo
In this episode, Shayda Torabi welcomes Lisa Buffo of Cannabis Marketing Association. She discusses what it takes to determine the best practices industry marketers should implement. With the dizzying laws, policies, and loopholes determining the cannabis marketing playbook, it all boils down to identifying your niche and figuring out alternative marketing efforts.
[00:01 – 09:19] Shayda shares her South by Southwest Experience
[09:20– 18:48] Lisa Buffo on Diving in Headfirst into Marketing and Exploring Cannabis
[18:49 – 33:45] Best Practices for Industry Marketers by Understanding the Community
[33:46 – 57:45] The Playbook of Laws and Policies on Cannabis Marketing and Censorship
[57:46 – 01:14:13] Plausible Execution through Alternative Marketing Efforts
[01:14:14 – 1:15:26] Food for Thought: How do you figure out your niche? Who do you market to?
Lisa Buffo is a marketer and entrepreneur with a passion for launching companies with experience in both the cannabis and technology industries. Lisa is the Founder & CEO of the Cannabis Marketing Association. CMA has hosted over 100+ educational events nationwide bringing together the cannabis marketing community. Lisa has been quoted in Forbes, The Guardian, VICE, Denver Business Journal, The Boulder Daily Camera, Marijuana News Network, Cannabis Culture Magazine, and other national, local, and trade publications. Lisa helped launch 10 cannabis startups for CanopyBoulder. Lisa also launched the industry’s first online wholesale brokerage as their CMO, garnering national coverage in VICE and INC Magazine and becoming the first cannabis-related company to present at SXSW in Austin, TX. Lisa is the Founder & Co-Chair of the National Cannabis Industry Association’s Marketing & Advertising Committee where she co-authored the Public Relations Crisis Manual and the Short Guide to Colorado’s Marketing & Advertising Regulations. Lisa is an active speaker and has spoken at WomenGrow, NCIA, and CMA events.
Connect with Lisa
Visit https://thecannabismarketingassociation.com/ and follow her on Facebook, Instagram, Twitter, and LinkedIn @cannamarketing
Shayda Torabi has been called one of the most influential Women in WordPress and now she’s one of the women leading the cannabis reformation conversation building one of Texas’ premier CBD brands. She's currently the CEO and Co-Founder of RESTART CBD, a female-run education first CBD wellness brand. And has formerly held marketing positions at WP Engine and WebDevStudios. Shayda is the host of a podcast for cannabis marketers called To Be Blunt, where she interviews top cannabis brands on their most successful marketing initiatives. When Shayda's not building her cannabiz in Texas, you can find her on the road exploring the best hikes and spots for vegan ice cream. Follow Shayda at @theshaydatorabi
Key Quote:
“We do need to be authentic, we do need to be inclusive…bringing that positive perception to the plant and, I say, authentic understanding of the consumer because there's no right or wrong way to be a cannabis consumer.” - Lisa Buffo
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092 Authentically Crafting Your Cannabis Marketing Playbook with Lisa Buffo of Cannabis Marketing Association