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Marketing Reconsidered: Marketing Cannabis Businesses in 2020
August 20, 2020 @ 12:00 pm - 1:00 pm
Chances are your marketing budget and strategy changed in 2020. With a limited budget and resources in the face of so much uncertainty, many plant-touching and ancillary cannabis businesses alike are scratching their heads wondering what the best next move is for creating awareness and driving sales for their business. Don’t miss this timely — and free! — virtual discussion with experienced marketing executives from the country’s liveliest legal cannabis markets for ideas on how your business can best adjust its marketing in the second half of one heck of a zany year.
Presented in an open roundtable format, our speakers will cover topics including:
- How to know where and when to spend marketing dollars during the enduring COVID-19 pandemic
- Ideas for making effective connections with new customers and business collaborators when there are no networking events or tradeshows
- Where to cut back and where to ramp up marketing activities
- How to stand out and connect with customers during election season
- How cannabis brands can effectively respond to current events with grace and authenticity
- And more – bring your questions!
- Holly Alberti-Evans, senior director of marketing at Berkshire Roots
- Lisa Buffo, president of the Cannabis Marketing Association
- Imani Dawson, founder of TCC Media
- Jorge C. Inda Meza, managing partner at Growth Legion
- Beth Waterfall, president of Beth Waterfall Creative
MORE ABOUT THE SPEAKERS
Holly Alberti-Evans is bridging the chasm in cannabis. Holly recently joined the Berkshire Roots team as Senior Director of Marketing. Further developing the brand, marketing initiatives, awareness and bringing an impressive 10 years of entrepreneurial and corporate experience in the cannabis industry across several states. Formerly the North East Regional Director of Marketing & Sales at iAnthus, building out the department, establishing the Mayflower Medicinals (MA) brand both at retail and through wholesale channels. She also assisted in the “Be.” National Brand launch, including opening the 1st Staten Island Medical dispensary. Prior, Holly worked with “Flrish” better known as “Harborside”, Oakland California’s leading cannabis dispensary, founded by industry icon Steve DeAngelo. At Harborside, she worked alongside Steve and the founding team, focused on customer experience, retail onsite consumption as well as orchestrating the 2018 “Day 1” event ushering in Adult-use sales in CA.
Lisa Buffo is the Founder & CEO of the Cannabis Marketing Association (CMA), is a national membership based organization focused on education and best practices for industry businesses. CMA has chapters in 9 U.S. cities and has hosted over 50 educational events for over 3,000 cannabis communications professionals including the Cannabis Marketing Summit. She is the Founder of the National Cannabis Industry Association’s Marketing and Advertising Committee and has been quoted in Forbes, The Guardian, VICE, Le Parisien (France), Contagious (UK), Denver Business Journal, The Boulder Daily Camera, Marijuana News Network, Cannabis Culture Magazine and other national, local, and trade publications. Lisa is a professional speaker at both cannabis and marketing industry conferences. She was crowned one of 2019’s 40 Under 40 Rising Stars in Cannabis by Marijuana Venture Magazine in 2019 and was named “The Marketing Guru” by Women in Weed Magazine. Buffo was also a Juror of the Inaugural 2019 Clio Cannabis Awards in Partnership with High Times Media.
Imani Dawson is a courageous and compelling communications strategist and creative, committed to mission driven social change. Since launching her company, TCC Media, a MWBE-certified boutique communications and branding agency specializing in political strategy, progressive social issues and legal cannabis, Imani has championed diverse audiences by building community, developing meaningful multi-channel content and creating impactful events. Dawson has advised elected officials, non-profit organizations and small businesses, creating and executing communications, marketing and outreach campaigns that win elections and popular support, build brand recognition and community engagement, and boost positioning, engagement and sales. An outspoken advocate for cannabis legalization rooted in social and economic justice, Dawson is an active member of the Start SMART NY legalization campaign, and the Executive Director of the Cannabis Education Advocacy Symposium and Expo (C.E.A.S.E.).
Jorge C. Inda Meza is a CPG brand strategist with 20 years of track record in categories like alcohol, laundry detergent, personal care, sparkling water, and cannabis. His work has focused on developing, relaunching, and growing brands through applied consumer neuroscience and neuromarketing. He is the founder and managing partner at GrowthLegion.com a Los Angeles-based cannabis CPG accelerator, and advisor to VC and financial firms focused on emerging CPG industries: Plant-based Cannabis, and Hemp. Previously, Jorge held senior executive roles in Anheuser-Busch and Procter & Gamble, leading billion dollar brands like Corona beer, Pampers diapers, Tide detergent and Budweiser, across USA, Mexico and Europe. Jorge has a Bachelor’s degree in Management from the U de G in Mexico, and a Master’s Degree in Marketing Science from the University of Leuven, Belgium. Jorge’s lifelong mission is “to help develop the next generation of global brands that improve the wellness of humanity.”
Beth Waterfall is on a mission to use education, compassion and advocacy to break stigma against people who use and work with cannabis. Named to BostInno’s 2019 ‘50 on Fire’ class and the Boston Business Journal’s 2018 40 Under 40 list, Beth is founder and executive director of 501c3 nonprofit ELEVATE Northeast, and founder and president of cannabis marketing consultancy Beth Waterfall Creative. Beth is credited with brokering some of the most impactful industry relationships in Massachusetts, and for fostering informed dialogue that increased public acceptance and widened a pathway for countless cannabis entrepreneurs and small businesses to open their doors. As a business development advisor, Beth helps cannabis executives and companies grow through effective communications, strategic connections, and unforgettable event experiences. Beth is also a passionate educator dedicated to positive public relations for cannabis and is an ardent advocate for inclusion, leadership and ownership in the cannabis industry for women, LGBTQA+ and other traditionally marginalized groups.
Advance registration is required. Contact firstname.lastname@example.org if you are interested in sponsoring this timely event.