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About speakers

Katie Pringle
Co-Founder at Marigold Marketing & PR
Sarah Clowater
Events & Marketing at Sundial Cannabis
Loretta Eldridge
Marketing & Communications Leader at EQUA Specialty Risk Partners Corporation
Adam Szpakowski
Associate Publisher at Annex Business Media
Jennifer Mason
Entrepreneur, Business Strategist & Marketing Expert at JLM Strategic Marketing

Katie is the co-founder of Marigold PR and the CEO of Canndora. Katie has spent the last 16 years working on brands that target women including working with Oprah, national charities and cannabis brands. Katie has a passion for the positive impact cannabis has made for women’s health.

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Sarah currently works as the Events Coordinator with Sundial Cannabis, she has a passion for people and enjoys connecting attendees through authentic and multi-sensory experiences.

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Loretta is the Marketing Leader at EQUA Specialty Risk Partners Corporation. The former Director of Marketing at Ample Organics, Loretta bring extensive marketing experience from a decade-long career in book publishing. She specializes in storytelling, brand building, and results-driven marketing campaigns.

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Adam Szpakowski is the Associate Publisher of Grow Opportunity. Owned by Annex Business Media, Canada’s largest B2B media company, Grow Opportunity provides practical and relevant content to help Canadian Licenced Producers manage their business and grow better.

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In 2019, Jennifer developed and hosted two inaugural events in the cannabis space; the first annual New Heights Cannabis Marketing Summit and Tourism Summit in Toronto and Collingwood respectively. Jennifer has worked with many major brands and launched campaigns seen by millions of people over her 20 year+ career, including Coca-Cola, Coors Light, Ontario Tourism, CIBC, Subway, and Nestlé.

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About the talk

We’ll hear from industry experts about marketing to womxn insights and how they apply to the cannabis landscape. Plus, branding beyond gender.

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Hi everyone. It's so great to see some of your face is oh my goodness. Will it give everyone a sec to join in here? So this is our second chat of the day WWE. We opened with a chat with Trina Fraser which was going to ask me anything. But actually a lot of questions were Promotional and marketing days. So once that link is live, you may finds out to be some relevant information that we can share with you after the fact recognize so many people in so many new people, but thank you so much for joining us today will have a panel discussion

and we've got some really awesome experts with us and let them introduce himself in jail before I get going. I wanted to introduce my colleague Ikeda who's on the line with us for Marigold. She's arching your account. So happy to have everyone here and everyone so I can see everyone's videos and smiling and so excited. If you hear thanks for the invite. Awesome. And so if you have any problems at you can message Aida. She'll help you out. Essentially we welcome everyone to really

use the chat function. Share your social handles. Are we confined you promote your company promote your brand. I'm hopefully everyone can make some cool connections your for the future coming out of today's discussion will do 40 minutes together. And then from there we're going to move over to Twitter for a live chat. So get another opportunity to network and connect with people that you've spoken with today. Today. We're covering compliant marketing. So this is a really good kind of Broad and deep subjects. Obviously an area that Marigold plays in very well. We've been in the Cannabis

space for 4 years and we have been building Brands throw that time looking at some of the tactics will be talking about it today. So the first thing I wanted to do is throw to our panelists to introduce themselves Adam. Did you want to kick it off? Adam do when I say hello introduce yourself let everyone know your background. Will move over to Jennifer Jennifer awesome jail love marketing. Thank you for joining us. Do you want to share a little bit about your expertise

my business marketing agency and Jaylen strategic marketing strategy for multiple Brands not just an industry of cannabis has the Cannabis industry couple years ago through working with the tourism industry in Ontario who's been a long time line for over 18 years and they were starting to get into cannabis. And so I started investigating and the true that I created to conferences last year one called the Cannabis marketing Summit Tower in Toronto and the second one was that called the Cannabis tourism Summit and it was posted if we Mount and

I've partnered with marigolds on that one and gold Converse. We're huge success afterwards and we were planning on a dog asleep plan to change. So we're we're we're learning how to write now from what I've seen across the board and doing these virtual conferences. So I can't I can't tell you how excited I am to be a part of this today and part of this community being here means that we all want to learn to get back to business. So exciting. Thank you another industry speaking so deeply about

cannabis and really trying to come up with innovative ways to integrate cannabis into what they're doing. A lot of their ideas are compliant. Soap to use Thera. Thanks for joining us today. a bit of trouble there Sure, why they're at my name is low tide at Eldridge. I am the marketing leader at Equus specialty Insurance Brokerage. This is a really exciting new startup an exciting New Brand. They really focus on specialty solutions. They had they specialize in industries that they service and they are really client first. So it's exciting to be able to be jumping in and working to

build. R. And they are all so serving the Cannabis industry. So it's a whole new perspective on the Cannabis industry for me in that way learning about no International risk management everything from kidnap Insurance to you know, what emergency response in relation to covid is a really interesting angles there that that are their unique and different than what I've been experiencing before previous to this position. I was the marketing director at and for Galax for about three years and that was my first position in the Cannabis industry. So that was a great learning

experience and a great networking experience and also my first B2B marketing experience. Before that I spent about a decade Marketing in the book publishing industry with Simon & Schuster, Canada. Awesome, such a diverse backgrounds. That is what we find in our industry right now and started doing cannabis marketing. We all came from another another field. So it's so interesting to see how everything it has been coming together. I am over to you. Yeah, thanks, Katie and Marigold. My name's Adams wear a

trade business business trade media brand that covers the Canadian cannabis space and we generate content from across the country to help our license producers manage their business and grow better. And here's a quick example of the magazine. Thanks again for having me and praying for other Industries and two cannabis eye assoc on the B2B marketing side is really interesting. So we look forward to hearing more Sarah. But Sarah is going to come back and she's having a little bit of technical difficulty.

No problem. So we will Jump Right In then. I'm just pulling up my notes Here. How many people are we at? Today, I'm seeing the chat going over here. Hi to Kelsey and Status. Thanks for joining us stuff. I hear you were on the chat this morning with Trina Frazier and coming to us live from a beautiful Cottage. That's what looks like. Anyways, thanks for sharing that photo this morning. Awesome. Okay. So give me just one sec here. Sorry about that and just pulling out my nose. Okay. So let's dive

in do cannabis marketers face. Stop regulations in challenges as we know. Can you give an overview of what it's like to work in the space? I'm out of words start with u Yeah, so we only deal with on the the business-to-business side of the the industry. So I beat a beat. So there's your supplier in the industry stuff. You sell your products or Services intra-industry business-to-business there a lot of emotional prohibitions in the Cannabis cannabis act that are laid out. So these wouldn't typically apply to the business is if they're promoting to

other businesses, so these provisions and I think it's section 17224 State that's difficult categories of inter industry promotions provided that the promotion is not directed at consumer. So if you're managing a business-to-business brand, you're likely at much less risk than on the consumer side, so couple of things you want to look out for if your Betta be marketer. Did I hurt your really only reaching the industry or some some Brands? I seen have a specific product or service at that strategically tries to sell to both consumers and

businesses that you you really ought it and separate you with your to customer list your bws in your Betta see less you want to speak to them differently you want to communicate to them differently. You may even want to alter the brand even though it's the same product marketing strategies totally separate and if you're Strictly Business the business you want to try to stick with channels that reached industry only so this will allow you to avoid all the rest. One

thing that hasn't quite evolved yet in the Cannabis industry as it has in other industries that I've noticed is that Seer and the solid station between B2B and b2c marketing channels many of the channels out there right now, whether it's a newsletter or if it's an industry events are conference they try to cater to both industry and consumers and sometimes not all the time. But sometimes it can be problematic or not only the advertiser but also the audience attending as it can be confusing. So for example, I see I'll see business-to-business companies

advertising in a magazine on a newsstand or they're exhibiting at an event that has two more focused. So this is something I think Will has balls as the industry matures, but it's just something you as a marketer want to want to make sure you're on top of that. Medium your brand is portrayed in spit. For sure, I agree with that. We I think as an industry have sent some mixed signals through some of our events and some of the some of the things that we've done in the past that are really starving and

maybe to be to be audience but I also trying to attract consumers do you know lots of opportunity in the space instead in a way I always felt very lucky because we we are technically outside of those prohibitions. So there was little bit safer to play around and there was a little bit more flexibility the same time. I think it might be a mix of other companies maybe not understanding that we are outside of those regulations and also sometimes if you're trying to advertise Mr. An outlet, they may have a conservative readership or for whatever other reason they

may not want even B2B companies to utilize cannabis imagery and language. So it's that mixes of understanding and kind of preference. So, you know, I have definitely seen ads pulled before Google add to go see that happen every now and then and I think that's about being flexible about keeping a close eye on your ad run and adjusting but I've also seen some really great success with those ads and perhaps if you're having trouble than you might focus a little bit more on your essay on your search advertising in your keywords get away from the imagery a bit if you're

having trouble but as Adam said there's some really great Clos networks that are really knowledgeable. I think grow opportunity is a perfect example of that need to be industry. I love working with those guys there other options as well. As you know, you can do behavioral ad targeting through something like post media Network when you have something that can really Target behaviors that lead to a business behaviors that you can say, this is my target audience because they're doing this so there are there are definitely opportunities there. But it's you have to be very aware of the

regulations and end of the societal interaction with cannabis in order to have a successful campaign. Otherwise, I think that our interaction with the regulations from the beat of Eastside is is more along the lines of of the importance of understanding them in order to participate in the industry properly and in order to serve our clients properly. I didn't you know cannabis faces additional challenges because not only are we looking for compliant placement when it comes to Media were also looking for complaint creative. So it's too. You know, it's been a learning curve. We

we've been available. We put together media bias for our clients and somehow less or actually making recommendations that aren't in education educational push back and forth. I do notice we have Megan Henderson here with us today, and she has just a little bit about targeting and B2B marketing stuff. So I know what are resellers going through right now when it comes to cannabis marketing. Launch camera actually some ways hopefully cannabis retailers. First of all, I think you know those that were able to open prior to the lockdown

very lucky and those that live in a neighborhood if you're a consumer and you had one within walking distance you were lucky and they went through transition, you know, they were open at the beginning they were considered essential service and they had that shut down there for five days, which was very difficult on everyone and kudos to the industry and enjoy your the forces behind it for putting pressure on the age of CO2 reverse that happened and they open back up again with some new regulations to reopen if you think about it

in a covid scenario and all of those Regulations are customers. So I think in some ways that was good for them, you know, but it also presented some challenges because they had to adjust how they were operating as well. And I'm sure there was a lot of concern on their stuff side two of how they handle things how they engage with customers and I actually have to have sessions at the top of my beaches in Toronto in February. So I actually was a lot of little Mystery Shop to see how they were doing and see how things evolve and you know when they ended up with the troops, I need to see don't

open up their door and they put like an insert in their door to cover things up and then they were servicing customers. Retailers, you know, what? Have you been hiding any type of e-commerce because they weren't permitted in the past. And then there were some of them especially if you're a new store and you already managing a whole bunch of other issues. So, you know, that's a delivery delivery the e-commerce and then you're probably your consumer was consuming more because they were home and there was a lot of stress going on. So you do for me to

really get to know their customers. They have a dialogue now on a one-to-one basis like they never had before with their customers a lot of customers. If you have to order some personal information and you know, there's an email exchange in there and it's of course, you still have to have all the permissions involved. You communicate with them on behalf of yourself as the store that there shopping at and then also on behalf of your ear and jaw, you know, let's say they bought San Rafael flower market to me and is one of the most

risk the easiest ones in terms of risk management. If you got a one-to-one communication, is it gated the person's given permission. So it's a great opportunity for you to ask questions to take a survey. How did they like it send them a thank-you note. You don't really get to know your customer and started a dialogue in that one communication. I think is really critical and this is a marketer than provokes you to sit down and do some of the work that I don't know. We're talking about and say okay. What am I customers look like? What are the

demographics of how do I build some key targets? Men's really understand who I'm servicing here and their behaviors our shopping habits, and then you'll be better to serve up content and information and then also figure out your advertising Vehicles if you really understand your market, so that's just it in a nutshell by LP if there's lots of different ways to activate within the retail environment that provides you don't experience it provides an opportunity and something interesting

for consumers. Who do you want to go in the store? So we're pretty excited over here about what that recently escaped can look like and all of the different activation opportunities there any manufacturer of a product I really cannot stand build your partnership up bigger and you know offer seems that to each other that you couldn't have in the past because we do know that that's going to be time. I challenged and depending where click and collect all

lands. And so, you know retailers are going to be looking for interesting ways to engage their consumers so you can help solve that problem for them. Yeah, we really do that is a huge opportunity to go in the store where you can maybe go in again. So what is your curb-side look like and maybe Did we lose their all together to rethink? No, I think I can still having difficulties working through right now. We're in this situation. Typically at this point. We've already got her phone plans in place, and we bought some tentative things in the calendar, you know any thoughts around

will start with you Adam what can marketers be thinking about right now any recommendations on how they could be approaching their 2020 plans, and I think they should be looking forward to this year. That definitely wasn't trying to stay on the topic of compliance marketing. I wanted to touch quickly on on email because email remains one of the most effective ways to not only communicate with your current list of customers, but also to Prospect and I know I can see the chat we have some friends from the US. So I think email compliance has a

worthy topic to touch on quickly. So Canada has the world's most strict email marketing laws, but it still remains one of the most effective ways to to reach customers if you're taking advantage of email marketing which is now even more affected in this pandemic situation than ever you need to really make a note of implied or otherwise a dollar so You need to be able to prove that you've received and sent from an email on your list if you're not already doing this one. can be very difficult to keep a running record of

consent, but a couple of ways to stay compliant and still be able to drive results is that if you do your own prospecting with email from your own brand whether it's mailed shampoo or Constant Contact or anything you need to be able to approve consent again, so keep up keep a record just show how you how you receive. Consent always asking all these people record, but the reality is many marketing departments don't have time or resources to keep this live record not to mention the ability to receive consent from prospects that I don't trust you or Know Who

You Are So to avoid this risk, it's always best to use a third-party email marketing Easter parties will will have that consent to be able to send your message to prospects will also have larger list will have higher open rates and higher click-through rates because they I'm not trust until by going through a media brand or a third-party publisher. You reduce all your rest in your staying compliant. So just make sure the publisher is always ask the publisher or third-party if their Castle compliant and if they don't know what that is or ask you what it is then run the other way.

Automated a couple comments here in the chats. Email marketing is being underutilized by the Cannabis industry such a great opportunity to build brand loyalty totally agreed and then Kelly has a question for you Adam. I've seen some email campaigns that have been censored by MailChimp or Google any experience or advice? I definitely still didn't even do our own. So Google has Google is actively sort of banning some cannabis ads, even though in our case, you do business-to-business with which Falls outside of

but still Banning them. So that's definitely whether it's social ladder email marketing ad so just be aware that Google does have still in effect. A way to avoid this again with you to use a third-party publisher who has a list of emails that have given consent for you to send the message, but that's definitely a challenge in the Cannabis industry right now. We're hoping that that changes but that's definitely a point. With all these new business is coming to Market. We bought my sorrows a new retail in new technology companies

popping up. I need advice from a marketing is start up with in this industry. I can speak from experience and I'd say it's advantageous because I have just started at a startup right in the middle of this. So in my experience starting is a marketing leader is obviously very different than starting as a business owner when a marketing leaders starts a lot of things have already been happening. You probably have your name you have your logo and probably have your sales team in place. So that means when it when a marketing person joins, there are a lot of

materials that were due three weeks ago. There are a lot of things that are needed immediately and I found along with this shift. It's really just more. So the other more demands for digital resources. There are more demands, you know, obviously you need it. You need a website in Place right away, but now maybe you also need the skill set to host a webinar as you're doing you need a wider range of digital skills right away. So it snows very much educating yourself. And as Adam said that means in compliance as well. That means castle that means aoda if you're going to be building

a website you need to be comfortable with the accessibility for ontarians with Disabilities Act as well. As any reports that are do you know, if your company larger than 20 people we're all going to have a report due to Ontario in December for that. So I think it's about educating yourself so that you are a good source for knowledge. And in terms of being in that startup environment there a few questions that I always ask myself when I start them asking myself everyday right now what is needed most What has the most r a y and what has

to happen first and 100% of the time for me? That is your buyer Persona. You need to be careful as a marketer not to rush too far ahead and respond to the demands of your team, which you need to respond to but you have to be careful not to do that before your brand is built. If you start putting up mixed messaging or putting the cart too far ahead of the horse. Then you're going to confuse the market and you're going to do detriment to your own brand. So I think it it puts a lot. There's always been a lot of accountability in this role, but now there's even more so because you're

going to have to teach your entire team to slow down a little bit while creating Revenue. It's it's a really interesting Balancing Act and I think it's about asking questions digging because you are the source of Truth and moving quickly because sales depend on you. Eritrea time seen so many nodding heads and some smarts actually in the group because for the past couple years I keep saying and there is a lot of pressure to execute very quickly. But you know, you're speaking our language Loretta. We are at marble so focused on getting that brand story together because the Pieces Just Don't align

otherwise no matter what you try to do, but it can be challenging. It is a startup culture you're working with people who are responsibilities. And so understanding compliant marketing might just be one of the facets that they that they're taking on in their day. So I find that extra unique and actually for our space Jennifer over to you from a consumer perspective. Can we talk a little bit about you know consumer behavior? And what are we? A positive and a negative perspective

coming into legalization and then coming in to covet. You know, I think you have to like you did put a lens on combat over everything that is happening right now and you know cannabis is a wild ride and I think that the group of people who are operating in the Cannabis industry are very resilient suited to overcome the situation that we're in right now with this because we're not kind of people Timbaland adoptable now that things are starting to open up. What I've noticed is that there's been a shift in people's attitudes and

behavior turn on and company that I work with for many years there a Global Research firms are called by my International and they've done six ways of research. I just got their wave 6 recovery the global recovery update. So they have some interesting things in there about consumer behavior in UK and Australia and when it comes to event marketing and consumer behavior and get them getting back out there and you don't so there's like a level of steer there and it's interesting because if you think about working anything about cannabis, it's inherently social activity

aside from you know, there are obviously medical a chance to be getting together with friends and sharing a moment and that's exactly what we're being asked not to do right now. So luckily we were allowed to now being smaller groups. So what's going on? Going to be very important people are going to want to stay close to home. So it's a very hyper local environment that we're looking at here and in your neighborhood. And so if you want to look around your neighborhood and say OK Google

you don't opportunity to shine there and say I'd be a good neighbor and supported in everybody's at home making their sandwiches and that's a great social media post and that someone in your brand in your heart and what you guys are all about. So, you know, I think this is the opportunity to What do people really want to hear about job so I can send share this research study with anyone who's interested in but they talked about you no limit paucity Productions groups. Like if you're going to an event or events are going to be

very difficult for the long-term. You don't want to know if I'm going somewhere if I'm doing something do I need a woman be provided for me? They're looking at hand sanitizers for me bathroom. Oh my God. I don't know if anybody else's experiences with traveling, you know going to bring an errand that's a little longer than an hour if you're going to go see or do something inside you want to know that you have enough space and you know, they've opened up some of the roads in the cities. I'm here right

now that drive-in theaters are going to come back to life because you can And he does all the servicing can be happening remotely through apps and the same way they were doing the curbside pickup. So I thought that was an interesting development for Consumer behavior. And yeah, it's a sanitizer everywhere. They also want to know if the employees have been trained. So just even posted and then how can you go above and beyond not to see the minimum but still comfortable or people feel comfortable and

it's really, you know, again you have to really understand your customer what age groups are also if you're looking at in the elderly customer, they're going to be the most fearful about venturing out being around other people, but they're also the most challenged likely you digitally because you know wasn't part of their upbringing their schooling. So some of that category may not be that Savvy but I'm hearing all these wonderful stories of you know, Grandparents to exude holes for the first time so you don't have to think about what's really going on in

your targets world. If you are somebody who's pretty young and their twenties you probably totally over covid-19. Want to hear about it anymore and just want to get on with your life. There was this great little slip in the news the other day where this young lady was being interviewed and she was talking about how great it is to be outside again. I would have been nice to see you and he was like, you know, this was not a big risk and he's like, yeah,

but it was worth it. Like he's just, you know, some people just don't want to think about it anymore and just get over it. So you just have to really understand the mindset of your customer and end know that things are also going to evolve as we go into way to recovery and Wave 3 recovery. So it's just really kind of getting into the eye psychology. The lights that we're living right now and then how to operate within it would be great if we could share it after the fact

Sarah. Are you do we have you on the line now? Yep, I called in there you are. Okay, right. Yeah, good morning everybody. Thanks for so much for joining and I can see lots of smiling faces. So virtual event. It is would have loved to have actually been live in Toronto will take that. I am temporarily laid off from fun. Right now so I can't really speak to what they're doing specifically at the moment, but I can certainly talk to what we had wasn't planning on it what I've done in the past. I've worked in cpg beer and alcohol world

for a long time too. So I have a lot of background in. Area so that's kind of how I ended up in cannabis and an absolutely love it though. Thanks so much for having me. I'm so glad that we are talking about branding buyer personas really need to finding your consumer. Can you talk a little bit about what it would be? Like, what's what it's like in an LP going through that process cannot lie. And I think you you start and you work with your product team and and there's a lot of people that come into play when you're starting to create the Browns

and the different personas. And if you would look at the different brands that fall was under the parent LP a lot of them are really different and clearly that The way to engage with a different demographics across the Cannabis industry where we are very limited and how were able to Market. You have to be a little bit creative. I think that way in creating the brand for the better way to reach out and engage the actual consumers and might enter the people that want to have a product afterwards. But it is it's a long process and I think it's ever evolving as the

industry of all think your grandpa film is have to evolve to the conference's for me. When used to get to go in person. You know, you would see that those brand stories of balls and that brand positioning evolve to become more and more particular like for seeing another Industries, you know, typically when you're developing a Persona and a brand very very focused and other Industries, especially cpg really bring that perspective. I think also Pharma has been a really interesting fields that we've been able to leverage and

we are getting close to our time. I have one more question here and then we'll we'll throw it over the group. I need to move over to Twitter pretty quickly. So out of before we head out. I wanted you can leave us with a little bit of inspiration around. You know, what can we learn based on the previous recession that we went to in 20 2009 what you mean learn and what kind of tools can we apply for a thinking today? That could could help? Yeah, that's what I thought

there is quite a bit of research that was done in the past similar situations by some really reputable agencies and surveyors on the topic for example in 2009. And in 2000 with the downturn do what we know is that during passing their situations is always more cost-effective as a marketer to stay the course as opposed to pulling back in and playing catch-up later marketing your brand is not it's not a faucet that can be turned off and on and we know that companies that made her stay the course or even

increase their advertising also increased their sales and market share both during and after the downturn for 3 years. So maintaining this cost is much less expensive than rebuilding later on. And another thing you need to assume is that your competitors have not pulled back and I can tell you that many brands of not Oh, that's that's one thing to think about. And another thing is is in this specific situation. The reality is that traditional sales channels may be closed. So you're outside sales reps may not be able to go. Valley real space-time. I can't count on

Prospect set at in the Venture conference. But I think this is actually presenting a unique opportunity to marketers. And that opportunity is to tell your story your brand story time spent on content as way up website visits our way up open rates are so emotional storytelling and long-term brand building or just as important as the product features and price. I would even I would argue even more important in the Cannabis industry businesses, especially in the Cannabis industry have a lot on the line with the products they choose so if they

don't trust you and they don't they don't trust that you're bringing into stable. You're likely not even going to get a meeting or a call. It takes a lot to gain your trust. So so just think about maybe during this time realigning your ratio of you know, these short-term regeneration campaigns and maybe expanding it into a longer-term brand building storytelling during this time. And then maybe when this situation subsides you'll have built at Trussville built that brand up even more and your lead-gen specific campaign will perform even better. Awesome,

and so a couple things I take from that is if if if you're not doing the work right now your competitors are so I find that pretty motivating, you know, and there's lots we can be doing including these kinds of things like that working and engaging with different people to space and acetic acid is a different pace on that note. I wish we could chat longer on here, but we are actually going to head over to sweater. The hashtag is wwc conference that handles at wwc comp c

o n s quite a few questions prepared. There are panelist will be joining us. So if you have direct questions for them, feel free to ask and I should probably head over there now before I'm too late. Thank you everyone for today such a great dialogue.

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