Cannabis brands looking to stand out in a competitive market need to focus on customer engagement, loyalty, and budtender partnerships, according to experts at the recent Benzinga Cannabis Capital Conference.
Moderated by Laurie Parfitt, founder of LKP Impact Consulting, the panel "Good Reviews are the Best Marketing Strategy: Cultivating Loyalty in Cannabis Retail" shared insights into how brands can effectively connect with both customers and retail partners to drive lasting loyalty.
Kristi Palmer, co-founder and president of Kiva Confections, opened by addressing the crucial role of budtenders, who she calls "the gatekeepers."
Palmer explained that because budtenders make pivotal recommendations, Kiva invests heavily in educating and engaging them.
By hosting "marketing blitzes" where they distribute samples and branded items to budtenders, Kiva makes sure its brand is front and center when customers seek product advice. "You absolutely have to work with [budtenders]," she said. "Certainly can't ignore them, because they make those very pivotal decisions right there at the counter."
Christine Apple, CEO of Grön, shared a similar approach but incorporates digital tools for budtender education. Grön uses C-Talent, a platform that allows budtenders to complete training and earn rewards.
"It's impossible to go touch thousands of stores across the country at once," Apple said. "But with this, we're able to push a text to their phone that can tell them, ‘Hey, go check this out. You can learn about this new product that we just released.'"
Apple explained that digital training has been effective, particularly when paired with incentive-based programs on platforms like Sparkplug, which pays budtenders a set amount per sale on targeted products.
POUR LIRE LA SUITE: Benzinga
