“You must have a good story. If you have a good story and you pair it with a thoughtful strategy, then you can get the unicorn concept that everyone wants: virality and fast growth.” – Lisa Buffo
The finer details of this episode:
Episode resources:
Timestamps:
Guest Introduction (00:00:27)
The host introduces Lisa Buffo, emphasizing her achievements and the significance of storytelling in cannabis marketing.
Lisa Buffo’s Background (00:02:24)
Lisa shares her journey into the cannabis industry and the founding of the Cannabis Marketing Association in 2016.
Early Career Experiences (00:02:41)
Lisa discusses her initial work with service dogs and veterans, highlighting the impact of storytelling and social media.
Transition to Cannabis Marketing (00:06:35)
Lisa explains her move to Colorado and how she began working in the cannabis industry after its legalization.
Founding the Cannabis Marketing Association (00:08:31)
Lisa recounts the inception of CMA, initially aimed at self-education, which evolved into a full-fledged organization.
Importance of Storytelling in Marketing (00:10:30)
Lisa reflects on the significance of storytelling over marketing strategy in creating impactful connections.
Overcoming Marketing Challenges (00:12:43)
Lisa shares insights on how good storytelling can drive marketing success and address common challenges faced by businesses.
Learning and Practicing Storytelling (00:15:16)
Lisa discusses the necessity of practice and authenticity in storytelling, emphasizing the human connection.
Addressing Imposter Syndrome (00:18:20)
Lisa acknowledges the challenges individuals face in sharing their stories and the importance of recognizing their value.
Understanding Accelerator Programs (00:20:54)
Lisa introduces accelerator programs, explaining their role in supporting startups, particularly in the cannabis industry.
Here are the extracted timestamps and their titles from the podcast episode transcription segment:
Understanding Accelerators (21:03)
Discussion on the structure and purpose of business accelerators, particularly in the cannabis industry.
Learning and Community in Accelerators (21:57)
Insights on the learning environment and peer support within accelerator programs for cannabis startups.
Storytelling in Fundraising (22:59)
Emphasis on the critical role of storytelling in securing funding for cannabis startups.
Diverse Backgrounds of Founders (24:23)
Overview of the varied backgrounds of cannabis startup founders and their unique challenges.
Industry Education in Cannabis (24:52)
Focus on the need for industry education regarding regulations and history in the cannabis sector.
Importance of Communication (26:58)
Reflection on the significance of effective communication in fundraising and business storytelling.
Evolution of the Cannabis Marketing Association (27:59)
Description of the initial gatherings and the transition towards a more formal association structure.
Challenges in Establishing Nonprofit Status (30:59)
Overview of the difficulties faced in obtaining nonprofit status for the Cannabis Marketing Association.
Advocacy and Member Engagement (33:01)
Discussion on the effective advocacy efforts and resources provided to members of the association.
Understanding Marketers' Power (35:10)
Highlighting the influence of marketers in shaping public perception and addressing stigma around cannabis.
Tactical Needs of Cannabis Marketers (36:21)
Identification of the practical challenges cannabis marketers face, including regulatory issues and advertising restrictions.
Resources for Navigating Regulations (41:14)
Overview of resources and guides provided to members to help navigate marketing regulations in the cannabis industry.
Cannabis Success Show Episode Timestamps
The Importance of Learning from Each Other (00:42:05)
Discussion on the evolving cannabis industry and the value of shared experiences among marketers.
Creating Content and Resources (00:43:03)
Overview of webinars and resources provided to assist marketers in navigating compliance and legal issues.
Marketing Budget Challenges (00:44:11)
Insight into tight marketing budgets in cannabis due to profitability and tax challenges.
Hiring a Marketing Strategist (00:45:31)
Emphasis on the need for a responsible strategist linked to business goals in marketing efforts.
Evaluating Marketing Professionals (00:46:19)
Advice on asking the right questions and checking references when hiring marketing professionals.
The Partnership in Marketing Relationships (00:48:32)
Discussion on the importance of understanding and collaboration between businesses and marketing professionals.
Learning from Marketing Mistakes (00:49:47)
A cautionary tale about a marketing blunder that nearly cost a cannabis retailer their license.
Connecting with the Cannabis Marketing Association (00:52:17)
Information on how to get involved with the Cannabis Marketing Association and available resources.
Personal Connections and Networking (00:54:38)
Encouragement to connect with Lisa Boafo on LinkedIn for networking opportunities.
Closing Thoughts and Resources (00:55:08)
Final remarks on the importance of sharing resources and supporting each other in the cannabis industry.
