If you doubled your marketing spend tomorrow, would you double your sales?

Most cannabis marketing does not fail because teams spend too little. It fails because marketing is asked to create success while known problems remain unfixed. That is why marketing is often the first thing cut when results stall.

What has changed is that modern tracking makes attribution clearer and easier than ever. Attribution means understanding which actions actually drive revenue, not just traffic or activity.

This week we sit down with John Shute to discuss:

• Why marketing gets blamed for upstream failures
• How attribution reveals what is actually working
• Where most teams are missing

Chapters

00:00 Navigating Budget Cuts in Cannabis Marketing

02:59 The Importance of Trackable Marketing Strategies

06:05 Understanding Consumer Behavior and Retention

08:53 Leveraging Data for Brand Growth

11:59 The Role of Email Marketing in Cannabis Brands

15:10 Product Quality and Consumer Safety

18:01 Narrowing Focus for Brand Success

23:26 Smart Growth Strategies in Cannabis Marketing

26:24 The Importance of Data-Driven Decisions

27:21 Closing the Gap: SEO and Market Positioning

30:27 Maximizing Marketing ROI

33:03 Understanding Marketing Attribution

36:14 Navigating Challenges in Client Relationships

39:19 The Complexity of Marketing in Cannabis

45:04 Community Engagement and Social Responsibility

Summary

In this conversation, John Shute discusses the challenges and strategies of marketing within the cannabis industry, particularly in the context of budget cuts. He emphasizes the importance of trackable marketing efforts, such as email marketing, and the need for brands to focus on consumer retention and data analytics. John also highlights the significance of building a strong brand identity and ensuring product quality and consumer safety. The discussion touches on the evolving landscape of cannabis marketing, the necessity for comprehensive audits, and the value of community engagement initiatives.

Guest Links

https://x.com/johnshute_
https://www.linkedin.com/in/john-shute-pufcreativ/
https://www.instagram.com/pufcreativ/
https://www.youtube.com/channel/UCY2pdmT1-QHKux8728PRy2A
https://www.linkedin.com/company/pufcreativ
https://pufcreativ.com/

Our Links

Bryan Fields on Twitter

Kellan Finney on Twitter

The Dime on Twitter

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John Shute

Episodes with John Shute