Cannabis Superbowl Tactics ft. Lisa Weser

This week we are breaking down Marketing & PR with Lisa Weser Founder of Trailblaze • Challenges of Marketing in Cannabis vs Big Alcohol • Timeframe for Cannabis brands in Superbowl Ads • Blending of Infused Beverages & Alcohol Segments Chapters: 00:00:00 - The Intersection of Cannabis and Big Brands, with Lisa Weser 00:02:39 - Transitioning from an Established Career to Cannabis Marketing 00:05:07 - Referral-based Marketing and Building a PR Stunt 00:07:30 - The Viral National Brownie Day Campaign 00:09:59 - Creating Strong Visuals for Successful Marketing 00:12:28 - The Viral Success of the Edible Cannabis Brownie Stunt 00:14:54 - Going Viral: How a Pot Brownie Stunt Helped Normalize Cannabis 00:17:18 - Putting Emerging Brands on the Map: A $3,000 Investment Pays Off 00:19:48 - The Fun of Problem Solving in the Cannabis Industry 00:22:12 - The merging of the cannabis and beer industries 00:24:54 - The Potential for CBD and THC Beverages to Overtake Alcohol Beverages 00:27:24 - The Hypocrisy of Marketing Between Alcohol and Cannabis 00:30:02 - The Future of Cannabis Advertising and Marketing Regulations 00:32:32 - The Need for Self-Policing in the Cannabis Industry 00:34:51 - The Caliber of Experience and Talent in the Cannabis Industry is Rising, but Celebrity Endorsements Must be Authentic and Genuine. 00:37:25 - Martha Stewart's CBD Brand and Unexpected Celebrity Endorsements 00:39:54 - The Power of Martha Stewart in Changing the Stigma of Cannabis amongst the Soccer Mom Demographic 00:42:27 - The Importance of PR in the Cannabis Industry 00:44:47 - The Importance of PR in Brand Building and Investment 00:47:28 - The Benefits and Misunderstandings of Cannabis Use 00:49:45 - Taking the Leap of Faith in New Industries 00:50:02 - You're Never Too Old / Predictions on Replicating a Stunt and Cannabis in the Super Bowl 00:52:25 - Predictions for Future Marketing Tactics 00:54:43 - Advertising Challenges for Cannabis Companies 00:57:09 - Investment and Readiness to Go Big with Lisa. About Lisa Weser As the former head of U.S. Marketing Communications at AB InBev, Lisa traded her crown as “Queen of Beers” for a new moniker: “The Cannabis Publicist.” She established Trailblaze to bring a more sophisticated, disciplined “big CPG” approach to cannabis brand storytelling and help new players in this nascent industry find their way into the mainstream. (Plus, the “Bud Girl” pun was irresistible). With over twenty years of experience working inside some of the world’s most admired companies, Lisa has earned a reputation for building culturally relevant consumer brands through creative campaigns and flawless execution within high-stakes, regulated environments. Under her leadership, Trailblaze has become a go-to marketing communications agency for Fortune 500 companies entering the burgeoning cannabis industry, as well as start-ups looking to put their brands on the map. https://trailblaze.co/ This show is presented to by 8th Revolution: At Eighth Revolution (8th Rev) we provide services from capital to cannabinoid and everything in between in regard to the hemp & cannabis industry. Our forward-thinking team can diagnose, analyze & optimize every detailed nuance of your company to keep your business safe, smart, and profitable. Our flexibility and experience combined with ongoing research create unique insights into how to best grow your market share. Contact us directly at info@8threv.com Bryan Fields: @bryanfields24 Kellan Finney: @Kellan_Finney