Advertise on podcast: Market Like a Badass with Kristin McFarland

In this episode of Market Like A Badass, Kristin welcomes Spencer Ploessl, Creative Director and marketing strategist who bridges the worlds of cannabis, craft beer, and beverage innovation. As Advisor and Creative Director for Canna Connect in Minnesota, Spencer recently launched Coco Flow - a THC-infused coconut water that is a first of its kind. This special hemp beverage collaboration with Back Channel Brewing Co. showcases what's possible when cannabis and craft beer collide. Spencer shares the inside story of how this collaboration came together, revealing the strategy behind successful brand partnerships in highly regulated spaces. From navigating tolerance variations to educating consumers on minor cannabinoids, Spencer breaks down the creative marketing tactics that work when traditional advertising won't cut it. Plus, he reveals which craft beer branding lessons translate to hemp beverages - and which approaches need to be completely reimagined. On this episode, you will: Discover how the Canna Connect and Back Channel Brewing Co. collaboration came together and what metrics actually matter when launching a co-branded hemp beverageUnderstand how to differentiate hemp beverage brands in an increasingly crowded marketHear real-world tactics for educating consumers about minor cannabinoids and dosing QUICK LINKS Connect with Spencer: SpencerPloessl.com | LinkedIn Check out Canna Connect: www.cannaconnectmn.com Follow Kristin: www.sourcemarketinggroup.com | LinkedIn Subscribe: Apple Podcasts | Spotify | YouTube This episode is part of "Taboo to Tap" - a special season exploring how hemp beverage pioneers are racing to craft billion-dollar beverage brands by mastering the art of compliant and grassroots marketing.

In this episode of Market Like A Badass, Kristin McFarland sits down with Lisa Hurwitz, Founder and CEO of Happi, the female-founded THC beverage brand that's revolutionizing how consumers experience cannabis through thoughtfully dosed, wellness-focused drinks. Lisa shares her journey from CPG and cannabis expertise to launching Happi with a clear mission: creating accessible, low-dose THC beverages. From navigating regulations to choosing the right dosing and marketing strategy, Lisa reveals what it really takes to build a compliant, women-first cannabis beverage brand. On this episode, you will: Discover why Happi chose a low dose philosophy in a market obsessed with high potency - and how this strategic decision opens doors to the canna-curious demographicLearn how being female-founded influences every aspect of product development, from formulation to flavor profiles to packaging designed with women in mindUnderstand the biggest regulatory challenges facing THC beverage brands and how Happi navigates compliance while building a recognizable brandHear Lisa's digital marketing playbook for hemp beverage brands when traditional advertising isn't an option - including email marketing tactics that actually work (and helped them build a 100,000+ person subscriber base)Get insider insights on why it's important for hemp beverage brands and marketers to build trust and provide ample education in the emerging cannabis beverage space QUICK LINKS Shop Happi: www.happihourdrink.com Connect with Lisa: LinkedIn Follow Kristin: The Source Marketing Group | LinkedIn Subscribe: Apple Podcasts | Spotify This episode is part of "Taboo to Tap" - a special season exploring how hemp beverage pioneers are racing to craft billion-dollar beverage brands by mastering the art of compliant and grassroots marketing.

In this exciting episode of a new season of Market Like A Badass, Kristin gathers hemp beverage experts to explore the season theme "taboo to tap". This new season is all about how hemp beverage pioneers are racing to craft billion-dollar beverage brands by mastering the art of compliant and grassroots marketing. On this episode, Kristin sits down with Haylee Jordan, Co-Founder of Fabric, the Australian-born, US-crafted beverage brand that's redefining what non-alc and THC-infused drinks can be. Fabric is pioneering a new style of high-function fizz that keeps you sharp, sparks creativity, and helps you drop into the moment. On this episode, you will: Discover how Fabric is navigating the complex regulatory landscape to build a compliant hemp beverage brand that can't rely on traditional advertising channels - and why grassroots marketing is their secret weaponLearn the positioning strategy behind "dosed for any moment" and how Fabric is differentiating in an increasingly crowded THC beverage market by focusing on function and communityUnderstand Fabric's approach to building a beverage brand from the ground upHear real-world tactics for educating consumers on THC-infused drinks, functional benefits, and responsible consumptionGet insider insights on partnerships, sampling strategies, and the grassroots marketing tactics that are helping Fabric compete against legacy brands and deep-pocketed competitors QUICK LINKS Shop Fabric: drinkfabric.com Connect with Haylee: LinkedIn Follow Kristin: The Source Marketing Group | LinkedIn Subscribe: Apple Podcasts | Spotify | YouTube This episode is part of "Taboo to Tap" - a special season exploring how hemp beverage pioneers are racing to craft billion-dollar beverage brands by mastering the art of compliant and grassroots marketing.

In this eye-opening episode of Market Like A Badass, I sit down with Kat Kennan, certified trauma-informed professional and Founder and CEO of Radical Customer Experience and BVscore.ai, to explore how trauma-informed marketing is revolutionizing customer relationships and brand loyalty. On this episode, you will: Discover why traditional marketing techniques that trigger inadequacy are actually driving customers away and how trauma-informed approaches can transform your ROILearn actionable strategies for implementing strengths-based marketing that builds genuine connections without exploiting vulnerabilitiesExplore how Kat's Brand Inclusion Index provides companies with measurable alternatives to traditional metrics like Net Promoter ScoreUnderstand the critical importance of data hygiene and segmentation in creating meaningful, trauma-sensitive customer experiencesHear real-world examples of brands succeeding with compassionate marketing approaches QUICK LINKS Connect with Kat: Radical Customer Experience | BVscore.ai Follow Kristin: The Source Marketing Group | LinkedIn Subscribe: Apple Podcasts | Spotify | YouTube

In this electrifying episode of Market Like a Badass, host Kristin McFarland (Founder & CEO of The Source Marketing Group) sits down with Evan Nison, Founder & President of NisonCo, a trailblazing PR, SEO, and content creation firm specializing in cannabis, psychedelics, and emerging industries. Get ready to dive deep into the future of AI, automation, and cutting-edge cannabis tech as Evan shares his expertise on: How AI is revolutionizing marketing, lead gen, and sales workflowsMust-know AI tools for business ownersThe power of PR & SEO in highly regulated industries like cannabisSocial equity, advocacy, and why giving back matters in this spacePro tips for networking at cannabis conferences (even on a tight budget)Common AI mistakes to avoid - and how to use it to work smarter, not harder Whether you're a marketer, entrepreneur, or tech enthusiast, this episode is packed with actionable insights to help you automate more, do more with less, and market like a true badass. Brought to you by The Source Marketing Group - helping businesses in regulated industries grow revenue with data-driven marketing & AI solutions. Listen now and level up your AI game! QUICK LINKS https://nisonco.com/

In this episode of Market Like a Badass, host Kristin McFarland, Founder and CEO of The Source Marketing Group, welcomes Varun Sharma, Founder and CEO of Sticky Cards for a dynamic and engaging conversation on cannabis tech. Discover how Sticky Cards is revolutionizing loyalty programs for cannabis retailers with their app-free solution that leverages Apple and Google Wallet. Varun shares insights on overcoming SMS marketing restrictions in the cannabis industry through push notifications, revealing how dispensaries can communicate directly with customers without worrying about carrier policies. Learn about innovative features like geofencing that allow retailers to send location-based notifications to nearby customers, even targeting competitor locations. The conversation covers essential marketing tactics for dispensaries, including: Building customer loyalty and repeat businessCreating effective push notifications that drive store visitsIntegrating loyalty programs with platforms like Klaviyo and BreadstackEnsuring compliance with marketing regulations like CASL and CAN-SPAMUsing geofencing to capture customers when they're near your store Whether you're a cannabis retailer looking to enhance your marketing technology stack or interested in innovative approaches to customer engagement in highly regulated markets, this episode delivers actionable insights to help grow your business. This episode is part of the "Innovation in Cannabis Tech" season of Market Like a Badass. QUICK LINKS https://www.stickycards.co/

Most cannabis, hemp, and other highly regulated businesses are leaving thousands on the table with broken email flows and generic automations. Or even worse, using restrictive technology that makes it harder for your teams to perform and monetize your customer data. But the real pros? They’re using Klaviyo to crush revenue. Klaviyo isn’t just for mainstream ecommerce - it’s a secret weapon for regulated DTC brands and dispensary retailers. In this episode, podcast host and Klaviyo Community Champion, Kristin McFarland, sits down with Klaviyo Community Champion, Paul Millar (CBDfx/Trehouse) to reveal: The power of Klaviyo for highly regulated businesses like cannabis, hemp and CBDThe underused Klaviyo strategies that drive ROI in regulated industries (while staying compliant)Data monetization opportunities by integrating disparate data sourcesPaul’s battle-tested playbook for lifecycle marketing (with real examples)How top cannabis brands structure flows that actually convert (without landing in spam) Spoiler: If you still don't have a solid retention marketing plan and email program, you’re losing. This is how the champions win. Tune in to this episode to hear the Klaviyo Champions break down why Klaviyo is the top choice for compliant growth, whether you’re a DTC hemp company, a growing edible brand, or a dispensary ready to grow and scale! This podcast episode is brought to you by Breadstack Technologies, they build eCommerce software that powers growth at the most progressive dispensaries in North America. QUICK LINKS https://www.klaviyo.com/ https://cbdfx.com/ https://trehouse.com/

Discover the intersection of AI ethics and cannabis technology in this enlightening episode of Market Like a Badass with host Kristin McFarland and cannabis marketing expert Brad Bogus. Explore how to navigate critical ethical considerations that impact your marketing strategy. In this episode, we dive deep into: How AI is reshaping cannabis marketing and technology implementationBrad's journey from traditional marketing to becoming a pioneering voice in cannabis techCommon pitfalls cannabis brands face when adopting new technologiesStrategies for leveraging AI tools while maintaining authentic customer connectionsThe future of data analytics and customer profiling in the cannabis industry Brad shares his expertise on managing the complex attribution challenges unique to cannabis marketing and offers practical insights on how cannabis brands can effectively integrate AI without sacrificing the human touch. Whether you're a cannabis brand looking to innovate responsibly, a marketer seeking to understand the cannabis tech landscape, or an entrepreneur navigating the evolving regulatory environment, this episode provides actionable insights for ethical technology adoption in the cannabis space. QUICK LINKS https://www.happycabbage.io/

On this episode of Market Like A Badass, host Kristin McFarland sits down with Riel Roussopoulos, marketing badass at Breadstack Technologies, to explore innovation in cannabis tech. Discover how Breadstack is revolutionizing dispensary marketing while maintaining compliance in this highly regulated industry. Riel shares the origin story behind Breadstack's powerful ecommerce platform and dives deep into dispensary marketing strategies, including: Building an effective marketing tech stack for cannabis retailersLeveraging data for strategic decision-makingRecent SEO changes impacting dispensary visibilityThe crucial importance of owned marketing channels like email Plus, don't miss Riel's insights on the power of open standards in cannabis technology and why this matters for the future of the industry. Whether you're a dispensary owner looking to boost revenue or a cannabis marketer seeking innovative approaches, this episode delivers actionable tips to help you market like a true badass in the cannabis space.

Summary In this final episode of Season 5, Market Like a Badass, Kristin McFarland speaks with Jenny Kitchen, Co-Founder of Emerald Intel, about the intricacies of data monetization in a highly regulated market like cannabis. Jenny shares insights on leveraging data for targeted marketing, avoiding common mistakes, and the significance of personalization in outreach. The conversation highlights the dynamic nature of data and the need for reliable data sources to drive successful marketing campaigns. Market Like A Badass will be back in 2025. Stay tuned to @marketlikeabadass on IG, FB, or LinkedIn to stay up to date on marketing trends and the latest episodes of Market Like A Badass. Takeaways Emerald Intel serves as a central source of truth for cannabis data.Quality data is essential for effective marketing strategies.Building relationships is key in the cannabis industry.Targeted marketing requires a nuanced approach to data.Personalization enhances outreach effectiveness.Reliable data sources prevent reputational damage.Geographic insights can inform marketing strategies.Continuous innovation is necessary in data management. Quick Links https://www.emeraldintel.ai/

In this episode of Market Like a Badass, host Kristin McFarland speaks with Shelby Poole, Marketing Director at Happy Days Cannabis Dispensary. They chat about the most effective dispensary marketing strategies including social media campaigns, email marketing, and in-store promotions. They discuss Shelby's journey from craft beer into the cannabis industry and the challenges of marketing in a highly regulated market. Shelby shares insights on consumer education, the need for standardization in cannabis marketing, and the importance of messaging in this emerging industry. The conversation highlights the unique intersection of cannabis and craft beer marketing, and provides actionable marketing tips for growing your dispensary sales. Takeaways Consumer education is essential to reduce stigma and increase canna curious segment.Leverage data for smarter marketing decisions.Standardization in cannabis marketing is necessary for consumer understanding and market maturity.Multi-channel marketing is vital for customer engagement.Retailers are preparing for loyalty programs in New York but still unable to launch. Quick Links https://www.linkedin.com/in/shelby-poole/ @bettybloomsocialclub @happydaysli https://happydaysli.com/

On this episode, Kristin McFarland sits down with Tiana Woodruff, Founder and CEO of Queen Mary. Tiana shares her journey in the cannabis industry and how she uses data to inform her marketing strategy. As a Tier 1 Social Equity Recipient, Tiana grew up in one of the lowest income zip codes in LA. She's witnessed the war on drugs and personally experienced the strain and disproportionate impact it had on friends and family. She created Queen Mary, a brand that creates premium cannabis products that blend natural supplements and healing techniques. Tiana emphasizes the value of building a loyal customer base through events and community engagement. Tiana also shares her insights on scaling a business and the importance of following your gut and not falling for deals that sound too good to be true. Tune in for an episode full of cannabis education, event tips, and data marketing insights. Takeaways Educate and find new consumers through events. Use data to analyze sales and customer preferences, but also rely on direct feedback and interactions with customers.Building a loyal customer base through events and community engagement is crucial for success in the cannabis industry.Scaling a business requires careful planning and avoiding deals that sound too good to be true. QUICK LINKS https://www.queenmarybrand.com/ https://www.instagram.com/queenmary_la https://www.emeraldintel.ai/ - Cannabis Data and Insights to Drive Growth. Thanks to our episode 4 sponsor!

In this episode, Kristin McFarland sits down with Alison Di Spaltro, CEO of Escape Artists and CODA Premium Edibles. They discuss the journey of Escape Artists, the inspiration behind the brand, and how data informs their marketing strategy. They also talk about the challenges of maintaining brand consistency in retail stores and the importance of capturing customer data for remarketing. Alison shares advice for starting a brand in the cannabis industry or expanding your portfolio. She emphasizes the need to focus on specific markets and nurture relationships with retail partners. She also highlights the value of email marketing and social media engagement in reaching and engaging customers. Takeaways Go deep, not wide - focus on specific markets and nurture relationships with retail partners to grow your brand sustainably.Capture customer data and use email marketing and social media engagement to stay top of mind with customers.Maintain brand consistency by providing retailers with updated brand kits and actively monitoring online platforms for errors and inconsistencies.Consider the challenges of online orders and find ways to engage customers and provide accurate product information. Quick Links https://letsescape.com/ https://codasignature.com/

In this episode, Kristin McFarland interviews Hadas Dewey, COO of It's All About Choices, a badass brand reinventing edibles. Hadas discusses how they built their brand in the highly competitive cannabis market by offering unique and diverse cannabis-infused products with Capsoil’s patented process. They offer everything from infused spices to condiments, ice cubes, freeze pops, soups, drink mixes, and more. It's All About Choices is giving their customers even more choices with their latest development. They're launching a new hemp-derived line called Precise. Tune in to hear more about Choices and hear expert tips and tricks about monetizing data, managing extensive product SKUs, and leveraging data to identify trends and focus on categories that perform well. Takeaways It's important to constantly pivot and adjust based on customer feedback and data.Use in-store and Sales data to help inform decisions and strategy.Consistency and quality control are crucial in managing a large number of product SKUs.Leveraging partner email lists and collaborating with retailers helps reach a wider audience QUICK LINKS It's All About Choices Website It's All About Choices Instagram

Welcome to Season 5 of Market Like A Badass! In this episode, we’re kicking things off by shining a spotlight on some incredible women shaping the cannabis industry. This episode is all about the unique perspectives and insights of women in cannabis—how to enter the industry, grow in your career, and navigate the challenges that come with it. We’ll also pay homage to Olivia Castaldy’s upcoming Women In Canna Business podcast, launching this October! What to expect: Special Interviews: We’re thrilled to have Olivia from Women In Canna Business along with four other special guests. Olivia shares her journey, the inspiration behind her new podcast, and how she’s amplifying women's voices in cannabis.Live Event in Colorado: We take you to a women’s networking event hosted by Cannabis Golf League, where we speak with top female leaders in the Colorado cannabis scene about their stories, successes, and advice for women entering the industry.Pro Tips for Success: Our guests share actionable advice for breaking into the cannabis world and building a lasting career, from networking and education to overcoming gender barriers. Whether you’re thinking about starting your own cannabis business, a career in cannabis, or simply want to support women in the space, this episode is packed with inspiration and practical tips to guide your journey. QUICK LINKS Women In Canna Business Website Women In Canna Business Instagram Wizard of the Ounce Cirrus Social Club Cannabis Golf League Eossi Beauty Kush Kards