In this episode of the Omnichannel Marketer, host Kait Stephens interviews Danielle Nicoll, SVP of Marketing at Cann.
Danielle shares her journey from the entertainment industry to leading marketing for Cann, a pioneer in the THC microdose beverage category. She discusses the challenges and strategies of marketing a highly regulated product, the importance of building a strong community, and how Cann leverages creator partnerships and omnichannel distribution to drive trial and brand awareness.
The conversation highlights the power of word-of-mouth marketing, the role of AI in understanding customer demographics, and the value of trusting your instincts when making bold marketing bets.
TAKEAWAYS:
- Cann is a THC microdose beverage positioned as an alcohol alternative for social drinking.
- Marketing, regardless of the product, is fundamentally about capturing attention and creating FOMO.
- Driving trial is crucial for new categories; sampling and word-of-mouth are strong growth levers for Cann.
- Cann utilizes a strategic omnichannel approach, pushing D2C customers to retail locations to boost velocity.
- Navigating a highly regulated industry requires creative marketing, heavily relying on creators, influencers, and local events.
- Building a brand that feels like a friend fosters strong community engagement and loyalty.
- AI tools are valuable for analyzing customer demographics and tailoring creative content to specific audiences.
- Trusting your instincts over over-analyzing data can lead to successful, bold marketing moments, like Cann's viral collaboration with Bethany Frankel.
- The future of the THC beverage category points toward mainstream availability, pending legislation.
- Affiliate marketing platforms, like ShopMy, are powerful tools for driving growth and monetizing creator content.
Where to find Danielle Nicoll:
Linkedin: https://www.linkedin.com/in/danielleanicoll/
Website: https://drinkcann.com/
Where to find Kait Stephens:
Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/
Website: www.brij.ai
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