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Episode 31  |  42:15 min

The Dos and Don’ts of Marketing Cannabis with Amber Craig, Ep #31

Episode 31  |  42:15 min  |  03.09.2021

The Dos and Don’ts of Marketing Cannabis with Amber Craig, Ep #31

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This is a podcast episode titled, The Dos and Don’ts of Marketing Cannabis with Amber Craig, Ep #31 . The summary for this episode is: <p>Two years ago, FOUR20 was one of two cannabis retailers open on day one of cannabis legalization in Canada. Now, they have 14 different locations with 130+ employees. Amber Craig—their Chief Merchandising Officer—joined them full-time once cannabis was fully legalized.</p><p>But everyone's wondering: What does marketing for cannabis look like? What are the hard and fast rules about advertising? How is it regulated? We have a fascinating discussion about the dos and don'ts of marketing cannabis in this episode of Content Callout. Don’t miss it!</p><h2>Outline of This Episode</h2><ul><li>[1:09] All about FOUR20 and the cannabis industry</li><li>[2:10] The stigma of cannabis use</li><li>[4:48] Marketing regulations around cannabis</li><li>[10:08] The fight for legitimacy</li><li>[12:56] What makes the industry exciting?</li><li>[14:56] The educational phase of cannabis</li><li>[17:47] The challenges that cannabis stores face</li><li>[22:06] Handling cannabis supply and demand</li><li>[24:45] Getting into the cannabis industry</li><li>[26:55] About the Breaking Free Foundation</li><li>[35:22] The stigma of giving donations</li><li>[36:20] Cannabis = an ever-changing landscape</li><li>[39:43] How to get more information</li></ul><h2>Resources &amp; People Mentioned</h2><ul><li><a href="https://www.breakingfreefoundation.ca/" rel="noopener noreferrer" target="_blank" style="color: rgb(51, 122, 183);">The Breaking Free Foundation</a></li><li><a href="https://bamboocreative.com/" rel="noopener noreferrer" target="_blank" style="color: rgb(51, 122, 183);">Bamboo Creative</a></li></ul><h2>Connect with Amber Craig</h2><ul><li><a href="https://www.420pm.ca/" rel="noopener noreferrer" target="_blank" style="color: rgb(51, 122, 183);">FOUR20</a></li><li>Connect on&nbsp;<a href="https://www.linkedin.com/in/ambercraigcreative/?originalSubdomain=ca" rel="noopener noreferrer" target="_blank" style="color: rgb(51, 122, 183);">LinkedIn</a></li><li>Follow on&nbsp;<a href="https://twitter.com/ambercraigyyc?lang=en" rel="noopener noreferrer" target="_blank" style="color: rgb(51, 122, 183);">Twitter</a></li></ul><h2>Connect With the Content Callout Team</h2><ul><li><a href="https://contentcallout.com/" rel="noopener noreferrer" target="_blank" style="color: rgb(51, 122, 183);">https://ContentCallout.com</a>&nbsp;</li></ul><p><strong>Subscribe to CONTENT CALLOUT on</strong></p><p><a href="https://podcasts.apple.com/us/podcast/feed/id1526894022?at=11lo6V&amp;ct=podnews_podcast" rel="noopener noreferrer" target="_blank" style="color: rgb(51, 122, 183);"><strong>Apple Podcasts</strong></a><strong>,&nbsp;</strong><a href="https://open.spotify.com/show/6FvpvEaCsZhiJTt1zcL0s5" rel="noopener noreferrer" target="_blank" style="color: rgb(51, 122, 183);"><strong>Spotify</strong></a><strong>,&nbsp;</strong><a href="https://podcasts.google.com/?feed=aHR0cHM6Ly9jb250ZW50Y2FsbG91dC5saWJzeW4uY29tL3Jzcw==" rel="noopener noreferrer" target="_blank" style="color: rgb(51, 122, 183);"><strong>Google Podcasts</strong></a></p>
Takeaway 1 | 02:36 MIN
The stigma of cannabis use
Takeaway 2 | 05:20 MIN
Marketing regulations around cannabis
Takeaway 3 | 01:49 MIN
The fight for legitimacy
Takeaway 4 | 02:57 MIN
What makes the industry exciting?
Takeaway 5 | 02:49 MIN
The educational phase of cannabis
Takeaway 6 | 04:15 MIN
The challenges that cannabis stores face
Takeaway 7 | 02:38 MIN
Handling cannabis supply and demand
Takeaway 8 | 01:25 MIN
Getting into the cannabis industry
Takeaway 9 | 05:55 MIN
About the Breaking Free Foundation
Takeaway 10 | 03:27 MIN
The stigma of giving donations
Takeaway 11 | 02:58 MIN
Cannabis = an ever-changing landscape
Takeaway 12 | 01:06 MIN
How to get more information

Two years ago, FOUR20 was one of two cannabis retailers open on day one of cannabis legalization in Canada. Now, they have 14 different locations with 130+ employees. Amber Craig—their Chief Merchandising Officer—joined them full-time once cannabis was fully legalized.

But everyone's wondering: What does marketing for cannabis look like? What are the hard and fast rules about advertising? How is it regulated? We have a fascinating discussion about the dos and don'ts of marketing cannabis in this episode of Content Callout. Don’t miss it!

Outline of This Episode

  • [1:09] All about FOUR20 and the cannabis industry
  • [2:10] The stigma of cannabis use
  • [4:48] Marketing regulations around cannabis
  • [10:08] The fight for legitimacy
  • [12:56] What makes the industry exciting?
  • [14:56] The educational phase of cannabis
  • [17:47] The challenges that cannabis stores face
  • [22:06] Handling cannabis supply and demand
  • [24:45] Getting into the cannabis industry
  • [26:55] About the Breaking Free Foundation
  • [35:22] The stigma of giving donations
  • [36:20] Cannabis = an ever-changing landscape
  • [39:43] How to get more information

Resources & People Mentioned

Connect with Amber Craig

Connect With the Content Callout Team

Subscribe to CONTENT CALLOUT on

Apple PodcastsSpotifyGoogle Podcasts

Guest Thumbnail
Amber Craig
Chief Merchandising Officer at FOUR20
Amber Craig doesn’t just run marketing for a cannabis business. She also works with the Breaking Free Foundation, a charity that supports trauma survivors.
Connect on LinkedIn

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