The Many Ways the Cannabis Industry Lacks Traditional Marketing Expertise
The cannabis industry has yet to find its way in marketing, which isn't altogether that surprising as the industry is new. The potential lucrative market makes it, and everyone involved in it, a bit frenzied and unfocused.
Of course, this no traditional industry. It's owned and run by entrepreneurs. They are risk takers and passionate about what they're doing. But, too many voices are telling them what to do, chasing them down too many paths and consuming their energies. As a result and overall, the cannabis industry lags behind its contemporaries in traditional marketing expertise.
“I deliberately hired my executive team from outside the cannabis industry,” explains Michael “Big Mike” Straumietis, CEO of the industry’s leading fertilizer producer, Advanced Nutrients. “You’ve got to remember, this is an industry of farmers, and they don’t have the business expertise the industry needs.”
A handful of brands like his are sticklers for sophisticated...
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