A Compilation of Stories on Sales, Equity, and Sustainability in the Cannabis Industry

In this special episode of Marketing That POPs, Michele Ringelberg and Olivia Johnson recap top conversations with cannabis and other industry leaders. Featuring guests Autumn Karcey, Matt Bertram, Bianca Snyder, Nikki Rausch, and Ernest Toney, they explore topics like brand storytelling, sustainability through smart design, and the importance of aligning sales and marketing.

Michele Ringelberg is the Owner and CEO of ThrivePOP, a digital marketing agency specializing in the cannabis, technology, and manufacturing industries. As a certified Hubspot Gold Partner, a Google Ad Certified Partner, and a WBENC-Certified woman business owner, she helps B2B and B2C businesses scale by implementing marketing tactics that generate leads and traffic. Michele also volunteers for the National Cannabis Industry Association’s (NCIA) Marketing & Advertising Committee, where she educates business owners about marketing in the cannabis industry.

Olivia Johnson is the Director of Marketing and Content Strategy at ThrivePOP. She began as a Digital Traffic Manager and has been with the company for five years. Before ThrivePOP, Olivia was a Project Coordinator at 40 VISUALS, where she managed new business development and project timelines.

Here’s a glimpse of what you’ll learn: 

• [1:33] Design challenges in cannabis facilities and their impact on sustainability and operations
• [3:23] A framework for using storytelling in cannabis marketing
• [5:15] Industry risks from unregulated THC sales 
• [6:20] The difference between marketing and sales — and how to align them
• [8:12] How social equity has evolved in the cannabis industry

In this episode…

From navigating strict regulations and inconsistent infrastructure to managing consumer distrust, cannabis businesses often struggle to grow sustainably. Entrepreneurs in this space must comply with laws, resonate with their audiences, and drive conversions. What approaches can cannabis business owners leverage to scale with impact?

Five experts from across the cannabis space have developed niche methods for growth in the cannabis industry. Cannabis cultivator Autumn Karcey urges other cultivators to align HVAC design with sustainability goals to reduce costs and environmental strain. Marketing maven Matt Bertram created a hero’s journey storytelling framework to help brands connect emotionally with their audiences. Self-proclaimed cannabis mom Bianca Snyder warns of the dangers of unregulated cannabis products and recommends vetting trustworthy sources. Sales expert Nikki Rausch advocates for a defined sales and marketing process to convert leads effectively. Ernest Toney calls for more education and support for underrepresented cannabis entrepreneurs, emphasizing business preparation and policy reform. 

In this special episode of Marketing That POPs, Michele Ringelberg and Olivia Johnson recap top conversations with cannabis and other industry leaders. Featuring guests Autumn Karcey, Matt Bertram, Bianca Snyder, Nikki Rausch, and Ernest Toney, they explore topics like brand storytelling, sustainability through smart design, and the importance of aligning sales and marketing.

Resources mentioned in this episode:

• Michele Ringelberg on LinkedIn
• Olivia Johnson on LinkedIn
• ThrivePOP
• Autumn Karcey: LinkedIn | Instagram  
• Ernest Toney on LinkedIn 
• Matt Bertram: LinkedIn | Website
• Bianca Snyder: LinkedIn | Instagram 
• Nikki Rausch: LinkedIn | Instagram

Quotable Moments:

• "You're basically trying to control a tropical environment indoors... it's really confusing for engineers to overcome that."
• "What you're trying to do in a story is get somebody into the story they understand."
• "There's a lot of regulation in place for medical and adult use cannabis, marijuana... by state."
• "Marketing's job is to build awareness in the marketplace and potentially bring leads in the door."
• "I wanted to do something that could make it easier for people... to enter the industry."

Action Steps:

1. Design HVAC systems specifically for indoor cultivation: Over-engineering or under-engineering can inflate costs or impair plant health in cannabis facilities. Tailoring systems to the unique climate needs of cultivation ensures sustainability and profitability.
2. Use storytelling to connect with your audience: Framing your brand as the guide in a hero’s journey engages consumers emotionally and builds trust. This approach helps audiences see themselves in your story, increasing loyalty and conversion.
3. Educate consumers on product sourcing: Unregulated THC sales can endanger public safety and erode trust in legitimate cannabis brands. Informing consumers about proper sourcing helps protect your reputation and supports a healthier industry ecosystem.
4. Separate marketing from sales functions: Marketing generates awareness and leads, while sales converts those leads into clients through relationship-building. Recognizing this distinction enables more effective resource allocation and improved business outcomes.
5. Provide mentorship for social equity applicants: Many aspiring cannabis entrepreneurs lack access to business guidance and networks. Offering mentorship helps level the playing field and builds a more inclusive, resilient industry

Sponsor for this episode...

This episode is brought to you by ThrivePOP, the #1 cannabis marketing agency for B2B and B2C companies. 

We are a women-led team of strategists, graphic designers, social media specialists, and web developers who work with dispensaries and cannabis service businesses to implement marketing strategies in a regulated industry. 

ThrivePOP creates unique marketing campaigns to inspire, create, and grow cannabis-focused businesses.

To learn more, visit https://thrivepop.com/ or book a meeting with a dedicated marketing strategist at https://thrivepop.com/contact-us.