In the latest episode of Marketing That POPs, Michele Ringelberg and Olivia Johnson talk with Eric Zeiri and Corey Hines of Springbig about the platform’s offerings for regulated industries. Together, they discuss the platform’s brand marketplace feature, how to increase message deliverability, and Springbig’s campaign reporting tools.
As the VP of Partnerships at Springbig, Eric Zeiri is driven by a passion for building strong, lasting relationships with partners and making an impact in the cannabis industry. Outside of work, Eric brings the same enthusiasm to his personal interests — whether it’s his love for EDM (Eric was known as DJ EZ back in his college days), his dedication to training as a gourmet chef in the hopes of impressing Gordon Ramsay, or speaking Hebrew.
As the Director of Client Growth at Springbig, Corey Hines is passionate about helping businesses thrive and grow through innovative solutions. Outside of work, being a girl dad has taught Corey a lot, including that he doesn’t just have to wear pink on Wednesdays! In true Florida fashion, he takes great pride in his lawn care, and when he’s not in pink, you’ll find him proudly sporting the Black and Gold as a dedicated Steelers fan.
Here’s a glimpse of what you’ll learn:
- [2:11] Eric Zeiri and Corey Hines talk about their roles at Springbig
- [5:46] Why SMS and email marketing aren’t outdated and how to optimize these campaigns
- [11:43] How Springbig remains compliant with cannabis industry regulations
- [16:13] Springbig’s process for increasing message deliverability
- [20:49] Case studies of businesses that have used Springbig for email and SMS marketing
- [25:16] The reporting tools Springbig has integrated into its platform
- [35:50] How to leverage the Springbig platform
- [41:05] Eric and Corey explain Springbig’s brand marketplace feature
- [47:25] Integrating AI into the Springbig platform — and AI’s potential in the cannabis industry
In this episode…
Despite widespread beliefs, email and SMS marketing are not outdated. These marketing channels can increase conversions through personalized messages and offers. Yet regulated industries like cannabis must adhere to strict regulations that can limit these efforts. How can you optimize email and SMS marketing campaigns while remaining compliant with industry standards?
Marketing partners Eric Zeiri and Corey Hines maintain that email and SMS marketing aren’t about the number of messages you send but rather sending the appropriate message to the right people at the most opportune time. This may require segmenting audiences into various groups based on the products they purchase. Corey and Eric advise cannabis businesses to leverage preapproved templates to craft compliant messages while increasing deliverability. Platforms like Springbig allow you to measure campaign effectiveness, offer exclusive rewards and deals, and ensure optimal compliance.
In the latest episode of Marketing That POPs, Michele Ringelberg and Olivia Johnson talk with Eric Zeiri and Corey Hines of Springbig about the platform’s offerings for regulated industries. Together, they discuss the platform’s brand marketplace feature, how to increase message deliverability, and Springbig’s campaign reporting tools.
Resources mentioned in this episode:
Quotable Moments:
- "Incorporating a strategy with both SMS and email will really help with conversions."
- "It's all about creating that engagement and setting that good cadence… to make sure that they are looking at that marketing."
- "Our platform is built to follow these regulations."
- "What's the best way to encourage app downloads? SMS and emailing promoting the app."
- "AI tools make it very easy for me to find what I'm looking for."
Action Steps:
- Leverage SMS and email marketing: Implement a strategic approach to using SMS and email marketing by sending targeted and personalized messages. This method addresses audience segmentation challenges and enhances customer engagement, which is crucial in regulated industries like cannabis.
- Utilize loyalty programs and enhanced features: Adopt loyalty programs such as digital wallets and VIP subscriptions to increase customer retention and revenue. These features mimic successful models like the Starbucks app and help dispensaries build long-term customer relationships by providing unique incentives and rewards.
- Focus on compliance and stay updated: Prioritize compliance in all marketing efforts by using tools and templates to ensure messages adhere to industry regulations. This approach mitigates risks associated with non-compliance and enhances the deliverability of marketing campaigns.
- Integrate AI tools for personalized campaigns: Employ AI-driven tools to create customized marketing messages and product recommendations. This saves time and addresses the challenge of catering to diverse customer needs and preferences, thereby boosting campaign effectiveness.
- Collaborate with brands for co-marketing opportunities: Explore partnerships with cannabis brands to sponsor and co-create marketing campaigns. This strategy helps reduce marketing costs for retailers and improves product visibility, addressing the financial constraints many dispensaries face in the current marketing landscape.
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.