Text. Convert. Repeat. How Blackleaf.io Fuels Cannabis Sales

In this episode of Marketing That POPs, Michele Ringelberg and Olivia Johnson sit down with Kristina Chavez, the President of Blackleaf, to discuss SMS marketing strategies in the cannabis industry. Kristina shares the impact of referral programs, how to build relationships in the cannabis industry, and examples of high-performing promotional campaigns.

Kristina Chavez is the President of Blackleaf, a company specializing in SMS marketing solutions for cannabis businesses. With experience in marketing, retail operations, business development, and tech innovation, she has been instrumental in forging strategic partnerships for the company. Kristina has held various roles at Blackleaf, including Director of Operations and Administration. 

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

• [1:25] Kristina Chavez debunks the myth that SMS marketing is hard to track and ineffective 
• [2:23] The origin of Blackleaf and how its services have evolved
• [6:53] Challenges in SMS marketing compliance and how Blackleaf ensures adherence to regulations
• [11:38] High-performing promotional campaigns, including win-back campaigns and segmented messaging strategies
• [14:22] The future of SMS marketing in the cannabis industry
• [17:09] Tips for effective communication and relationship-building in the cannabis industry
• [20:02] Blackleaf’s SMS and MMS capabilities 
• [26:04] Referral programs and API collaborations with POS systems for automated order notifications

In this episode…

Many businesses in the cannabis industry struggle with customer retention and compliance when using SMS marketing. With evolving regulations and increasing competition, retailers find it difficult to track the effectiveness of their messaging campaigns while ensuring they stay within legal boundaries. How can businesses leverage SMS marketing to increase engagement, drive sales, and remain compliant with industry regulations?

Cannabis industry leader Kristina Chavez recommends using data-driven insights to optimize SMS campaigns. When employing these campaigns, businesses should track customer behavior, utilize targeted promotional campaigns, and implement automated tools like abandoned cart reminders. Kristina also encourages companies to adapt strategies such as link-gated landing pages to meet evolving regulations. By focusing on personalization and segmentation, you can enhance customer loyalty and maximize marketing ROI. 

In this episode of Marketing That POPs, Michele Ringelberg and Olivia Johnson sit down with Kristina Chavez, the President of Blackleaf, to discuss SMS marketing strategies in the cannabis industry. Kristina shares the impact of referral programs, how to build relationships in the cannabis industry, and examples of high-performing promotional campaigns.

Resources mentioned in this episode:

• Michele Ringelberg on LinkedIn
• ThrivePOP
• Kristina Chavez on LinkedIn 
• Blackleaf: Website | LinkedIn | Instagram

Quotable Moments:

• "We started pivoting and focusing on less acquisition funding and more retention funding, and SMS campaigns really showed to be fruitful for us."
• "Compliance is always first, you know, and so we're just getting creative with landing pages."
• "We came from retail. We created ourselves within retail. That’s something a lot of tech lacks."
• "Win-back campaigns are really successful — 'Hey, we haven’t seen you in a while, here’s 500 points!'"
• "The biggest distinguisher is we don’t require annual contracts. You can try us one time, risk-free."

Action Steps:

1. Use data-driven insights to optimize SMS campaigns: Tracking customer behavior and purchase history allows businesses to send targeted, relevant messages that drive engagement. By analyzing campaign performance, companies can refine their strategies and improve ROI.
2. Incorporate automation for abandoned cart and receipt-triggered messages: Automating follow-up messages can significantly increase conversion rates by reminding customers of incomplete purchases or prompting reviews. This ensures consistent engagement without requiring manual intervention.
3. Prioritize compliance with SMS marketing regulations: Staying within legal guidelines is essential to avoid penalties and ensure message deliverability. Using link-gated landing pages and verified customer authentication helps businesses maintain compliance while still reaching their audience effectively.
4. Leverage personalization in SMS marketing: Addressing customers by name and tailoring promotions based on their preferences fosters stronger connections and higher response rates. Personalized campaigns help build customer loyalty and enhance the overall shopping experience.
5. Integrate SMS marketing with retail operations: Combining SMS with inventory management and loyalty programs enables businesses to maximize promotional effectiveness. By aligning messaging with stock levels and customer incentives, retailers can optimize sales and reduce stagnant inventory.

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.