‘Have a Real Ear to the Street’: Q&A With Jesce Horton

‘Have a Real Ear to the Street’: Q&A With Jesce Horton

<![CDATA[It’s no secret that the cannabis industry moves fast and is ever-evolving.Market trends or products that are popular today may go out of style tomorrow. In this Q&A, Jesce Horton, founder of LOWD, a cannabis production company in Portland, Ore., shares what businesses should consider when looking to implement a marketing trend in an ever-changing landscape.Editor’s note: Jesce Horton will speak at Cannabis Conference from 1:30 p.m. to 2:20 p.m. on Wednesday, Aug. 24, on the “How to Use Today’s Marketing Trends To Boost Your Bottom Line” session alongside Angela Pih, Vice President of Marketing for Harborside, Jonathan Spadafora, President of Veritas Fine Cannabis, and Ashley Fields, Vice President of Marketing and Communications for CANN. In this session, experts will provide their top lessons learned, share regulatory considerations and explain how to evaluate the success of any marketing campaign. Visit http://www.CannabisConference.com for more information and to register.Andriana Ruscitto: What should business owners consider when deciding whether to jump on a marketing trend? Jesce Horton: I think they should consider how fast the industry moves. For example, if someone is selecting strains based on what’s moving and what’s hot right now, they definitely want to strongly consider the longevity of that trend or strain, whatever it may be, because implementing these strains or strategies can take months [or] even over a year. By the time you’re able to do that, the industry has [already] moved on to something else.AR: How can executives successfully incorporate marketing trends?JH: I suggest they have a real ear to the street, boots on the ground, and a target demographic. Talking to their customers [and] showing their customers … because it’s almost impossible to fake authenticity in this market.AR: What legal aspects should marketers consider while working on a campaign?JH: Without a doubt, their state regulatory requirements. Every…

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