How an authentic public-facing approach propels cannabis success
Updated: Feb 3
In an industry that is still considered the wild wild west, one of the best ways to differentiate from your competitors, build a loyal customer base and trust in that base is authenticity. The old proverb, "honesty is the best policy," shines bright here.
What's unique about our latest Move the Stairs Podcast guest, Jon Spadafora, President of Veritas Fine Cannabis, is how his company has worked to take that proverb and double-down on its significance, launching an owned media campaign to educate its customers and anyone else looking to learn more about cannabis.
During our conversation, the overarching theme became abundantly clear less than 5 minutes into the recording- authenticity matters in business and especially in the cannabis space. Jon explains how:
He uses the company's transparency to build authentic relationships with his customers.
He doesn't shy away from the press, even when it comes to negative stories.
He embraces challenges and turns them into opportunities.
You can listen to Jon's 30-minute conversation on the Move the Stairs™ podcast here. Or, check out our top three Move the Stairs™ takeaways below:
Move the Stairs Moment 1: You don't need Instagram to tell your brand's cannabis story
Owning a cannabis business and having a social media account may be easy. Running it to establish and maintain a social media presence is difficult. Launching a marketing campaign is nearly impossible. That's because many social media sites are quick to shut down pages that operate in the cannabis space. Listen to how Veritas responded when these issues started to impact how they connected with its customers.
Move the Stairs Moment 2: Honesty is the best policy, even when the heat is turned up
Let's face it. Working in an industry where the products are still largely misunderstood by the general public, and there's little to no consistency in regulatory practices, developing connections with the press can be a very important tactic for building public trust. That's why when Veritas faced a difficult decision, they decided to talk about it with the press and came out stronger for it.
Move the Stairs Moment 3: Humility can go a long way to building consumer trust in your cannabis brand
Every challenge is an opportunity, and in a crowded marketplace where everyone is offering a similar product, your cannabis business must find ways to differentiate. That's why from its earliest stages, Veritas adopted consumer-friendly policies, guidelines they've maintained as the company continued to grow. Listen to Jon explain one example of how these teachable moments build brand resiliency.
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