Mallory Sprinkle

About Mallory Sprinkle

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22 Sep 2020 Mallory Sprinkle

Uncategorized Connor Sheffield, medical cannabis

Mindbuzz Signs on as Primary Sponsor with Connor Sheffield Racing

MARYLAND, SEPTEMBER 22, 2020 | Mindbuzz, the mid-Atlantic’s premier digital agency for businesses in the cannabis and hemp industries, is thrilled to reveal a brand new partnership with Connor Sheffield Racing in support of up-and-coming professional race car driver Connor Sheffield. As part of the multiyear deal, Connor and the Sheffield Racing team will act as brand ambassadors for Mindbuzz, and Mindbuzz will be the primary sponsor of Connor’s No. 42 car.

Sixteen-year-old Connor started racing in 2015 when he was just 10 years old, and what he thought would be a hobby has since turned into a career. Beginning with short-track dirt racing, Connor has since progressed to Late Model with no intention of slowing down soon. Although he’s sometimes the youngest driver on the track, Connor already has several Top 10 finishes under his belt.

In 2018, Connor was diagnosed with a rare autoimmune disease called Gastrointestinal Dysmotility Pseudo Obstruction, which prevents him from digesting food and causes chronic pain. By the age of 13 he had undergone multiple surgeries and surgical procedures, including getting an Ileostomy. It wasn’t until he tried medical cannabis in 2018 that Connor began to gain control over his illness.

When he’s not racing, Connor is busy advocating for medical cannabis. Three times a day, Connor had to leave school to take his medicine, because medical cannabis wasn’t permitted on school grounds. Tired of missing time in class, Connor became an advocate for Maryland House Bill 331, or “Connor and Raina’s Law,” which was passed in May of this year, and allows Connor and the 188 other cannabis-certified Maryland students to take their medicine in the nurse’s office.

It’s through the cannabis community that Connor and his mom, Tricia, met Walt Rampata and formed a relationship with Mindbuzz.

“I believe that one of the most important things in life is to follow your heart, and if you have a dream – follow it! Connor is an Ostomy Athlete doing exactly that,” says Walt Rampata, President and Co-Founder of Mindbuzz. “Mindbuzz was founded with the altruistic focus of providing help to, and raising the professional services bar for, the entire cannabis and hemp industry. As an advocate and a voice for the industry, it’s a true honor to partner with Connor Sheffield and our team is thrilled that Connor Sheffield Racing will be representing Mindbuzz.”

“It’s great that Mindbuzz sees potential in me and I feel honored that they want me to be an ambassador for their brand,” said Connor Sheffield. “I’m glad that I can be a voice for others. By advocating for medical cannabis, I want to show the world cannabis isn’t a bad thing, and help bring an end to the stigma surrounding it.”

If you’re interested in learning more about Mindbuzz and how we can help your organization, give us a shout.

15 Jul 2020 Mallory Sprinkle

Uncategorized journaling, medical cannabis, mobile journaling

Panel: Take Control of your Medical Cannabis Journey with Journaling

In July, Mindbuzz partnered with the new mobile journaling app, Tetragram, to host a webinar on medical cannabis and how journaling can empower patients to take control of their treatment experiences.

We asked an inspiring group of medical cannabis patients and leading industry professionals about how simple practices can transform patient outcomes in powerful ways.

Here are some of the top insights from our panelists!

Moderator:

Walt Rampata, President and Co-Founder, Mindbuzz

Panelists:

Charles Smith, retired Prince George’s County police officer and current medical cannabis evangelist
Connor Sheffield, accomplished dirt-track driver and champion of Connor’s Courage Law, legalizing the supervised dispensation of cannabis medication on school grounds in Maryland
Dustin McDonald, Interim Policy Director at Americans for Safe Access
Dr. Janice Knox, renowned cannabis therapeutics expert from The Doctors Knox, board-certified anesthesiologist, co-founder of The American Cannabinoid Clinics and ADVENT Academy
Otha Smith III, Managing Member at Tetragram, the newest and most effective medical cannabis journaling app available today

On the topic of their personal medical cannabis experiences:

“If it wasn’t for medical cannabis, I guarantee I wouldn’t be here today. Medical cannabis is not a maintenance medicine for me; for me, it’s the difference between life and death. I’m at risk of choking every day with every meal. Within the very first hour of trying [cannabis], I started coming back to life. I lost nearly all my nausea and pain and for the first time in my life, I experienced hunger. From there, I went from tolerating tube feeds to actually eating food.” – Connor

“Being a police officer for 20+ years, one of our fights was against cannabis. That’s all I’ve known. I sustained an injury on the job as a police officer and I went through a year of therapy and didn’t get better. But after taking cannabis, the difference was between night and day. I could move and I was doing things I couldn’t do before.” – Charles

Dr. Knox: What types of chronic diseases, ailments, or general wellness needs can be addressed by cannabinoids? Who should be considering medical cannabis?

“When it comes to who should be using cannabis, we’re living in some very stressful times and we should be talking to everybody about how they can incorporate some form of cannabis into their lifestyle. Even if you’re the most healthy individual, it’s to your benefit to support your immune system.”

Dustin: What are some of the regulatory restrictions that have created this environment in which patients oftentimes have to manage their own care?

“With respect to the challenge with our current legal system and conflict of laws between federal and state governments resulting in this environment where patients are managing their own care with cannabis, that’s the number one regulatory issue.

And what the conflict of laws really does is it creates a situation where physicians feel less comfortable in engaging in utilizing cannabis as a treatment option. It really divorces patients and doctors from communicating in the same way they’re accustomed to in a traditional doctor’s visit and so patients are often left on their own to navigate this journey.”

Otha: What brought you to this work and why did you and your team feel like this app was important?

“At the end of the day, cannabis isn’t cheap. People just become frustrated because people have tried hundreds of different strains and still haven’t found that key product that works for them. That’s why we built Tetragram: we’re giving users the ability to keep track of their products and share their experiences with others. Tetragram was built for patients, by patients.”

Dustin: How can expanding journaling across the patient population fuel advocacy conversations in the medical world and in public policy?

“Journaling opens a patient’s eyes to not only what products work best for them, but also opens their eyes to understanding the laws that make my pursuit of this treatment more challenging.”

Dr. Knox: What is your vision for the future of cannabinoids as medicine and how do you feel journaling can help make that future a reality?

“The data is really important. Collecting that information is really important not only for the patients, but also for the growers and the manufacturers. Everyone on that supply chain needs to understand what this data that’s being collected from programs like Tetragram can do in order to improve services and products. The future is behind how well we can understand the pharmacology behind cannabis and the physiology that it serves.”

Dustin: Many politicians are uneducated in terms of the healing nature of the plant, how do you educate them outside of some of these powerful, personal stories?

“I think it’s important when you go and talk to a lawmaker to tell them what the challenges are and what they need to change to get an understanding of where a specific state law is and what the holes are. I think the second piece of that conversation is telling them your story: these stories are powerful.”

Watch the full recording of our webinar here!

If you’re interested in learning more about Mindbuzz and how we can help your organization, give us a shout.

Download Tetragram from the Apple App Store here or from the Play store here.

1 Apr 2020 Mallory Sprinkle

Uncategorized marketing

5 Misconceptions About Marketing in the Cannabis Industry

manila file folder with a label that reads MYTHS

If you’ve ever found yourself – or a potential customer – saying one of these five things, this article is for you. Read on to find out why these misconceptions are not-so-true and gain some myth-busting insights that will change the way you feel about marketing in the cannabis industry.

5 Misconceptions about Marketing in the Cannabis Industry

You don’t need marketing. The product sells itself.
Rules and regulations make it impossible to reach customers through marketing.
With the right marketing “hacks,” you can get major returns for little to no investment.
All products and ingredients are equivalent.
Business is booming. Everyone in the industry is profitable.

Myth #1: “You don’t need marketing. The product sells itself.”

We hear this one a lot, and we’re betting you do too.

“It’s weed, it should sell itself.” Right? As most retailers in the industry will attest, this is unfortunately not the case. The truth is, there is a lot of competition in the market. And, as the industry continues to grow, so does the magnitude of competition.

Your potential customers need to know why they should choose your product or company over other contenders. Is it the quality of your product? The level of customer service you offer? Your profound knowledge?

Once you’ve established your X factor, you’ll want to get the word out. How do you share what makes your brand special? With a well-thought-out marketing strategy.

Start by taking a look at your existing messaging. Does it convey what differentiates you from your competitors? Does it show why customers should choose your brand? If not, you may want to take some time to consider your branding.

More than just looks, your brand is how you make people feel. Do you want your brand to incite feelings of peace and tranquil relaxation? Trustworthiness and esteemed credibility? Done effectively, branding does three main things. It sets companies apart from their competition, tells a relatable story, and inspires the culture of your whole organization.

With a strong brand, you’ll be able to circulate clearer messaging, justify higher prices, and build a loyal customer base.

**Myth #2: “Rules and regulations make it impossible to reach customers through marketing.”**

It’s true – there are a lot of statutes surrounding how, when, and where cannabis companies can market their products. With so many limitations, it can certainly feel like there’s no way to get your brand in front of potential customers.

But it is by no means impossible – you just have to give it a little creative elbow grease!

While you can’t utilize the Google Ad Network to market cannabis products, there are other options like Fyllo and MANTIS.

Here are 6 digital marketing channels you can use to connect with your customers.

Search Engine Optimization (SEO)
Instagram
Podcasts
Blogging
Out-Of-Home (OOH)
Influencer Marketing

Learn more about how these tactics can drive sales in 6 Marketing Channels Cannabis Businesses Should Explore in 2020.

Myth #3: “With the right marketing “hacks,” you can get major returns for little to no investment.”

Alas, as with most things in life, there is no “get rich quick” scheme when it comes to marketing.

Unfortunately, there are companies out there who tout these marketing “hacks” – ways to make big bucks with minimal effort. Keep this in mind: if it sounds too good to be true, it probably is. Many businesses have been burned by vendors with attractively low prices who turn out to be little more than con artists.

It’s the sad reality we face as an industry coming out of the shadows.

Marketing is about spending smart, rather than spending a small amount. We know marketing can be a tough investment to swallow, but if you spend effectively, you can stretch your dollar to the max.

There are reasonably-priced marketing solutions for businesses of all sizes, many of which can scale with your business as it grows. If you aren’t sure where to get started, it’s best to hire a credible agency who can show you the ropes of value-conscious marketing.

Related reading: Why You Need a Cannabis Marketing Agency

Myth #4: “All products and ingredients are equivalent.”

This one is less so a misconception about marketing, and more so a misconception resulting from a lack of marketing.

While this may be obviously incorrect to those in the business, it isn’t as clear to potential consumers, who believe there is little difference in purchasing a CBD product from a gas station versus a dispensary.

Unfortunately, so far there are no listing or labeling requirements for cannabis products. Many companies choose to align with the labeling practices of the supplements industry, but the FDA isn’t yet regulating labels.

So what can you do about this? In addition to labeling your own products to the best of your ability, you can also educate your consumers.

Be transparent about your product and its origins. Smart consumers are already asking about these things – they want to know they’re getting a quality product. Beyond thorough labeling, you can provide resources and additional educational information. Create smarter consumers, and they’ll be empowered to make better purchasing decisions.

What’s more, by educating your customers in these gray areas, they’ll consider you a trustworthy source, cementing your brand as a credible authority in an industry that has historically hosted some pretty shady players.

Myth #5: “Business is booming. Everyone in the cannabis industry is profitable.”

Much like thinking cannabis sells itself, there is a misconception that if you’re selling it, you must be rolling in cash.

If you are – that’s great! But frankly, most in the business are not. As Walt Rampata, Mindbuzz’s President puts it, “Everyone in the industry has been completely screwed at some point.”

There are a lot of capital costs and up-front investments that go into starting a cannabis business. Once you are up and running, a hefty chunk of profits will go to the government. Plus, you can’t deduct all the items you would with a non-cannabis related business. Then you have to take into account the ever-changing regulatory environment, and how new statutes will impact your business model.

So much is happening behind the scenes, and while some businesses are absolutely crushing it, the harsh reality is that most are struggling to get by.

It would be remiss to say marketing doesn’t play a role in this established misconception. However, marketing can – and should – be a part of it’s dissolution too.

Investing your marketing dollars in educating consumers and entrepreneurs can help shift this perspective and altruistically help the industry as a whole.

Recap

Counteract these common cannabis industry misconceptions with marketing. Try out these five tips for busting myths and help better the industry at large.

Tackling Misconceptions About Marketing in the Cannabis Industry

Establish a strong brand.
Find creative ways to leverage the marketing channels in your toolkit.
Spend effectively on marketing. If you aren’t sure where to start, hire an agency.
Educate your customers on your product and its origins.
Be truthful in your messaging. Educate consumers and fellow entrepreneurs to help bring the industry out of the dark.

Interested in learning more about how effective marketing can take your business to the next level? Drop us a line today.

Group of people meeting in room with large windows

30 Jan 2020 Mallory Sprinkle

Uncategorized education, events, thought leadership

The Key to Marketing in the Cannabis Industry

People meeting in a room with large windows

Since 500 B.C., people have been using marijuana for medicinal purposes.

It wasn’t until the early 1900s that recreational marijuana use was introduced to the US. The Great Depression and the start of Prohibition brought about a change in public sentiment and the rise of the “evil weed” stigma. In 1937 the U.S. introduced the Marijuana Tax Act, a federal law criminalizing all non-industrial uses of marijuana.

It wasn’t until 1996 that the first state (California) legalized medical marijuana.

While several states have since followed in California’s footsteps, marijuana use is still illegal at the federal level.

So how do you establish a reputable business in an industry with incongruous legislation and a 60-year-strong stigma?

With the ultimate power couple: marketing and education.

Marketing via Education – The Secret Bullet

Education-based marketing vs. sales-based marketing

When it comes to your marketing message, there are two methods you can choose from, sales-based or education-based.

Sales-based marketing focuses on the message as a sales pitch. In this type of marketing, your message acts like a salesperson trying to close a deal. The message centers on persuading a person to purchase your product.

In education-based marketing, you replace that sales message with an educational message. Rather than trying to convince potential customers to make a purchase, you create educational content designed to help customers make informed decisions.

You give them the knowledge they need to navigate the buyer’s journey with ease, with the ultimate goal that they choose you once they’re ready to purchase.

How are these different?

While the end goal is the same – closing a deal – the methods of getting to the sale differ.

Tactics you may try in a sales-based approach include posting images of your product on your brand’s Facebook page or mailing information about your dispensary’s product selection to people in your area.

Education-based marketing, on the other hand, involves writing articles, giving interviews, conducting webinars, wherein you provide industry insights, share advice, and educate your customers on your area of subject-matter expertise.

Rather than pushing a potentially unwanted sales pitch, you’re sharing your wisdom. By creating educational content, you’re establishing your brand as an expert in the industry.

Your brand becomes the guide – the Yoda, Gandalf, or Dumbledore – to your consumer’s Luke Skywalker, Frodo Baggins, or Harry Potter. With education-based marketing, you position your brand as the solution provider and your consumer as the triumphant hero of the story.

The benefits of education-based marketing

What makes educational-marketing so effective? Take a look at some of the benefits.

Builds trust
Develops deeper levels of engagement
Establishes authority and credibility
Sets your brand apart in a competitive market
Prospective customers come to you
The principle of reciprocity: when you offer something (a gift, service, or valuable information) first, people feel obligated to return the favor
Builds lasting relationships with consumers – instead of a one-time sales interaction

Getting Started

How do you position yourself as the Yoda/Gandalf/Dumbledore? With content that is designed to educate your audience.

How do you figure out what content will speak to your audience? By identifying their pain points with some good, old-fashioned research.

This can be as simple as thinking about the questions you are most often asked by potential consumers. If you frequently attend industry events, think about what newcomers ask. When you tell people about your company, what questions do they have? Use these questions to brainstorm topic ideas.

Once you have a solid idea in mind, consider the best format to convey the information.

A few types of content you can use to position yourself as a thought-leader include:

Workshops
Classes (online or on-site)
Blog posts/articles
Infographics
Social media posts, pages, and groups
- While social platforms don’t allow direct promotion of cannabis products, businesses, or services, they do allow educational resources.
Webinars
Ebooks
Downloadable resources
Email
Videos
Interviews
Print materials (brochures, one-sheeters, etc)
Presentations
Panel discussions

The demand for credible education

Whichever content type appeals to you, it’s important to remember to lead with science and facts.

This is an industry that is coming out of the dark, and as a result, people are desperate for knowledge from reputable sources. Consumers have questions like: how do I incorporate CBD into my routine? What’s the appropriate dosage and method for me?

And it’s not just the consumers who are looking to learn. Currently, only 15% of schools teach about the endocannabinoid system. Patients are pushing doctors to educate themselves by going in and asking questions about cannabis and its benefits. How can medical professionals help patients if they don’t know how cannabis products affect the body?

Even government organizations and personnel are in search of reliable education materials as they reevaluate marijuana legislature.

If you’re still not convinced, consider the number of cannabis conferences that have popped up in the last couple of years. Consider the number of new training programs and university degree paths studying cannabis. The amount of new cannabis-related legislation that is up for debate.

Regardless of who your ideal customer is, the desire for better educational resources is widespread.

What this means for your cannabis marketing strategy

If you can identify knowledge gaps in consumer understanding and create content that fills in those blanks, you’ll establish credibility and position your brand as an expert resource.

When the time comes and the consumer is ready to purchase, your brand will be top of mind as an authority within the industry.

Ready to jumpstart your marketing strategy? Drop us a line today.

28 Jan 2020 Mallory Sprinkle

Uncategorized marketing, strategy

Why You Need a Cannabis Marketing Agency

Marketing in the cannabis industry is no small feat. From SEO to email marketing, social media to branding, there is a lot to consider when formulating a marketing plan – not to mention all of the special rules and regulations when it comes to advertising marijuana.

If you’ve ever found yourself wondering:

Can I advertise CBD on Facebook?
How do I get started with SEO for my dispensary?
How can I make the most of a small marketing budget?
How do I get people talking about my brand – and not my competitors’?

Then it’s probably time to consult with a cannabis marketing agency.

Check out the infographic below to learn 5 ways a marketing agency can help you get the answers you need.

5 reasons why you need a cannabis marketing agency:
1. Detailed knowledge of laws and regulations
2. An entire team of experts at your disposal
3. More bang for your budget
4. Media connections and industry resources
5. Competitive advantage

To Recap

5 Reasons to Hire an Agency for All of Your Cannabis Marketing Needs

Up-to-date knowledge of the regulatory environment
Well-versed in marketing best practices
Budget management expertise
Strong relationships with industry and press associations
Focused on competing in a crowded industry

Ready to jumpstart your marketing strategy? Drop us a line today.