In this week’s Qredible Live Broadcast, host Brian Fitzpatrick, CEO of Qredible welcomes Michael Gaman, the CEO of Yerbalist and a trailblazer in digital marketing for the cannabis industry. Known as the "Robin Hood of Restricted Ads," Michael shares his expertise on navigating strict advertising rules for regulated products like cannabis.

From unlocking social media's potential to amplifying digital strategies, Michael dives into the complexities and opportunities of cannabis marketing while sharing actionable advice for businesses. The discussion also touches on common missteps in the industry and the delicate balance between compliance and conversion.

Key Topics Discussed:

1. Introducing Michael Gaman

   • CEO of Yerbalist, specializing in digital marketing for cannabis dispensaries.
   • Over $40M managed in ad spend across regulated industries.
   • Tackling advertising restrictions and earning the title "Robin Hood of Restricted Ads."

2. Challenges in Cannabis Marketing

   • Navigating ad platform restrictions on Meta, Google, and others.
   • Avoiding shadow bans, ensuring compliance, and staying creative.
   • Common pitfalls in cannabis e-commerce: overcomplicated age-gating, excessive ID requirements, and poor website usability.

3. Michael’s Journey and Expertise

   • From legacy markets to modern cannabis advertising.
   • Insights into successful ad strategies for dispensaries and direct-to-consumer (DTC) brands.
   • The impact of the 2018 Farm Bill on hemp and CBD marketing.

4. How to Build a Winning Digital Strategy

   • Creating seamless customer experiences with simplified checkouts and accessible menus.
   • Leveraging organic social media, SEO, and digital ads to amplify success.
   • Why a solid foundation is critical before running paid ads.

5. The Compliance vs. Conversion Debate

   • Balancing legal requirements with user-friendly shopping experiences.
   • The unintended consequences of overly cautious compliance strategies.
   • Michael’s advice on optimizing websites and boosting conversions while staying compliant.

6. Audience Engagement and Growth Tips

   • Advertising within licensed jurisdictions.
   • Tips for small cannabis businesses to compete in a growing industry.
   • Insights on age-gating, ID verification, and keeping customers engaged.

7. Looking Ahead: Opportunities for the Cannabis Industry

   • Modernizing digital practices to stay competitive.
   • The role of self-regulation and responsible advertising in cannabis.
   • Michael’s vision for the future of marketing in this evolving space.

Special Mentions:

• Yerbalist: www.yerbalist.com
• Connect with Michael Gaman on LinkedIn
• Shoutout to cannabis beverage brands and their unique challenges.

Next Week’s Episode: Don’t miss a special mentorship-focused episode featuring Brian Fitzpatrick and Phil Huff from Focal Point Coaching. Tune in for insights and advice tailored for young entrepreneurs and emerging CEOs in the cannabis space.

Episode Links:

• • Qredible: www.qredible.com

Join the Conversation: Have a question for Michael or want to learn more about cannabis advertising? Connect with the team on social media or visit the Qredible website to stay updated.

In this insightful episode, host Brian Fitzpatrick welcomes Aaron Pelley, a distinguished attorney and cannabis law expert, to discuss the evolving landscape of cannabis regulation. Aaron, now with Harris Sliwoski, brings over 17 years of experience navigating the complexities of compliance, corporate governance, and litigation in highly regulated industries.

The conversation dives deep into the unique challenges cannabis businesses face, including multi-state compliance, tax burdens under Section 280E, and the potential impacts of cannabis rescheduling on the industry. Aaron also shares practical advice on the importance of legal compliance and governance for cannabis entrepreneurs aiming for long-term success.

Key Topics Covered:

• Aaron Pelley’s background and transition to Harris Sliwoski
• Compliance challenges in the cannabis industry, especially for multi-state operators
• The impact of Section 280E on cannabis businesses and potential relief through Schedule III reclassification
• The role of policy reform and federal legalization in shaping the industry
• Strategic legal guidance for entrepreneurs, from startups to multi-state operators
• The importance of proactive compliance to avoid costly litigation and prepare for funding or acquisition opportunities

Notable Quotes:

• "Good legal work is like an insurance policy—it helps businesses avoid future problems." – Brian Fitzpatrick
• "Compliance isn’t just about avoiding fines; it’s about setting your business up for future growth and investment." – Aaron Pelley
• "Federal legalization could bring both opportunities and significant competition. Businesses must be prepared." – Aaron Pelley

Resources & Links:

• Connect with Aaron Pelley: LinkedIn
• Learn more about Harris Sliwoski: Firm Website
• Follow the Qredible Live Broadcast by subscribing to our YouTube channel for more industry insights

Connect with Us:

• Host Joy Youell: LinkedIn
• Host Brian Fitzpatrick: LinkedIn

Subscribe & Review: If you enjoyed this episode, please subscribe and leave us a review on Apple Podcasts, Spotify, or your favorite podcast platform!

Disclaimer: This episode is for informational purposes only and does not constitute legal advice. Consult with a qualified attorney for legal matters.

This final episode of the year spotlights the urgent need for standardized safety and quality protocols in the cannabis industry. Darwin Millard, an experienced mechanical engineer and industry veteran, discusses the complexities of state-by-state regulations, consumer safety concerns, and the role of organizations like CSQ in establishing global benchmarks for product consistency and safety.

Key Topics:

• Regulatory Patchwork: Current state-by-state discrepancies lead to inconsistent testing standards and potential consumer risks.
• Global Standards Needed: Importance of uniform safety and quality measures, ranging from contaminants and potency to labeling and GMP compliance.
• CSQ’s Role: How CSQ provides a framework for CGMP certification, helping cannabis businesses meet rigorous safety and quality standards across markets.
• Technology Integration: Using digital tools (like Credible) to streamline compliance, reduce costs, and ensure ongoing operational excellence.
• Future Outlook: Anticipation of federal reforms, the push for descheduling or rescheduling, and industry efforts to unify voices and establish international best practices.

Next Episode:

• Returns Friday, January 10!

Takeaway: Industry-wide collaboration, adherence to global standards, and technology-driven solutions are essential for building consumer trust and ensuring a safer, more consistent cannabis market.