Danny Demichele

Many THC bev brands are looking to have a mix of online (DTC) traffic as well as location based (retail) organic traffic. Many brands are still growing / newer & their organic presence can be smaller. Wells Westmoreland & I worked on a newer DTC marketplace last year & wanted to share the case study. Some highlights: SEO case study: ~5 to ~80 clicks/day in 4 months for a THC drink marketplace. Here’s what we did: 1. Built category pages Our client doesn’t just sell THC drinks. They sell: - THC soda - THC root beer - THC mocktails - THC drinks for sleep - THC drinks for anxiety - 5mg THC drinks - 10mg THC drinks … so we built product category pages for these keywords and many more. Now they have an opportunity to rank for every keyword that indicates someone wants what they're offering. 2. Built location pages We didn’t just want to get our client in front of people searching for THC drinks to buy online – we wanted to get them in front of people looking for THC drinks near them to try and get them to buy online instead. So, we built out ~40 pages (one for every state our client ships to), then built pages for key cities in key states (~60 total). As a result, our client gets traffic from “thc drinks near me” searches all over the nation. 3. Wrote bottom-of-funnel blog posts Now it was time for the blog content. But we didn’t do the typical “what are THC drinks” educational slop blog posts – we focused on revenue-driving keywords like: → brez vs hiyo → brez alternatives → hiyo alternatives And so on. People are researching your competitors everyday. Blog content is how you throw your hat in the ring and show them you’re better. 4. Built links Full case study here! https://lnkd.in/ex-CHHQi

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People often ask about difference b/t agencies & our fractional team models: Here's a few key differences: 1) We work with partners across various verticals vs having 1 in-house team. This allows for vertical expertise (i.e. service biz get a Google Ad person with home service expertise, while a cannabis dispensary gets a Google Ad person w/ cannabis experience). This allows for flexible bandwidth as well (i.e. we don't just have 1 internal Google Ad person who could become overwhelmed). We work with plumbers, dispensaries, multi-unit franchisees, HVAC companies, B2B cannabis groups, SaaS tools, THC bevs, etc & each team looks different than the other. 2) We're flexible on scoping & projects. For example; we just closed a deal where client needed small support hours for Shopify, HubSpot, cold email, strategy, etc & we were able to pinpoint a specific level of service / support that not only met their needs but their budget. This can scale up or down very easily. 3) We work with a lot of the best agencies because sometimes they are the best fit. For example; we just hired Sandra Bergman, CLMP™for a consulting project for a dispensary client. This is because she fit their needs. We can bring a lenses of not only knowing all the good agencies but knowing WHEN to recommend one + get the added benefit of rolling her services into other deliverables (SEO + website) vs just working with her on a stand alone basis. 4) We embed; we don't just deliver. A fixed scope with clear deliverables is important; but there is a gap. Many small businesses need an ever-changing set of things, from design, to minor website edits, to async comms on global strategy; etc. And we try & bake in some grace for these items to allow for the variance & unknown that comes each month. This is done by sharing a Slack or Basecamp project together. We can work real-time on things as they arise. 5) We are business owners also. No offense, but many agency owners are agency owners only. Being able to bring experiences to our clients from owning multiple businesses can help provide a powerful POV to the conversation. I truly believe our model is a great hedge against hiring a generalist FTE for your org. For 50-75K a year; we can bring a lot of evolving resources to the table.

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One of the most common questions we get from formulators, vape brands, and extractors is: “How much terpene should I actually add?” The answer depends on your product type, batch size, and desired flavour intensity but getting the ratio wrong can ruin a blend or make a product harsh. Terpenes are extremely concentrated, so even a small change in percentage can dramatically alter aroma, taste, and performance. That’s exactly why we created our latest guide: 👉 Terpene Calculator & Terpene Ratios Explained Whether you're a brand developing new SKUs or a manufacturer scaling production, this tool helps remove the guesswork from terpene formulation. Read more on the subject here below 👇 https://lnkd.in/emkDNrjj #Terpenes #CannabisIndustry #VapeManufacturing #ProductDevelopment #Extraction #Formulation #CannabisScience #MrTerpeenes

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Heads up Marketers, got data? "Results: Five core themes emerged: cannabis culture (42% of brands, n = 106), product characteristics (30%, n = 76), medicine and health (23%, n = 58), environment and nature (20%, n = 51), and identity and culture (14%, n = 34), with 15 subthemes. Brands only marketing CBD products more often had names with medicine and health (45%, n = 18) themes with subthemes of health and wellness (30%, n = 12) and expected effects (18%, n = 7) in contrast to brands marketing THC products (18%, n = 14; 2%, n = 2; 11%, n = 9 THC-only; 20%, n = 26; 5%, n = 6; 13%, n = 17 THC and CBD). Brands marketing THC products more often had names with cannabis (12%, n = 10 THC-only; 18%, n = 23 THC and CBD; 8%, n = 3 CBD-only) and spiritual/mystical (9%, n = 7 THC-only; 9%, n = 12, THC and CBD; 0%, CBD-only) subthemes. Food type subthemes were also more common among brands marketing THC products (19%, n = 15 THC-only; 21%, n = 27 THC and CBD; 8%, n = 3 CBD-only). Unconventionality (6%, n = 5 THC-only; 2%, n = 2 THC and CBD; 0% CBD-only) and names and places (16%, n = 13 THC-only; 5%, n = 8 THC & CBD; 5%, n = 2 CBD-only) were subthemes more common among brands only marketing THC products. Conclusions: This study identified distinct cannabis edibles brand name marketing strategies for THC versus CBD products that may affect consumer appeal and perceptions of harm, underscoring the need to monitor and potentially regulate cannabis edibles marketing to ensure that it does not mislead consumers or downplay potential risks." Read the study at: https://lnkd.in/gapY4drm #marketing #hemp

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Happy R.E.D. Friday 🇨🇦 Quick recap on three key cannabinoids: THC, CBD, and CBG—and how using them together can improve your overall experience. THC can support appetite, elevate mood, and help with relaxation—but for some, it can also bring overstimulation or the “munchies.” That’s where CBD comes in. Adding CBD to your THC routine can help balance the effects—reducing anxiety, smoothing things out, and even helping dial back excessive appetite in some cases. For daytime use, low-dose CBD and CBG can be great tools. CBD may help ease baseline anxiety, while CBG is often associated with clearer focus and mental sharpness. The real advantage? You don’t have to choose one over the other. You can still use your preferred THC products and layer in CBD or CBG to enhance the overall effect—this is the entourage effect in action. If THC alone feels a bit too intense, try adding some CBD for a more balanced, functional experience. As always: start low, go slow, and pay attention to your body. #RedFriday #ValorWellness #CannabisEducation #THC #CBD #CBG #EntourageEffect #VeteranSupport #Wellness

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5 Steps to Better Strategic Selling in Cannabis Most LPs focus on tactical selling to retailers. This type of sales is transaction-driven, store focused, and undertaken by passionate albeit junior salespeople and brand ambassadors. When properly managed and executed, this approach can yield solid results. However, it’s not sufficient to deliver long term competitiveness and higher margins. What is often missing is a longer-term sales strategy tailored specifically for wholesalers and medium-to-large retail chains. This cohort has big, sustainable volume and strategic advantage in terms of crowding out your peers. Not surprisingly larger, more sophisticated entities are much harder to snag - and keep. They don’t have the same business needs as an independent store or small chain. Furthermore, big chains and wholesalers don’t want to be ‘sold’ the same way or with the same ‘why us’ pitch. Yes, data deals play a role, but they too are insufficient. Data Deals obscure the fundamental drivers of competitiveness such as product-market fit and supply chain performance.  And they are not completely legal. 🏆 To win with the big players, LPs need a more strategic, longer-term approach. ⚡ I call it Strategic Account Management.  💡 SAM generates results by building symbiotic partnerships (i.e. shared economic value) and relationships (i.e. mutual trust) with key customers. 💵 The rewards are significant, including increased ‘stickiness’, more listings/better display, and higher margins. SAM is common in B2B markets such as CPG, financial services, and IT where producers do not have an easy or economical path to directly influencing consumer behaviour.  I've deployed these SAM strategies at my consulting and fractional leadership clients: 1️⃣ Assist with financial & competitive analysis and long-term planning support that helps category manage the retailer’s assortment. 2️⃣ Develop and implement a retailer 'value proposition' that addresses THEIR business needs. I asked one of Canada's best cannabis sales leaders and LPs, Adam Coates from Decibel Cannabis Company, to add his SAM best practices: “We’ve learned that sustainable success comes from moving beyond transactional sales to building true partnerships with boards and large retail chains. For us, SAM means: 3️⃣ Deeply understanding the wholesaler and/or retailer’s business model & priorities, then tailoring solutions, through our products and programs, that clearly demonstrate value for them AND their customers. 4️⃣ Developing tailored, data-driven programs to drive sell-through. 5️⃣ Engaging channel stakeholders in innovation brainstorming and planning. At Decibel we use SAM to drive channel trust and reliability which can unlock incremental volume and margin, as well durable competitive advantage.” Hit me up.  I help leadership teams maximize sales effectiveness & efficiency for long term competitive advantage. #cannabisindustry #cannabis #sales #selling #LPS  

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💻PLA & PCA Ads – Visibility or Just Budget Burn? ✌More and more companies are aggressively running PLA and PCA ads under the pretext of boosting visibility. But let’s be honest — are these campaigns really driving performance? Or are they just a tactic to burn money on these platforms to please aggressive brands? 👍In my view, it often feels like a game of: Spend the budget ✅ Get some backend brand incentives ✅ Justify campaign activity ✅ ROI? Sometimes questionable ❌ It’s less about strategic advertising and more about fulfilling brand visibility expectations — even if it means running non-performing campaigns. I’m not saying all PLA/PCA spends are wrong. When done right, they can boost reach, bring in new users, and help scale. But when it becomes about spending for the sake of brand pressure, it stops being marketing and starts being noise. Would love to hear from others in the ecosystem — what’s your experience with PLA/PCA campaigns? Are we investing in performance or just playing the visibility game? #ecommerce #digitalmarketing #PLA #PCA #branding #marketingstrategy

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Rethinking Dispensary Design: The “Liquor Store Model” Most cannabis retailers are stuck between two extremes: 1️⃣ The overstaffed “one-to-one” model, where every customer needs a dedicated budtender. 2️⃣ The underwhelming kiosk model, where customers swipe endlessly until they’re frustrated or give up. Here’s a better way. Imagine a dispensary designed like a wine shop. Products are grouped by category (Indica, Sativa, Hybrid, CBD, etc.). Each strain has empty display packaging paired with a clear, engaging description card with tasting notes, effects, and key details. Customers can browse at their own pace, guided by clear signage and smart merchandising. This setup: ✅ Reduces labor needs — fewer staff can serve more customers without sacrificing service. ✅ Improves education — clear descriptions help customers make confident choices. ✅ Increases engagement — browsing feels like shopping, not waiting in line. ✅ Solves “swipe fatigue” — no more endless kiosk scrolling. We already see this in liquor and specialty wine stores and  it’s time cannabis caught up. The future of dispensary CX isn’t about more tech or more staff. It’s about intentional design that makes buying cannabis feel intuitive, enjoyable, and efficient. What do you think, would you shop here ❓ #CannabisRetail #DispensaryDesign #CustomerExperience #CannabisOperations #RetailStrategy

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Let’s talk Google Maps. For dispensaries, vape shops, or liquor stores, ranking locally isn’t optional. It’s survival. 70% of “near me” searches convert in 24 hours. But too many businesses treat their Google Business Profile like an afterthought. ✔️ Update hours ✔️ Upload photos ✔️ Collect reviews ✔️ Respond to them This is free visibility. If you’re not showing up on Maps, you’re invisible to the people most ready to spend. #LocalSEO #DispensaryMarketing #AlcoholBrands #LatchedAgency

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Each social media platform has its own niche...when it comes to B2B, LinkedIn is the clear leader. Whether you're building a company or personal brand, selling to other businesses, or simply staying informed about your industry, LinkedIn has evolved far beyond its roots as an easily dismissed digital resume or networking site. Today, it’s a dynamic space for all things business. As Steven Bartlett explains, if you’re not leveraging it yet, it’s time to take it more serious…

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🚨 Founders, Investors, and Cannabis Industry Stakeholders; Pay Attention 🚨 There’s a cannabis tech company currently raising capital armed with an all-star cap table and a board stacked with the industry’s “most powerful players.” On the surface, it’s positioned as the next big thing. Behind the scenes? It’s a case study in calculated misconduct. Let me be clear: ❌ Employees haven’t been paid some in over a year. ❌ No tax documents, no proof of withheld taxes for two years. ❌ Those seeking payment or verifying paystubs and tax documents are blocked, ghosted, and cut off from all communication. Meanwhile, they’re out raising money as if these actions have no consequence. Here’s the problem: you can’t build a tech platform on the backs of unpaid talent and think no one will speak up. 💥 I’ve initiated collections backed by a Colorado law firm and a network of bounty hunters across the country. We don’t bluff. We don’t chase. We document, file, and enforce. If you think NDAs, name-dropping, or gaslighting will keep you safe, think again. This is a new era of accountability in cannabis and it starts now. For founders: if you can’t afford to pay people, you can’t afford to scale. For investors: do your diligence, including talking to former employees and contractors. If they’ve been ghosted so will you. I don’t post this lightly. But someone needs to say it. To the good people out there still waiting to be paid: you are not alone. And yes we will collect. #CannabisTech #CannabisIndustry #StartupAccountability #Collections #FounderEthics #DueDiligence #ColoradoLaw #PayrollIsNotOptional #TransparencyMatters #LegalAction #BountyHuntersInBusiness

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