An interview with John Kaye from Burb
Last week, Burning Tree interviewed one of the founders of Canada's most highly regarded Cannabis brands: Burb's John Kaye. We discussed the importance of leveraging product to build a successful Cannabis brand.
We've published the full transcript for you indie retail fan boys on the Burning Tree blog, but have summarize the main points here:
1. Start with the Basics
A private label product collection can start small
Rolling papers or lighters, both with low MOQs and sub-$2 costs, are ideal starting points.
Basic items can be sold, given away, gifted, or kitted with other products for marketing campaigns without being too precious.
2. Think of your Products as you Marketing
The Cannabis market is highly regulated and that makes marketing very challenging.
Product travels and communicates your brand much further than the 4 walls of your Cannabis retail shop.
Placing your brand on a hoodie, a pack of rolling papers, a lighter, grinder, or 510 battery means your brand will be seen again and again with each use.
With each new vape cartridge threaded to your 510 battery, each joint rolled with your papers, or a each bowl lit with your lighter, these are a consistent, positive touch points with your brand
When the time comes for customers to stock-up, be the retailer most top of mind, and with the most favourable impression to get those valuable repeat sales.
3. Build Your Community With Product
Your loyal, repeat customers are your store's best asset, reward them with free product
A gifted pack of a papers, a lighter, grinder, or 510 battery can delight your customer base and give them a reason to talk about, and recommend your store.
Use free papers and lighters, to introduce local businesses, community organizations, or customers to your store.