Market Like a Badass with Kristin McFarland

Coco Flow: Canna Connect x Back Channel Brewing Collab with Special Guest Spencer Ploessl

In this episode of Market Like A Badass, Kristin welcomes Spencer Ploessl, Creative Director and marketing strategist who bridges the worlds of cannabis, craft beer, and beverage innovation. As Advisor and Creative Director for Canna Connect in Minnesota, Spencer recently launched Coco Flow - a THC-infused coconut water that is a first of its kind. This special hemp beverage collaboration with Back Channel Brewing Co. showcases what's possible when cannabis and craft beer collide. Spencer shares the inside story of how this collaboration came together, revealing the strategy behind successful brand partnerships in highly regulated spaces. From navigating tolerance variations to educating consumers on minor cannabinoids, Spencer breaks down the creative marketing tactics that work when traditional advertising won't cut it. Plus, he reveals which craft beer branding lessons translate to hemp beverages - and which approaches need to be completely reimagined. On this episode, you will: 1. Discover how the Canna Connect and Back Channel Brewing Co. collaboration came together and what metrics actually matter when launching a co-branded hemp beverage 2. Understand how to differentiate hemp beverage brands in an increasingly crowded market 3. Hear real-world tactics for educating consumers about minor cannabinoids and dosing QUICK LINKS Connect with Spencer: SpencerPloessl.com [https://spencerploessl.com/] | LinkedIn [https://www.linkedin.com/in/spencerploessl/] Check out Canna Connect: www.cannaconnectmn.com [https://cannaconnectmn.com/] Follow Kristin: www.sourcemarketinggroup.com [https://sourcemarketinggroup.com/] | LinkedIn [https://www.linkedin.com/in/kristinmcfarlandprofile/] Subscribe: Apple Podcasts [https://podcasts.apple.com/us/podcast/market-like-a-badass-with-kristin-mcfarland/id1549917625] | Spotify [https://open.spotify.com/show/4RPil0GYdAxUEHheFoabBW] | YouTube This episode is part of "Taboo to Tap" - a special season exploring how hemp beverage pioneers are racing to craft billion-dollar beverage brands by mastering the art of compliant and grassroots marketing.

Building the Buzz: Creative Marketing for Hemp Beverage Brands with Special Guest Lisa Hurwitz

In this episode of Market Like A Badass, Kristin McFarland sits down with Lisa Hurwitz, Founder and CEO of Happi, the female-founded THC beverage brand that's revolutionizing how consumers experience cannabis through thoughtfully dosed, wellness-focused drinks. Lisa shares her journey from CPG and cannabis expertise to launching Happi with a clear mission: creating accessible, low-dose THC beverages. From navigating regulations to choosing the right dosing and marketing strategy, Lisa reveals what it really takes to build a compliant, women-first cannabis beverage brand. On this episode, you will: 1. Discover why Happi chose a low dose philosophy in a market obsessed with high potency - and how this strategic decision opens doors to the canna-curious demographic 2. Learn how being female-founded influences every aspect of product development, from formulation to flavor profiles to packaging designed with women in mind 3. Understand the biggest regulatory challenges facing THC beverage brands and how Happi navigates compliance while building a recognizable brand 4. Hear Lisa's digital marketing playbook for hemp beverage brands when traditional advertising isn't an option - including email marketing tactics that actually work (and helped them build a 100,000+ person subscriber base) 5. Get insider insights on why it's important for hemp beverage brands and marketers to build trust and provide ample education in the emerging cannabis beverage space QUICK LINKS Shop Happi: www.happihourdrink.com [https://happihourdrink.com/] Connect with Lisa: LinkedIn [https://www.linkedin.com/in/lisa-hurwitz-3318571/] Follow Kristin: The Source Marketing Group [https://sourcemarketinggroup.com/] | LinkedIn [https://www.linkedin.com/in/kristinmcfarlandprofile/] Subscribe: Apple Podcasts [https://podcasts.apple.com/us/podcast/market-like-a-badass-with-kristin-mcfarland/id1549917625] | Spotify [https://open.spotify.com/show/4RPil0GYdAxUEHheFoabBW] This episode is part of "Taboo to Tap" - a special season exploring how hemp beverage pioneers are racing to craft billion-dollar beverage brands by mastering the art of compliant and grassroots marketing.

From Launch to Liquor Stores: A Blueprint for Building a Hemp Beverage Brand with Special Guest Haylee Jordan

In this exciting episode of a new season of Market Like A Badass, Kristin gathers hemp beverage experts to explore the season theme "taboo to tap". This new season is all about how hemp beverage pioneers are racing to craft billion-dollar beverage brands by mastering the art of compliant and grassroots marketing. On this episode, Kristin sits down with Haylee Jordan, Co-Founder of Fabric, the Australian-born, US-crafted beverage brand that's redefining what non-alc and THC-infused drinks can be. Fabric is pioneering a new style of high-function fizz that keeps you sharp, sparks creativity, and helps you drop into the moment. On this episode, you will: 1. Discover how Fabric is navigating the complex regulatory landscape to build a compliant hemp beverage brand that can't rely on traditional advertising channels - and why grassroots marketing is their secret weapon 2. Learn the positioning strategy behind "dosed for any moment" and how Fabric is differentiating in an increasingly crowded THC beverage market by focusing on function and community 3. Understand Fabric's approach to building a beverage brand from the ground up 4. Hear real-world tactics for educating consumers on THC-infused drinks, functional benefits, and responsible consumption 5. Get insider insights on partnerships, sampling strategies, and the grassroots marketing tactics that are helping Fabric compete against legacy brands and deep-pocketed competitors QUICK LINKS Shop Fabric: drinkfabric.com [https://drinkfabric.com/] Connect with Haylee: LinkedIn [https://www.linkedin.com/in/hayleejordan/] Follow Kristin: The Source Marketing Group [http://www.sourcemarketinggroup.com/] | LinkedIn [https://www.linkedin.com/in/kristinmcfarlandprofile/] Subscribe: Apple Podcasts | Spotify | YouTube This episode is part of "Taboo to Tap" - a special season exploring how hemp beverage pioneers are racing to craft billion-dollar beverage brands by mastering the art of compliant and grassroots marketing.

Building a Brand Through Trauma Informed Marketing with Special Guest Kat Kennan

In this eye-opening episode of Market Like A Badass, I sit down with Kat Kennan, certified trauma-informed professional and Founder and CEO of Radical Customer Experience and BVscore.ai, to explore how trauma-informed marketing is revolutionizing customer relationships and brand loyalty. On this episode, you will: * Discover why traditional marketing techniques that trigger inadequacy are actually driving customers away and how trauma-informed approaches can transform your ROI * Learn actionable strategies for implementing strengths-based marketing that builds genuine connections without exploiting vulnerabilities * Explore how Kat's Brand Inclusion Index provides companies with measurable alternatives to traditional metrics like Net Promoter Score * Understand the critical importance of data hygiene and segmentation in creating meaningful, trauma-sensitive customer experiences * Hear real-world examples of brands succeeding with compassionate marketing approaches QUICK LINKS Connect with Kat: Radical Customer Experience [https://www.radicalcustomerexperience.com] | BVscore.ai [https://bvscore.ai] Follow Kristin: The Source Marketing Group [www.sourcemarketinggroup.com] | LinkedIn [https://www.linkedin.com/in/kristinmcfarlandprofile/] Subscribe: Apple Podcasts | Spotify | YouTube

How To Use AI To Scale Your Business with Special Guest Evan Nison

In this electrifying episode of Market Like a Badass, host Kristin McFarland (Founder & CEO of The Source Marketing Group) sits down with Evan Nison, Founder & President of NisonCo, a trailblazing PR, SEO, and content creation firm specializing in cannabis, psychedelics, and emerging industries. Get ready to dive deep into the future of AI, automation, and cutting-edge cannabis tech as Evan shares his expertise on: * How AI is revolutionizing marketing, lead gen, and sales workflows * Must-know AI tools for business owners * The power of PR & SEO in highly regulated industries like cannabis * Social equity, advocacy, and why giving back matters in this space * Pro tips for networking at cannabis conferences (even on a tight budget) * Common AI mistakes to avoid - and how to use it to work smarter, not harder Whether you're a marketer, entrepreneur, or tech enthusiast, this episode is packed with actionable insights to help you automate more, do more with less, and market like a true badass. Brought to you by The Source Marketing Group - helping businesses in regulated industries grow revenue with data-driven marketing & AI solutions. Listen now and level up your AI game! QUICK LINKS https://nisonco.com/ [https://nisonco.com/]