Will Read, the CEO of CannaPlanners, shares a unique professional journey that has shaped his approach to cannabis consultancy.
Will's transition from mainstream tech to cannabis consultancy highlights the evolving landscape of digital marketing. He recounts his time at a web marketing agency, where he assisted various businesses, including hemp farmers, in establishing their online footprints. He observed the early days of cannabis marketing in Vermont and Colorado, noting the industry's initial struggle with professionalism and the persistence of outdated stereotypes. This experience solidified his belief in the power of digital storytelling and strategic branding to create a lasting impact.
CannaPlanners focuses on crafting comprehensive brand identities and websites for cannabis businesses. Will emphasizes the company's meticulous creative process, which involves deeply understanding the client's ideal customer persona and forging an emotional connection with that audience. He introduces Lifted, CannaPlanners' proprietary content management system, designed specifically for the cannabis industry. This platform integrates seamlessly with various e-commerce platforms and services, streamlining online sales and enhancing the customer experience.
Will's approach draws heavily from his Apple store experience, emphasizing the importance of creating a premium, customer-focused environment. He sees the cannabis industry as ripe for this approach, highlighting the need for businesses to move beyond outdated marketing tactics and embrace a more professional, sophisticated brand image. He encourages active cannabis companies to leverage CannaPlanners' services to improve their online presence and drive sales, while advising new entrants to prioritize their logistical foundations before focusing on branding and website development. The core of CannaPlanners is to help businesses create an “Apple Store Experience” for their customers, within the cannabis industry.