The National Cannabis Industry Association (NCIA) is a leading cannabis industry professional association founded in 2010. With nearly 2,000 member-businesses and tens-of-thousands of individual cannabis professional members, NCIA focuses on protecting the legal cannabis industry, defending state laws, and advancing federal policy reforms.
Cannabiz Media spoke with Kaliko Castille, Director of Marketing, and Amy Rose, Brand Partnership Manager, at NCIA, to learn more about the organization and how the team at NCIA uses the Cannabiz Media License Database to grow their memberships and support their advocacy and reform initiatives.
Why Does NCIA Subscribe to the Cannabiz Media License Database?
NCIA subscribes to the Cannabiz Media License Database to supports its sales, growth, and government relations initiatives.
“When I first got a look at the Canabiz Media platform, it was a no-brainer to me,” says Kaliko. “The ability to be able to search all of the various licenses across the country and have it updated on a regular basis is not matched anywhere else. It’s invaluable for us as an organization. We obviously want to be representing all aspects of the industry, especially licensed businesses. I thought it was a no-brainer when you get a look at the platform and realize that you have the ability to reach out to all of these folks.”
As part of the business development team, Amy sees high value in the Cannabiz Media License Database for segmenting, targeting, and connecting with the right people at the right time. She explains, “From a sales perspective, the Cannabiz Media License Database has been great for us to be able to navigate the industry through active license holders – where they are – and just being able to filter through the data has been great.”
Amy’s team also uses the License Database to identify opportunities. “We use it to reach out to license holders, especially when new licenses are added within states. I get the notification email updates from the Cannabiz Media License Database when new licenses are added, so we can see whose been added as a license holder.
“It’s been great for us to see how the industry has been growing, what kind of businesses are popping up in those areas, and then, being able to reach out to them when they first come on, because getting then involved with NCIA from the start is important for the industry and the association.”
One of the key ways that NCIA leverages the data and email marketing tools in the Cannabiz Media License Database is in support of its event marketing. Kaliko shares, “I think one of the awesome aspects of the License Database that we’ve used is specifically for our regional networking events.
“By having the ability to actually draw a radius with the tool – for example, we could put in the address of our event, draw a 100 mile radius, and find all the licenses within that area. That really helps our team be able to narrow down who are the folks in a specific region that we’re going into that we should know and should be talking to.”
NCIA uses that information to send targeted email marketing messages. “It allows us to reach out to them ahead of time, and hopefully, develop a relationship and a conversation ahead of the event. Then ultimately, it helps us get them to come out to an event and eventually join NCIA so we can grow the organization.”
Sales, business development, and event marketing aren’t the only ways NCIA uses the Cannabiz Media License Database. It’s also an important tool for NCIA’s government relations team.
“Our government relations team really appreciates some of the information and insight that they can glean from the License Database as well, because it obviously helps them when they’re making the case to elected officials and talking about what the actual footprint of the cannabis industry is.”
What’s Next for NCIA?
NCIA, a Cannabiz Media trade association partner, will continue working to support the cannabis industry, particularly at the federal level.
“For associations that are thinking of joining the Cannabiz Media trade association partner program,” says Kaliko, “I would definitely say that it’s another helpful tool – not just for trying to drive business directly to the association but also for helping with the advocacy and the education you’re doing with elected officials.”
For more information about NCIA and to hear additional insights from Kaliko Castille and Amy Rose, follow the link and listen to Cannabiz Media’s recent Cannacurio podcast episode featuring Kaliko and Amy as the special guests.
To learn more about how subscribing to the Cannabiz Media License Database can help your business, follow the link and schedule a free demo.
Susan Gunelius, Lead Analyst for Cannabiz Media and author of Marijuana Licensing Reference Guide: 2017 Edition, is also President & CEO of KeySplash Creative, Inc., a marketing communications company offering, copywriting, content marketing, email marketing, social media marketing, and strategic branding services. She spent the first half of her 25-year career directing marketing programs for AT&T and HSBC. Today, her clients include household brands like Citigroup, Cox Communications, Intuit, and more as well as small businesses around the world. Susan has written 11 marketing-related books, including the highly popular Content Marketing for Dummies, 30-Minute Social Media Marketing, Kick-ass Copywriting in 10 Easy Steps, The Ultimate Guide to Email Marketing, and she is a popular marketing and branding keynote speaker. She is also a Certified Career Coach and Founder and Editor in Chief of Women on Business, an award-winning blog for business women. Susan holds a B.S. in marketing and an M.B.A in management and strategy.
