Danielle Nicoll @ Cann

In this episode of the Omnichannel Marketer, host Kait Stephens interviews Danielle Nicoll, SVP of Marketing at Cann. Danielle shares her journey from the entertainment industry to leading marketing for Cann, a pioneer in the THC microdose beverage category. She discusses the challenges and strategies of marketing a highly regulated product, the importance of building a strong community, and how Cann leverages creator partnerships and omnichannel distribution to drive trial and brand awareness.The conversation highlights the power of word-of-mouth marketing, the role of AI in understanding customer demographics, and the value of trusting your instincts when making bold marketing bets.TAKEAWAYS:- Cann is a THC microdose beverage positioned as an alcohol alternative for social drinking.- Marketing, regardless of the product, is fundamentally about capturing attention and creating FOMO.- Driving trial is crucial for new categories; sampling and word-of-mouth are strong growth levers for Cann.- Cann utilizes a strategic omnichannel approach, pushing D2C customers to retail locations to boost velocity.- Navigating a highly regulated industry requires creative marketing, heavily relying on creators, influencers, and local events.- Building a brand that feels like a friend fosters strong community engagement and loyalty.- AI tools are valuable for analyzing customer demographics and tailoring creative content to specific audiences.- Trusting your instincts over over-analyzing data can lead to successful, bold marketing moments, like Cann's viral collaboration with Bethany Frankel.- The future of the THC beverage category points toward mainstream availability, pending legislation.- Affiliate marketing platforms, like ShopMy, are powerful tools for driving growth and monetizing creator content.Where to find Danielle Nicoll:  LinkedIn: https://www.linkedin.com/in/danielleanicoll/  ​Website: https://drinkcann.com/Where to find Kait Stephens:  LinkedIn: https://www.linkedin.com/in/kait-margraf-stephens/  Website: www.brij.itSUBSCRIBE TO THE OMNICHANNEL MARKETER  www.theomnichannelmarketer.com