Why Authentic Community Beats Hype in Cannabis Marketing

Krysta Jones, founder of The High Country Girls and leader of The Highly Connected, shares the real-world playbook for building cannabis brands that endure. From her organic start in Colorado to expanding across the U.S., Krysta explains how authentic community and a sharp focus on niche can beat broad, hype-driven marketing. Learn how to cultivate a tribe of rabid fans, leverage events and grassroots strategies, and build a personal brand that delivers a consistent customer experience. The conversation covers participation over pursuit, running events with intentional follow-through, and measuring success through data, CRM, and post-event engagement. Krysta breaks down the unit economics of events, budgeting guidance (a starting point of five to ten thousand dollars monthly in marketing), and how to scale without diluting impact. She also explains how she collaborates with mom-and-pop brands, public companies, and investors, and how The Highly Connected helps pair the right partners for long-term value. If you’re a cannabis brand, retailer, or marketer aiming to grow sustainably, this episode offers a practical framework for community-building, profitable partnerships, and lasting growth.Thanks to your support, we've been nominated for the Emjays for Content Creator of the Year! Vote for Tommy Truong here: https://a.cstmapp.com/promotions/participate/1000967/287542 Find out more about THC Girls & The Highly Connected at:https://www.thehighcountrygirls.com/https://www.linkedin.com/in/krysta-jones-860b50132/https://www.linkedin.com/company/thc-girls/ 00:00 The Organic Beginnings of THC Girls00:53 Building Community and Realizing Value02:09 Creating THC Girls and Early Marketing Strategies05:20 Expansion to Oregon and Overcoming Challenges08:29 The Importance of Follow-Through in Marketing14:19 Strategic Partnerships and Event Hosting17:16 The Importance of ROI in Partnerships18:04 Effective Event Strategies for Brands20:09 Maximizing Trade Show and Event Impact22:18 Post-Event Follow-Up Techniques30:39 Building Long-Term Brand Relationships33:11 Conclusion and Podcast Wrap-Up #kayacast #cannabis #tips #dispensaries #business #podcast