Ep 368: Nick Shackelford BREZes to a Milly in 8 Months – THC Meets CPG
DTC Podcast · with Nick Shackelford · January 8, 2024 · 39 min
Summary
This episode features Nick Shackelford, founder of BREZ, a low-dose cannabis beverage that hit $1M in sales in 8 months. He shares strategies for marketing in restricted categories like cannabis on platforms such as Meta Ads, emphasizing premium brand building and effective influencer marketing. This is a must-listen for DTC operators navigating regulated industries and looking to scale rapidly.
Key takeaways
To succeed in restricted ad categories (e.g., cannabis on Meta Ads), focus on creative workarounds and partnerships, as traditional paid strategies are often limited.
Building a premium brand from day one is crucial for CPG, especially in emerging and regulated markets, to differentiate and justify pricing against conventional products.
Influencer marketing offers significant leverage for niche and restricted product categories; prioritize authentic creators who genuinely align with your brand values and audience.
User-Generated Content (UGC) is not dead; rather, its evolution demands more refined integration into marketing funnels, moving beyond simple testimonials to authentic content that drives conversion.
Rapid growth in new markets like cannabis beverages can be achieved by "building in public," fostering transparency, and leveraging community feedback to accelerate product-market fit and brand loyalty.
Subscribe to DTC Newsletter - https://dtcnews.link/signup Hello and welcome to DTC Podcast, I'm Eric Dyck. Today I'm catching up with my old friend Nick Shackelford, founder of Structured and BREZ his new low dose Cannabis beverage he's building in public, with explosive, inspiring results, breaking the million dollar mark in their first 8 months. Today's talk is a crash course on cannabis, restricted categories on Meta Ads, the power of a premium brand, and Nick's insights on the evolution of affiliate marketing for CPG.... Join me and the Drake of DTC as we talk THC, CPG, and the overhyped death of UGC... Timestamps:
00:00 - Introduction to Nick Shackelford and Breeze Cannabis Beverage
02:10 - Strategies for Advertising in Restricted Categories
04:30 - The Art of Building and Scaling a Premium Brand
07:00 - The Future and Evolution of User-Generated Content (UGC)
09:20 - Leveraging Influencer Marketing for Cannabis Products
11:50 - Predictions for the Cannabis Beverage Industry in 2024 Hashtags:
#DTCpodcast #CannabisMarketing #NickShackelford #DigitalMarketing #CannabisBeverage #Ecommerce #UGC #InfluencerMarketing #BreezeBeverage #MarketingStrategies Subscribe to DTC Newsletter - https://dtcnews.link/signup
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To succeed in restricted ad categories (e.g., cannabis on Meta Ads), focus on creative workarounds and partnerships, as traditional paid strategies are often limited.
What does this episode say about paid acquisition?
Building a premium brand from day one is crucial for CPG, especially in emerging and regulated markets, to differentiate and justify pricing against conventional products.
What does this episode say about influencer & creator?
Influencer marketing offers significant leverage for niche and restricted product categories; prioritize authentic creators who genuinely align with your brand values and audience.
What does this episode say about brand & content?
User-Generated Content (UGC) is not dead; rather, its evolution demands more refined integration into marketing funnels, moving beyond simple testimonials to authentic content that drives conversion.
What does this episode say about dtc strategy?
Rapid growth in new markets like cannabis beverages can be achieved by "building in public," fostering transparency, and leveraging community feedback to accelerate product-market fit and brand loyalty.
