In cannabis, marketing isn’t as straightforward as other industries. Strict regulations limit direct-to-consumer communication, making it a challenge for brands to connect with those who purchase their products. As a result, the role of trade marketing has become more crucial than ever. At the heart of this approach are Budtenders.
One organization that has recognized and harnessed the power of budtenders is Tether, a Canadian budtender community, that recently celebrated its third anniversary with a landmark sampling event in Ottawa.
While Tether’s focus is on connecting LPs and brands with budtenders and retail decision-makers through events and B2B marketing campaigns, the broader lesson for the industry is clear: industry engagement can be the difference between a brand that merely exists and one that establishes a meaningful presence.
Why trade marketing matters
Brand building isn’t just about flashy ads or catchy slogans, it’s about establishing a unique identity and reputation that an industry and consumers can recognize and trust. This is especially important in cannabis, an industry still battling social stigma and consumer education gaps. Here, engaging with budtenders becomes essential. These front-line professionals are the ones who can bridge the gap between brands and consumers, and turn a casual customer into a loyal advocate.
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By focusing on educating budtenders and retailers, companies navigate the regulatory landscape while building brand recognition, driving sales and contributing to consumer education.
Leveraging Tether for budtender engagement
Tether’s approach offers a blueprint for brands looking to deepen their connection with budtenders in key markets.
In just three years, Tether has partnered with over 80 brands across Canada and evolved into a vibrant community of over 5,000 budtenders and retailers.
Last month, Tether brought together over 350 people in Ottawa for another large-scale sampling event, providing over 35 brands an opportunity to connect and educate a B2B audience. Here are some of the event reviews from attendees:
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“Not every LP has access to the same resources and funding, so we are extremely grateful for this opportunity. At Kronic, we don’t have a field sales team covering various territories nationwide, so when we had the chance to apply for a grant [sponsored by the OCS] for Tether’s Sampling Event in Ottawa, we jumped at it and hoped for the best,” said Ebby Noor, Kronic Relief. “This event allowed us to connect with retailers and budtenders in Ottawa and the surrounding area, leaving a lasting impression through products and sampling.”
Tether has created such strong bonds with its budtender community, seeing people from across Ontario come out to Ottawa to celebrate its third anniversary. Leslie Pawliw from Inspired Cannabis in Welland, Ontario shared: “With 5,000 SKUs, it’s tough to recommend a product you’ve never tried, but a Tether events, you can sample the latest drops, meet the growers and owners, and get your questions answered on the spot. It’s incredible! They always go all out with the best events and the hottest products. I love how Tether brings the community together.”
Bootsie Sammut, also from Inspired Cannabis, added: “Tether pulls out all the stops. Their events are meeting places for the industry and relationship builders, always providing a wealth of canna-info.”
From curious to confident
Budtender engagement is not just about making a sale – it’s about building lasting relationships that benefit both brands and consumers. Since federal legalization, the industry has been in a constant state of flux, balancing community-building with competition. The abundance of products can also lead to decision paralysis for consumers, making it hard to navigate the emerging market.
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Educated budtenders will be better positioned to guide customers toward choices they’ll be satisfied with, ensuring products are not only seen but understood and trusted.
The time to build is now!
Katie Pringle is the CEO and co-founder of Marigold PR, an award-winning public relations agency serving North American cannabis brands. In 2021, Katie co-founded Tether, a Canadian Budtender community that provides brands with a cost-effective way to connect, promote, and educate. Since 2017, she has been a leading force in organizing cannabis events.
