As part of my series about “5 Things I Wish Someone Told Me Before I Started Leading a Cannabis Business” I had the pleasure of interviewing Trish Lucy, Brand Ambassador and Director of Trade Relations for ONE13™ Topical Relief. Trish Lucy has been a core representative of the ONE13™ brand since its inception and has been a true purveyor of the concept that everyday people need access to safe relief options that are non-habit forming, with no adverse interactions. Through her efforts, she emphasizes that hemp-derived CBD products are safe and should be accessible via normal retail channels, devoid of stigma or other negative connotation.
Thank you so much for doing this with us! Can you share with us the story about what brought you to this specific career path?
After working within various industries, including design, sales and marketing; I landed in the medical industry. As a result of my experience within different fields and my interest in emerging industries, helping to develop the brand and distribution channel for ONE13™ was a natural fit.
Can you share the most interesting story that happened to you since you began leading your company?
The most interesting thing that has happened has been managing the PR outreach and response due to the media coverage we have garnered since launching this brand. There was a such a massive outpouring of individuals interested in products like ONE13™ that it was overwhelming. Luckily our support structures were in place to manage the in-flow, but the sheer volume was unlike anything we expected.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
The funniest mistake we made was assuming the market knew anything about itself. The first comprehensive market report on hemp-derived products (created by New Frontier Data) was not even released until the end of last year. The maturity of this market still has many, many years before it gets its legs under it.
Are you working on any exciting projects now?
The entire industry is exciting. There are so many possibilities opening up in this space and so many minds opening up to using Hemp-Derived CBDs that it creates new opportunities for us every day. Probably, the most exiting thing we are involved in, day-in; day-out is our distribution pipeline into the healthcare community.
None of us can achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story?
The support of Salus Medical and their staff, for its unending support of the brand and the vision of ONE13™. This organization has been an unwavering bastion.
This industry is young dynamic and creative. Do you use any clever and innovative marketing strategies that you think large legacy companies should consider adopting?
Yes, getting early adopters in the medical community to understand the benefits of these products, facilitating their media postings on their own pages, then support them on your media campaigns by reposting these “wins”.
Can you share 3 things that most excite you about the Cannabis industry? Can you share 3 things that most concern you?
The 3 Things that Excite Us Most are:
· De-Stigmatization of Hemp
· The Impact of Hemp on People’s Lives
· The Creative Process and Using New Strategies to Inform the Public
The 3 Things that Concern Us Most are:
· Misinformation About the Hemp Industry
· Poorly Made Products Flooding the Market
· Price Parity Against Poorly Made Products
Can you share your “5 Things I Wish Someone Told Me Before I Started Leading a Cannabis Business”? Please share a story or example for each.
1. Misinformation/ misconceptions about Hemp: it is a longer sale cycle due to the educational component, teaching on the healing benefits of hemp derived CBD.
We did a yoga festival (Love Light) in Maryland the end of 2018. We noticed that some people were hesitant at first to try, expressing initial reluctance based on what they perceived we were selling. Our approach was for them to just try it on, walk around, enjoy the festival and we guaranteed that they would be back. Every single person came back and purchased.
2. Weeding through each State’s regulations, every State is different on how they are handling hemp derived CBD’s.
Some States are lumping any CBD product under one umbrella, which is a bit limiting for now. In due time the atmosphere behind hemp derived CBD’s will open. For now, we do as much due diligence as possible to abide by each States’ current regulations
3. CBD Market, how saturated the market is with “CBD” products, with this saturation there are very few that are top quality such as ONE13.
Tenpoint5 Barre Studio in central Phoenix sells ONE13, we had a booth at their Grand re-opening. Several ladies approached us, telling us they had purchased different topicals, months to a year ago that they were trying to use up before they invested in another. They each applied ONE13 before class as soon as class was over each purchased ONE13 stating they just couldn’t wait that long.
We knew going into this market their would-be challenges, as the adage goes “slow and steady wins the race!” Of course, when you believe in a product so much you think it is just going to fly off the shelves… As we have put a ton of man hours, thought, marketing and education into ONE13. Every day, week and month is a new and exciting adventure for us. We are thrilled about our future in this industry!
4. That traditional marketing does not apply within this space.
We have been essentially “boxed” under the “CBD” umbrella, which has limited us to boosting posts, buying ad words, etc.
5. We have to really think outside of the box, in order to get the word out on ONE13
What advice would you give to other CEOs or founders to help their employees to thrive?
Make sure everyone is drinking the Kool Aid. Without every employee’s full support and understanding of the explosion of this market, as well as the impact these products can have on people’s lives; your business will not have the wherewithal to survive the up-and-downs of trying to succeed in this market.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
In relation to our business, I think that a movement towards the general public becoming more involved with their personal health and well-being. Taking the time to address both their mental as well as their physical health, week-by-week. Our brand supports this concept as well.
What is the best way our readers can follow you on social media?
This was very inspiring. Thank you so much for joining us!