073 What Data Capturing and Experiential Marketing Have in Common with Peter Huson of Backbone

“Cannabis is providing the opportunity for tech companies, for operators, and for everybody to stand up and say that, you know what, this is an opportunity to do things a little bit differently. We do not have to follow the way other industries have gone... We're gonna do it our way.” -  Peter Huson

Welcome back to the To Be Blunt podcast! In this episode, Shayda Torabi welcomes Peter Huson, Chief of Operations at Backbone, to discuss how he applied his background on music and technology in brand positioning, utilizing marketing opportunities for product awareness, and creating a unique cannabis experience for consumers through speaking the customer’s language.

[00:01 – 06:55] Shayda shares updates of the MJ Bizcon and introducing Peter Huson 

[06:56– 14:11] Peter’s Stories on Cannabis Branding through Music and Events

[14:12 – 20:48] Translating Passions into a Language of Understanding and Novelty

[20:49 – 24:41] Recognizing the Various Avenues of Cannabis Marketing

[24:42 – 33:25] Integrations on the Power of Technology in Cannabis

[33:26 – 42:44] Utilizing the Right Tools for Unique Positioning in the Industry

[42:45 – 45:24] Food for Thought: How do you create a unique experience for the consumer?

Peter Huson, PhD, is Chief of Operations at Backbone where he oversees Professional Services, Sales, and Partnerships. Peter holds a Bachelor of Science in Mechanical Engineering from UC Santa Barbara, a Master of Science in Aerospace Engineering (subcontracting for NASA), and a PhD in Structural Engineering from UC San Diego. Peter is also co-founder of the Northern Nights Music Festival in partnership with Starr Hill Presents/Red Light Management, having co-authored AB2020 allowing Northern Nights to be the first festival with legal cannabis sales — this led to co-managing compliance and operations for both the Northern Nights Tree Lounge and Outside Lands Grasslands, paving the way for future events in California. Additionally, Peter is Co-Founder and COO at One Log Cannabis Business Park, Compliance Officer at Mesh Ventures, and to date, he’s successfully acquired over 50 cannabis licenses across the supply chain.

Connect with Peter

Follow him on Facebook, Instagram, Twitter, and LinkedIn @backbonesoftware

Shayda Torabi has been called one of the most influential Women in WordPress and now she’s one of the women leading the cannabis reformation conversation building one of Texas’ premier CBD brands. She's currently the CEO and Co-Founder of RESTART CBD, a female-run education first CBD wellness brand. And has formerly held marketing positions at WP Engine and WebDevStudios. Shayda is the host of a podcast for cannabis marketers called To Be Blunt, where she interviews top cannabis brands on their most successful marketing initiatives. When Shayda's not building her cannabiz in Texas, you can find her on the road exploring the best hikes and spots for vegan ice cream. Follow Shayda at @theshaydatorabi

Key Quote:

“It's the big time normalization, especially from a music festival standpoint, which is, you know, you can have straight edge people that normally wouldn't party, normally wouldn't necessarily let themselves go. But they do it once in a while at a music festival that they go to every year.” - Peter Huson

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