The following is an expert from our Guide to In-Store Cannabis Pop-Ups E-Book.
Hiring in cannabis is a challenge in and of itself. Asking someone to come over from regulated industries to one that still to this date isn’t federally legal and carries decades of unjust stigma is an uphill battle. In a newly regulated industry, finding people with years of relevant experience can be rare- so most people are forced to look outside of cannabis for talent.
Brand ambassador roles aren’t as common outside of cannabis, though, so there is a major learning curve for discovering the right talent. Outside of the natural requirements by both local regulators and internal business standards, here are some of the key talent beats to look for in future brand ambassadors.
Outgoing, Bubbly Personalities
Core concept, a good brand ambassador is able to go up to any guest and pitch them on the product(s) they represent. This is where the introverts need not apply. Brand ambassadors need the innate ability to be friendly to anyone they encounter while clearly communicating the brand differentiators. They need to be well put together on behalf of their brand and be approachable.
Similar roles with this quality include:
- Receptionists
- Stylists
- Performers
Clear Communicators
Dispensaries can maximize their operations if they can work with guests quickly, meaning they are incentivized to get guests in and out as quickly as possible. For a brand ambassador, that means quickly understanding what a customer is looking for and seeing if there is a product they can be paired with. Taking that short amount of time to make a connection and pitch product is a skillset in itself.
Brand ambassadors also often visit dispensaries during specific deal times for their product, so not only do they have to go down the list of what makes the product special but also state what the deal of the day is. This fast turnaround paired with a friendly attitude is tricky to balance, but the best brand ambassadors can do it with ease.
Similar roles with this quality include:
- Servers
- Sales Associates
- Tour Guides
Energetic About Education
A killer brand ambassador can answer light and heavy questions about their product- whether it be ‘is this vape indica?’ or ‘is this solventless?’ to ‘was the flower flash frozen before processing?’. The cannabis community comes from a wide range of knowledge from literally none to obsessive botanist purists. Brand ambassadors earn trust by being able to adapt and educate across the gamut. That requires the best brand ambassadors to be proactive about the plants and the process taken in producing products. If a brand ambassador can’t speak to the brand’s process, they lose that earned trust and potentially also lose that sale.
Similar roles with this quality include:
- Tutors & Teachers
- Cosmetic Associates
- Baristas
Organized Road Warriors
Outside of a kickass in-store presence, a brand ambassador has to represent their brand across an entire territory. They’ll have to travel across town (or even cities!) to visit all sorts of dispensaries on a tight schedule. Brand ambassadors manage a schedule that keeps them busy across the week and across the week but also includes travel and set up / breakdown time. They’ll have to drive (in most cases) with their full pop-up set up, swag, and any additional materials that make their pop-ups pop. That boils down to strong time management, thoughtful scheduling, and being able to set up and break down events quickly and efficiently.
Similar roles with this quality include:
- Event Coordinators
- Caterers
- Assistants
When seeking out the perfect brand ambassador, a good exercise to do is to envision the brand as a person. Personifying the brand and taking those qualities, in partnership with the key qualities we outlined, narrows the search and empowers recruiters to find the right fit. The right brand ambassador sometimes just has that special magic when you meet them; as Justice Potter Stewart famously said, “I know it when I see it.” Hire for culture over cover letters- look for the transferrable skills and the undeniable attributes.
For more tools in crafting memorable, effective in-store brand ambassador pop-ups for dispensaries, click here for access to our exclusive e-book on in-store pop-ups.
