How to Build an Audience on a Budget

  How do you expand your audience when you have a really tight marketing budget? Learn how you can achieve momentum by bringing on partners and affiliates.


How to Build an Audience on a Limited Budget

You’ve created a great product and your audience is responding to it. But how do you get more and more people to know about your product or service? Hi, I’m Shanel Lindsay, president of Ardent. We created a decarbolxylation device that activates cannabis material so that people can make any cannabis product for a fraction of the price they pay elsewhere. So you can imagine that people were really excited when we were introducing this product to our audience. However, we knew that we could only do so much marketing as a company, especially because we were very small and trying to raise money while also trying to move into doing full production mode.

Partner with People with Similar Audiences

So one of the main ways that we started to grow our audience was bringing on affiliates and partners. What’s an affiliate? An affiliate is a person who already has an audience that would love to hear about your product. So for our product, the natural affiliates were people that had cannabis audiences that were interested in cannabis cooking or cannabis healthcare. Partnering with those folks and giving them units to review and coming to arrangements with them about promoting our product really allowed us to grow that audience without any additional output from our team.

So bringing on those kind of affiliates, identifying people that have similar but non-competing audiences to you, going and making relationships with those people, and coming to different agreements about how you can promote each other’s products will give you access to that broader audience that you’re looking for.

About Shanel Lindsay

Shanel A. Lindsay is an attorney, entrepreneur, and cannabis advocate. She is the founder and president of Ardent, LLC, a Boston-based biotech company created to provide safe, effective, and convenient products within the cannabis industry. As a drafter of Question 4, Massachusetts’ adult use cannabis law, founding member and co-chair of the Northeast Cannabis Coalition, Massachusetts Patients Advocacy Alliance Patient Advisory Board member, and well-known advocate for cannabis legalization on the east coast and beyond, Shanel is dedicated to improving public understanding of cannabis’ benefits.

Shanel graduated from the University of Pennsylvania and Northeastern University School of Law and began her career as a judicial law clerk for the Massachusetts Superior Court. She then joined the Boston law firm of Sugarman, Rogers, Barshak & Cohen, serving as a civil litigator for Fortune 500 companies before becoming Employment Counsel and Director of Human Resources for the Massachusetts State Lottery Commission. For over 15 years, Shanel has used cannabis medicinally as an alternative to pharmaceuticals. Alongside her professional pursuits, she gained first-hand expertise with various methods of extracting, preparing, and applying cannabis compounds. She leveraged her experience as a patient, business professional, lawyer, and advocate to develop Ardent, LLC. Through her company and continued advocacy, Shanel remains deeply committed to promoting cannabis education in Massachusetts and beyond and is excited to join the faculty of Northeastern Institute of Cannabis.