Regulation and Legislation: How to Win Friends & Influence Lawmakers
Betty Aldworth
National Cannabis Industry Association
Let’s Get Down to Business!
Understanding Influence
Policy position drivers: - Personal Experience
- Public opinion
- Effective lobbying
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Making Friends and Influencing Public Opinion
Exceed expectations
- Don’t forget: we have something to prove
- Good PR is good business
- Consider all possible audiences
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Should Marijuana Be Legal?
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Shifting Sentiment
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Understanding Influence
© 2013, National Cannabusiness Conference & Expo . All rights reserved. Twitter: #cannabizcon
Understanding Influence
“Interestingly, support…increased by anywhere from three to 11 percentage points when survey respondents were given more information...”
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Proving the Argument
- Cannabis is a valid, compassionate choice that should be safely available
- Regulated businesses are preferable to underground market
- Cannabis businesses are just like any other and should be treated equitably
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Public Relations & Community Engagement - Ground business practices,
message in your core values
- Connect with the immediate community
- Give generously
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Measure Your Impact
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Consider Broad Audiences
Think beyond low-hanging fruit
• Health care professionals
• Direct service providers • Baby boomers and the elderly
• Women
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A Note on Women as Consumers
Women are more likely to: - have a chronic illness, - access alternative medicine - make majority of health care
decisions for their families.
Women are less likely to: - use marijuana socially or - use marijuana medically
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Colorado businesses could easily double the number of women accessing the market…
Huge Untapped Market
Sex Percent on Registry Average Age
Male 71,567 (67%) 41
Female 35,249 (33%) 44
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Appealing to Women
Comfortable and welcoming spaces
Sophisticated advertising and broad selection of topicals and edibles Well-educated staff & learning opportunities
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Making Friends and Influencing Lawmakers
- Collaborate
- Engage
- Educate
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Collaborate
Connect with potential allies
- Patient groups
- Nonprofit groups
- Local, state and national trade associations
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Engage
Don’t let elected officials forget about your concerns!
- Call your representatives’ offices
- Attend fundraisers
- Speak during public hearings – or
have a great patient representative
© 2013, National Cannabusiness Conference & Expo . All rights reserved. Twitter: #cannabizcon
Engage 2012 Lobbying Expenditures
Top Spenders Top Spenders – Health Care
US Chamber of Commerce $136,300,000 Blue Cross / Blue Shield $22,489,532
National Association of Realtors
$41,464,580 American Hospital Association
$19,230,200
Blue Cross / Blue Shield $22,489,532 Pharmaceutical Rsrch & Mfrs of America
$18,530,000
General Electric $21,200,000 American Medical Association
$16,505,000
American Hospital Association
$19,230,200 Eli Lilly $11,096,000
© 2013, National Cannabusiness Conference & Expo . All rights reserved. Twitter: #cannabizcon
Educate
© 2013, National Cannabusiness Conference & Expo . All rights reserved. Twitter: #cannabizcon
Thank You! My Contact Info:
Betty Aldworth
National Cannabis Industry Association
888-683-5650
www.TheCannabisIndustry.org
Twitter: @NCIAorg
Let’s Get Down to Business!