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

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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

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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

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Thank You! My Contact Info:

Betty Aldworth

National Cannabis Industry Association

Betty@TheCannabisIndustry.org

888-683-5650

www.TheCannabisIndustry.org

Twitter: @NCIAorg

Let’s Get Down to Business!