GOOD Cannabis + LeafLink partnership nourishes brand loyalty

Executive Summary

• New product sells out after advertising in the LeafLink Marketplace
• Retail customers buy directly from GOOD’s menu, simplifying SOPs 
• Three-month ad campaign delivers more than 10X ROAS

Introduction

GOOD Cannabis is a vertically-integrated cannabis company based in Fairbanks, Alaska that specializes in the cultivation of high-quality cannabis goods. Their product lines include premium flower, cartridges, and ingestibles under its GOOD Cannabis brand; they also provide distribution services for their partner brand, Tundra Brewing. In 2018, GOOD Cannabis partnered with LeafLink to empower dispensaries to purchase wholesale products from an online menu, which strengthened community relationships in a state spanning about 222 million acres.

New product sells out after advertising on LeafLink

A leader in the Alaska market, GOOD Cannabis boasts widespread availability across most retail stores in the state. With strong relationships with inventory purchasing managers and the local community, their foothold seemed unshakable. However, when new brands opened up shop over the past year, their market share started to erode in a few product categories, such as gummies and flower. Determined to stay ahead, their leadership team embarked on a journey of innovation. In late 2023, they introduced an experimental batch of product to excite and delight the market: an infused, instant coffee powder. Leveraging LeafLink ads, they swiftly disseminated the news, igniting excitement among the consumers.

“We used LeafLink ads to launch it (on the dashboard ad for retailers), and we sold out of our first batch. We’re already doing back orders of our second batch,” said Trevor Haynes, Co Founder and General Manager of GOOD Cannabis.

Retail customers buy from GOOD’s menu on LeafLink

The company doesn’t employ anyone on the team with a traditional sales background, and instead focuses on nurturing community bonds to build brand loyalty. Operating around the clock and available 24/7, their LeafLink menu serves as a hub, where new and existing customers can learn about its products and place orders seamlessly. Buying directly from this menu helps the team process orders quickly and ship them to customers in a reliable fashion. Advertising efforts are directed towards driving traffic to their online menu.


“It’s like going to the grocery store. You only have so much time and attention to spend; and if you don’t see the brands you like, you’re not going to pick those brands,” said Trevor Haynes, Co Founder and General Manager of GOOD Cannabis.

Before partnering with LeafLink, the GOOD Cannabis team managed orders through Excel spreadsheets. Despite Alaska’s unique geography, they’ve established a robust distribution network. Its delivery drivers and airplane pilots routinely brave extreme weather conditions and wild fauna, such as moose and wolves on the road, to get shipments to remote dispensaries across the largest state in the country. Even when the team goes home to rest, their LeafLink menu stays open for business, and offers buyers real-time order statuses.

Ad campaign on LeafLink delivers more than 10X ROAS

The company had utilized alternate platforms like Weedmaps and Instagram to introduce new products to consumers. However, recognizing the importance of prioritizing exceptional B2B customer experiences and community relationships, the leadership team decided to invest in a partnership with LeafLink.

“It’s not really about acquiring new customers. It’s about our existing customers. We use LeafLink advertising to highlight new products, and keep our brand in the forefront of people’s minds when they’re shopping.”

– Trevor Haynes, Co Founder and General Manager of GOOD Cannabis. 


This strategy has paid off. Their ad campaign on LeafLink earned more than 8,000 impressions and led to more than 40 wholesale purchase orders valued at more than $190,000.

Results

GOOD Cannabis achieved a remarkable return-on-ad-spend (ROAS) of over 10X during a three-month period. The success is driven by the team’s strategic use of LeafLink’s solutions. Anyone on the team can share a link to its menu, which is always open whether it’s sunny or blizzardy outside.
By maintaining a comprehensive system for the entire customer lifecycle, the team effectively raises new product awareness, and responds quickly to purchase orders, while offering customers real-time visibility into their order’s status. This strong technology foundation supports their current operations and future growth aspirations. Good Cannabis has earned the Elite Seller badge on LeafLink, and plans to launch new products in the coming months.

About LeafLink

LeafLink is the software ecosystem for wholesale cannabis commerce with a community of 12,000+ licensed buyers and sellers in 30 markets across the US. Processing $5B+ in annual transactions, LeafLink believes in technology’s power to transform the industry and provide customers with tools for resilient and scalable business practices.


Find Good Cannabis and Tundra Brewing products on the LeafLink Marketplace.