Illicit drives $5M+ in growth with LeafLink software

Executive Summary:

• Advertising in LeafLink’s Marketplace delivered 100X ROAS.
• Illicit standardized purchase order workflows for 2 brands and 7 dispensaries.
• Hybrid workforce empowered with daily data insights to inform growth strategy.

Hot Stats:
Customer since: 2020
Licensed in: Missouri, New Jersey
Orders processed: 2,000+
Ad-influenced orders: 190+

Customer Overview:
Illicit is a premium cannabis brand that specializes in sustainably-produced products and criminal justice reform. The company is headquartered in Missouri, and sells its award-winning products under two brand names: Illicit Gardens and Illicit Extracts. Their product lines include flower, pre-rolls, and infused edibles. The products are available at their 7 retail stores, and more than half of the dispensaries in Missouri. With plans to expand to more markets, Team Illicit uses LeafLink software to standardize their internal and external workflows.

“We use LeafLink as a purchase order management tool, primarily because of the exposure in the market. In Missouri, all the retailers in the state already buy on LeafLink, so we don’t have to convince them to use an untested platform.” – David Craig, VP of Marketing at Illicit

The Challenge:
Because cannabis is illegal at the federal level, brands are challenged with driving growth in ways that are compliant with each state’s tangled web of laws. Most national companies refuse to allow cannabis advertising on their platforms. And most software is not designed for the unique needs of the cannabis industry. Creating awareness of new products, managing purchase orders, and acquiring new retail customers was a challenge that inspired Illicit’s leadership team to seek a solution.

“Our strategy is different in each market. In New Jersey, we’re interested in reaching new customers. In Missouri, we’re interested in customer retention, and encouraging them to buy new products from our brands. Meanwhile, we’re working on expanding to new markets. With most traditional advertising platforms off limits, direct wholesale marketing on LeafLink is a big part of our marketing mix.” – David Craig, VP of Marketing at Illicit

The Illicit team has left no stone unturned, experimenting with programmatic, search, and other traditional marketing strategies. But in light of legal restrictions, Craig partnered with LeafLink to find new ways to drive sustainable growth.

1. Ads in the LeafLink Marketplace reach the right buyers at the right time

Brand name recognition is vital to staying on retail store shelves, so Illicit invested in a sponsored brand listing on the LeafLink Marketplace. This keeps its brands top of mind for retailers who are sourcing new products and buying customer favorites. It boosts Illicit’s brand listings to the top of the shop page in the LeafLink Marketplace, making it easier for procurement at non-owned retail stores to find and buy their products. In 2024, this ad unit delivered an exceptional return on ad spend – with more than 65K impressions in Missouri and $1M+ in wholesale orders from retailers.

2. Linked order management features create consistency

Having purchase order and advertising features linked keeps Illicit’s records tidy. An inventory buyer can click through an ad and land on their online storefront. Retailers can research all the products that are in stock and place an order anytime. The orders will appear in the queue for the company’s fulfillment team, right alongside their internal orders. This creates process consistency for the inventory, marketing, and sales departments. With LeafLink, Illicit has an efficient process for managing orders for both its owned retail locations and all its retail customers – in all the markets it serves. LeafLink software has helped Illicit process more than 2,000 wholesale orders … and counting!

3. Data insights deliver critical intel

Speaking of counting, Illicit also uses LeafLink’s data reports to gather actionable insights. When a retailer sees an ad, clicks on it, and places an order, that data is captured in the Advertising Insights report. Illicit’s leadership team uses this report, and the orders and sales reports, to assess performance. Having all the intel in one place helps the team focus on the actions that drive growth. 

“I’m pleased with our ad campaign success, and am looking forward to partnering with LeafLink to drive more growth next year.” – David Craig, VP of Marketing at Illicit

Using LeafLink software for their digital infrastructure helped Illicit’s leadership team lay a strong foundation for growth. Illicit is a top brand in Missouri, and their good vibes are getting noticed in New Jersey. Not having to recreate the workflow wheel in every state helps their team enjoy consistent business processes and frees up their time — time the team can use to ideate new products and marketing campaigns that bring responsible cannabis use into the mainstream. They advertise in the LeafLink Marketplace to reach licensed cannabis retailers. And having that customer acquisition process linked across the order lifecycle, empowers them to have data-driven insights that inform conversion rate optimization. Whether they’re selling in Missouri, New Jersey, or expanding into a new market, their advertising, procurement, and order management workflows are sustainable business processes that can be implemented in any state where cannabis sales are legal.

Learn more about Ilicit’s products here on the LeafLink Marketplace.

Explore what you can do with LeafLink software at LeafLink.com.