Checked Out Ep 8: DTC in the Hemp Industry: Migration, LTV, and BFCM at Koi

Key Takeaways

• Running paid ads in a restricted vertical requires platform-specific creative strategy. Koi runs separate funnels for Meta and Google because each platform has different rules on what CBD brands can and can't say.
• Older customer demographics consistently deliver higher LTV. Koi's 55+ average customer has clear needs, disposable income, and once they find a product that works, they stay.
• Regulatory news can function as a BFCM accelerant. Koi's biggest Black Friday ever wasn't triggered by a product launch. It came from a single news item about a potential law change.

Featured speakers

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  Shannon O'Boyle

  Relay Commerce

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  Eric Autry

  Saved By

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  Michael Colman

  Koi

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