With the growing cannabis industry extending its reach throughout the country, marketers are venturing into this new frontier with questions about how to best make an impact. In a field this new, which saw revenues of nearly $7 billion in 2016, you can find no established rules to help you (although there are laws — but we will get to that in a moment).
HOW can you promote your cannabis products for success? Here are a few strategies that will expand your appeal and position you as a successful pioneer within this yet-uncharted territory.
Think “sophisticated” rather than “stoner” – The times of the stoner stereotype are behind us, so leave the smiley faces, 420, and Rasta flags out. Today, cannabis brands are seeking to widen their appeal to a wide selection of consumers, not just giggling hippies. Take Leafs by Snoop, the cannabis line that is certainly owned and promoted by rapper Snoop Dogg. Leafs has a clean, classy appeal that appears like it may be sold at any luxury boutique or spa; it might fit in a gift basket alongside fine soaps, candies, or perfumes. Think of it by doing this: you would like your cannabis brand to have an aesthetic that will look directly on a shelf at Whole Foods rather than behind the counter in the 7-Eleven.
Elevate the language – Part of escaping the old stoner trope involves lending cannabis distribution plan a far more refined lexicon. That’s why we’re calling it the “cannabis” industry instead of the “pot” or, even, the “marijuana” industry. Use language that pushes your products or services right into a more refined space. “Buds” become “flowers.” “Hits” are “doses.” And the like. Forget the slang, and speak to a higher conversation.
Hit on the health factors – The current consumer is more concerned with health than ever before. She eats organic, practices yoga, and contains give up smoking. He traded coffee for tea, grows their own food, and works with a fitness app to track his workouts. Bring this thinking to cannabis. Besides it fit naturally into this lifestyle, but we’re learning increasingly more about hnpzjr health benefits of cannabis all the time. Leverage this, and let people understand that your cannabis item is a fundamental element of any health routine.
Join the conversation and the community – Cannabis is over a product — it’s a movement. Whether we’re referring to medicinal applications, legal issues, or simply the enjoyment value, understand that there exists a larger culture around your product or service. Your brand has to be a power because culture. This means joining the conversation and obtaining involved. Develop a blog which offers the newest industry news. Participate in industry events and expos. Support relevant causes. Make your company synonymous with the cannabis community.
Know the law, and abide by it – Different states and localities have widely varying laws related to cannabis marketing. Keep yourself well-informed and stick to the rules lest you find yourself facing penalties that can span fines to losing your business license, or worse.
Innovate – When it comes to the cannabis industry, there is no beaten path, which suggests this is a space that is rife with chance for innovation. Not only that, but cannabis consumers are usually somewhat more open-minded, creatively inspired folks. Have a good time. Don’t think you have to do what all others is doing. Take risks. Experiment to make mistakes. In the long run, it’s important to remember that you’re on the forefront of an entirely new industry, which you’re positioned setting trends rather than follow them. So think different. Think new. Think forward. In the end, isn’t that kind of what cannabis is centered on to begin with?