With the growing cannabis industry extending its reach across the country, many marketers are venturing into this new frontier with questions on how to best make an impact. In a field this new, which saw revenues of nearly $7 billion in 2016, there are no established rules to help you (though there are laws — but we will get to that in a moment).
How will you promote your cannabis products for achievement? Here are some strategies that can expand your appeal and position you as being a successful pioneer in this yet-uncharted territory.
Think “sophisticated” rather than “stoner” – The period in the stoner stereotype are behind us, so leave the smiley faces, 420, and Rasta flags out. Today, cannabis brands are seeking to widen their interest a broad range of consumers, not simply giggling hippies. Take Leafs by Snoop, the cannabis line that is owned and promoted by rapper Snoop Dogg. Leafs features a clean, classy appeal that looks like it could be sold at any luxury boutique or spa; it could fit in a gift basket alongside fine soaps, candies, or perfumes. Consider it by doing this: you desire your cannabis brand with an aesthetic that could look on a shelf at Whole Foods as opposed to behind the counter on the 7-Eleven.
Elevate the language – Part of escaping the previous stoner trope involves lending cannabis distribution plan a far more refined lexicon. That’s why we’re calling it the “cannabis” industry as opposed to the “pot” or, even, the “marijuana” industry. Use language that pushes your products into a more refined space. “Buds” become “flowers.” “Hits” are actually “doses.” And so forth. Ignore the slang, and talk with a higher conversation.
Hit on the health factors – The modern consumer is much more worried about health than ever. She eats organic, practices yoga, and it has give up smoking. He traded coffee for tea, grows his very own food, and utilizes a fitness app to track his workouts. Bring this thinking to cannabis. Not only does it fit naturally into this lifestyle, but we’re learning increasingly more about hnpzjr health and fitness benefits of cannabis all the time. Leverage this, and let people know that your cannabis product is an important part of any health routine.
Join the conversation and also the community – Cannabis is greater than a product — it’s a movement. Whether we’re referring to medicinal applications, legalities, or just the enjoyment value, keep in mind that you will find a larger culture around your product. Your brand needs to be a power in that culture. This means joining the conversation and getting involved. Produce a blog that provides the latest industry news. Get involved in industry events and expos. Support relevant causes. Create your company synonymous with the cannabis community.
Know the law, and stick to it – Different states and localities have widely varying laws pertaining to cannabis marketing. Keep yourself well-informed and adhere to the rules lest you end up facing penalties that can span fines to losing your company license, or worse.
Innovate – With regards to the cannabis industry, there is no beaten path, which suggests it is a space that is rife with chance for innovation. In addition to that, but cannabis consumers tend to be somewhat more open-minded, creatively inspired folks. Have a good time. Don’t think you have to do what all others does. Take risks. Experiment and make mistakes. In the long run, it’s important to remember that you’re on the forefront of your entirely new industry, and this you’re positioned to create trends as opposed to follow them. So think different. Think new. Think forward. After all, isn’t that kind of the items cannabis is about to begin with?