With the rising cannabis industry extending its reach across the country, marketers are venturing into this new frontier with questions concerning how to best make an impact. In a field this new, which saw revenues of nearly $7 billion in 2016, you will find no established rules to assist you (although there are laws — but we will get to that in a moment).
How will you advertise your cannabis products for success? Below are a few strategies that can expand your appeal and position you as a successful pioneer within this yet-uncharted territory.
Think “sophisticated” instead of “stoner” – The period from 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 variety of consumers, not simply giggling hippies. Take Leafs by Snoop, the cannabis line that is owned and promoted by rapper Snoop Dogg. Leafs includes a clean, classy appeal that appears like it can be sold at any luxury boutique or spa; it would fit in a gift basket alongside fine soaps, candies, or perfumes. Think about it this way: you would like your cannabis brand with an aesthetic that would look on a shelf at Whole Foods instead of behind the counter at the 7-Eleven.
Elevate the language – A part of escaping the old stoner trope involves lending cannabis distribution plan a much 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 or services right into a more refined space. “Buds” become “flowers.” “Hits” are actually “doses.” And so on. Forget the slang, and talk to a higher conversation.
Hit on the health factors – The current consumer is much more concerned with health than ever before. She eats organic, practices yoga, and it has quit smoking. He traded coffee for tea, grows their own food, and utilizes a fitness app to follow 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 constantly. Leverage this, and let people understand that your cannabis item is a fundamental element of any health routine.
Join the conversation and also the community – Cannabis is more than a product — it’s a movement. Whether we’re referring to medicinal applications, legal issues, or just the enjoyment value, remember that you will find a larger culture around your product or service. Your brand must be a motivator in that culture. That means joining the conversation and getting involved. Create a blog which offers the most recent industry news. Take part in industry events and expos. Support relevant causes. Make your company symbolic of the cannabis community.
Know the law, and follow it – Different states and localities have widely varying laws pertaining to cannabis marketing. Become knowledgeable and adhere to the rules lest you end up facing penalties that may span fines to losing your small business license, or worse.
Innovate – In terms of the cannabis industry, there is not any beaten path, meaning it is a space which is rife with chance of innovation. Not just that, but cannabis consumers are generally somewhat more open-minded, creatively inspired folks. Have some fun. Don’t think you should do what all others does. Take risks. Experiment making mistakes. In the end, it’s important to understand that you’re on the forefront of the entirely new industry, and that you’re positioned setting trends instead of follow them. So think different. Think new. Think forward. In the end, isn’t that sort of the items cannabis is all about to begin with?