With the emerging cannabis industry extending its reach across the nation, 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’ll get to that in a moment).
How will you advertise your cannabis products for success? Below are a few strategies that will expand your appeal and position you being a successful pioneer in this particular yet-uncharted territory.
Think “sophisticated” instead of “stoner” – The period 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 attract a wide variety of consumers, not only giggling hippies. Take Leafs by Snoop, the cannabis line that is certainly owned and promoted by rapper Snoop Dogg. Leafs features a clean, classy appeal that looks like it can be sold at any luxury boutique or spa; it might fit in a gift basket alongside fine soaps, candies, or perfumes. Consider it this way: you would like your cannabis brand to get an aesthetic that will look directly on a shelf at Whole-foods instead of behind the counter at the 7-Eleven.
Elevate the language – Part of escaping the previous stoner trope involves lending cannabis distribution plan a more refined lexicon. That’s why we’re calling it the “cannabis” industry rather than the “pot” or, even, the “marijuana” industry. Use language that pushes your product or service in to a more refined space. “Buds” become “flowers.” “Hits” are now “doses.” And so on. Forget about the slang, and talk with a higher conversation.
Hit on the health factors – The modern consumer is a lot more worried about health than in the past. She eats organic, practices yoga, and contains stop 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. Furthermore it fit naturally into this lifestyle, but we’re learning a lot more about hnpzjr health and fitness benefits of cannabis constantly. Leverage this, and let people know that your cannabis item is an integral part of any health routine.
Join the conversation as well as the community – Cannabis is greater than a product — it’s a movement. Whether we’re speaking about medicinal applications, legalities, or simply just the enjoyment value, remember that you will find a larger culture around your products or services. Your brand needs to be a power in this culture. That means joining the conversation and getting involved. Create a blog which offers the most recent industry news. Participate in industry events and expos. Support relevant causes. Create your company synonymous with the cannabis community.
Know the law, and follow it – Different states and localities have widely varying laws related to cannabis marketing. Keep yourself well-informed and keep to the rules lest you end up facing penalties that will span fines to losing your business license, or worse.
Innovate – In terms of the cannabis industry, there is absolutely no beaten path, which means it really is a space that is rife with chance for innovation. Not just that, but cannabis consumers are generally somewhat more open-minded, creatively inspired folks. Have fun. Don’t think you should do what all others does. Take risks. Experiment to make mistakes. Ultimately, it’s important to understand 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. After all, isn’t that kind of the things cannabis is about in the first place?