With the rising cannabis industry extending its reach throughout the country, many marketers are venturing into this new frontier with questions concerning how to best make a direct impact. In a field this new, which saw revenues of nearly $7 billion in 2016, you will find no established rules to guide you (though there are laws — but we’ll get to that in a moment).
HOW can you market your cannabis products for achievement? Below are a few strategies which will expand your appeal and position you being 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 interest a wide variety of consumers, not just giggling hippies. Take Leafs by Snoop, the cannabis line which is owned and promoted by rapper Snoop Dogg. Leafs has a clean, classy appeal seems like it can be sold at any luxury boutique or spa; it could fit in a gift basket alongside fine soaps, candies, or perfumes. Consider it this way: you want your cannabis brand with an aesthetic that would look on a shelf at Whole-foods as opposed to behind the counter in the 7-Eleven.
Elevate the language – 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 “doses.” And so forth. Forget about the slang, and talk 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 utilizes a fitness app to follow his workouts. Bring this thinking to cannabis. Furthermore it fit naturally into this lifestyle, but we’re learning more and more about hnpzjr health advantages of cannabis constantly. Leverage this, and let people realize that your cannabis item is an integral part of any health routine.
Join the conversation as well as the community – Cannabis is more than a product — it’s a movement. Whether we’re speaking about medicinal applications, legal issues, or simply just the enjoyment value, remember that there exists a larger culture around your product or service. Your brand must be a power in that culture. This means joining the conversation and having involved. Create a blog that provides the most recent industry news. Participate in industry events and expos. Support relevant causes. Make your company symbolic of the cannabis community.
Know the law, and abide by it – Different states and localities have widely varying laws regarding cannabis marketing. Become knowledgeable and adhere to the rules lest you find yourself facing penalties that may span fines to losing your company license, or worse.
Innovate – When it comes to the cannabis industry, there is no beaten path, which means this is a space that is certainly rife with opportunity for innovation. Not just that, but cannabis consumers tend to be somewhat more open-minded, creatively inspired folks. Have a good time. Don’t think you need to do what all others is performing. Take risks. Experiment and make mistakes. Ultimately, it’s important to understand that you’re on the forefront of the entirely new industry, which you’re positioned setting trends as opposed to follow them. So think different. Think new. Think forward. After all, isn’t that kind of what cannabis is all about in the first place?