With the rising 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 will find no established rules to guide you (though 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 being a successful pioneer in this particular 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 searching for to widen their attract 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 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. Think about it by doing this: you want your cannabis brand to get an aesthetic that will look right on a shelf at Whole-foods as opposed to behind the counter in the 7-Eleven.
Elevate the language – Part of escaping the existing 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 into a more refined space. “Buds” become “flowers.” “Hits” are now “doses.” And so forth. Forget about the slang, and speak to a higher conversation.
Hit on the health factors – The present day consumer is more worried about health than ever. She eats organic, practices yoga, and contains give up smoking. He traded coffee for tea, grows his very own food, and uses a fitness app to monitor his workouts. Bring this thinking to cannabis. Besides it fit naturally into this lifestyle, but we’re learning more and more about hnpzjr health and fitness benefits of cannabis constantly. Leverage this, and let people realize that your cannabis item is an integral part of any health routine.
Join the conversation and also the community – Cannabis is more than a product — it’s a movement. Whether we’re speaking about medicinal applications, legalities, or simply just the enjoyment value, understand that there exists a larger culture around your product. Your brand needs to be a driving force in that culture. That means joining the conversation and obtaining involved. Develop a blog that provides the latest industry news. Participate in industry events and expos. Support relevant causes. Make your company symbolic of the cannabis community.
Be aware of law, and follow it – Different states and localities have widely varying laws regarding cannabis marketing. Educate yourself and keep to the rules lest you wind up facing penalties that can span fines to losing your company license, or worse.
Innovate – In terms of the cannabis industry, there is not any beaten path, meaning it is a space that is certainly rife with chance of innovation. In addition to that, but cannabis consumers are usually somewhat more open-minded, creatively inspired folks. Have some fun. Don’t think you should do what all others is performing. Take risks. Experiment to make mistakes. In the end, it’s important to understand that you’re on the forefront of an entirely new industry, which you’re positioned to create trends instead of follow them. So think different. Think new. Think forward. All things considered, isn’t that type of the things cannabis is about to start with?