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 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 (though there are laws — but we will get to that in a moment).
How could you promote your cannabis products for success? Below are a few strategies that can expand your appeal and position you being a successful pioneer in this yet-uncharted territory.
Think “sophisticated” instead of “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 attract a wide variety of consumers, not just 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 seems like it could be sold at any luxury boutique or spa; it might fit in a gift basket alongside fine soaps, candies, or perfumes. Think about it in this way: you want your cannabis brand to have an aesthetic that would look directly on a shelf at Whole-foods as opposed to behind the counter on 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 instead of 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 actually “doses.” And so forth. Ignore the slang, and talk to a higher conversation.
Hit on the health factors – The modern consumer is more concerned with health than ever before. She eats organic, practices yoga, and contains quit smoking. He traded coffee for tea, grows his very 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 a lot more about hnpzjr health advantages of cannabis all the time. Leverage this, and let people understand that your cannabis item is an integral 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 speaking about medicinal applications, legalities, or simply the enjoyment value, remember that there exists a larger culture around your product or service. Your brand has to be a driving force because culture. This means joining the conversation and obtaining involved. Create a blog that gives the most recent industry news. Participate in industry events and expos. Support relevant causes. Help make your company synonymous with the cannabis community.
Be aware of law, and stick to it – Different states and localities have widely varying laws related to cannabis marketing. Become knowledgeable and keep to the rules lest you wind up facing penalties that will span fines to losing your small business license, or worse.
Innovate – In terms of the cannabis industry, there is no beaten path, meaning it is a space that is rife with opportunity for innovation. Not only that, but cannabis consumers tend to be somewhat more open-minded, creatively inspired folks. Have fun. Don’t think you have to do what everybody else 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, which you’re positioned to create trends rather than follow them. So think different. Think new. Think forward. After all, isn’t that sort of the things cannabis is all about to begin with?