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 (even though there are laws — but we’ll get to that in a moment).
How could you promote your cannabis products for success? Below are a few strategies which will expand your appeal and position you as being a successful pioneer within this yet-uncharted territory.
Think “sophisticated” instead of “stoner” – The times 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 attract an extensive selection of consumers, not simply giggling hippies. Take Leafs by Snoop, the cannabis line that is owned and promoted by rapper Snoop Dogg. Leafs has a clean, classy appeal that looks like it could be sold at any luxury boutique or spa; it would fit in a gift basket alongside fine soaps, candies, or perfumes. Think of it in this way: you would like your cannabis brand to have an aesthetic that will look right on a shelf at Whole-foods as opposed to behind the counter at the 7-Eleven.
Elevate the language – Part of escaping the old stoner trope involves lending cannabis distribution plan a far 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 products right into a more refined space. “Buds” become “flowers.” “Hits” are now “doses.” And the like. Forget about the slang, and talk to a higher conversation.
Hit on the health factors – The modern consumer is much 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 uses a fitness app to follow 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 on a regular basis. Leverage this, and let people know 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 just the enjoyment value, remember that you will find a larger culture around your product. Your brand has to be a power in this culture. That means joining the conversation and having involved. Produce a blog which offers the newest industry news. Participate in industry events and expos. Support relevant causes. Create 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. Educate yourself and adhere to the rules lest you find yourself facing penalties that will span fines to losing your small business license, or worse.
Innovate – In terms of the cannabis industry, there is absolutely no beaten path, which suggests it is a space which is rife with opportunity for innovation. In addition to that, but cannabis consumers tend to be somewhat more open-minded, creatively inspired folks. Have some fun. Don’t think you have to do what all others is performing. Take risks. Experiment to make mistakes. In the long run, it’s important to understand that you’re on the forefront of your entirely new industry, which you’re positioned to create trends as opposed to 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?