With the emerging cannabis industry extending its reach throughout 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 guide you (although there are laws — but we’ll get to that in a moment).
HOW can you market your cannabis products for fulfillment? Here are a few strategies that will expand your appeal and position you as being a successful pioneer in this particular yet-uncharted territory.
Think “sophisticated” as opposed to “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 interest an extensive 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 could be sold at any luxury boutique or spa; it might fit in a gift basket alongside fine soaps, candies, or perfumes. Think of it in this way: you would like your cannabis brand with an aesthetic that could look on a shelf at Whole Foods instead of behind the counter in the 7-Eleven.
Elevate the language – A part of escaping the previous 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 in to a more refined space. “Buds” become “flowers.” “Hits” are “doses.” And so on. Forget about the slang, and talk to a higher conversation.
Hit on the health factors – The modern consumer is a lot more worried about health than ever. She eats organic, practices yoga, and it has stop smoking. He traded coffee for tea, grows his own food, and uses a fitness app to follow his workouts. Bring this thinking to cannabis. Not only does 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 know that your cannabis product is an integral part of any health routine.
Join the conversation and also the community – Cannabis is over a product — it’s a movement. Whether we’re referring to medicinal applications, legal issues, or simply the enjoyment value, understand that there is a larger culture around your product. Your brand must be a motivator because culture. That means joining the conversation and having involved. Develop a blog which offers the latest industry news. Get involved in industry events and expos. Support relevant causes. Create your company synonymous with the cannabis community.
Know the law, and stick to it – Different states and localities have widely varying laws related to cannabis marketing. Educate yourself and stick to the rules lest you find yourself facing penalties that will span fines to losing your company license, or worse.
Innovate – When it comes to the cannabis industry, there is absolutely no beaten path, which suggests this is a space which is rife with chance for innovation. Not only that, but cannabis consumers are generally somewhat more open-minded, creatively inspired folks. Have a good time. Don’t think you should do what all others does. Take risks. Experiment making mistakes. In the end, it’s important to understand that you’re on the forefront of the entirely new industry, and that you’re positioned setting trends instead of follow them. So think different. Think new. Think forward. After all, isn’t that sort of what cannabis is centered on to start with?