With the emerging cannabis industry extending its reach across the nation, 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 (although there are laws — but we will get to that in a moment).
How could you promote your cannabis products for achievement? Below are a few strategies that will expand your appeal and position you being a successful pioneer in this particular yet-uncharted territory.
Think “sophisticated” instead of “stoner” – The days 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 an extensive range of consumers, not just giggling hippies. Take Leafs by Snoop, the cannabis line which is owned and promoted by rapper Snoop Dogg. Leafs includes a clean, classy appeal that looks like it may be sold at any luxury boutique or spa; it might fit in a gift basket alongside fine soaps, candies, or perfumes. Consider it this way: you would like your cannabis brand to have an aesthetic that could look directly on a shelf at Whole Foods rather than behind the counter on the 7-Eleven.
Elevate the language – A 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 product or service right into a more refined space. “Buds” become “flowers.” “Hits” are “doses.” And so forth. Ignore the slang, and talk with a higher conversation.
Hit on the health factors – The modern consumer is much more focused on health than in the past. She eats organic, practices yoga, and has stop smoking. He traded coffee for tea, grows his own food, and utilizes a fitness app to monitor his workouts. Bring this thinking to cannabis. Furthermore it fit naturally into this lifestyle, but we’re learning more and more about hnpzjr health benefits of cannabis all the time. Leverage this, and let people realize that your cannabis product is an integral part of any health routine.
Join the conversation and the community – Cannabis is over a product — it’s a movement. Whether we’re talking about medicinal applications, legal issues, or simply just the enjoyment value, understand that there exists a larger culture around your product or service. Your brand must be a driving force because culture. This means joining the conversation and obtaining involved. Create a blog that provides the newest industry news. Get involved in industry events and expos. Support relevant causes. Help make your company symbolic of the cannabis community.
Know the law, and follow it – Different states and localities have widely varying laws related to cannabis marketing. Become knowledgeable and adhere to the rules lest you end up facing penalties that may span fines to losing your business license, or worse.
Innovate – When it comes to the cannabis industry, there is no beaten path, which means this is a space which is rife with chance of innovation. Not just that, but cannabis consumers are generally somewhat more open-minded, creatively inspired folks. Have a good time. Don’t think you need to do what everybody else is doing. Take risks. Experiment and make mistakes. In the long run, it’s important to understand that you’re on the forefront of the entirely new industry, and that you’re positioned to set trends as opposed to follow them. So think different. Think new. Think forward. All things considered, isn’t that kind of the items cannabis is about in the first place?