With the growing cannabis industry extending its reach across the country, many 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 help you (although there are laws — but we will get to that in a moment).
HOW can you market your cannabis products for fulfillment? Here are some strategies that will expand your appeal and position you as a successful pioneer in this yet-uncharted territory.
Think “sophisticated” as opposed to “stoner” – The days in the stoner stereotype are behind us, so leave the smiley faces, 420, and Rasta flags out. Today, cannabis brands are trying to find to widen their appeal to an extensive range of consumers, not just giggling hippies. Take Leafs by Snoop, the cannabis line that is certainly owned and promoted by rapper Snoop Dogg. Leafs has a clean, classy appeal that looks like it may be sold at any luxury boutique or spa; it could fit in a gift basket alongside fine soaps, candies, or perfumes. Consider it by doing this: you desire your cannabis brand to have an aesthetic that would look on a shelf at Whole-foods instead of behind the counter at the 7-Eleven.
Elevate the language – A part of escaping the old 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 in to a more refined space. “Buds” become “flowers.” “Hits” are “doses.” And so forth. Forget the slang, and talk with a higher conversation.
Hit on the health factors – The current consumer is more concerned with health than ever before. She eats organic, practices yoga, and it has stop smoking. He traded coffee for tea, grows his very own food, and utilizes a fitness app to monitor his workouts. Bring this thinking to cannabis. Besides it fit naturally into this lifestyle, but we’re learning a lot more about hnpzjr health benefits of cannabis on a regular basis. Leverage this, and let people realize that your cannabis item is an integral part of any health routine.
Join the conversation as well as the community – Cannabis is more than a product — it’s a movement. Whether we’re referring to medicinal applications, legalities, or simply the enjoyment value, remember that there is a larger culture around your product or service. Your brand needs to be a power in this culture. Which means joining the conversation and getting involved. Produce a blog that gives the newest industry news. Get involved in industry events and expos. Support relevant causes. Create your company synonymous with the cannabis community.
Know the law, and follow it – Different states and localities have widely varying laws pertaining to cannabis marketing. Become knowledgeable and keep to the rules lest you find yourself facing penalties that can span fines to losing your small business license, or worse.
Innovate – In terms of the cannabis industry, there is absolutely no beaten path, meaning it really is a space that is rife with chance for innovation. Not just that, but cannabis consumers tend to be somewhat more open-minded, creatively inspired folks. Have a good time. Don’t think you should do what everyone else is performing. Take risks. Experiment to make mistakes. In the end, it’s important to remember that you’re on the forefront of your entirely new industry, which you’re positioned setting trends rather than follow them. So think different. Think new. Think forward. After all, isn’t that sort of the things cannabis is about to begin with?