With the rising cannabis industry extending its reach throughout the country, marketers are venturing into this new frontier with questions about how to best make a direct impact. In a field this new, which saw revenues of nearly $7 billion in 2016, you can 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 some strategies which will expand your appeal and position you as being a successful pioneer within this yet-uncharted territory.
Think “sophisticated” rather than “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 attract an extensive selection of consumers, not only giggling hippies. Take Leafs by Snoop, the cannabis line that is certainly owned and promoted by rapper Snoop Dogg. Leafs includes a clean, classy appeal seems like it may be sold at any luxury boutique or spa; it could fit in a gift basket alongside fine soaps, candies, or perfumes. Think about it by doing this: you want your cannabis brand to get an aesthetic that will look on a shelf at Whole-foods rather than behind the counter on the 7-Eleven.
Elevate the language – Part of escaping the existing stoner trope involves lending cannabis distribution plan a much more refined lexicon. That’s why we’re calling it the “cannabis” industry rather than the “pot” or, even, the “marijuana” industry. Use language that pushes your products 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 current consumer is much more focused on health than in the past. She eats organic, practices yoga, and contains give up smoking. He traded coffee for tea, grows their 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 on a regular basis. Leverage this, and let people understand 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, remember that you will find a larger culture around your product or service. Your brand must be a driving force in this culture. That means joining the conversation and obtaining involved. Create a blog which offers the newest industry news. Take part 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 pertaining to cannabis marketing. Keep yourself well-informed and keep to the rules lest you find yourself facing penalties that may span fines to losing your small business license, or worse.
Innovate – With regards to the cannabis industry, there is absolutely no beaten path, which means it really is a space that is certainly rife with opportunity for innovation. In addition to that, but cannabis consumers tend to be somewhat more open-minded, creatively inspired folks. Have a good time. Don’t think you have to do what everyone else is doing. Take risks. Experiment to make mistakes. In the end, it’s important to understand that you’re on the forefront of your entirely new industry, which you’re positioned setting trends as opposed to follow them. So think different. Think new. Think forward. In the end, isn’t that kind of what cannabis is all about to begin with?