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 a direct 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 promote your cannabis products for achievement? Below are a few strategies which will expand your appeal and position you being a successful pioneer in this particular yet-uncharted territory.
Think “sophisticated” rather than “stoner” – The times from 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 a wide selection of consumers, not just giggling hippies. Take Leafs by Snoop, the cannabis line that is certainly owned and promoted by rapper Snoop Dogg. Leafs features a clean, classy appeal that looks like it can 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 get an aesthetic that could look right 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 far 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 right into a more refined space. “Buds” become “flowers.” “Hits” are actually “doses.” And so on. Forget the slang, and talk to a higher conversation.
Hit on the health factors – The modern consumer is a lot more worried about health than in the past. She eats organic, practices yoga, and it has stop smoking. He traded coffee for tea, grows his very 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 advantages of cannabis constantly. Leverage this, and let people realize that your cannabis product is an integral part of any health routine.
Join the conversation as well as the community – Cannabis is greater than a product — it’s a movement. Whether we’re speaking about medicinal applications, legalities, or simply just the enjoyment value, remember that there exists a larger culture around your product or service. Your brand must be a power because culture. Which means joining the conversation and obtaining involved. Create a blog which offers the most recent industry news. Get involved in industry events and expos. Support relevant causes. Create your company synonymous with the cannabis community.
Understand the law, and follow it – Different states and localities have widely varying laws pertaining to cannabis marketing. Keep yourself well-informed and stick to the rules lest you end up facing penalties that may span fines to losing your company license, or worse.
Innovate – In terms of the cannabis industry, there is no beaten path, which suggests it is a space which is rife with chance for innovation. In addition to that, but cannabis consumers are usually somewhat more open-minded, creatively inspired folks. Have fun. Don’t think you have to do what all others is performing. Take risks. Experiment making mistakes. In the long run, it’s important to remember that you’re on the forefront of the entirely new industry, and that you’re positioned to create trends instead of follow them. So think different. Think new. Think forward. All things considered, isn’t that kind of what cannabis is about to begin with?