With the emerging cannabis industry extending its reach throughout the country, many marketers are venturing into this new frontier with questions on how to best make an impact. In a field this new, which saw revenues of nearly $7 billion in 2016, there are no established rules to guide you (although there are laws — but we’ll get to that in a moment).
How could you market your cannabis products for achievement? Below are a few strategies that can expand your appeal and position you being a successful pioneer in this yet-uncharted territory.
Think “sophisticated” instead of “stoner” – The period from 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 range of consumers, not simply 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 might fit in a gift basket alongside fine soaps, candies, or perfumes. Think of it this way: you want your cannabis brand with an aesthetic that will look directly on a shelf at Whole-foods instead of behind the counter on the 7-Eleven.
Elevate the language – 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 as opposed to the “pot” or, even, the “marijuana” industry. Use language that pushes your products or services right into a more refined space. “Buds” become “flowers.” “Hits” are now “doses.” And so forth. Ignore 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 has quit smoking. He traded coffee for tea, grows their 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 a lot more about hnpzjr health advantages of cannabis on a regular basis. Leverage this, and let people know that your cannabis item is an important 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, legal issues, or simply the enjoyment value, remember that there is a larger culture around your products or services. Your brand must be a motivator in that culture. Which means joining the conversation and having involved. Develop a blog that gives the newest industry news. Get involved in industry events and expos. Support relevant causes. Make your company symbolic of the cannabis community.
Know the law, and stick to it – Different states and localities have widely varying laws regarding cannabis marketing. Educate yourself and stick to the rules lest you end up facing penalties that can span fines to losing your company license, or worse.
Innovate – When it comes to the cannabis industry, there is no beaten path, which means it really is a space which is rife with chance for innovation. Not just 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 is performing. Take risks. Experiment and make mistakes. Ultimately, it’s important to understand that you’re on the forefront of your entirely new industry, and that you’re positioned to create trends instead of follow them. So think different. Think new. Think forward. After all, isn’t that sort of the items cannabis is centered on to begin with?