Marketers Are Overcoming Unique Challenges to Build Campaigns for the Nascent Cannabis Industry

Marketers Are Overcoming Unique Challenges to Build Campaigns for the Nascent Cannabis Industry

People are always comparing the cannabis space to the dot-com boom, and for good reason. It’s a good time to be marketing this space. Using tactics from other industries has, and will continue to, serve marketers well, as more states transition to an open, legalized framework for medical and adult-use cannabis. In the cannabis industry, these tactics very often include events and experiences. This brand-new industry is just starting to build a vast store of data on consumer demographics, product preferences and, most interestingly, pricing data as more legal industries get settled in. So, more grassroots social media tactics, especially content marketing, are gaining ground. Still, when brands piggyback on hot button issues and big business stories, it puts cannabis in terms that the outside world can understand. A company like Headset can put out a report that sheds light on the “senior consumer” narrative to highlight their data while telling a story about the fastest-growing demographic of cannabis buyers and their interests. Before creating content, think: how are you helping someone learn about cannabis? It’s important for marketers to be cognizant of special rules and regulations that apply to cannabis advertising.

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There is no other industry in the world transitioning from illegal to legal and none that faces a denser web of regulations.

Marketers Are Overcoming Unique Challenges to Build Campaigns for the Nascent Cannabis Industry

Opinions expressed by Green Entrepreneur contributors are their own.

People are always comparing the cannabis space to the dot-com boom, and for good reason. Exponential growth, scientific innovation, and volatility are all part and parcel of working in the industry. The truth is that the cannabis space is bigger than — and just as complex as — the tech world.

Everywhere you look in cannabis, there is a story to be found. The newfound transparency in this once-illicit business creates instant appeal, as well as consumer security. For the first time, people finally know where their cannabis comes from and how it’s being grown, extracted or infused. That’s why more people than ever are trying cannabis for the first time.

It’s a good time to be marketing this space. However, while the industry flourishes, mainstream business is scrambling to understand new information, a new lexicon and endlessly changing cannabis laws, policies and restrictions.

Though the concept of “marijuana marketing” still intimidates, building marketing campaigns for cannabis brands, retailers, products and services requires no new methodology. Learning a little bit about the plant always helps, but any skilled marketer can analyze and solve problems in this industry.

What tactics are cannabis marketers using?

Using tactics from other industries has, and will continue to, serve marketers well, as more states transition to an open, legalized framework for medical and adult-use cannabis.

In the cannabis industry, these tactics very often include events and experiences. After all, cannabis is best experienced firsthand. Whether to activate a new product launch, or just bring the community together, small and large events continue to dominate the cannabis marketing scene. These experiences can give both consumers and members of the media an inside look at where their product…

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