Let’s face it — marijuana marketing is not the same as almost any other kind. It has to walk a fine line between being honest and educational, while still appealing to customers in an effort to get them through your door. But what if you’re not actually trying to get anyone in the door, but rather try and get them to pass by multiple times per day?
To date, the cannabis industry has been largely based on word of mouth. That is, people talk about the product and their experience with it. https://micannamarketing.com/
In fact, according to a study done by Edible Garden Inc.
Optimism and community are the two main ingredients of cannabis marketing. The industry has great potential to be a positive force in the world, and it shouldn’t be shoved aside by being labeled as simply a drug that people use to get high. Even aside from the potential impact on society, there is still a huge market awaiting to be tapped in this country.
With that said, we have come up with seven main trends in cannabis marketing that will help you get more people through your door.
Weed tends to be subjectively categorized by high or low potency and smokable or soft.
While this may seem like a daunting task, it doesn’t have to be! In this post, we’re highlighting seven of the latest developments in cannabis marketing that will help you find success in this ever-changing landscape.
1. Focus on Oil Extraction Methods –
Although concentrates are often the focus of modern cannabis marketing, it has been discovered that they actually make up only 18% of total sales volume. This shows that most consumers are still interested in dried flowers when it comes to purchasing. This is why it’s important to focus on oil extraction methods, which help you retain quality and potency with lower quantities of THC.
2. Focus on Testing/Testing Labs –
With more marijuana testing labs opening up every day and mass amounts of data available, it’s time to incorporate that into your marketing strategy. Consumers want reassurance and now more than ever will turn their backs on products that have not been tested or third party tested. Your marketing should include where the product has been tested and display the results of said tests so potential customers can see how you stack up against other products in the market.
3. Combine Education with Entertainment –
Cannabis is, first and foremost, a product that’s all about creativity. Therefore, while creating fun and exciting marketing campaigns is important to reach your target demographic, it’s also crucial to include educational elements that speak to both new consumers as well as those who are more experienced.
4. Be Open About Your Company –
While being honest is a sure way to make people trust your brand, being evasive can lead people away from you in a hurry. This doesn’t mean you have to reveal every single detail of your operation — just be open about who you are and what you stand for as a company so consumers know what type of person they’re dealing with.
5. Partner with Charities –
Targeting a socially conscious demographic that is conscious about where their money goes is a no brainer. Plus, partnering with charities promotes “doing good” while also encouraging people to patronize your business.
There are many ways to approach this, but the best part is that you don’t even have to be directly tied to the cause to help raise awareness through your company. For example, donate items for auction or tickets for charity events.
For many, social media, especially Instagram, has become a constant in all parts of their lives. In fact, it’s estimated that over 88% of adults online use Facebook, Instagram or Twitter. That’s why it’s crucial for cannabis brands to create an active social media presence as it provides another way for people to learn more about what you’re doing and who you are.
6. Provide Value –
We all want to get the most value for our money — something customers will appreciate more than ever if they’re on the hunt for high quality marijuana products. But how can you provide more value than your competitors? Try creating an exceptional customer experience by creating a memorable and exciting marketing campaign. People want to feel informed, informed, informed and excited — not “the same old thing.”
7. Use Social Media to Your Advantage –
With so many marijuana users jumping on Instagram, Twitter and even Snapchat, cannabis brands must harness this social media power in order to reach the masses with their messaging. The communication mediums are different for each platform, so it’s obvious how important it is for brands to use every avenue available for reaching their target demographics.
