These days, it seems like cannabis is all over the place. With more and more states legalizing cannabis for recreational use, it has allowed a slew of new companies to step in and fill the growing demand. As a result, many of the social and political stigmas surrounding the drug have softened, which enables businesses to get creative in how they market to their consumers. No longer do you have to buy your cannabis from a “friend of a friend;” now you can go into any dispensary and browse a wide selection of strains and types, all without anyone giving you the side eye.
Overall, cannabis marketing has become a big industry in itself, as competition is expanding as more markets open up. This infographic has a list of high-profile examples of this kind of marketing in action, but we want to give you the highlights (pun intended).
So, get your lighter ready, as we’re about to go on a journey into the world of reefer.
Colorado is one of the first states to legalize cannabis entirely, so it makes sense that it would have some of the best examples of pioneers in the world of cannabis marketing. Mindful is a local company that makes hand-crafted strains and uses high-quality materials in all of their products.
To enhance their image as “artisan weed,” Mindful made sure to renovate their storefronts and color palette to reflect that. As a result, they became much more popular with new users who were not experienced with the dispensary shopping experience before legalization.
This company focuses more on connecting doctors with patients who need medical cannabis prescriptions. Since the point was to bring them together online, they used various digital marketing techniques, including a Facebook campaign aimed at users over 50. By reaching out across the platform that would most likely have a large cross-section of the customers they wanted, it had a massive impact on their image and their bottom line.
Vaping and cannabis are two things that make sense when you combine them. Since technology has enabled businesses to create better strains that can be vaped rather than smoked, there is a lot of appeal in it. Rather than dragging a joint, users can get high more safely.
Neos is remarkable because they were the first to advertise their products on television. One ad campaign generated over 250,000 impressions online, which goes to show the massive potential that TV ads have for marijuana.
Although much of the new cannabis industry is focused on getting high and enjoying your life while doing it, health and wellness is another way that businesses are breaking in. QC Infusion is all about making high-quality health products from hemp, so they made sure to adjust their branding to reflect that.
One critical aspect of their customer-facing marketing was transparency. Rather than operating as most companies do, QC Infusion decided that they wanted their clients to see how their products were made from farm to store shelf.
This brand is a mixture of both recreational and medical cannabis, so it was imperative that its marketing strategy was able to straddle the line without going too far in either direction. They use advertisements that highlight their connection to both the farmers and the scientists creating their strains, which projects an image of professionalism and trustworthiness.
As an online resource about weed, this company had to make sure that it created a feeling of authority and knowledge for its users. As such, they crafted advertisements that talked about new legislation regarding cannabis legalization and made sure to include a broad cross-section of users, including those who need cannabis for medical purposes.
Right now, cannabis is kind of tricky to advertise. Because it is still considered an illegal drug in most of the country, and given the trepidation that many new users have to take up the habit, it’s challenging to ensure that all marketing strategies adhere to the strict laws while also breaking down stigmas and cultural barriers.
These companies made sure to research all local regulations surrounding advertisements, including those for online platforms like Facebook. Not only that, but they created campaigns that aimed to project an image of diversity and inclusiveness, which helps entice new users by showing them that there are plenty of people like them involved in the industry.
Fortunately, there are plenty of resources online that can be employed for success in cannabis marketing. Social media platforms like Reddit and online blogs that write about the subject are perfect launch pads for new campaigns.
Since legalized cannabis is still relatively new, businesses are adapting to a changing landscape at a much better rate than those that have already been established. Because they have more hoops to jump through, they have to get creative, which ensures that they have better results.
If you’re looking to break into the world of cannabis, you can easily use similar cannabis marketing strategies to reach your customers. Our services can help you on every step of the way, ensuring that you both follow the rules of law while still delivering on your brand promises. Have any questions? Send us an email or hit us up on social media!