Marketing in the Cannabis Space
As legalization to varying degrees spread across the US, more and more store fronts are popping up every day. While this is great for the patients and consumers, it is getting harder to stand out for the medical and recreational dispensaries. The advertising laws span such wide ranges of rules and regulations it makes it near impossible to be sure your marketing strategies are following the most current laws.
When it comes to the social media world, we are all well aware that there is a blackout for paid ads on Google, Facebook and Instagram. The only way to use these titans of social outreach is by growing a following organically. Which is definitely a doable feat but this takes a team to post consistently and respond attentively to everything social. While it is a lot of time and money it can be a difference maker.
As for other marketing tactics, some are looking towards other highly regulated industries such as the alcohol space. We agree it is a shame to have to look at these as comparable but when it comes to the current laws, this is a safe place to start. When we look at these brands, branding is their main goal; to get their name known worldwide. One way this has been done and continues to be is by putting their name on everything. Branding and giving away all sorts of consumer goods does wonders and is a tried and true method of advertising and branding. At this time, we don’t know of any area that does not allow branded item gifts. Think t-shirts, mugs, jars and even pipes, putting names on these items and giving them away, spreads the word on your brand in the best way possible; word of mouth and social proof.
Damashek, Harris "Unfair Marketing Restrictions Are Stunting the Growth of Cannabis Brands" GreenEntrepreneur 21 June, 2019, https://www.greenentrepreneur.com/article/335539