Modern Marijuana Marketing Tricks – The Way To Get Over The Noise!

With the popularity of cannabis skyrocketing these days and some polls reaching a whopping 90% support, it’s no surprise that thousands of new brands will hit the market in the next few years.

The cannabis industry is here to stay!

As in any competitive industry, brands have to consider a few things in order to win customers because, unlike in the past, the customer now has a choice!

Back when pharmacies were few and far between, or even further back when consumers were forced to buy from backyard vendors – what you got is what you get!

You didn’t have the freedom to say: “Fuck it, I’m going to the nearest store!”

Today, however, this is no longer the case. Thousands of products, hundreds of venues mean the market is highly competitive. You can find insane discounts, combo packages, and a host of other things, all of which are designed to lure your dollars into their store.

In the following article, we take a closer look at some of the things brands can do by analyzing real-life examples that are happening right now. This article is intended to give aspiring cannabis entrepreneurs food for thought [outside-of-the-box].

Get one thing!

Many cannabis companies get behind some kind of social problem. This also applies to virtually all other markets, but there is a fine line between taking advantage of a social problem and making an honest contribution to making a difference.

For example, Amazon recently said they would “stop testing certain employees for marijuana” to signal that they want an end to the federal marijuana ban.

Some might read this and say, “Wow – so progressive!” But in reality it’s more like “Amazon likey-da-moneyz” and could give two shits about the social aspect of the marijuana ban.

If they had believed that – they would have advocated it long ago. But now that it’s profitable, they’re all on board.

Conversely, check out brands like Jay-Z’s “Monogram,” a high-end cannabis brand focused on helping the African American community get into the cannabis game.

They have an aggressive marketing campaign detailing the damage the war on drugs has done to minority communities and have an active fund to help black business owners.

This is where there is a tone for their business – and people who believe in the mission are more likely to support them.

Create a WORLD that your consumer can discover!

I’m kind of excited about this other brand that I found that is nowhere near as big as Monogram but is doing a hell of a marketing plan in my opinion!

And I’m speaking from the perspective of someone who has been branding and marketing for more than a decade.

The brand I’m talking about is Pokebud – a Canadian pharmacy that is taking a crazy twist in their marketing.

You have created a whole world of game-like monsters that live in the fictional world of “The Green Kingdom”.

With characters like “Sea BeeDee”, “Mushadelic”, “Cativa”, “Indiga” and a number of other characters, the Pokebud brand stands out from all other pharmacies on the market.

More importantly, they have honed their marketing efforts to appeal to both “gamers” and “cannabis users”, allowing them to be more creative in their marketing campaigns.

In fact, I saw one of their ads on Facebook, which is why I came across it and was immediately impressed with the thoroughness of the campaign.

This is something that many pharmacies do not and therefore may not get the market share they would like.

The truth is that the cannabis user is a very diverse group of people, from the average gamer stoner to the fitness mom who stays at home; You can shift your marketing efforts to a specific “subset within your demographics” to improve your message.

We do it all the time in marketing – now the cannabis industry is big enough to do the same! Brands like Pokebud are definitely a refreshing site in a world of “equality”. If you are in Canada and reading this – make sure to check them out – especially if you are a gamer too!

Take care of the average Joes and Janes

This is something I’m starting to see in many cannabis markets. While cannabis could justify its high retail price when legalization began, the novelty of legal purchases has waned.

This means that the “average cannabis user” is no longer willing to spend $ 20 a gram or buy 240 ounces.

What the cannabis industry will need VERY SOON is the Walmart of Grass. A product that may not necessarily be on par with whole foods or cost – but would be good enough for the everyday stoner.

Products that are good and affordable will grow in popularity over the next few years, and the brands that are now targeting this demographic will benefit.

While it’s always good to have “expensive” products in your store, you also want to have things in stock that people can buy without thinking about it.

These are known as “impulse buys” and, if properly managed, can result in a significant, consistent source of income. Consider creating special offers for your customer base on a regular basis and stocking up on “low cost options”.

For example, selling bags of shake for next to nothing will help you get rid of inventory, and I CAN GUARANTEE some stoners will buy it for making brownies or tinctures.

The sticky end result

These are just three different ways you can address your target audience. Standing up for one cause, developing a unique branding strategy, and targeting the masses will definitely help you establish your brand in the marketplace.

If you are thinking of starting a cannabis brand, I strongly recommend that you think beyond cannabis to bring something fresh to the market. We have enough “Dr. Green Thumbs “out there – let’s start messing things up!

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