Marketing Marijuana is Different and How to Make It Work for You

As more and more states start to legalize marijuana both for medical and personal use it creates a new market and a new business opportunity for entrepreneurs.  You only have to look at the success in Colorado to understand just how much money there is to be made.  If you want to be a brand that stands out in this market and to last well into the future you need to understand how marketing marijuana is different and how to make it work for you.

Remember the Laws and Regulations

Even among the states where recreational cannabis is legal there are different rules and regulations about how you can advertise.  You need to know these laws backwards and forwards.  You don’t need to be slapped with a fine or lose your business because your marketing campaign advertised where it wasn’t supposed to.  Before you begin any campaign learn the law or work with a marijuana marketing agency who is familiar with the rules.

Marketing Marijuana is Different and How to Make It Work for You

It Starts with a Conversation

Like marketing for any product you’re going to start by having a conversation.  For decades the marijuana industry had a large and vibrant underground community that was instrumental in bringing about legalization.  You need to be able to tap into that community.  Many of these advocates are sharing information in blogs, social media and on forums.  You need to be able to create content that is relevant and interesting to them then promote is across all these platforms.

Interact and Listen to Your Audience

Forums and social media give you a chance to regularly interact with customers and find out exactly what they want from you.  What your competitors are doing better than you and you can build a pretty loyal customer base if you handle this right.  Keep in mind that many cannabis users are about a lot more than just the high, they are interested in medical applications too.

Stand Out and Be Different

Every marketing campaign is about differentiating your business from that of the competition and you should look into new marketing platforms and channels.  Put out content that your audience wants.  Don’t forget that cannabis advocates are more than just stereotypical stoners.  Cater your marketing campaigns around these people as well.  Appeal to the broadest audiences that you can and ditch the clichés like “ganja” you can still have an extremely creative campaign without resorting to stereotypes.  Always keep in mind the laws concerning advertising in your state.

Marie Hawkins

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