When it comes to marketing cannabis, the word “complicated” is an understatement. You want to be creative in finding ways to connect with consumers, but content that’s allowed in one state or social media platform may not be allowed in another state. That’s a problem.
These days cannabis is legal in most states, yet it’s still illegal at the federal level, so social media platforms often shun cannabis promotions. Whether it’s on a local, regional or national level, some mainstream publications are not willing to run ads.
Cannabis business operators know the basics, such as not targeting youth or creating ads for cannabis products in ways that are deceptive, false or misleading. They also understand ways to get around challenges such as blogs, articles, podcasts, and participating in cannabis conferences and events. But that’s generally not enough to stand out in a crowded field of products.
That’s why Lisa Buffo started the Cannabis Marketing Association, a trade association focused on education and best practices for industry marketers. After getting in the industry in 2014, and playing a role in launching 10 cannabis startups, she realized that marketing in the cannabis industry presents challenges that other industries just don’t have to face.
C&T Today: What do you want marketers to think about when it comes to cannabis products?
LB: Cannabis is among the few retail experiences where you get to the point of sales and they get products for you. You can’t pick up packages and compare potency, and cannabinoids have different effects.
So marketers need to remember that any communication touch point between a business and a customer is considered under the marketing umbrella.
C&T Today: What are some best practices that you can share?
LB: Marketing laws in cannabis are pulled from alcohol for the most part. But even though there’s no medical side or wellness benefit to alcohol, there are similarities when it comes to marketing.
For instance, you won’t see ads with anyone smoking. You can see people talking in a bar in an ad, but not drinking. You can also target publications, including alternative weeklies that have more than a 70 percent adult audience.
C&T Today: Does politics play a role with cannabis marketing?
LB: Yes. The rules really depend on the political climate of where you are.
You just have to be careful, because if you get in trouble for marketing you could lose your license. Rules in Columbus may be different from Cleveland just two hours away. It’s important to check with a compliance officer or an attorney.
C&T Today: What’s your biggest takeaway after focusing on marketing for a decade?
LB: The bottom line is you want to build trust, which includes education and good two-way communications with customers. I see too many people who compete with price or marketing, and it becomes a race to the bottom.
Education and trust-building is so important, and that involves listening and getting questions answered. That’s why when it comes to retail and point of sales, budtenders need to be thoughtful when talking to customers to help them get their questions answered.
Whether it’s PR, customer service or providing information in the waiting room, it’s all important.
Photo provided by Lisa Buffo and was cropped by Cannabis & Tech Today
