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Knowing your consumers, their preferences, and their needs will allow you to have targeted cannabis marketing campaigns with better results
The cannabis industry is growing rapidly, and with it comes an increasing number of consumers with diverse needs and desires.
Staying one step ahead to understand these consumers and their preferences is crucial for businesses to succeed in the crowded cannabis market.
But, to know consumers and their preferences you have to go the extra mile, that is to know what they want, how they want it, and at what time. Moreover, it is not enough to know who your ideal consumer is – which is related to the target audience – you must have a comprehensive marketing strategy that encompasses different techniques.
The cannabis market is constantly growing and evolving, and it is important for companies to understand the different types of consumers they are targeting.
If we were to go into the details of the types of consumers, there would be hundreds of categories such as luxury brand consumers, wellness consumers, casual or weekend consumers, and more.
It is also possible to identify consumers by aspects such as:
Consumers by income
Consumers by gender
Consumers by age
Consumers by product
Consumers by frequency
And so the list can go on and on. However, there are two main categories of cannabis users that can serve as an initial guide: recreational and medicinal.
Recreational users are people who use cannabis for leisure and recreational purposes, while medical users use it for therapeutic and medical purposes.
Both types of users have different needs and preferences, and it is important to understand them in order to target them effectively.
Recreational and medical users are different, as the purpose for which they use cannabis differs considerably, as well as the sensations they expect and even how much they are willing to spend on cannabis products. Their main differences are
Recreational users: These are people who use cannabis for recreational and relaxation purposes. They tend to be attracted to products with a high THC content, as they seek the psychotropic effects of cannabis. Recreational users tend to be younger and are more likely to use cannabis in social settings.
Medical users: These are people who use cannabis for therapeutic and medical purposes. They tend to seek out products with high CBD content, as they are interested in the therapeutic benefits of cannabis. Medical users are more likely to use cannabis to treat ailments such as chronic pain, anxiety, and insomnia. They also tend to be older and are more likely to use cannabis as part of their daily routine.
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The cannabis market can be divided into many subgroups of target markets, depending on the focus you are looking for and how you segment the target audience of a cannabis brand.
In addition to recreational and medicinal users, the cannabis market can be divided into several different target markets, each with its own needs and preferences.
For example, it can be subdivided into generational or age groups:
Baby Boomers: This generation is usually more interested in consuming cannabis for medicinal purposes.
Gen X: This generation is more likely to consume cannabis for recreational purposes and is attracted to flower products and concentrates.
Millennials: This generation is the largest demographic of cannabis users and is more likely to use cannabis for recreational and medicinal purposes.
Gen Z: This generation is the newest group of cannabis users and is more likely to use cannabis for recreational purposes. They tend to be more interested in trying new and innovative products.
The cannabis industry’s target market can also be divided into other classifications, depending on gender, income level, education level, geographic location, and more. It all depends on the focus of your cannabis marketing strategy and the audience you want to target with your advertising efforts.
The cannabis market offers a wide range of products, including flower, edibles, concentrates, tinctures, and topicals.
Each type of product appeals to different consumers, so it is important to know their preferences in order to target them effectively.
Flower: Flowers will always be a favorite of recreational users, although some medicinal users report more potent effects when consuming their favorite strains in this way.
Edibles: Edibles are a convenient way to consume cannabis in a discreet way, so they are a favorite of medicinal users, plus their effects can last a little longer.
Concentrates: Concentrates have their fans in both recreational and medicinal users, as it is one of the most potent ways to consume cannabis.
Tinctures: These are liquid products that can be taken sublingually (under the tongue) and are popular with medical users looking for a discreet and convenient way to consume cannabis.
Topicals: These are products that can be applied directly to the skin and are popular with medical users seeking localized relief.
The key to reaching different types of consumers is to know their preferences and needs.
By knowing consumers better than they know themselves, it will be possible to be one step ahead in reaching them with marketing campaigns that are truly effective in the different target audiences.
This level of knowledge can be achieved through market research, consumer surveys, and focus groups.
Finally, by using the different tools of a cannabis-focused marketing strategy, it will be possible to send targeted advertising campaigns to each consumer group, which can increase and enhance the positive effect of such campaigns.
Finally, by understanding and reaching different consumers, companies can increase their chances of success in the cannabis market.
In conclusion, understanding the needs and preferences of cannabis consumers is crucial for companies to succeed in this growing industry.
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