Promoting cannabis in today’s society can be a challenge, as the industry is quite competitive, regulations are constantly changing and, in general, strategies must rely on different marketing tools to achieve their goals.
That is why it is important to have different marketing channels and to give them the right approach to effectively reach the target audience.
The channels for cannabis marketing are many, and knowing the main ones will help you to focus your marketing strategy in a much more efficient way and really reach your target audience.
There are many ways to promote cannabis products, from traditional advertising methods to digital channels. It all depends on the approach you want to give to the strategy, your target audience, your budget, and the regulations of the place where you are located.
For clarity, it is possible to divide into two big groups the channels to advertise cannabis: traditional and digital channels.
Traditional advertising: In this type of advertising are the traditional channels that have been used for many years. These channels include print, radio, billboard, and television advertising. Here it is important to consider the restrictions that each area has regarding cannabis advertising and whether it is allowed to use the advertising you have in mind.
Digital advertising: In this type of advertising fits everything related to digital marketing. The main channels are social networks, podcasts, paid and organic ads on search engines, blogs, and more.
Digital advertising, including social media and online advertising, is a very effective way to reach potential customers and promote cannabis products. You should also consider the restrictions that each social network or search engine has for cannabis advertising.
The simple answer is: it all depends.
The best channels to promote cannabis will depend on your target audience and the type of products you sell, that’s why it is important to have a defined marketing strategy according to your target audience and specific purposes of your cannabis brand, so you can determine which channels will be most effective for what you are looking for.
Here are some tips to help you choose the right channels for your cannabis business:
Know your target audience: Knowing your target audience is key to selecting the right channels to promote your products.
Herb’s tip: If your target audience is older people, it may be better to opt for traditional media such as print advertising or radio, if on the other hand they are young people, digital channels will be more efficient in reaching them.
Know the regulations: Knowing what is legal and what is not in terms of advertising your cannabis brand can save you problems and money. It is important to know what is allowed and what is not allowed in the medium you want to advertise in if you can focus the efforts of the whole cannabis marketing strategy more efficiently.
Consider your budget: Different channels have different costs, so it’s important to consider your budget when selecting the best channels for your business. Don’t want to be everywhere at the same time, this will only take your money, and you won’t be able to focus on the channels that really represent benefits for your brand.
Look at your competition: Take a look at what your competitors are doing and what channels they are using to promote their products. This can help you make informed decisions about which channels are best for your business.
As you may already know, everything related to the cannabis industry is heavily regulated, both at the legal level by state, federal, and local regulations, as well as in the guidelines of each channel, such as social media or search engines.
It is important for cannabis companies to be aware of these restrictions so they can make better decisions when choosing the channels they want to implement in their cannabis-focused marketing strategies. Some of the most common restrictions are
Age restrictions: Many states have age restrictions for cannabis products, which means that advertising must be targeted to people over the age of 21.
Content restrictions: There are restrictions on the types of content that can be used in cannabis advertisements, including images of people consuming cannabis products. It is also prohibited to promise or make claims about the effects of cannabis and its relationship to health.
Channel restrictions: Both digital and traditional channels may face bans. For example, in most states, it is practically forbidden to advertise cannabis consumption on television.
As for digital channels, there are also limitations, and paid advertising on search engines is limited to certain guidelines that must be followed to the letter.
Location restrictions: Outdoor advertising, such as the delivery of print advertising or the use of billboards, may be restricted in certain areas, such as near schools or public parks.
The different channels available to advertise a cannabis brand should be thought of within a comprehensive marketing strategy, combining different channels and approaches to reach the target audience more assertively, thus obtaining the desired results with each campaign.
Traditional advertising is still widely used and valued in the marketing world, and the reason is that it still works. These media allow you to reach a wide audience and can be very effective in establishing a presence in the marketplace. However, these media are also more expensive and less effective in terms of measuring results.
The main traditional channels include
Print advertising: This can be an effective way to reach seniors, or a certain area, such as where your dispensary is located.
Radio and television advertising: Both of these media can have a great reach, but at the same time have certain restrictions that can make it a bit difficult to get cannabis-related topics advertised in these media.
Billboard advertising: Outdoor advertising, including billboards and transit ads, are an effective way to reach a particular segment of people, but again, there are restrictions to consider.
Digital marketing: Digital marketing is a whole world unto itself.
This channel allows for targeted advertising, customizable content, and greater reach compared to traditional advertising methods. Social media platforms such as Facebook and Instagram have specific policies on promoting cannabis products, so it is important to familiarize yourself with these policies before launching a campaign.
Influencer marketing: Influencer marketing involves collaborating with relevant influencers in the cannabis industry to promote a company’s products or cannabis brand.
Cannabis-specific channels: It is now possible to have cannabis-specific channels. These are platforms or websites designed exclusively to target the audience you are trying to reach with your cannabis brand.
These sites, specially designed with cannabis in mind, have broader regulations, and it is possible to advertise a cannabis brand on them in a much simpler way than in other online spaces.
Paid and organic channels: Search platforms with paid advertising have strong regulations with everything related to cannabis. That’s why an organic SEO strategy becomes so relevant.
Event marketing: Event marketing involves organizing events online and offline to promote the company’s products.
Content marketing: Content marketing involves the creation and distribution of valuable, educational, and entertaining content to attract a target audience and build loyalty. It can include blogs, videos, and infographics, among other types of content.
This is a channel that goes hand in hand with the digital marketing channel, as it is necessary to have a strong online presence to generate lasting bonds with consumers.
It is important to keep in mind that each marketing channel has its own challenges and opportunities, and it is important to choose the right channels for your cannabis business based on your goals, budget, and target audience.
By using a combination of channels, cannabis companies can create a more comprehensive and effective marketing strategy, reaching more potential customers and building a strong brand presence in the process.