Cannabis marketing doesn’t mean buying ads on Weedmaps and Leafly. But the options might not be obvious to everyone – and how you advertise matters as much as where, according to one marketing expert.
Karen Cuce of Brkthru in Pennsylvania, Vice President of Strategy, says that marijuana companies have a variety of options to reach out to customers.
Cuce stated that “cannabis companies” have many options to expand their customer base and find new clients. “That can be streaming television, it can be through websites and apps – specifically banner ads, online video or the videos that play before, during, or after a piece of video-based content that the consumer’s watching. Cannabis consumers spend more time with streaming music, streaming audio or podcasts. “They are deeply and widely digitally-connected.”
Cuce explained that because her company is primarily focused on paying media options, it excludes many major social media platforms. They won’t allow marijuana companies to pay for ads. But at least one – X, formerly known as Twitter – has rolled back such restrictions, Cuce noted.
Nevertheless, she warned that putting all your eggs into one basket is not a wise marketing strategy. She said diversifying is a better strategy.
Cuce explained: “We could take the organic content of (cannabis businesses) and run it seamlessly across. And here’s my recommendation, display, because it’s a great way to reach more people and stretch their budget.” The ad is blended in to the environment of the publication, using basic images, headlines, and the like. This is essentially sponsored material.”
Cuce stated that “both of these channels as well as the online video have proven to be a very effective trio for our cannabis business.” All of those channels are highly adaptable. “We can target our campaigns using a variety of approaches.”
Cuce also suggested cannabis businesses keep in mind a few additional points:
- Avoid “stoner stereotypes.” Cuce says that according to marketing research, cannabis users today are diverse and value-driven. They’re also often successful professionals. “As stereotypes go, this is not just some people sitting in a room playing video games and eating chips or pizza. Cuce stated that it’s “so much more”.
- Holidays like 4/20 are a good time to advertise sales and special deals. This can help you attract customers who care about their budget. Cuce explained that, “We are aware of the fact that discounts and deals can inspire customers. They can also be used as a lure.”
- When a cannabis business has limited budgets, it is better to use advertising channels which will reach more “cannacurious” customers, rather than just those who are loyal. Cuce stated that “it is essential, particularly as so many cannabis companies are stepping in and claiming the market.”