The cannabis industry is flourishing in the United States. Over half of the adults in the United States have tried it, demand remains high despite inflation, and the fact that it is now legal in 21 states has provided sellers with a growing market for their products.
At the same time, sellers face multiple headwinds that make it challenging to reach long-term business goals, including compliance issues and a growing number of competitors. Developing and executing an effective cannabis marketing plan is more important than ever for companies that want to stand out from the crowd and keep their business growing. The right marketing shake-ups can attract new customers and inspire brand loyalty.
Brand Yourself With a Unique Name and Color Palette
When legal cannabis shops were a novelty, many companies took pains to ensure clients knew their products contained weed by branding a green color scheme and choosing a business name that included words such as “leaf” and “weed.” Many companies still follow these practices, even though the market has changed and legal cannabis has existed for some time.
To stand out from the crowd, you need a unique name and color scheme that will help people readily identify your business. Elements of your brand guide, such as font, logo color scheme, and even name, should be based on your target audience, products, and core values. You’ll also want to see how your brand looks on online and offline platforms before using it to ensure it looks good regardless of where and how it is used.
If you’re looking for an example of how successful branding can help a business stand out, look no further than Budberry in West Hollywood. The CBD company wanted to fit in the hip local ambiance while at the same time standing out from local competitors. Hawke Media Partners helped the firm redesign its branding, creating a rustic logo and color scheme to give the brand a rugged, intimate appeal that customers could easily relate to and appreciate. At the same time, the company retained a leaf as part of its logo, so new customers can easily see what the seller has to offer.
Think Outside the Box When Considering Potential Users
Cannabis marketing typically targets people who want to get high for fun. However, not all users buy cannabis just for recreational use. Consider ways to reach other target demographics that traditional cannabis advertisements would not inspire.
Many people use cannabis because it helps them deal with anxiety and mental health issues. There is medical evidence to back up this usage. A survey conducted in 2018 found that cannabis usage reduced stress and anxiety by 58 percent.
Some users prefer cannabis to alcoholic beverages. These consumers will likely purchase weed instead of beer or wine for a party or get-together. Cannabis packages designed for fun events can attract these users and turn them into frequent buyers.
Over 30 percent of people with chronic pain in the United States buy cannabis to relieve a chronic health condition or physical health issue. Creating targeted advertisements for these users is a wise idea, as they make up a significant portion of the legal weed market.
There are also first-time users who may want to try a small amount of cannabis because they have heard so much about it online or from others in their circle. Targeted ads that put these users at ease and help them feel comfortable in your store can bring in new customers who would not have considered your business otherwise.
At the same time, don’t forget about regular users who buy your products solely for recreational use. These long-term customers deserve attention and targeted advertising that considers their needs and wants.
Identify and Promote the What Sets You Apart From the Competition
Greenbox recently discovered a winning strategy to set itself apart from the competition. With the help of Hawke Media Partners, the firm created touch-screen-operated weed kiosks that could easily be set up in any dispensary. The brand design is sleek and modern but uses green to make it easy for users to associate the kiosks with legal marijuana easily.
Each marijuana seller has his or her own unique selling points. It could be affordability, sustainable growing practices, a huge variety of products, select products unavailable from other sellers, or personalized help for first-time users. Alternatively, you can develop a brand loyalty program that rewards regular customers with freebies and special discounts.
Take some time to think about why people should choose your business over a competitor’s. Your unique selling points should be incorporated into your cannabis marketing campaign to attract those who are most likely to become regular customers.
Diversify Your Digital Services
A business website is a must in today’s world. Consumers expect legitimate businesses to have an appealing, professional, user-friendly website that is compatible with smartphones. However, a website is not the only digital service a cannabis seller can use to reach their target audience.
Living CBD discovered this for itself not long ago. The company created a unique product that drastically increases the bioavailability of CBD but struggled to reach consumers until it partnered with Hawke Media to create a diversified digital marketing campaign.
Hawke Media redesigned the company’s emails to improve their appearance and created a targeting email campaign that increased email revenue by 20 percent. The firm also helped CBD incorporate SMS marketing into its platform to reach customers with exclusive offers. SMS services proved highly successful for the firm and now account for over 9 percent of Living CBD’s revenue. Other successful cannabis marketing strategies Hawke Media used include lifecycle tactics and search engine optimization.
The success rate for each new digital marketing strategy varied for Living CBD. This will likely be the case for your business as well. The best strategies will depend on a range of factors, including location and target audience. However, one thing that can be said for sure is that diversifying digital services will almost certainly boost sales and improve customer retention rates.
Why Work with Hawke Media Partners?
Hawke Media specializes in helping cannabis vendors boost brand awareness, sales, and customer loyalty. We offer branding services, paid search, lifecycle marketing, social media marketing, website design and much more, making it easy for business owners to get all the marketing help they need under one roof. What’s more, our month-to-month payment system and a-la-carte service packages save you money by enabling you to pay only for the services you need, when you need them.
Could your business use a boost in growth and revenue? Would you like to stand out from the competition by reaching your target audience in the most effective way possible? If so, get in touch with us at your convenience to learn more about what we have to offer and schedule an appointment with our team of experts.