Working for a cannabis advertising agency over the last three years, I’ve learned a wealth of tips and hacks on a myriad of subject matter. . As a cannabis marketing expert, I’ve learned r everything from location-based geo-fencing strategies for major metropolitan areas, cannabis seo services for small mom and pop shops, and graphic design for print and tradeshow swag. Yet the prevailing lesson I’ve learned is to expect the unexpected.
When it comes to cannabis brand marketing, in three years, I’ve seen industry-wide regulations shift dramatically. What was once forbidden in one state is now fair game. What message was once approved by carrier networks like AT&T, T-Mobile, and Verizon is now undeliverable. Working in the realm of dispensary marketing keeps one on their toes at all times. You have to be willing to learn, adapt, evolve, and make decisions with confidence to find your foothold and thrive.
But before we can learn to fly, we need to be able to walk…or even crawl – depending on your personal level of familiarity with dispensary marketing as a whole. What challenges need to be overcome to reach these milestones? Let’s take a look at a few well-known, and less well-known difficulties in cannabis brand marketing
Increased Restrictions for SMS Marketing
As a cannabis marketing expert, advertising cannabis presents a unique set of challenges due to its complex legal status, societal perceptions, and regulatory restrictions. While cannabis brand marketing has experienced significant growth in recent years, fueled by legalization efforts in various parts of the world, advertising remains a delicate balancing act between promoting products and adhering to stringent regulations. SMS or text message marketing, in particular, presents an extreme case.
Not only are cannabis companies strictly forbidden from including any cannabis-related content in their messaging, but they can’t use abbreviations, slang, or even product imagery in their messaging. Even simply identifying your company during your very first text is difficult, as carrier networks use sophisticated bots to associate your brand or logo with restricted products, allowing you to attempt messaging and even billing you for it but not actually delivering anything to the phones of your customers.
Social Media Marketing for Cannabis
In cannabis brand marketing, major online platforms such as Google, Facebook, and Instagram have historically prohibited cannabis-related content, including advertisements and even simple social news posts for cannabis products. This exclusion from mainstream advertising channels forces cannabis marketing agencies to explore alternative avenues, such as cannabis-specific publications or niche websites, which may have limited reach compared to mainstream platforms that go beyond the marijuana echo chamber.
As a cannabis marketing expert, it’s no secret that the inability to advertise on mainstream platforms increases the difficulty of reaching target audiences and building brand recognition. Without access to widely used advertising channels, cannabis businesses must rely heavily on word-of-mouth marketing, grassroots efforts, and outside-the-box solutions from cannabis advertising firms. While these strategies can be effective to some extent when they are fueled by cannabis seo services , they may not provide the same level of exposure and reach as traditional advertising methods. As a result, cannabis brands often struggle to establish themselves in a crowded marketplace and differentiate their products from competitors.
Changing People’s Perception of Cannabis
For decades, cannabis has been demonized and portrayed as a gateway drug, leading to entrenched negative perceptions in society. As a cannabis seo content writer, we must tread carefully to avoid reinforcing these stereotypes while attempting to rebrand cannabis as a legitimate product with medical and wellness benefits. While newer generations of consumers are quicker to adopt both the recreational and medical use of cannabis, overcoming deeply ingrained societal attitudes requires thoughtful messaging and strategic communication to reshape public perceptions positively in the minds of older consumers and decision-makers.
Overall, understanding that adaptability is essential to your dispensary marketing campaign’s success to keep you open to new ideas, approaches, and strategies for promoting your cannabis brand. This notion will position you for success, and keep you from doubling down on outdated or ineffective marketing tactics.
