While many businesses have been hit hard by the current pandemic, cannabis businesses – and CBD-based businesses especially – are experiencing an upsurge in demand for their services.

Good news, right? Absolutely. But this also means that there’s a serious need for responsible cannabis marketing during COVID-19.

What Does Responsible Cannabis Marketing During COVID-19 Look Like?

As consumers stock up on cannabis products, the industry is experiencing a boom similar to that of six years ago when cannabis first became legal in some places.

A few opportunistic outlier companies, however, have taken advantage of the fear and stress caused by the pandemic to mislead and deceive customers. Oh, the humanity.

There’s simply no need for this. And in the long-run, such tactics could easily end up doing more damage than good. Especially when it comes to establishing trust, which is job number one for cannabis – and really ALL – brands.

Here are a few valuable tips for responsible marketing amidst the COVID-19 pandemic.

1. Emphasize Cannabis Benefits

Given that the United States has the highest rate of COVID-19 right now and everything in the country seems to be turned upside-down, many Americans are experiencing unprecedented stress and anxiety.

As a de-stressor, cannabis speaks for itself. It’s capable of contributing to emotional stability without the negative side effects such as aggression, domestic violence, and hangovers that are common with alcohol or other seeming de-stressors.

Responsible cannabis marketing emphasizes these benefits during this difficult time while maintaining a degree of sensitivity to the situation. It also stresses the importance of honesty. Which brings us to…

2. Maintain Honesty

At one point, a Portland-based CBD store was forced by the Oregon Attorney General to pull down signs claiming that CBD could help boost immunity against COVID-19. Even if it is true, there isn’t any research-based evidence to say as much.

Despite the fact that Americans live in a country where political figureheads and so-called leaders feel at liberty to spew non-facts as gospel truth, cannabis companies need to stick to the facts.

The pandemic has already emphasized the value of cannabis. Even reluctant leaders are starting to recognize it as a viable health resource upon which tens of thousands of Americans depend. And since medical cannabis patients are among the most vulnerable demographic, leaders have grown to accept cannabis as an essential business during this pandemic.

Simply put, the plant does so many amazing things, there’s no need to lay false claims or stretch the truth.

3. Embrace Technology

One way COVID-19 has changed the face of the industry is in tech development that wasn’t rendered necessary before it. Consumers still want to secure the product, but must do so with social distancing in mind.

Of course, curbside and home delivery have been tremendously advantageous in states like Michigan, Illinois, and Maryland. But not every state has gotten on board.

App technology addresses the need for social distancing, while making it possible for businesses to remain sensitive to customers’ needs and demands. Such tech can gather and analyze feedback from the customers of dispensaries, delivery services, and brands in an effort to improve marketing.

In fact, the newer technology is also a great way to get reviews for a brand and for businesses to acquire valuable data to further improve. It’s likely that much of this technology will still be in place long after the pandemic.

4. Practice Social Responsibility

The reality is, the cannabis industry already has a strong history of giving back to the communities in which they operate. And now, it’s more important than ever.

Marketers understand that the demographic to whom they’re marketing cannabis right now are anxious and nervous. Many of them are earning less pay – if any at all.

Several businesses are providing their services for free to alleviate the strain of this pandemic. This isn’t to say, of course, that cannabis companies need to start giving away product willy-nilly.

Discounts on products could take away some of the sting though. Or even offering free hand sanitizers or toilet paper rolls. The size of the gesture isn’t as crucial as the gesture itself. Whatever a company is uniquely positioned to offer its customer base will make a difference.

The point is, brands that practice social responsibility now will endear themselves to their customers and their gestures will not go unforgotten. Even after the pandemic has passed.

Are Your Marketing Efforts Making a Difference?

If you own a marijuana business, it’s essential that your marketing efforts abide by all the changes in regulations and restrictions during this time.

Contact us today to find out if you’re getting the most out of your marketing. We’re here to help you incorporate responsible cannabis marketing during COVID-19… and beyond.

The post Responsible Cannabis Marketing During COVID-19 appeared first on GROW Cannabis Marketing.

Traditional advertising mediums and media outlets either prohibit or greatly restrict cannabis advertising. Ever heard of Facebook or Google, for example?

It’s those pesky federal regulations at play.

So what’s a cannabis business to do when it comes to attracting cannabis consumers?

You Could Wait Until Federal Legalization

That’s a great plan if you don’t care about keeping your business afloat or making money isn’t really an issue.

Plus, once it’s federally legal, the cannabis market it going to be SWAMPED. So there’s no time like the present to make yourself known in the current market. It’ll put you ahead of the game.

And cannabis consumers have proven to be very loyal – particularly to business owners who are daring enough to put themselves out there now.

So what all of this means that if you want to gain market reach, you need to think outside the box.

Speaking of outside…

(Strongly) Consider Out-of-Home Advertising

Cannabis marketing experts have found considerable success in utilizing out-of-home advertising. With the ever-appealing acronym OOH, this is any visual advertising media you see outside of the home.

You may know it better as outdoor advertising and it’s typically associated with billboards and signs. But it also includes ads on street furniture like bus shelters or benches, as well as in transit areas like train stations or airports.

And you know those ads you see before a movie at the theater or a sporting event at the stadium? Sure you do. They’re also components of OOH.

This form of advertising is all the more effective when it’s complemented by targeted digital elements. And these multiple formats account for not just thousands of locations in the world, but also millions of screens. Not too shabby.

It’s an exceedingly effective way to offer engaging and informational experiences to consumers while they’re out and about.

What about Your Website Though?

Here’s the thing.

Having a cannabis-centric website that’s getting tons of traffic is great. There’s no reason NOT to have one.

It’s possible to aggregate millions of cannabis-focused impressions with such a creature.

But the truth is, owning the content and the platform in which advertisements are served (such as in OOH) continues to offer the highest value for companies.

This slower and longer path certainly requires patience. Yet, scaling in this fragmented industry is already a challenge that cannabis business owners know all too well. So most are willing to go this route.

And here’s why.

The Future Is Bright for Cannabis Companies

You can’t ignore the statistics.

According to experts, the projected trajectory and overall value attributed to the cannabis industry is like nothing before it.

Nearly 70% of Americans accept cannabis use, and over 66% of the U.S. population live in a state where cannabis consumption is legal at some level.

For those living in states that haven’t yet embraced it, they continue to gain access to it. It’s estimated that over 55 million Americans consume cannabis.

And they spend over $10 billion annually on marijuana.

Most cannabis consumers spend big and shop often. They favor local digs and, as we already mentioned, tend be fiercely loyal.

Therefore, early and well-positioned innovators in this industry are going to be best positioned for long-term growth and value realization. And that means, embracing OOH and target digital elements.

At least, for now.

Are You Having Trouble Attracting Cannabis Customers?

There is so much to consider when running a marijuana business.

So if your marketing efforts have drained your energy and been largely ineffective, let us help.

With vast experience in marketing cannabis businesses, we’ve got the know-how in attracting cannabis customers.

Contact us today to set up a consultation. And we’ll ensure you a place in this burgeoning industry now – when it REALLY matters.

The post The Best Media Options for Attracting Cannabis Consumers appeared first on GROW Cannabis Marketing.