It’s 4/20! What a huge miss it would be if the blog this month wasn’t something to do with marijuana. I’ve done digital marketing for THC companies, and it’s some of the more fascinating marketing out there. Reason being, it’s both a regulated industry and the Wild West, at least here in Minnesota. It’s not been legal for a long time, and the law hasn’t been revised as of now. What that means is it states what is legal, but not what is illegal. I truly believe the way we can market these products reflects that. Let me explain what I mean… Here are some great things about marketing in the THC industry.
1. Brand Identity and Storytelling
Brand Identity: Crafting a unique and recognizable brand identity involves creating a distinct logo, color palette, and visual style. This helps in building a strong presence in a crowded market. A well-defined identity makes the brand memorable and helps it stand out. Some of these brand names are downright brilliant.
Storytelling: Sharing the company’s origin story, values, and mission creates an emotional connection with consumers. For example, a brand might highlight its founders’ personal journey or commitment to sustainability, which can resonate deeply with customers and foster brand loyalty. This lands well with the “hippie” consumers. More commonly, the storytelling of pain management, relaxation, and stress reduction are all very relatable.
2. Educational Content
Content Creation: Developing blog posts, videos, webinars, and infographics that explain various aspects of cannabis—such as the benefits of different strains, consumption methods, and safety tips—helps educate consumers.
Expert Contributions: Featuring insights from industry experts or medical professionals adds credibility. Educational content not only informs but also positions the company as a trusted authority in the field.
3. Social Media Engagement
Content Strategies: Companies use diverse content formats such as stories, reels, and live sessions to engage users. Interactive content like polls, Q&As, and giveaways also boosts engagement. People that consume THC seem to have a higher engagement rate and greater loyalty with their brands than consumers in other industries.
Community Building: By responding to comments, sharing user-generated content, and creating a sense of community, companies foster a loyal following. Social media platforms are also used to address customer questions and feedback in real-time.
4. Targeted Advertising
Data Utilization: Companies leverage data analytics to understand consumer behavior and preferences. This enables them to run targeted ad campaigns that reach specific demographics, such as age groups, interests, or locations. I won’t use names, but in Minneapolis there’s a franchised THC business that does this extraordinarily well.
Compliance Navigation: Given advertising restrictions, companies often use indirect methods like geo-targeted ads or sponsorships rather than direct product promotions. They also focus on platforms where cannabis advertising is allowed or less restricted. Most often, we just dance around the subject so Google and Facebook will let us post ads.
5. Influencer Partnerships
Choosing Influencers: Collaborating with influencers who align with the brand’s values and target audience ensures authentic endorsements. Influencers can be industry experts, lifestyle bloggers, or local celebrities.
Campaign Execution: Successful campaigns involve influencers sharing personal experiences, product reviews, or educational content. Their followers often trust their opinions, which can lead to increased brand awareness and credibility.
6. Product Innovation and Differentiation
Unique Offerings: Developing unique products, such as rare strains, innovative products (e.g., edibles or vapes with novel flavors), or specialized formulations, helps differentiate the brand.
Quality and Packaging: High-quality products and attractive, functional packaging also play a role. Premium packaging can enhance the perceived value and appeal, making the product stand out on shelves.
7. Compliance and Transparency
Regulatory Adherence: Highlighting compliance with local and state regulations helps build trust. This includes ensuring accurate labeling, responsible marketing, and rigorous testing.
Transparency Practices: Providing access to lab test results and detailed information about sourcing and production processes reassures consumers about product safety and quality. Clear communication about what goes into the product can differentiate a brand as trustworthy and ethical.
8. Community Engagement
Local Involvement: Sponsoring or participating in local events, charity initiatives, or community programs shows commitment to the community. This can create positive associations with the brand.
Customer Interaction: Engaging directly with local communities through events or forums allows companies to connect with customers in meaningful ways, fostering goodwill and enhancing brand loyalty.
9. Loyalty Programs and Promotions
Loyalty Rewards: Implementing a rewards program where customers earn points for purchases or referrals can drive repeat business. Special offers, discounts, or exclusive access to new products can incentivize continued engagement.
Promotional Tactics: Seasonal promotions, bundle deals, or first-time buyer discounts attract new customers and encourage repeat purchases. These promotions are often communicated through email marketing, social media, and in-store signage.
10. Visual Appeal
Design Elements: Investing in high-quality visual design for branding materials and product packaging ensures the brand stands out and conveys a professional image. Eye-catching designs can attract attention and make a strong impression. Nobody does this better than a THC brand.
Consistent Branding: Maintaining consistency across all visual elements—such as the website, packaging, and advertising—helps reinforce brand identity and make the brand more recognizable.
All of these points really exemplify how THC companies are willing to “go there” because they have nothing to lose. Every week I see other companies not willing to go there, even though they really don’t have anything to lose either. I’m basing this off of performance on media buys across various industries in my agency days. Greater brand recognition only ever pays off.
By effectively implementing these strategies, THC companies can build a strong market presence, attract and retain customers, and navigate the complexities of the cannabis industry successfully. Care to talk about how you can market your business more successfully? Send me a message to get started.