We can say that the current level of marijuana advertising is still in its infancy stage. This can be attributed to the fact that society is resistant in accepting marijuana.
Cannabis is currently in the middle of its battle for its legalization. Some states are following the footsteps of Washington and Colorado in legalizing the medical and recreational use of marijuana. Supporters of its legalization argued that marijuana offers a lot of health benefits and has very low risks. Some states recognize the medical benefits of the substance allow access to cannabis given the patient has obtained prescription from legitimate doctor who have seen their case.
However, the public should be well informed about the good benefits of marijuana and advertising can pave the way to increase the awareness and knowledge about the substance. Advertising must reach a large number of people in order to be effective.
Below are the top five effective strategies in marijuana advertising and marketing that every grower, distributor and seller can try in order to sell more of their products. The following are also a good way to ease the inception and acceptance of marijuana in modern society.
A website is one of the best forms of advertising and marketing marijuana. Marketers of marijuana such as producers and retailers are allowed to make their own websites, which can be used in promoting the substance. The website can be customized according to the needs of the company given that the company will not sell marijuana online. The law states that all strains of marijuana should be sold in dispensaries with proper permits.
2. Social Media
Never underestimate the power of social media in promoting a product. Billions of people are in Facebook and Twitter that a post can reach. However, the social media pages should not target users under 21 years old. This is because the law strictly prohibits marketing to underage consumers. Marketers can also use videos to promote the product in YouTube as long as it is not seen by young users.
Some of the regulations in advertising online is that any form of ad, including statements and images, should not be misleading and should not use children consuming the substance. In addition, ads should not promote overconsumption of the substance and portray marijuana to have therapeutic effects.
Newspaper is another go-to place for advertisements. Last year, The New York Times ran a full-page ad for Leafly, an app dubbed as “Yelp of Weed”. “Our advertisement in The New York Times is a responsible, mainstream message that elevates the conversation about cannabis in the U.S.” Leafly CEO Brendan Kennedy said.
Despite the influx of digital technology, print media still have fans. Marijuana ads can be strategically placed in magazines and in other monthly publications as long as these publications are not catered to underage children.
Growers and retailers can also use other forms of print media such as flyer, pamphlet and posters. These flyers can be distributed to users of legal age. Posters can be placed on places that are approved by the law. This is to ensure that the ad will not be seen by children.
Effective marijuana marketing is very important in putting the word out there, not only about the products and businesses, but also about the noble effects of marijuana to users, especially its medical benefits.
The above mentioned strategies in advertising your products are only some of the effective ways to make the brand known.
Got any ideas for your next ad? Wait for Part 2 of the series.