Cannabis Advertising in an Increasingly Crowded Market | Mediajel

Weed or Cannabis has always been looked down upon by the general public. For some, they are drugs that ruin the lives of young and misdirected individuals, while some fear the legal implications of the drug. Due to such an outlook, when it comes to Cannabis, products that contain the drug or its relative Cannabidiol often earn a bad reputation for no fault of its own. The bad rep led to a few brands dominating and profiting from the sector. 

However, the legalization of Cannabis and other cannabinoids, in many states in the US, led to the cropping up of several brands that sell a variety of products across the spectrum of human needs that contain CBD or Cannabis. Such explosive market results in brands struggling to stand out among the competition.

What makes Cannabis advertising a challenging task?

If a regular lifestyle company has trouble getting that edge in the market, the difficulty level reaches up to infinity for brands that sell CBD or cannabis products. Two main reasons for this increased challenge are: 

• The need to adhere to state and federal laws on Cannabis advertising
• An increasing number of brands that can potentially steal customers

 So what can brands do to stand out while toeing the line with legal policies?

Three tips to stand out in the Cannabis advertising market

As complicated and impossible it may seem, creating a niche in the Cannabis and CBD market involves only three things. We can call it the GIP method; as in, Grassroots, Influence, and Purpose. Let me explain,

Grassroots:

As mentioned earlier, advertising Cannabis is complicated and difficult due to the legal implications involved. With major digital platforms like Twitter and Google, not allowing advertising CBD products, digital marketing is not an option for brands. So it is time to go back to the basics. 

Before the advent of the digital age, much of advertising was offline through word-of-mouth, guerilla activities, and connecting with a potential buyer on a personal level. CBD product brands would, therefore, do well in approaching their customer base through Farmer markets, expos, and festivals. Doing so, inadvertently, helps your case for social media, for you will have original footage to post.

Influence:

Despite the heavy focus on social media and digital advertisements, it is a basic human instinct to believe what an experienced customer has to say when buying a new product. It is due to this behavior that online review platforms like Yelp are booming in the market. It is also why influencers are the new billboards, with millions across the world choosing the same brands and products as them. 

According to a recent study of Influencer marketing by Tomoson, on average, a business makes $6.50 for every $1 investment in influencer marketing. The numbers show how relevant influencers have become at present, and brands like Koi and Zenpup have taken notice of the same. The two CBD companies have utilized the power of influencers to spread awareness of their respective products and brands. 

Purpose:

A lot of brands are incredibly casual and callous about their social media pages and lack originality as they choose to copy their competitors. However, a brand oozing with creativity and original posts, but moreover, a purpose always attracts the attention of customers. 

A CBD branding that has chosen to post on social media with a purpose is Sunday Scaries. The company partnered with The Trevor Project, donating $1 from each sale towards prevention and intervention for youth in the LGBTQ community. Aside from supporting a cause most Americans and many across the world can resonate with, Sunday Sacries has also chosen to plan its Instagram Feed thoroughly. With fun memes and aesthetically pleasing photos, the company sure has its social media game sorted, something other CBD brands can learn. 

Bottom Line:

The legalization of CBD and Cannabis in the US may have led to the growth of many businesses in the sector, but the misguided thoughts about CBD products will always factor in the sales of the said products. The best any CBD brand can do, in such a situation, is to make the best of their limitations and get out there.