Tag Archive for: cannabis branding tips

3 Standout PR Strategies for MJBiz in 2025

, , , , , , , ,

Key Takeaways

  • Think Like a Journalist: To secure effective media coverage, understand journalists’ needs and challenges at crowded events like MJ Biz. Develop content that highlights industry trends and unique perspectives, and engage in proactive media outreach leading up to the conference.
  • Maximize Expo Activations: Utilize creative strategies like sponsorships, private events, and guerrilla marketing to enhance visibility at cannabis conferences. Engaging attendees through memorable experiences, such as treasure hunts or unique stunts, can attract media attention and create buzz around your brand.
  • Invite and Inform Journalists: Create a schedule of booth activities to attract journalists, offering them a sneak peek of what to expect. Provide valuable resources like quotes and visuals in advance to facilitate their coverage, making it easier for them to report on your brand during the event.

Today’s cannabis industry is more challenging than ever before. There are more players, and a regulatory environment that continues to drag on the industry’s growth. For B2B cannabis and B2C cannabis companies, this means any investment, like travel to a conference or exhibiting at a trade show like MJBizCon in Las Vegas, needs to work harder. With this intense economy for attention, earning meaningful media coverage at a cannabis trade show is rarely accidental. To make the most of your event marketing investment—and truly stand out in a sea of booths—use these updated PR strategies designed specifically for crowded cannabis expos.

Updated for 2025: We’ve refreshed this post with new strategies for a post-pandemic, AI-enhanced PR landscape at MJBizCon.

Think Like a Journalist and Plan Ahead

Your cannabis marketing calendar probably revolves around product launches, sales cycles, and customer touchpoints—but to earn press at MJBizCon, you’ll also need to think like a journalist. That means considering what’s genuinely newsworthy and how your brand can make a reporter’s job easier.

Journalists today are under more pressure than ever to file fast, publish frequently, and find fresh angles in over-saturated categories. When they step onto the MJBizCon show floor, they’re scanning for trend-driven stories and distinctive points of view that will hook their readers. Like you, they need to stand out—and the best way to help them do that is by showing up prepared with timely insights and clear angles.

We’ve helped clients break through the noise at MJBizCon and other cannabis conferences by giving journalists exactly what they need: professionally shot photos, current data, original insights, and on-site experts who are media trained and interview-ready. The easier you make it for a journalist to cover you, the more likely they will.

Get ahead by tracking macro trends shaping cannabis and adjacent industries—think retail innovation, sustainability, regulatory shifts, or consumer behavior. Connect your brand to these conversations early. A well-run MJBizCon PR campaign doesn’t start on the show floor; it starts weeks before, with a mix of direct journalist outreach, thought leadership content, and—when appropriate—a timely press release.

And don’t forget to engage and monitor your social media when you’re at the conference. Journalists use social media to better understand a company, its leadership and it’s place within the industry. Now is the time to put your best foot forward. Use your social media as the connection point and stay active in the hashtag feed.

Double Down on Expo Activations

 

At MJBizCon, visibility is currency—and creative activations are how you earn it. From stunts, sponsorships and pop-ups to immersive events and brand ambassadors, cannabis companies have more tools than ever to turn heads and spark conversations in a crowded space.

Since cannabis samples are still a no-go on the expo floor, many brands extend their footprint through invite-only events across Vegas, sometimes hosting multiple micro-events nightly. But because this tactic is now commonplace, standing out takes more than just hosting a party.

Go beyond the booth. Guerrilla marketing can drive memorable impressions—think branded treasure hunts, digital experiences, or mobile installations that follow attendees offsite. These creative touchpoints don’t just attract attention; they give journalists something fresh to cover and talk about. Many budget-friendly activations with word-of-mouth marketing and a media-friendly twist can be your PR secret weapon.

Invite Cannabis Journalists

A booth schedule isn’t just for logistics—it’s a magnet for attention. Plan appearances, product reveals, or limited-edition giveaways at specific times to encourage foot traffic and create visual buzz. Crowds attract curiosity—and journalists love a good scene.

Be prepared to give journalists a sneak peek a week or two before the conference with a short, compelling pitch: what trend you’re speaking to, what’s happening at your booth, and why it matters. Include assets like pull quotes, visuals, or even short video snippets they can use. The goal? Make their job easy, your brand relevant, and the story too good to skip.

MJBizCon is a powerhouse—but it’s just one of many cannabis industry events worth your time. We maintain an up-to-date list of cannabis conferences across the U.S., so you can plan your PR strategy year-round.

Want a tailored expo PR strategy built around your brand, goals, and budget? We’d love to help. Reach out today—because the most impactful campaigns start long before the conference doors open.

 

by

3 Cannabis Industry Trends in 2025

, ,

Key Takeaways

  • 280E Tax Reform Impact: Anticipated reforms to Section 280E could significantly ease the tax burden on cannabis businesses, allowing them to deduct marketing and operational expenses. This presents a major opportunity for brands to invest in their growth and stay competitive.
  • Hemp-Derived THC as a Marketing Tool: Hemp-derived THC products will continue to play a vital role in cannabis marketing, leveraging social media loopholes for broader reach. These products allow brands to expand their e-commerce presence without the need for dispensary sales.
  • Community-Driven Niche Branding: Successful cannabis brands will focus on defining their values and building community beyond just cannabis products. Engaging with consumers on lifestyle aspects and purpose-driven initiatives will be crucial for brand differentiation and loyalty.

Here we are heading into 2025 full steam ahead. There’s no doubt that cannabis news from 2024 will shape the cannabis industry trends for 2025. But how? Let’s look at 2025  3 cannabis industry trends in 2025 to watch.

Be Ready for 280E Tax Reform

A key cannabis industry trend in 2025 is 280E. The scuttle is that 280E could ease the cannabis taxation nightmare in 2025. This could happen retroactively, which would be an enormous relief for the cannabis industry. Cannabis marketing and advertising, like cannabis PR and trade shows and conferences, are among the expenses that cannabis businesses will finally be able to write off. From cannabis crisis management to cannabis PR for venture funding, this tax reform will spark perhaps the biggest green rush since the first adult recreation laws were approved in Colorado, Oregon, California, and Washington. If you aren’t ready with a plan to pull when this happens, you may find yourself behind against your competitors. The time for positioning is before 280E is eliminated.

This is a particularly big opportunity for cannabis brands and dispensaries. It will give consumer cannabis brands a chance to invest in their brand, from cannabis public relations to e-comm. Speaking of e-comm…

Hemp-Derived THC Will Continue To Be a Marketing Lever

Hemp-based products aren’t going away, and there will continue to be innovations in hemp products outside of CBD. While states and even the federal government wrestle with D-9 and hemp-based THC products, many brands will continue onward with hemp-based products simply for the cannabis social media marketing and advertising loophole that gives brands national reach and the earliest step towards becoming household names. If social media shuts this down, then hemp-based THC products will continue to be an attractive brand extension and cannabis industry trend in 2025 since they don’t have to be sold in dispensaries and can support e-commerce operations, which are likely to grow in the near future.

Niche Cannabis Brands Will Create Community Beyond Cannabis

Cannabis brands that clearly know who their customers are and how to talk to and activate them will thrive. Because cannabis products are so similar, it will be more important than ever to clearly articulate your cannabis brand values and personality. From sustainability to purpose-driven initiatives, it won’t be enough to SAY you do; you will need to DO as you say you do.

Plus, more cannabis companies will need to meet their customers where they are. There are still a lot of cannabis-curious or light cannabis users who don’t self-identify as a cannabis user any more than they would as alcohol drinkers. Cannabis brands tapping into the lifestyle of their customers will find they

Cannabis Recalls Will Become More Common

As state regulators learn to better protect consumers from bad actors in the cannabis industry, cannabis recalls will become more common. Cannabis recalls won’t necessarily be a cannabis media crisis; of course, if you’re one of the bad actors, it WILL be a media and legal crisis. But in any case, if your cannabis has brand value, the insurance against damage planning for a crisis is in advance.

Digital Marketing and Digital PR Will Get Creative

From websites with e-comm to digital PR, as cannabis regulations become clearer, cannabis companies will need to take their digital brand seriously. Digital PR will be a cannabis industry trend in 2025.

It’s never too late to start, but be ready for legalization by ensuring you have active and dynamic owned content, inbound links, and social media. This includes actively looking for speaking engagements, sponsorships at cannabis events, and non-cannabis events. One thing cannabis companies can do right now is use either hemp-derived products or other non-cannabis products to establish e-commerce.

Reliance on industrial cannabis websites like Weedmaps is wearing thin, so support cannabis industry publications with creative activations and ad buys that drive people to your cannabis company’s website. And invest in cannabis industry SEO now. Google isn’t exactly repressing cannabis content, but it is still restricting cannabis advertising. Familiarize yourself with Google’s latest updates so you’re on top of your digital presence and ready to make the inevitable changes.

 

No matter where your cannabis brand is headed in 2025 and beyond, hiring a cannabis PR firm will accelerate your goals and get you in the right direction. For experienced and creative cannabis public relations, please contact us. We’d be happy to discuss the ways your cannabis brand can 2X, 3X or even 5X its growth with PR.

by

Why Hiring a Cannabis PR Firm Matters

, , , , , , , ,

Key Takeaways

  • Complex Regulatory Landscape: The cannabis industry is uniquely regulated and faces challenges that require specialized knowledge. A cannabis PR firm can navigate these complexities and help brands comply with regulations while effectively communicating their message.
  • Critical Brand Differentiation: With limited marketing avenues, cannabis brands must focus on strong branding and clear communication. A well-defined digital presence and targeted messaging are essential for standing out in a crowded market.
  • Reputation Management Importance: The reputation of cannabis brands influences public perception and the industry’s overall standing. Cannabis PR firms play a crucial role in managing and enhancing brand reputation, which is vital for advancing the industry’s acceptance and potential federal legalization.

Ask anyone who works in the cannabis industry: it’s different from any other industry. It’s not “just another CPG” product. It’s a highly regulated, heavily watched, extremely volatile industry. Our firm handled the first cannabis product recall in California, and we can tell you it’s not like other product recalls. We’re deeply engaged in the cannabis industry through our NCIA leadership and we proudly spearheaded the Best of 420 Clio Cannabis last year. The cannabis industry, which started in 2012 when Colorado and Washington legalized recreational use, has a history and patchwork of regulations even though it’s an emerging industry. Navigating these waters takes strategy, foresight, and the ability to read the tea leaves, which only comes from experience – that’s why hiring a cannabis PR firm matters.

 

Key Takeaways:

  • Unique Challenges and Regulations: The cannabis industry faces complex and stringent regulations, making it distinct from other emerging sectors. Navigating this landscape requires a PR firm with experience in handling regulatory hurdles and industry-specific challenges, as well as a deep understanding of the sector’s nuances.
  • Importance of Brand Building: In the cannabis industry, effective brand differentiation is crucial due to the industry’s unique limitations. Cannabis brands must focus on strong, strategic marketing and clear communication to stand out, as a compelling digital presence and targeted messaging are essential for success in this highly regulated market.
  • Reputation Management and Industry Impact: The reputation of cannabis brands significantly impacts the broader industry. Cannabis PR firms play a critical role in managing and enhancing brand reputation, which is vital for influencing public perception and advancing the industry’s standing, especially in the context of evolving federal regulations and societal attitudes.

 

The Cannabis Industry is Not The Green Rush

The ACTUAL gold rush was famously unregulated; it was a bonanza of rebels who swarmed government lands with impunity. Or the tech industry, whose ground-breaking innovations in media, medicine, and technology happened without major government oversight for decades, giving time for some of the world’s most profitable companies to take root.

The cannabis industry is on fragile ground. Even the most basic of business tools, the bank account, is challenging to secure for plant-touching cannabis brands. Unlike the surge of other emerging industries which merged into hypergrowth businesses, from the very first, the cannabis industry has been highly regulated. No startup industry has managed so many regulations, taxes, and hurdles early in its growth.

Why does this matter when hiring a cannabis PR agency? Because there is a more significant responsibility to consider and more to lose for cannabis brands. Anytime a bad actor lands in the cannabis industry, legislators can point to the irresponsibility of that single company as representative of the entire sector – fair or not. Cannabis brands must take the reputation of the whole cannabis sector seriously. Cannabis owners have the opportunity to be cultural leaders, and that’s a heady but consequential task that a cannabis PR agency knows how to handle.

If the cannabis industry is to change its federal legalization situation, then it must take the reputation of the cannabis industry seriously; that’s why hiring a cannabis PR firm matters.

 

Building a Brand Matters More in Cannabis

There are only a few ways for cannabis brands to differentiate because of the limitations on cannabis brands. Therefore, cannabis brands must use the marketing and communication tactics that are open to them, strategically.

While a cannabis connoisseur may be able to detect the subtleties of your flower’s terpene profile, the average U.S. consumer is still blissfully unaware of what a terpene is. It’s essential to meet your consumer where they are and celebrate their lives through the articulation of your brand. People are rarely drawn to a brand because it educates them; educational content has its purpose, but as a cannabis brand, you must know its purpose and place more than other consumer brands. And when I say brand, I mean every touch point from cannabis packaging to website. If your website looks amateur, then it doesn’t scream luxury or lifestyle; it screams “cheap, and uncommitted.”

Don’t kid yourself into thinking your digital presence doesn’t matter because traditional e-commerce isn’t available to cannabis brands. The fact is, search is one of the most powerful marketing tools you can leverage, and PR and content are critical to successful cannabis SEO.

It’s more important than ever that brands articulate clearly WHO their customer is. This is true of all consumer brands – but for the cannabis industry, where it’s even more challenging for the consumer to differentiate between brands, it’s even more critical that you tell them. No successful brand is everything to everyone right away. It took decades for Coca-Cola to be a brand that crosses generations and lifestyles, and even with that, Coca-Cola is continuously adding new products and new campaigns to reinforce its connection to segments of its audience. No cannabis brand has the history or the budget to operate the way the world’s biggest brands do – and that’s OK. You can’t be ubiquitous, but you can be niche.

But being a cannabis company doesn’t make you a cannabis brand-a brand you must build. And PR is a vital tool for emerging industries and ambitious brands for a reason.

Today’s cannabis brands have a multitude of strategies for their future. Some want to create generational family businesses, some want to be acquired, and some want nothing less than world domination. All those things are possible when you build a cannabis brand and that’s why hiring a cannabis firm matters.

by

Meet Cannabis Industry Branding Expert Patrick Toste of Highopes

, , , ,

Key Takeaways

  • Customer-Centric Branding: Toste emphasizes the importance of understanding and cherishing customers, arguing that successful branding is driven by knowing what consumers think, want, and feel. He warns against a scattershot approach that targets all consumers, suggesting that a focused strategy leads to better brand direction and customer loyalty.
  • Misconceptions About Branding: He highlights that many cannabis companies mistakenly view branding as merely their logo. Toste explains that branding encompasses the overall customer perception shaped by various factors, including products, packaging, marketing, and customer service. This means brands should aim to create positive emotional responses from consumers.
  • Strategic Use of Digital Tools: Toste notes that while having a strong website is crucial for effectively communicating brand values and driving sales, many cannabis brands overestimate the effectiveness of Instagram for direct sales. He advises cannabis companies to use Instagram primarily for brand awareness, rather than relying on it as their main sales driver, suggesting a balanced approach to digital marketing strategies.

Cannabis Industry Branding Expert Patrick Toste Urges Cannabis Brands to Cherish Your Customers and Rethink Instagram

In an ongoing series this year, we’d like you to get to know some of the fantastic companies and people we’ve had a chance to collaborate with over the years. Our first interview is with an incredibly talented branding expert, Patrick Toste, co-founder of Seattle-based cannabis branding agency, Highopes. 

 

First, a little background about you: 

I’m originally from Rhode Island and graduated from California State University Long Beach with a BFA in Graphic Design. I’ve been designing for over 10 years and have had the luxury of working with both large and small brands nationwide. I am the Creative Director and Co-Founder of HIGHOPES Design. We are a creative studio that focuses exclusively on helping cannabis businesses nationwide unlock their potential through branding, packaging, web design, and marketing services. Our client list consists of over 30 cannabis companies that include Have A Heart, VidaCann, and Nuvata.

 

When did you first start working in the cannabis industry?

Upon moving to Seattle and experiencing the recreational cannabis market for the first time, I recognized an opportunity, and established a passion for, helping cannabis businesses build successful brands. I captured a handful of freelance projects with cannabis clients in Washington and California that I completed some branding and packaging work for. From there, I decided it was best to brand myself as a more established business than just a freelancer to provide more growth opportunities for myself and my clients.

 

What were you doing prior to the cannabis industry? 

Before diving into the cannabis industry, I worked as a designer on the in-house branding team at The Coffee Bean and Tea Leaf which is a nationwide coffee chain based in Southern California. In this position, I gained experienced managing and expanding a large brand through packaging design, digital advertising, in-store marketing, and other similar avenues. 

After moving to Seattle from Southern California, I decided to explore the world of advertising by joining the team at Publicis Seattle as a designer. At Publicis, I was able to work with even larger brands like T-Mobile and assist in a variety of nationwide digital advertising projects. However, my true passion for branding was established there when I led the design team on the rebrand of the locally world-famous radio station, KEXP. 

 

What lesson did you learn BEFORE cannabis that’s been most valuable in cannabis?

I’d say the lesson I learned before I entered the cannabis space that has been most valuable to HIGHOPES and our clients is the importance of knowing and understanding your customers. This methodology was something I gained over the years of working with larger, nationwide brands like The Coffee Bean & Tea Leaf, T-Mobile, and even Under Armour. I was able to realize how these companies were branded and marketing was significantly impacted by what their consumers think, want, need, and feel. 

Something I see all too often in the cannabis industry is a rush to bring a product to the market with the idea of targeting all consumers due to a scarcity mindset. Operationally I understand why these businesses feel this is the right approach, but in hindsight, they realize they do not know who their customer is and what delights them which results in an unfocused and unorganized brand direction. 

 

Is there a particular cannabis branding project you’d like to highlight? 

At HIGHOPES we are extremely proud of all the work we create for all of our clients, but I’d like to highlight the project we did for the California-based vaporizer brand, Nuvata. Nuvata approached our team with only a product and a vision so we assisted in establishing their positioning, messaging, branding, packaging, website, and marketing. Each branding and marketing effort we performed was put through the filter of the established strategy resulting in an immensely focused and concise brand for the market. With the Nuvata team’s help, we were able to identify and understand their target customer and then make every branding and marketing decision with the goal to bring them delight. The end result spoke for itself as within the first year they spread across the entire state of California and gained considerable brand awareness.  


What’s the biggest misconception cannabis companies have about branding? 

I think the biggest misconception about branding in the cannabis industry is that your brand is simply your logo when this could not be farther from the truth. In essence, your cannabis brand is actually not controlled by you but rather your customers. A brand is the opinion and feeling a customer has about your company based on a combination of your logo, products, packaging, website, marketing, social media, customer service, and so on. For that reason, cannabis companies can only strive to manipulate the emotional response of their customers with the goal of creating a positively recognized brand. 

 

In your view, what is the biggest branding challenge facing cannabis companies today? 

I think the biggest challenge cannabis companies face today when building a brand is the lack of beneficial advertising and marketing opportunities. As mentioned in my previous response, if your brand is simply the feeling a customer has of your company then it becomes very difficult to establish a positive association with customers when you cannot take advantage of the many ways of influencing their point of view. Additionally, customers cannot begin to create that strong bond with your company when you do not have the ability to raise awareness of your brand through advertising and marketing channels. 

What will be the biggest branding challenge in 2020? 

I believe the biggest branding challenge in 2020 will be establishing and solidifying customer loyalty. Most cannabis markets, both medical and recreational, are seeing a surplus of emerging brands which provides customers with an overwhelming amount of options to choose from. Additionally, product innovation has not kept pace with the number of companies entering the market leaving customers with a plethora of brands essentially selling the same product. These two factors combined prove the importance of understanding your specific customer and catering everything about your brand to what brings them delight. When that emotional bond is created with a customer it creates a sense of loyalty and trust in your brand that becomes invaluable to your success. 

 

What can companies do to alleviate their branding challenges?

When it comes to navigating the regulations around advertising and marketing in the cannabis space companies can look to outside-the-industry partnerships to alleviate these challenges. When a business understands their brand outside the lens of cannabis, it allows the possibility of partnering with non-cannabis companies that share the same mission, vision, and values. Through these types of situations, cannabis brands can advertise and market indirectly through their partner to an audience that is similar, if not exactly, their type of customer. For example, Plus Edibles recently partnered with Casper for their line of CBD gummies as both brands can benefit from each other’s audience.

For establishing customer loyalty, cannabis companies simply need to take the time to understand who their target customer base is and either build or shift their branding to align with that audience. The more focused the ideal customer then the easier and more efficiently a brand can market to their wants and needs. Every move a cannabis brand makes should be filtered through the lens of their consumer. 

 

In your view, what is the most under-rated tool in the cannabis branding toolbox for cannabis companies?

I believe the most under-rated tool in the branding toolbox for cannabis companies is their brand website. This goes for cultivators, manufacturers, dispensaries, delivery, and ancillary businesses. With all the regulations surrounding advertising and marketing, your website tends to be the only platform where you can comprehensively communicate to your customer all the details of your brand. Additionally, depending on your business type, it tends to be a major channel in driving sales. For these reasons, the proper investment should be made in creating a website that is aesthetically attractive, engaging with content, and functions as a conversion tool for your business. At the end of the day, no matter who your customer is, people tend to take brands seriously that look like they take themselves seriously and your website is the perfect platform to communicate that. 

 

In your view, what is the most over-rated tool in the cannabis branding toolbox for cannabis companies?

Although still an important cog in a cannabis companies marketing plan, I believe the most over-rated tool in the branding toolbox for cannabis companies is their Instagram profile. Many of the cannabis brands we speak with feel that Instagram will drive a majority of their sales and the data just doesn’t support that theory. Don’t get me wrong, I think it’s very critical for cannabis brands to have a consistent Instagram presence to communicate credibility to customers but I don’t think it requires a premium-level investment. The customer journey from Instagram to purchase is long and complicated resulting in frequent drop-offs, especially for CPG brands. Additionally, with the algorithm changes in Instagram, it’s most likely that only a small fraction of a cannabis brand’s followers are even getting fed their posts. My recommendation to our cannabis clients is to invest in their Instagram as a way to raise brand awareness but don’t throw all their marketing dollars at it thinking it will drive sales.

 

What’s the BEST piece of cannabis branding expert advice you give everyone you work with?

Focus on a target audience. Your brand doesn’t need to alienate customers, but it needs to understand who is going to hear you the loudest.

by

Allison Disney of Receptor Brands

, , , ,

Key Takeaways

  • Navigating Regulations: Allison highlights the importance of understanding and adapting to local regulations in the cannabis industry. Her experience with global brands enables her to create strategic communications that resonate across different markets while adhering to regulatory guidelines.
  • Importance of Brand Differentiation: She points out that many cannabis brands struggle to stand out in a “sea of sameness.” To succeed, companies must leverage creative marketing and build strong brand identities that connect with consumers, rather than relying solely on product quality.
  • Consumer Engagement: Allison emphasizes the value of directly engaging with consumers to understand their motivations and preferences. This insight is crucial for developing effective marketing strategies, as it helps brands create relevant and compelling campaigns that resonate with their target audience.

Meet Allison Disney, for Receptor Brands, Allison serves as Partner and Business Strategist for cannabis brands who want to stand out from the “sea of sameness.”

First, a little background about Allison Disney:

I love my job. At Receptor Brands, we transform relationships between cannabis brands and their customers. As Business Strategist, I help define the field of opportunity for my clients’ businesses in this exciting new economy.

I’ve spent almost two decades leading global teams to produce award-winning advertising and marketing campaigns for some of the world’s most beloved brands, including M&Ms, Ziploc, Bacardi, YouTube, Special K, Cheez-It, and Johnson & Johnson.

After working in highly regulated and nuanced markets my entire career, I’m excited by the opportunity to work alongside our client partners and build culturally relevant, attention-getting brands in cannabis.

I live in Chicago with my botanist husband, Ryan, and, tiny boss, Maxine.

When did you first start working in cannabis?

2019

Do you sit on any industry boards or associations that you’d like to mention?

NCIA Marketing Committee – Officer

What lesson did you learn BEFORE cannabis that’s been most valuable in cannabis?

I didn’t expect my experience managing global brands to be as relevant as it has been. Particularly when working with multi-state operators, understanding how to develop strategic brand communications that travel well, while taking into consideration local nuance and regulatory guidance, enables us to deliver more effective solutions more quickly.

Is there a particular cannabis project you’d like to highlight?

One of my favorite projects continues to be the art program we’ve developed for Cresco’s Sunnyside dispensaries. As a creative agency, having the opportunity to collaborate with local artists to create an inclusive and welcoming space for shoppers is a dream assignment.

What’s the biggest misconception cannabis companies have about marketing?

The biggest misconception is that “marketing and advertising aren’t possible in cannabis.” It’s simply not true. Brands must comply with regulations, but there are lots of ways to engage customers if you’re willing to think creatively and be innovative about how.

What were you doing prior to cannabis?

I was an SVP, Client Service Director at Energy BBDO in Chicago, and before that a Client Parter at AMV BBDO in London.

In your view, what is the biggest cannabis marketing challenge facing cannabis companies today?

I see too many cannabis brands getting lost in a “sea of sameness” because they believe, or more often hope, that their product experience will be enough to convince consumers to choose them. The competition in the industry continues to increase and consumers are becoming more familiar with shopping in the regulated market.

As companies look to sustain early business success, the role of their brand and how they connect people with it through marketing and advertising activities is incredibly important.

I applaud every operator who successfully gets their product or service to market; that is a particularly difficult task in cannabis. Getting that product or service into people’s hands, lots of people’s hands, and having them come back to buy or use it again is the next, biggest challenge that will determine the success of cannabis companies.

What will get easier in cannabis marketing? What will get harder?

As cannabis becomes more mainstream, companies will have to do less-and-less to educate people on the positive impact of an increasingly complex industry. It won’t be a fast change, but the need to explain the benefits of cannabis to consumers, the positive impact to regulators and the opportunity for potential business partners should get easier. Although, I acknowledge, the [cannabis] industry will inherently become more complex as it grows.

Increased competition will make it harder for companies operating in the industry. Obviously, the struggle for investment capital, the retention of talent, and the fight for customer attention all get harder with increased competition.

What can companies do to ease their cannabis branding challenges?

Get help from capable agency partners, specifically those with cannabis experience and a commitment to staying on top of the rapid changes within the industry. Faster, more creative, and more effective solutions are much more likely when your agency partners are actively engaged in the industry every day.

In your view, what is the most under-rated tool in the brand marketing toolbox for cannabis companies?

Talking to consumers. Cannabis companies are finally getting access to a meaningful volume of consumer data, but purchase data is a backward-looking view of WHAT people do.

Understanding WHY people do what they do is important for building brand strategy, marketing plans, and advertising or cannabis PR campaigns. If you’re searching for ways to create a more innovative product, attention-grabbing campaign, or compelling promotion, meet with your core customers and listen to why and how they use this category.

In your view, what is the most over-rated tool in the branding toolbox for cannabis companies?

A brand logo. Don’t get me wrong, I appreciate a well-designed visual identity, but what good is a fantastic brand mark if no one ever sees it, remembers it, or has any attachment to it? Building a great brand takes more than choosing a great name and designing a beautiful logo.

What’s the BEST piece of advice you give everyone you work with?

Choose good partners. Nothing will be more costly to your business than time, energy, and capital spent with a poor-fitting partner.

What’s your advice for people who want to get into cannabis brand marketing?

Be clear about why you want to work in the cannabis industry. There are a lot of opportunities to work in marketing and advertising at incredible companies where you can get a much more structured introduction to the field. While there are many advantages to working in cannabis, you won’t find a playbook for how to do your job. If you’re not clear why you’ve chosen to work at a cannabis company, you may get lost in the ambiguity that is inherent in the industry.

How can someone contact you, Allison?

Twitter: @apark_disney
Instagram: @allisondisney
LinkedIn: @allisondisney

Thanks for sharing your cannabis branding insights with us today, Allison.

 

by
Blogarama - Blog Directory