In our third deep dive into attitudinal segmentations of Americans’ perception of cannabis, we surveyed residents in three specific groups of U.S. states: states where cannabis is not legal in any form, states where it is legal for medicinal purposes, and states where recreational use has been legalized. Through these reports we sought to track and understand what people like about cannabis, how they use it, and how they perceive the marketing efforts of brands in the cannabis industry.
I was once VP Marketing for a retail chain in the bath and beauty category. We started in Seattle and grew to over 300 stores nationally, with comp sales increasing as much as 60% over the previous year. We had a successful public offering and the sales growth continued. I truly thought I’d found the place to spend the rest of my career.
Then, it all hit the proverbial fan and today the company no longer exists. I believe what happened to that brand then, is a real lesson for all cannabis brands and marketers today.
From legal requirements to ensuring you have cohesive brand messaging, there are wide range of considerations that go into designing cannabis packaging. The following is a short list of the most important design considerations as well as a cannabis advertising and packaging and labeling resources for cannabis businesses.
There are a host of challenges for cannabis companies with regard to compliance. But let’s go ahead and add one more to the list—your website.
The realization I’ve come to over the years is that these brand documents are intellectual exercises that fail to excite the heart, and, as a result, are a waste of time. We know a better way. It’s called Brand Activism™.
The simple fact is that a brand document has to get the heart pumping, and the reason we developed Brand Activism™. It’s intent is to give life to your brand by identifying and then leveraging that core spark that ignites passion within both the company and your consumers.
So you’re trying to run AdWords ads for your cannabis brand and want to know how to do that? I won’t lie. It isn’t easy. And as consultants who have been running ads on Google AdWords starting back when those were on cuneiform on clay tablets – it feels that long ago – for all kinds of products and services, trying to do the same for our cannabis clients – and ourselves – can be a challenge.
We thought we would share some tips and tactics we have found to occasionally get you past the Google Police.
Most of the channels for connecting and developing an audience are off limits to cannabis businesses. Within the Google marketing ecosystem we’re specifically referring to Google AdWords. As much as Google disgust us with their advertising policies and removal of cannabis related search information, there are still options that marketers should consider to leverage Google’s power to build an audience.
An Alternative Way to Celebrate Trump’s Impeachment
When the majority of America and the world are celebrating Trump’s impeachment, many will be choosing champagne to do so. We feel cannabis smokers needed an option as well.
Who Will Bring Him Down: The Women, The Feds, or The Felons?
Root for your pick with your purchase! We’ll keep a tally of who is selling out the best on our website. All proceeds will go toward the next impeachment of president 46, Mike Pence!
In its simplest terms, branding is having the courage to stand for something, ensuring, of course, that the target market both wants it and, preferably, is not currently getting it. This is the basis for a long-term relationship that the most successful brands understand connects on both a rational – “I want it because of what it does” – and emotional – “I want it because of how it makes me feel” – basis.
In moving between the B2C and B2B product categories, I’m always struck by the B2B marketing contention that connecting with their consumers on an emotional basis is not only irrelevant, but virtually impossible. They invariably tell me the basis for purchase is 100% rational as the products being purchased are simply widgets that fulfill some functional duty that it either does better or more cheaply. That’s wrong and an opportunity for these marketers’ competitors, and I want to explain why.
Successful series of studies on the Cannabis Consumer results in pioneering strategic partnership to deliver Fortune-500-caliber market insights.
SEATTLE, WA March 20, 2018 – Seattle-based Canna Ventures and Cascade Strategies, Inc., have formalized a partnership to deliver advanced data science, sophisticated analytics and market research services to the emerging cannabis industry.