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.
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.
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.
Finding “the one” is hard, especially if you’ve never worked with an agency before. And hey, maybe working with an agency isn’t for you and your business. That’s okay. We just hope this blog post can help answer some of the more common questions that arise for cannabis businesses considering hiring an agency.
Picture the scene… It is CannaCon, a respectable B2B cannabis industry tradeshow in Denver, Colorado. I am walking and talking with Morgan, at the time President of the MJBA, later Founder and CEO of the Cannabis Women’s Alliance. We were discussing what topics we should discuss on an upcoming panel about the role of women in the cannabis industry we were both participating in that afternoon. All of a sudden, we both stop in our tracks at the sight of a nearly naked, black leather thong and biker jacket clad woman appearing to sit on some heavy machinery.
Nearly three years ago we launched our first study. Colorado had a legal Adult-Use market operational for less than 6 months. Our home state of Washington had barely begun legal sales. It seems like such a long time ago now but in the short period since then much has happened. The Green Rush is well underway and in our view the tipping point has been reached. Regardless of the current administration’s position, it is merely a matter of time before cannabis is legal federally. We’re not putting bets on a year but it is coming.
Many small businesses in the cannabis industry tend to think that market research is a costly exercise that can provide knowledge and insight –both of which are pleasant in the abstract– but doesn’t provide tangible results like more sales and profits.