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The Top 3 Scariest Marketing Tactics in the Cannabis Industry

By | Cannabis Advertising, Cannabis Marketing, Recreational Cannabis

cannabis marketing
As the cannabis industry continues to be one of the fastest consumer markets, the tactics used by niche companies and startups are becoming more main-stream, legitimized and professional. That doesn’t, however, mean that the scary tactics of old have disappeared. In fact, some have become so predominant in a constantly growing culture, that one has to wonder if the cannabis community is doing its due diligence to foster a safe and healthy community.

Since it’s almost Halloween, it’s only fitting that we take a look at the most dangerous and, honestly, scariest marketing tactics some cannabis companies are choosing to use, and explain why you should stay away from using them as well.

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The New Bottom Line for Cannabis Consumers

By | Cannabis Advertising, Cannabis Branding, Cannabis Market Research, Cannabis Marketing


Once upon a time, not really that long ago, commerce was relatively simple: you made a product and, hopefully, people bought it and you made money. Consumers based their purchase on product utility: did they need it and would they use it? They certainly didn’t give much thought about the company in terms of what it stood for, who was running it, what its religious or political beliefs were, or whether it shared the same values they had. They understood that companies were in business to make and sell products, and people either bought it or didn’t.

It was simple, really.

That’s how it was for decades.

Then, along came the Internet and everything changed.

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Why The Cannabis Consumer Experience Should Be Boring

By | Cannabis Branding, Cannabis Businesses, Cannabis Marketing, Cannabis Packaging

cannabis consumer experience
I consider myself a relatively new cannabis user. Other than the small number of times I was exposed to marijuana in college or high school, I’m a “newbie”; less than informed about strains and THC levels and everything in between. I’m a married, middle class professional mother of three, rediscovering this new world of cannabis as both a patient and a consumer.

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Digital Marketing Foundations for the Cannabis Industry: SMAC

By | Cannabis Marketing, Social Media for Cannabis Businesses

digital-marketing-for-the-cannabis-industry-720x220When it comes to establishing a digital marketing presence, companies in the cannabis industry can’t follow the typical route. Many if not most advertising channels are unavailable to reach a broad market. Sure, there are tons of cannabis themed websites that cover topics from culture to growing to the business side of things and all are happy to take your money. Far fewer are able to deliver the sophistication of mainstream online advertising networks and platforms. For sure, things are evolving but we’re a long way from the digital cannabis space being on par with the mainstream. That being the case digital cannabis marketers need to think differently. Building visibility and connecting with your audience requires a dose of S.M.A.C. That’s short for Social, Mobile, Analytics and Content.

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The 5 Rules of Building a Brand for Cannabis Businesses

By | Cannabis Branding, Cannabis Businesses, Cannabis Market Research

building-a-brand
Before all is said and done, and you’re about to layout a roadmap for your canna brand, I believe there are five rules in building a brand you should know and, hopefully, follow.  I’ve listed them in order of importance, as follows, and while the rules are relevant for any-size company, I’ve written them from the perspective of the start-up or smaller company, which we meet more often in this new category.

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Consumer Research & Marijuana Brands: Finding Your Customers

By | Cannabis Branding, Cannabis Market Research

consumer-research

Do You Really Know Who Your Customer Is?

Whenever I hear a client say, generally with great conviction, “I know my customer,” my heart freezes, because, much too often, it’s related to his own less than objective perceptions, anecdotes from his sales people, or what the spouse says. But, you really cannot build your business on hearsay and assumptions. So, I ask one simple question: When is the last time you talked to your customer?

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Targeting the Cannabis Industry on LinkedIn

By | Cannabis Advertising, Cannabis Businesses, Social Media for Cannabis Businesses

cannabis-industry-on-linkedin
While you can’t market cannabis products on LinkedIn, B2B marketers in other industries still have the option to target marijuana and cannabis related businesses. LinkedIn will allow you to run pay per click online ads to this audience. You just need to know where to look.

Here are 4 ways you can find an audience using LinkedIn Ads

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