Every business needs effective marketing and advertising. It’s an important part of getting your company noticed, as well as showing your creative side when introducing new products and promotions. However, normal advertising and marketing habits hit a snag when you work in the cannabis industry.
The status of marijuana is always fluctuating. There are new laws, regulations, and legalities to consider and many affect how a cannabis-selling business can advertise. These business restrictions do not mean that dispensaries can’t advertise, just that they need to be cautious when deciding on a marketing strategy. Here are five marketing ideas you should avoid.
1. Avoid All Contact with Minors
This is the most important rule to remember. In all
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As a part of the cannabis community, it’s important to realize how your marketing efforts can quickly turn to negative attention. If your ads are found near a school, community centre, or child-friendly neighbourhood, parents and watch groups will be more than happy to criticize and penalize your business tactics. If the police get involved, this is something that can get you shut down.
Make sure your advertising is appropriate. Do not use cartoon animals or cute mascots, use clear language, and make sure an age warning is included in all
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Dankbar.” Large companies like Hershey’s have all the money in the world to go after small businesses if they believe their brands are being tarnished. It is great to be creative with your names, and it’s a big selling point with dispensary clients, but it can backfire. Don’t get lazy and decide to use names to match a brand or pop culture reference.
3. Consider Your Company Brand
You need to think about how you want your brand to come across to your community. If you are marketing to medical marijuana users, make sure your branding reflects that. Use statistics, list health benefits, and display your dispensary as a place people will feel comfortable visiting.
If your store is more focused on recreational marijuana, take the time to think about your company’s culture and demographics. Creating a strict brand strategy will ensure all your messaging is consistent and clear. Your brand should not just consist of selling marijuana. It should include how you help your clients, why you should be trusted, and how you stand out from your competition.
4. Steer Clear of Mainstream Publications
It would be great if dispensaries could advertise everywhere, but this is not the case. With changing regulations and unease of the general population, it’s still too early to be coming up with a TV ad for your
Almasi, EA. “What are the Public Health Effects of Direct-to-Consumer Drug Advertising?”.PLoS Med. 2006 Mar. http://www.ncbi.nlm.nih.gov/pubmed/1656304. Web. 5 April 2014.
The series “High Profits” demonstrates the works and restrictions of the United States government regarding the issue of legalizing recreational marijuana. Breckenridge Cannabis Club business owners, Caitlin Mcguire and Brian Rogers, demonstrate both the struggles and profits of this up and coming industry. This series portrays virtually every viewpoint possible by including opinions from an array of political actors who discuss the influence of the government on this topic and the impact this topic has on the general public.
There are several types of branding strategies that companies use when branding an item or service: multiproduct, multibrand, reseller, co-branding, and mixed. The scenario in this assignment, presents a proposition by the Vietnam government to the Stanford Medical Center. This would include a co-branding arrangement in which Stanford would manage the facility and send several of its clinicians to guide and instruct the Saigon facility doctors and nursing staff. The purpose of this paper is to 1) discuss the various types of branding strategies, 2) present risks to be considered in accepting the arrangement, 3) discuss the benefits of co-branding and whether or not the arrangement outweighs the risks associated with today’s
Kaphingst, K. A. (2004). A Content Analysis of Direct-to-ConsumerTelevision Prescription Drug Advertisements. Journal of Health Communication,Volume 9: , 515–528,.
The Cannabis industry if legalized and regulated will be able to create jobs and economic opportunities within the states. Instead of how it is right now, which is through illicit marketing, if legalized, the street crime and cartels that are running the business at the moment will suffer greatly.
For nearly one hundred and fifty years marijuana has been illegal in the United States of America. Though marijuana naturally grew in all of our fifty states, it was outlawed due the superior strength and durability of hemp rope. This threatened to replace cotton rope, which would cost wealthy cotton owners a lot of money. To this day marijuana is still outlawed in the U.S., however rope has nothing to do with it. Once slavery and the “cotton boom” were over hemp made a little bit of a comeback in a smoking form. Then, in the early 1940’s the government began releasing anti-marijuana propaganda. In the 1960’s when marijuana became popular amongst pop-culture, a movie by the name of “Reefer Madness” was released depicting marijuana users as fiends and criminals who’s normal everyday lives fell apart, and spun out of control due to the addiction to the drug. Even in the present day organizations, as well as the government, continue to try and sway people from using the substance by portraying users as irresponsible idiots. Some examples of behaviors portrayed in the commercials are: accidental shootings, running over a little girl on a bike, molesting a passed out girl, supporting terror, and impregnating/becoming impregnated. I feel that these advertisements are ridiculously tasteless and misleading. Through personal experience, surveys, an interview, and a case study I intend to prove that marijuana users do not behave in the fashion that the anti-marijuana campaign ads would suggest, and furthermore, I expect to find that the ads so grossly misrepresent the common user, even those who do not use disagree with the negative portrayals. I also challenge you to think about the suggested situations and behaviors from the commercials, I feel that you’ll see every situation and behavior in the advertisements is much more feasible to a person under the influence of alcohol than under the influence of marijuana.
Justin Burton Dr. Wayne Partridge English 1101 20 September 2015 “Pot crusaders’ mantra: It’s a business opportunity” In the article, “Pot crusaders’ mantra: It’s a business opportunity”, it is said marijuana is an illegal substance but the sales of it are in the billions each year. Medical and recreational sales in the states where it is legal are estimated in the billions according to Marijuana Business Media. All sorts and types of goods have been created because of the marijuana growing industry.
Organizations often talk about themselves and their products when marketing to customers. The reality is that prospective customers do not care about you or your product -- they care about themselves. How much time does Budweiser's commercial spend focusing on beer? Absolutely none. Instead, the ad focuses on portraying a heart-warming relationship that every single viewer can connect with. Budweiser makes itself relevant to those watching the commercial simply by creating that experience. So stop focusing your marketing strategy on your company, product, service or yourself. Instead, develop a message that highlights what you are offering means to the targeted customer’s life.
The world is changing. The push for marijuana legalization is in full effect in the United States. With the legalization of medicinal marijuana in California on November 5, 1996, the United States has progressed in its movements for full legalization (mbc.ca.gov). Now with 21 states, plus Washington D.C, having state level medicinal marijuana legalization laws in full effect, along with both Colorado and Washington having recreational use of marijuana legalized, the United States is on a path for full legalization (whitehouse.gov). The legalization of cannabis in the United Sates will provide the state and federal governments with increased tax revenue, save money and resources from the war against marijuana, and most importantly, benefit the people in numerous ways.
The better the advertisement, the more customers they can potentially get to purchase their goods and/ or services. In chapter 14, Hayakawa stated: “Advertising, then, has become in large part the art of overcoming us with pleasurable affective connotations” (p. 150). When I look at advertisements, they either give me a positive or negative feeling. While I was oversea in, I remember going to buy cigarettes with a friend and when he got the cigarettes they had a picture at the bottom. In one corner at the bottom it had the warning and on the other side, it had two pictures one of lung cancer and the other of mouth cancer. The advertisement for the cigarettes gave me a negative feeling which is why I have never
Marijuana is the third most common leisure drug in the United States after alcohol and tobacco. Millions of Americans smoke marijuana despite the strict laws against its use. Marijuana is less dangerous compared to tobacco or alcohol. Smoking marijuana can cause breathing problems and coughing just like cigarettes and some people get addicted after using for a while. Regulating and legalizing marijuana will bring Americas greatest cash crop under law, create economic opportunities and jobs in the formal economy as opposed to the underground market. Adopting a legally controlled market for marijuana will ensure that consumers buy the products from a safe and legal source. Marijuana has been approved in some states for medical uses to ease the effects of different health challenges. Colorado and Washington legalized m...
The legalization of marijuana will have a huge impact on the economics of the United States to the point that I feel that government will assist in the continuation of these companies. If it is passed in the government the selling of marijuana could generate millions of dollars in tax revenue. Colorado is the latest state that has approved the selling of marijuana for recreational use. This topic has been tossed around by the officials for years now. Legislators in Colorado have “consider excise and sales taxes on marijuana of up to 30 percent combined” (Frosch, 2013). With the rapidly growing market and marijuana industry rules and regulations had to be put into place. Even this tax charge needs to be implemented and enforced. “These taxes are set high enough to finance the administration of new laws, but not so high that customers are driven back to the black market” (Frosch, 2013). There are many financial benefits as a state can help pay for the enforcement and other fundamental issues. One bad thing about taxing so high is that you can simply crowd out the regulated market. It is important to find the right balan...
For those in the marijuana industry, advertising in any form is a tight rope to walk. It is important for businesses to be aware of the risks involved in advertising on social media, especially advertising that involves a federally illegal
[a] company may have a unique vision, a superior product, strong management and an efficient distribution system – yet if it is not able to convey the core benefits of the brand to its target audience it will ultimately fail. [5]
Should tobacco and alcohol advertising be allowed on television? The ban on advertising tobacco is already in affect, however, alcohol is another harmful substance. Should liquor be allowed to be advertised, if tobacco can not advertise their product? The ban on advertising tobacco products on television and radio, was passed through legislation in 1970 by Richard Nixon. This argument like others out there has two sides, one side in favor these advertisements and the other against these advertisements. Since both of these substances are highly addictive and costly. Would we like to see these advertisements continued? Are these advertisements the hazard they are communicated to be? Through the research of these two important sides, this essay will explore which side has a stronger stance on the topic.