Facebook, Instagram and Google have banned marijuana marketing. What alternatives do you find the most effective to promote marijuana brands and products?
While Facebook, Instagram, and Google have banned the paid marketing of cannabis, there is still opportunity use these platforms organically and as “SEO”, so that when consumers are looking for us, they can find us. Additionally, it is important to be on the many different cannabis specific sites that consumers go to for information – for example – Leafly and Weedmaps, which are two educational forums.
Using a unique creative strategy and optimizing our posting schedule has been an immense part of driving success in the space. For Instagram specifically, we strategically utilize hashtags to reach specific, relevant audiences.
Since it is imperative to build as many relationships as we can to raise brand awareness and position ourselves as a staple in the community, we share owned content as well as content from the industry and engage with our consumers each day.
We have learned that PR is a vital part in gaining publicity for marijuana brands, when there are many restrictions digitally.
The role of influencers plays a vital role in cannabis marketing. As mentioned previously, building relationships with others helps share your content and get you in front of as many eyes as possible.
How do regulations affect the execution of marketing campaigns and what are the solutions?
The regulatory environment creates a tight box on the type of content we can create. Communication must be relatable and clever while, remaining within the guidelines. Social and digital platforms impose very vague policies on selling illegal drugs/promoting drug use. There are times when product posts are approved by Facebook, and other time where they are not. Some brands are verified and can create posts without being taken down, while others can produce nearly identical content and their page is taken down. The standards appear to be arbitrary depending on who views the content on any given day.
In a world of uncertainty, we always aim to be responsible in our messaging. In the case of the work done by The BAM Connection for medical marijuana, we focus on the benefits as approved by the state. By driving education in the category, the community chooses to engage and learn more in the information is relevant to them.
Every social post is reviewed by the Department of Health, every post needs to go through an approval process. Certain words are prohibited like, restrictions “Stoner,” “Anxiety,” “Addiction”. We must also refrain from using explicit visuals like a consumer utilizing the product. At the same time, working with the DOH helps us to keep our content safe and responsible before sharing with consumers.
Are there any brands that have an opportunity crossing over into the marijuana industry? Is legality the only thing preventing them from embracing it?
There is a wealth of opportunity for brands from the food and beverage category, (especially tea brands) to brands in your everyday consumer packaged goods such as bath soap, face creams, oils, body wash, etc.
There are many reasons why brands are hesitant to cross over into the marijuana industry and legality is one of them which causes uncertainty around the market. This, in addition to the stigma against cannabis, holds back the decision makers in their respective companies from taking action, and they are missing out on a large opportunity.
What are some similarities and differences you see between alcohol & tobacco industries and marijuana?
Similarities:
- All of these categories need to be communicated in a responsible manner with adult minded messaging given they exist in highly regulated industries.
- As a result of the regulatory environment, agencies need to look beyond traditional advertising to sponsorship and activation-related activities.
- Agencies must ensure that any health-related statements are approved and not false or misleading.
- All claims about the product must be consistent with legally approved language.
Differences:
- Alcohol and Tobacco has become generally accepted among consumers while marijuana remains controversial.
- Marijuana in a medical environment is used primarily to treat a variety of illnesses. Alcohol and tobacco on the flip side contribute to those conditions.
- There is a stigma that is strongly associated with marijuana use, while alcohol and tobacco are viewed as vices or choices void of stigma.
What are your thoughts on involving celebrities into the cannabis campaigns?
Having celebrities join into cannabis campaigns is a great way to get the word out, many celebrities even launch their own brands in the space. Celebrities influence the average consumer viewpoint, especially mega-celebrities like Snoop Dogg. In particular, with sports – there are many famous athletes that actively advocate for marijuana as part the recovery process from injuries as well as general soreness from training/games. Since these athletes have such a powerful voice and vast consumer following, it sparks a bigger discussion on the issue within our community and their individual leagues.
Have you seen the cannabis marketing evolving since legalization first began in the US?
It’s like night and day, the cannabis industry has skyrocketed since it first began in the U.S. (which we also see happening in Canada since it is federally legal there). Brands are finding unique ways to sell their product and connect with their consumer. Take for example MedMen, they are custom designing the consumer experience by informing you what products work best for the specific times of the day. Brands are also identifying the goals of each strain and marketing the product based off of what it achieves. So, for example, if you want a spark – you can try XYZ or if you want to sleep and relax, try x product.
Another area that has been very unique is that cannabis has expanded its horizons to marketing to pets. There is a huge market currently for dogs specifically and it’s only going to keep growing.
From major companies such as Anheuser-Busch to smaller industries such as health centers and fitness companies, brands are partnering with cannabis companies to experiment and break into an exploding industry. Cannabis is finding its way as part of a consumer’s day to day life regiment.