Cannabis and advertising
Besides, we have to add the challenge of placing in the market the existing wide range of products containing CBD and the many purposes they serve- from oils or infusions used as cosmetic and body care products to food for human or pet consumption- to the main advertising purpose of attracting, gaining and retaining customers, which requires targeting diverse audiences and markets. Another obstacle any marketing action in this industry will have to overcome is the widespread prevalence of misinformation and the persistence of prejudice in the general public, as well as the consumer’s ignorance about new consumption patterns and the strictness of the existing advertising regulations. In Spain, for instance, as in most European countries, one of the legal requirements to sell CBD products is that the label must clearly indicate the technical nature of the product and state that is intended for external use only. As cannabis is not fully regulated in this country yet, there are not clear and specific advertising requirements either, so it would be necessary to look at more consolidated international markets, such as the United States or Canada, to understand new marketing strategies.
Most of national regulations prohibit the false or misleading promotion of alleged healing qualities. In the US, for example, it is mandatory to include a list of possible adverse reactions and many states, like Colorado, are using the already existing regulatory framework for alcohol as the basis for developing new cannabis regulation policies. Thus, TV or radio commercials and unsolicited pop-up advertisements on web pages are banned. In California, where you can find the largest and most developed sector of the U.S. cannabis industry, images that may appeal to a minor, such as characters from children’s movies or cartoons, cannot be included on ads for CBD products. Also, the promotion of raffles, contests or promotional giveaways involving CBD products are strictly prohibited, although advertising on television and radio is permitted as long as at least 71.6% of the targeted audience is over 21 years of age or older. Canada does not allow ads including testimonials or targeting young people, product prices cannot be advertised and brands cannot be associated with a glamorous, fun or vibrant lifestyle.
Thereby, advertising and promotion strategies should aim to build a credible and trustworthy corporate image, offering clear and documented information to the consumers and breaking through biases and misinformation barriers. Therefore, we expect future cannabis advertising likely to be moderate and conservative, since current law leaves no room for innovation.
Despite of the limitations, some companies, like the American MedMen, are using surprising and shocking strategies: in 2019 they launched a controversial campaign called “The New Normal” starring Spike Jonze, who signed the commercial, defending decriminalization of marijuana and making a brilliant review of the history of this plant in the US. Already in 2018, the same advertising company had surprised the general public with an international campaign, “Cannabis”, in which they invested over $4 million.
Today, it is clear that the wide variety of the CBD-based products offer on the market is increasing and each of them will have to find their target audience. The first steps to find strong and effective advertising strategies in this sector are to overcome the existing prejudices and misinformation about marihuana in our society. There is no better promotion of a product than highlighting its quality and boosting the credibility of the company that offers it, so you can guarantee customers that they will be getting what they need and require. After that, your imagination is the limit. Well, your imagination and legal restrictions, of course.
Kannabia Seeds Company sells to its customers a product collection, a souvenir. We cannot and we shall not give growing advice since our product is not intended for this purpose.
Kannabia accept no responsibility for any illegal use made by third parties of information published. The cultivation of cannabis for personal consumption is an activity subject to legal restrictions that vary from state to state. We recommend consultation of the legislation in force in your country of residence to avoid participation in any illegal activity.
- Euromonitor: 40% of cannabis sales will be legal by 2025 Previous news
- CBD supplied to critically ill patients with COVID-19 Next news
Marijuana: People First
The documentary “Marihuana: Primero las personas” (Marihuana: People First), by Chilean director Ricardo Carvajal, premiered in the midst of this global pandemic. The film reflects the reality of
France to begin a pilot medical cannabis programme in September
From September, France will begin a pilot medical cannabis programme that will bring cannabis products to two hospitals for two years. The programme was approved in October 2019 as an amendment to the .
To support the goal of creating spectacular digital campaigns we dedicate ourselves to developing fully customized programs to address each client’s unique and dynamic environment. We are committed to analyzing the data we collect and translating it into kernels of actionable business intelligence that can directly impact each client’s growth and success.
OUR TESTING PHILOSOPHY
(Get ready for some technical stuff.) We find the intersection of prospect desires, competitor features & your features. PODs: Points of Difference. POPs: Points of Parity. POI’s: Points of Irrelevance.
We do this through the use of the following testing cycle:
(challenge and control)
OUR ADVERTISING PHILOSOPHY
Our philosophy is different than most in the digital space. Most agencies follow a plan or set up big campaigns. We do this, but take it a step further:
We respond to change, competitors follow a plan
We do rapid iterations, competitors do Big-Bang campaigns
We test & learn from data, competitors use opinions and conventions
We make numerous small experiments, competitors make a few large bets
We target individuals and interactions, competitors target markets
We use collaboration, competitors use silos and hierarchy
OUTSIDE THE BOX
(More technical stuff!) We review all phrases influencing a campaign’s performance such as internal, adjacent (competitors) and beyond – like the weather, natural disasters etc. We turn data into meaningful insights.
We pride ourselves on:
creative problem solving
challenging the status quo
Although paid search is one of the best performing tools in the digital space, it only reaches 5% of the web. The remaining 95% is covered by display and social. Normally your focus is to ensure a strong presence on the search engines and then move into display and other methods. With the limitations of the search channel due to Cannabis regulations, we can help you develop campaigns to reach new audiences utilizing tested display techniques in the Cannabis space, including, display, retargeting, demographic, and video, along with other methods detailed more specifically below.
One of the most talked about topics in digital marketing is the funnel. This concept illustrates that only a small percentage of the people who visit your site will actually end up taking the desired action. That number is usually around 2%. As marketers we strive to find the right blend of digital techniques to effectively drive new visitors but to also keep your product or service top of mind for the rest of them.
We have curated a dedicated team of web and graphic designers to help augment assets for each of our publisher partners. These assets are a key element to ensuring we come across to our audience appropriately. We test each size, image and message combination to continue with our optimization efforts. The data we learn from these tests can also be applied to other marketing initiatives.
And we track everything! Yes, that’s right, not only do we have an incredible partner network, but we’re also data geeks and hold ourselves and our partners accountable to our client’s performance metrics. This tracking not only helps us understand the impact of our work, but also ensures that the partners we advertise on are performing and supplying growth to meet your goals. That maybe through site visits, leads, visits to the dispensary or store, in-store revenue, e-commerce revenue or tickets sold. An initial part of our process is to determine your goals upfront to recommend the best launch strategy, and then maximize efficiency with all partners, and then optimize each towards the final goal.
Below is a list of Cannabis Advertising opportunities available through Team Maryjane: