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Catch ‘Em All – How to reach your competitors’ customers

Catch ‘Em All – How to reach your competitors’ customers

There always seems to be some new and exciting marketing tactic that promises to gain you massive returns.  As a cannabis product or storefront, you are probably contacted several times a week or even each day with marketing proposals from various agencies that are promising the world.

Here at Cannabis Marketing, Inc., we know what works, and our clients trust us to vet and present the best marketing strategies for their business goals.  Our clients simply say, we work with Cannabis Marketing, Inc., and those proposals come to our desk to research instead of taking up your valuable time.  As we find new strategic modes of marketing that would work well for your business, we take care of implementation and execution so that you and your team can continue to slay on the business side, freeing up valuable time and energy.  Because we are transparent and knowledgeable in the cannabis space, you can trust the best strategies will be deployed, and the ones that are not a good fit, will be politely declined.

One of the newest and most exciting strategies to improve your marketing reach and contact new customers is our Catch ‘Em All campaign.  Although this method is not suitable to target other medical dispensaries, nearly every brand and cannabis storefront has the opportunity to take advantage of this campaign!  CMI’s Catch ‘Em All campaign is similar to geofencing, which you’ve probably already heard of.  Geofencing allows you to create a section of an area and serve ads to people who enter that area. For example, if you wanted to create a boundary around your location, anyone who allows push notifications on their cell phone would then receive a targeted ad after visiting your store.

Our Catch ‘Em All campaign takes geofencing and targeted ads to another level.  With this new campaign, we have the ability to draw a boundary around your competitor’s locations, or a festival that is happening, or any other area where you know your customers are hanging out.  Sounds kind of exactly like geofencing, right?  The special aspect of this campaign is that not only do we get to target up to 10 other locations at once, but you also receive those customer’s information directly.  This means, instead of just serving ads to people who enter the area you’ve designated, you get their cell phone number, their email address, even going so far as their political views or car that they drive.  Once someone enters your designated boundary, their information is collected and can then be accessed via your dashboard; where you can then create email and text campaigns that are hyper-targeted towards your competitor’s customers.

What about privacy, you may ask?  The beautiful thing about this campaign is that users have already opted in to be contacted via the many apps that are already on their phone.  So, from a compliance standpoint, this method of contacting your competitor’s customers is completely legal.

The second exciting piece of this campaign is that you can add a pixel to your website that captures this same information for anyone who visits your website.  Again, this allows you to contact everyone who visits your website and then market to them about your cannabis brand, whether you are a storefront or a product.

Catch ‘Em All is the next level of cannabis marketing.  If your demographic visits recreational dispensaries anywhere in the United States, you now have the tools to advertise to those customers quickly and easily.  If a customer hasn’t heard of your brand, this is the perfect opportunity to let them know why your brand is the best.  If you are in a competitive area with many recreational dispensaries nearby, this gives you the chance to deliver impactful advertisements to the customers that you need to survive in the competitive cannabis market.  With the cannabis industry growing exponentially year over year, now is the time to make your brand “THE BRAND” that people can’t stop talking about. 

Our clients are very excited about this strategy because whether you are a brand-new cannabis storefront, or you are a cannabis brand trying to expand your reach and build your name presence, this campaign will produce results.  Never before have we been able to offer a strategy that is so simple and yet allows for so much opportunity for growth.  However, we are only able to offer this strategy to the first few brands or storefronts in each market to create results.  The early implementors of this campaign will become the name-brands of cannabis in their market.

With Catch ‘Em All, there’s no more need to wonder where your customers are going, because you’ll be able to contact all of your competitor’s customers and advertise your cannabis brand!  If this sounds intriguing, give us a call for your custom marketing proposal that includes our Catch ‘Em All campaign. We would love to grow with you!  Call 719-219-3575 today.

The Power of Radio

The Power of Radio

As you are starting or growing your cannabis business, marketing can quickly become one of your highest expenditures. With so many different and new marketing products out there today, it is hard to know what will create return for your investment, and what will be a waste of your hard-earned dollars.  It is imperative that while you are vetting advertisers for your cannabis brand, CBD product, or storefront, that your dollars are going to be spent as efficiently as possible.  At Cannabis Marketing, Inc., we know what works.  

When you contact us for your free, no obligation consultation, we will discuss your goals, your current marketing avenues, and make recommendations based on your ideal outcome and highest return on investment.  Often times, we are able to discover where advertising is not working well, and recommend avenues that you may not have even known were available for your cannabis brand.  One of the most effective, and at the same time, underutilized, avenues of advertising in the cannabis industry is Radio.  Even in our digital age, Radio continues to be the single most effective way to brand your cannabis business and reach new customers.  Branding helps people to get to know your name and what you’re all about.  When radio advertising is used in conjunction with social media, text messaging, and emails, we have seen explosive growth for our clients.  Radio reaches your ideal demographic, and broadcasts your message multiple times to a captive audience.  With radio, you can ensure that every event is more impactful, every special gets advertised to a wider audience, and your sales will grow.

The way that we measure success is through analytics.  Our clients trust us to employ the most effective advertising solutions available, and when they compare year-over-year sales, we can see exactly how Radio impacts their bottom line.  The case study that we will focus on is year-over-year results on 420, the biggest cannabis holiday around.  We measured sales for the date of 420, and also measured the entire week to see if radio had impacted sales.  Even though the date of 420 seemed slow in terms of foot traffic, we found that by comparing 420 sales from 2018 to 420 sales of 2019 that there was a 50% increase in sales.  In 2018, this dispensary client was only advertising on social media, and near the end of 2018, they added radio.  In just six months of adding radio advertising to their marketing strategy, we were able to show substantial year-over-year increases for their sales.  Here are the 420 numbers, so you can see for yourself exactly what a strategy that includes Radio can do for your cannabis brand!

  • 2018 Week of sales up to 420: $50,696
  • 2018 Day of sales on 420: $13,750
  • 2019 Week of sales up to 420: $77,899
  • 2018 Day of sales on 420: $17,594

This client had a 54% growth in sales over the course of the week, and a 28% growth in sales for the day for 420.

Radio is the fastest, most effective way to create and improve brand awareness.  The good news is, because it is not utilized by many companies, your radio advertising in Colorado Springs goes farther!  When you’re ready to take the next step in marketing your cannabis, hemp, or CBD brand, give us a call for a free consultation at 719-219-3575.

3 Things You Need to Know Before Marketing Your Cannabis Products

3 Things You Need to Know Before Marketing Your Cannabis Products

Placing your brand in front of your current and potential customers is a smart move for any business; IF you’re ready.  In the cannabis world, it is especially important to stay top of mind in our community.  The competitive nature of the business can hold many cannabis companies back from reaching their full potential.  That is where cannabis marketing comes into play.  If you own a dispensary or cannabis brand, you will, at some point, want to deploy an advertising strategy. Are you considering starting or expanding your cannabis marketing efforts? If so, consider these three things before you begin: Planning, Branding, and Partnering with the right agency.

Is Your Cannabis Business Ready for Big Growth?

The cannabis industry is continually growing.  The fact that the entire cannabis market is working well in states where it is legalized means there is tons of opportunity for brands and storefronts alike.  When your business implements a strategic marketing strategy, there is no doubt your company will grow rapidly.  That’s why we always suggest having a solid plan in place to prepare for your growth.

Some of the marketing outlets we have found to be highly successful when marketing your cannabis business are social media, radio, email, and blogs.  When you implement a full-circle strategy for your cannabis brand with a team of experts, your business has the opportunity to double within 6 months!  If you own a dispensary or brand, ask yourself: Can your current structure support twice the business it supports now?  Is your location and staff large enough for the influx of customers?  These are just two things to think about before seeking out a successful Cannabis Marketing Agency like CMI.

Is Your Cannabis Brand Ready to be Consistent?

Branding

As the cannabis industry continues to shift from a strictly medical focus to one that includes all adults over the age of 21, the requirements for truly effective marketing strategies are in a constant state of change.  Educating cannabis medical patients is very different than creating an appealing advertisement for the recreational cannabis user.  If your cannabis brand can identify specific consumer segments and tailor your branding and marketing strategies to reflect the priorities and preferences of those groups, you’ll be in the best position to compete as the market grows and matures.

Once your cannabis brand has established your niche within your market, a branding strategy can be created.  Utilizing a cannabis marketing agency like CMI is a smart idea to keep your brand unique.  We know that when you have a branding strategy that consistently forms emotional relationships with customers, that bond converts to both income and long-term company value, which will make your marketing dollars go further as you begin or expand your advertising campaign.

Vetting Out the Right Cannabis Marketing Agency

The emergence of so many cannabis brands and dispensaries has increased the need for effective and compliant marketing strategies.  The only way to stand out in the crowd is to incorporate innovative and unique ideas to keep your brand relevant in your space.  Utilizing an experienced and successful cannabis marketing agency is key.  We would like to share some important qualifications to look for when vetting out a marketing agency for your cannabis brand.

Does the agency have a team?

Successful cannabis marketing agencies like CMI are staffed with marketing experts that hold various skills.  Each member of our team is specialized in a specific channel or aspect of marketing.  We know there is always added value when you work with a team as opposed to a singular person.  Did you know that according to the 2017 Creative Industry Report, 68% of in-house marketing teams partner with external agencies?  Partnering with an agency will allow your employees to stick to their core strengths instead of having to learn new techniques that are uncomfortable or outside their wheelhouse.

Hiring a team of qualified, experienced marketers is a strong business decision.  If you hired one person to handle your marketing, you will have to pay that person a solid wage to get the quality of work that is expected for return on your investment.  A quality marketing agency will have an entire team of specialists for the price you pay each month.  Not to mention, these specialists are qualified and already have the experience to ensure ultimate results.  Agencies like Cannabis Marketing, Inc. have already worked with businesses like yours. This means they will more easily understand your needs and know how to fulfill them.  Their processes are proven and high-quality work is the result.

Good Agencies are Driven by Results.

High-quality cannabis agencies will always share data and analytics gathered throughout your marketing campaigns with you.  The data collected will be continuously assessed and monitored to ensure the best results possible, and transparency will be key to your success.  These insights help to draw the right conclusions to drive the right outcomes.  At Cannabis Marketing, Inc. we are proud to produce exceptional results, and won’t hesitate to share your results with you on a monthly basis. Here are some of our case studies which show our growth patterns for previous clients.

Does Your Cannabis Agency Do It All?

As the cannabis industry competition continues to grow, utilizing multiple outlets for your advertising is imperative to your success.  Find an agency that considers itself “full service”.  This indicates that there isn’t anything they can’t do!  Cannabis regulations are becoming less strict all of the time, allowing you to reach more people than ever before.  An agency that can create a full-circle campaign for your business is the best option out there.  You want your message to be consistent and presented to your customers through several different channels, from radio advertisements to social media contests, and the agency you choose to work with should be able to handle it all. Click here to see a list of the services offered at Cannabis Marketing, Inc.

If your cannabis brand or dispensary is ready for some serious growth, it’s time to implement a cannabis marketing strategy that works!  The experts here at CMI are ready to grow with you.  For a free consultation, please contact us at 719-219-3575, or fill out this form.  

How to Market Your Cannabis Company in a Competitive Market

How to Market Your Cannabis Company in a Competitive Market

The Cannabis Industry requires marketing that is simply not the same as it is with other industries.  You may be feeling confused as to how to navigate Federal Laws and online policies to make your brand stand out in this growing industry, especially as Facebook and Instagram continue to deny advertising and unpublish cannabis pages.

At Cannabis Marketing, Inc., we employ effective strategies to set up your marketing for success, whether you specialize in topicals, edibles, concentrates, CBD, or have a storefront.  Our goal is to help you reach the largest audience while utilizing the best techniques.  Read on for several ways you can begin to effectively reach your ideal target audience in the cut-throat cannabis industry.

A Great Website

First things first, you need a great professional website to house all of the information and cannabis products your customers are seeking.  Spend time to really think about the overall vision and mission of your company and allow your website to tell your brand’s story.

Even creating lists of what your brand is and is not can be helpful to make your company stand out.  Refer to that list often and incorporate other members of your staff within your marketing campaigns to discuss and support the mission of your brand.

After creating a vision and goal for your company’s brand, it is time to create a fully-functioning, mobile-responsive, visually appealing website.  You only have moments to make an impression on online users and your website needs to tell a story quickly and effectively.

Make sure to stick to only a few fonts and colors to make the brand and site cohesive.  You want your audience to trust you, and if your branding is strong, the more you will stand out in the cannabis industry.

Choosing a domain will make a big difference in your marketing, as it is something you will want your audience to remember easily.  Your domain will typically contain your brand name, as that is what people will first type into Google when searching for you.  You can search for available domains here.

It is also important to remember to add an age-gate to your website.  This is to ensure children are not browsing on your website, similar to what liquor brands have on their sites.

As the cannabis industry grows in popularity, maintaining accountability when promoting or advertising cannabis is imperative.  Do your research on the laws your state has for advertising cannabis and employ a team of experts when in doubt.  This protects you and your customers.

Canna-Tip: If you run into duplicate company names, try adding the word ‘dispensary’ or ‘collective’ after your brand name.  If you’re still having trouble, let our branding experts at CMI help you come up with a memorable and effective name and tagline for your cannabis business.

Effective Email Marketing

After you have established a great website to house the information and products for your cannabis business, consider email marketing.  Email marketing may not come to mind right away when thinking about how to market cannabis, but don’t scoff at it too harshly, as email is still a competent digital marketing tactic.  When executed strategically to a targeted audience, email marketing can be a highly lucrative and effective way to market cannabis products.

Third, only to Facebook and Instagram, the email inbox is still one of the most popular places people visit daily on their phones and computers.

With clickable links and branded graphics, users can easily visit your cannabis website to read new information on products, specials, announcements, events, and your latest blogs.  Email marketing is a fantastic way to lead consumers right to your website, then to your products, and finally, to sales.

Canna-tip: 94% of people get online to check email, and office workers check their email around 30 times each hour. Did you know that it’s the #1 activity on the internet?  Use email marketing to stay in touch with your customers and reach your targeted audience on any device.

Incorporate a Blog

A question we hear often is “Does blogging work?”  Blogging is a huge part of brand recognition, creating space for yourself as the leader in your field, and establishing frequent and consistent views to your website.  Whether you commit to writing one blog a month or hire on some help to publish one blog a week, the trick here is to be selective and consistent with your blog and its topics.

What exactly is a ‘blog’?  Well, let’s put it this way, it is a medium that has evolved into what is estimated to now be a $300 billion industry with over 75% of B2C marketers using blogs as a marketing strategy (according to Social Media Today).  Blogs are articles that are written specifically for your brand and about a keyword-rich topic that helps your customers to find you when they are searching for that topic.

Blogs and content marketing are effective because your primary audience is actively seeking information about the health benefits of cannabis and CBD, as well as where and how to buy your cannabis or CBD product.  Well-written, informative blogs allow your brand to provide relevant and useful content to current and prospective customers, which helps to further set you apart from the competition!

Like we’ve mentioned, Cannabis is a growing and competitive industry, and while more states are legalizing medical and recreational sales, consumers are seeking reliable information.  Blogs can help to educate your customers by including topics like the laws of your state, product information, industry trends, and different ways for cannabis and CBD to be consumed.  Making CBD and cannabis easier for your prospects and customers to understand will help establish your brand as an expert, which ultimately will help build social proof and lead to more sales and recognition.

While blog subjects can and should range in topics, they all share some of the same characteristics:

  • Updated regularly with new content, found in a visible area on your website
  • Blogs allow your audience to comment and ask questions while interacting with you and your company
  • They present information in an informal but engaging way
  • Blogs help to make dull topics more interesting
  • Social media links tend to be integrated into blogs, allowing the audience to also find your presence on Facebook, Instagram, LinkedIn, Pinterest, or Twitter.

“Full-Circle Marketing”

The next thing to consider is your “full-circle” advertising strategy.  Your brand, tagline, and website need to be in front of the eyes and ears of your potential audience, reminding them of your presence over and over again.  Did you know that radio remains one of the most effective ways to get in front of your targeted demo?

Only recently we’ve been able to create and air cannabis and CBD ads on the radio, and as legislation evolves, radio will become an even larger avenue to brand your product to current and potential customers.  Contrary to what you may think, your radio campaign will target your ideal demographic, which varies per station.  Each radio commercial gives you the opportunity to advertise specials, events, and new product announcements, and is served to your demographic in many different places: work, in the car, or at home.  Radio is a companion to consumers wherever they go!

Studies indicate that a consumer needs to hear a message seven or more times before they turn into a customer.  Radio is an effective avenue that provides the frequency you need as well as the reach you may not see using social media or print.  Radio allows you to tailor your message and frequency to consumers to lead them to your store or website, and our clients have always seen an increase in sales and traffic when implementing this strategy.

Grow with us!

We hope this blog (yup, this is a blog!) has inspired you to start marketing your cannabis or CBD product and provided some insights to help you stand out in this very competitive industry.  Here at CMI, we want your cannabis business to grow as high as your passion, and if you need help getting started or getting unstuck, we are here to help.  We invite you to contact us for your free custom strategy proposal and let us be your cannabis marketing gurus.  Follow us on Facebook, Instagram, and subscribe to our newsletter for tips and insight into all things cannabis marketing!

Marketing Your Cannabis Product, Creatively

Marketing Your Cannabis Product, Creatively

When it comes to marketing your cannabis product, many companies automatically steer towards the things they consider simple and free, like building a social media page or sending out a text message.  As you’re growing your business, if your budget is small, these strategies may make sense, especially if you are newer to the market.  Thinking outside the box not only helps to make your marketing dollars stretch further, but it also helps to make your product stand out among the sea of your competitors.

As you begin marketing your cannabis product, it’s important to first decide what your mission and values are,  along with what your voice will be.  Do you want to be perceived as the cannabis or CBD product that is fun-loving and adventurous?  Do you want your CBD brand to align with Women’s Health?  Do you want your products to be adopted by medical dispensaries or recreational dispensaries?  Deciding these important items BEFORE you start marketing your cannabis or CBD product will help to steer you in the right direction to get the clients that you want, as well as keep you on track as you grow.

BRANDING

Branding is paramount when it comes to thinking outside the box and making your cannabis product stand out.  Colors, fonts, taglines, and your logo should all coincide and clearly represent your brand and the message you want to convey.  Working with a graphic designer or branding experts like the team at Cannabis Marketing, Inc. will help you to create a branding kit that includes all the guidelines you need so that every piece of marketing material has the same look and feel.  From social media to your website to print and promotional handouts, branding is everything.  How do you want your cannabis or CBD brand to be perceived, and who is your target audience?

SOCIAL MEDIA

Simply creating a Facebook page is no longer enough to create a brand presence for your cannabis or CBD product; you want to build profiles on every available social media platform that fits your demographic.  Platforms like LinkedIn, Pinterest, and Instagram TV are platforms that are often overlooked by cannabis brands, but when posted on consistently and thoughtfully, they can create a loyal and engaged audience.  It is more important to post quality content than to post too much content, and each social media platform has its own community guidelines and best practices to follow.  Facebook is constantly updating its algorithms, so it can be nearly impossible to run your business, create quality social media posts, and maintain your reach effectively.  Cannabis Marketing, Inc. has a team of social media experts who continually keep up on the latest social media changes and updates so that our clients get the best reach for the lowest cost.  Social Media Advertising is another area that we excel in, and where you may be frustrated in finding that your pages are taken down and your social media ads account is suspended, we have had past success in appealing these and flying “under the radar” to keep your product’s presence as compliant as possible.

VIDEO

A marketing medium that helps to truly set your cannabis or CBD product apart is video.  Video sounds scary, but it doesn’t have to be!  Recording a video can be as simple as whipping out your phone and recording a Live video for your Facebook page or Instagram Stories.  Videos, even when uncurated and “raw”, give your followers a peek into your culture and help to forge a personal connection.  Customers want to do business with those that they feel they know, like, and trust; and seeing you and your product in the video can help to forge that relationship while keeping existing relationships strong.  Maybe you’re doing a live video while enjoying your product in nature, or maybe you’d like to highlight a dispensary that you’re visiting for a pop-up event.  Whatever opportunities you have to record Live video are additional ways that you can provide an inside look into why people should purchase your product.

CONCLUSION

In summary, thinking outside the box while marketing your cannabis or CBD product will help you to grow your brand and gain additional clients in a fun and creative way.  Thinking creatively and maintaining a consistent presence across all your marketing strategies keeps costs low, engagement high, and encourages more sales.  The more you can start the conversation about your product within this industry, the better, and the experienced team at Cannabis Marketing, Inc. is here to help.  We are a full-service cannabis marketing agency that has all the tools for every budget and need.  Call us today for your free consultation!  719-219-3575.

Marketing CBD to Your Older Demographic

Marketing CBD to Your Older Demographic

On our January podcast, we talked about the booming industry of CBD and how you can effectively market to your older demographic.  CBD may seem like a no-brainer way to get into the cannabis industry, especially with the recent legalization of hemp, but many business owners and resellers are finding it difficult to explain to their older customers how CBD and THC differ.  There is still a lot of confusion as to what CBD is and what it can do.  There are ways to help educate your customers about your CBD brand while making your website stand out, though!  Cannabis Marketing, Inc. is the expert in getting your voice heard while creating outside-the-box strategies that will help your business grow.

Advances in the CBD Marketplace

CBD, or Cannabidiol, is a compound from the cannabis plant that has none of the psychoactive elements you may think of when you think about cannabis.  CBD has become popular in recent years because of its claims to help relieve anxiety, inflammation, spasms, seizures, and pain, even though none of these have been verified by the Food and Drug Administration.  Because of the FDA’s stance on CBD, not enough tests have been done to verify exactly what CBD does or does not do; or how it can potentially help chronic pain, among other ailments.  In December 2018, even after the Farm Bill was passed to legalize hemp, the FDA started cracking down even harder on companies selling CBD, sending letters and warnings to those who tout the health benefits of CBD.  According to the FDA, “three ingredients derived from hemp – hulled hemp seeds, hemp seed protein and hemp seed oil – are safe as foods and won’t require additional approvals, as long as marketers do not make claims that they treat disease.”  This poses a huge roadblock for education about CBD, as studies are few, and any claims as to the benefits of CBD, can be flagged as non-compliant.

Compliance

So, how does one stay compliant in the eyes of the FDA while educating consumers about the benefits of CBD?  The short answer is: Don’t say anything that could be construed as advice about health.  This may sound like the opposite of what you’re supposed to do when marketing a new and exciting product, but until the FDA accepts CBD as a health supplement and products gain approval, every time you post about the “benefits” of CBD, you are putting your entire company at risk.  This includes information on your website, social media profiles, newsletters, and print materials.  Without FDA approval for your CBD product, it is against the law to make health claims.  Think of any supplements you purchase at a health food store.  They typically have some sort of disclosure, “These statements have not been evaluated by the FDA and are not intended to treat, cure, or prevent any disease.”

Even without FDA approval, CBD sales in the United States last year were over $350 million, and projections indicate we’ll be seeing over $1 billion in CBD sales by 2020.  With continued projected growth in this industry, it’s important to set your brand above the competition.  So how can you educate consumers about why your product or website is the best, without making health claims?

Baby Boomers are curious about CBD and its potential benefits, but without science to back up claims and with SO MANY products to choose from, it’s no wonder there is confusion instead of acceptance.  This demographic grew up in the “Reefer Madness” landscape; heck, they created it.  Cannabis of any form was evil, would make men violent and women promiscuous, and all that nonsense.  As times have changed and research has moved ever-so-slowly forward, studies have found that CBD may provide certain health benefits without any of the “high” feeling, although there is still more research needed.  The psychoactive feelings associated with cannabis are a turn-off for many, so CBD presents an alternative to those who are willing to experiment with something that is not FDA-approved.  Your older demographic may be experiencing undesirable side effects from prescription pills, but are also wary of substituting their doctor-prescribed medication with anything different.

The best way to remain compliant while helping your older demographic learn about your brand or products is to create content that is educational without making health statements.  Some examples would be to write a blog about the amount of CBD your products contain per milliliter, create an infographic about how CBD differs from cannabis and THC, or record a video about how to use your product for the maximum effectiveness.  The key is differentiating your company while educating about proper use.  Our team at Cannabis Marketing, Inc. is experienced in marketing CBD with compliance initiatives that will keep your company or brand in-line while reaching your target demographic!

In short, the CBD industry is an exciting one, and we want to help the right company become THE name in the game.  How could your CBD company benefit from a strategic marketing plan while ensuring compliance?

How Your CannaBusiness Can Get Involved This Holiday Season

How Your CannaBusiness Can Get Involved This Holiday Season

‘Tis the season to boost specials, be merry, and give back.  But when you’re in the cannabis business, giving back to your community and the causes that you care about can become a bit of a chore instead of a reason to celebrate.  Since cannabis is still considered a Schedule 1 drug federally, most non-profits cannot or will not accept donations of any kind from a cannabis company.  Seems silly, right?  The good news is, there are ways your cannabis company can get involved this holiday season with a little creativity and gumption.

When organizing about a community charity event, it’s important to first think about what you feel passionate about.  Do the issues of homelessness, hunger, LGBTQ rights, or domestic violence tug at your heartstrings?  Does your local community have a need for assistance in these areas?  Think about what issues speak to you and your culture, and choosing a cause that speaks to you will come easy.  Hosting a charity event isn’t only about generating positive publicity for your cannabis brand, it is a way to positively impact your community and the people who support your business.

Cannabis Marketing, Inc. has successfully worked with cannabis, CBD, and hemp companies to help them positively impact their community.  From gathering hundreds of pounds of food for local food banks, to gathering local donations of coats and clothes for the city’s homeless and less fortunate, we work with you to ensure your efforts are worthwhile and your community reaps the benefits.  Giving back is more than getting recognition for your philanthropic efforts; it also helps de-stigmatize the negativity that surrounds our industry.  It only takes one brand to make a difference!

Why Work With An Agency for A Community Charity Event?

You are busy, as all business owners are.  Between managing your grow, inspecting product quality, and managing employees, your days are already more than hectic.  Working with an agency to vet quality non-profits, organize the details of your event, and help promote your brand, keeps your focus on managing your business.  We take the legwork and stress out of your daily life and promote your event using every possible avenue to get positive exposure while encouraging community participation.  Our creative team pushes your event through blogs, social media, and even radio to get the word out and increase participation.  Your cannabis, hemp, or CBD brand should be recognized for your efforts, and we have the connections to help you maximize your efforts.  After all, a campaign executed poorly won’t help you, your business, or the cause you care so much about.  So why not invest a little bit of money to get the most for your philanthropic efforts?  You get back what you put in, and we are just as passionate and driven about your cause as you are.

What Kinds of Events Can My Cannabis Company Sponsor?

If you haven’t already, check out our Podcast and Live videos on Facebook, Anchor, Apple Podcasts, and YouTube.  We share marketing tips specifically pertaining to the cannabis industry, and in our most recent podcast, How Your Cannabusiness Can Get Involved This Holiday Season, we discuss how you can get positively involved in your community this holiday season.  You can support us by clicking this link and pledging as little as a few dollars each month to continue to benefit from our cannabis marketing expertise!

The types of events your cannabis, hemp, or CBD company can sponsor are varied, and it really takes a little digging to find those non-profits who will accept donations, either in cash or kind.  In recent years, we have successfully run local campaigns for charities such as the Southern Colorado Care & Share and West Side Cares.  Donating food, clothes, and other items give your company the opportunity to make a true difference in people’s lives.  Let us help you find a cause you care about!

Here are some other charities and causes we would love to work with your brand to promote:

  • Breast Cancer Awareness
  • Homelessness
  • LGBTQ Support
  • Food Banks
  • Domestic Violence
  • Scholarship and Financial Aid
  • Crisis Services
  • Arts & Culture

There is a prime opportunity for your brand to set yourself apart.  Creating a community event, or partnering with an event that is already established, only gives you the opportunity to increase your brand recognition while making a true difference.  There are many non-profits who will say no, but the only thing you need is for one to say “Yes!” to help grow your brand exposure, help your local community, and help to destigmatize the cannabis culture.  Change happens with one person taking a stand and connecting with others.  Wouldn’t you like to be the brand that is creating change in our industry?

How is Cannabis Marketing, Inc. different from other Marketing Agencies?

The cannabis industry is exciting, and there are a lot of companies out there who claim they have the experience and expertise to take you to the next level.  Only Cannabis Marketing, Inc. has the years of experience in all areas of marketing to help your cannabis, hemp, or CBD brand rise above your competition.  We get to know you and your brand values to ensure any advertising we place on your behalf reflects your values and gets the results you deserve.

All in all, giving back to your community and supporting a cause you care about is invaluable.  Let us help you to make the most of your efforts while effecting the most change in your desired cause.  The cannabis industry needs business owners like you.  Create change today!

Social Media Case Study

Social Media Case Study

Your cannabis, hemp, or CBD business is doing well, but you know that there is more of the market that you haven’t yet tapped.  You have worked hard to get your business off the ground, and you know that spending money to move to the next level is necessary, but it’s also scary.  Marketing companies are everywhere, and when you’re trying to get the word out about your cannabis business, it may seem like they are a dime a dozen.  You probably get contacted weekly (or even daily) from marketing companies that you’ve never heard of, promising this result or that, but how do you know that what they claim is truth?

Analytics don’t lie, and Cannabis Marketing, Inc. is serious about providing results.  That’s why we benchmark where our clients start out when they come aboard, and provide monthly and year-over-year analytics to show where their marketing dollars are having the most impact.  Instead of sending reports over that you have to decipher on your own, we sit down with you and your management team to review every piece of your analytic summary.  From SEO to social media to print, we work with you to employ strategies that ensure accurate tracking so we can prove results.  Our strategy includes all the modes that are compliant for advertising cannabis, hemp, and CBD, which may also include radio (and soon television) for your business.  A cohesive marketing strategy that includes all modes of advertising helps us to stretch your valuable marketing dollars further, while promoting your brand in a way that increases growth and return on investment (ROI).

Our case study for social media shows how we were able to expansively grow a cannabis brand over the course of one year.  This brand already had a social media presence, but by thinking outside the box, using tried-and-true social media techniques, creating stunning content, and interacting with their followers, we were able to increase their social media followers and engagement extensively.

Facebook followers increased 102%.

Their YouTube channel followers increased 2111% (not a typo).

Instagram experienced a 68% increase, even after removing many of their original followers who were underage.

MassRoots, a cannabis-friendly platform, saw a 35% increase in followers.

Social media helps to create and improve brand awareness, and the team at CMI focuses on increasing followers and engagement to reach the most organic audience possible.  Social media tells a story to create loyal followers and brand advocates, increases customer service access and satisfaction, and over time, will lead to increased sales.  As a bottom-of-the-funnel sales technique, social media success does not happen overnight.  Amazing content, daily touches, human-to-human interaction, and staying on top of the constantly-shifting algorithms are things that the team at Cannabis Marketing, Inc. take care of for you over the long term so you can continue to run your business.  Social media is a living, breathing marketing animal that must be nourished with consistency, passion, and knowledge of what is “allowed” per each platform’s terms.  The cannabis, hemp, and CBD industry is changing daily, and our team works tirelessly with the best modalities of marketing to create success for your brand.  If you’re frustrated by social media, and ready to take the next step in marketing your cannabis, hemp, or CBD brand, give us a call for a free consultation!

 

4 Ways to Combat Bad Press

4 Ways to Combat Bad Press

When it comes to cannabis, there is a fair amount of bad press out there.  As a highly-stigmatized industry, it seems that everyone and their mother has an opinion on the legalities of marijuana and how people should be allowed to consume, or if they should be able to consume at all.  Supporters of marijuana are hyper-aware of the wonderful qualities of this plant, both medicinal and recreational.  But if you’re on the other side of the fence, how would you be able to feel the sense of community that exists?  How do those who have never consumed cannabis become supporters of your brand?  Can we help turn naysayers into moderate supporters by our own actions?

I was reading an article this morning (check it out here) about the aftermath of the Denver 4/20 celebration in 2017.  Organizers have received a 3-year ban due to noise complaints, untimely trash removal, limited security, street closures, and unlicensed food vendors.  Although the attorney for the rally is working on appealing the ban, this event’s aftermath results in more bad press for our industry.  There are always rowdy fans at events, whether it’s concerts or sporting events or political rallies.  So why does the cannabis industry seem like an easier target than most?

In looking over the history of cannabis and how people have used this plant for thousands of years, it seems the first time it became illegal was after it was introduced in the United States, around 100 years ago.  The Marihuana Tax Act was a federal law that banned marijuana use and sales in 1937.  Since then, government agencies have worked hard to limit and criminalize the consumption and distribution of marijuana.  This doesn’t make for good PR, even with the recent leaps and bounds in the opposite direction.  With as much history as we have in treating marijuana as a criminal drug, people hold views that are not easily swayed.  We have been told for years that marijuana is a gateway drug, that it will land you in jail, that only people with no drive or ambition partake.  We in the industry know that of course this is nonsense.  But then events like the Denver 4/20 rally come along, and bad press prevails.  There are the tiniest positive blurbs online about how some of the rally’s’ proceeds went to feed the homeless, or how the park was cleaned after the event to be even cleaner than before, or how the rally is an exercise in free and peaceful speech.  In order to change the norm and destigmatize cannabis, we need these types of events to continue, while finding creative ways to combat the bad press that always seems to follow.

As a dispensary owner, you may think that you don’t have the time or the resources to make a difference in the eyes of others.  You may have enough customers and enough support to not really care about if one rally goes awry.  But the fact is that all of us collectively represent the cannabis community.  And it is easier than you’d think to make a positive impact for both your brand, and for the movement.  Here are just a few ways…

Get involved in your community!  Summertime is a prime opportunity to get outside and do some good.  Search the interwebs for volunteer events in your area, and recruit your team to participate.  Take pictures, share your experience on social media and your website, and treat it as not only a way to give back to the community you serve, but also a valuable team-building event.  The point is not to flaunt that you volunteer within the community; it’s to make your brand known and seen to those who live in your community.  Choose a different activity every quarter, and put some great press out there for your dispensary.

Donate!  We are all passionate about something that has nothing to do with money or sales or success.  What touches your heart?  What is your team passionate about?  Choose a charity to support and pledge to donate a portion of your sales to that cause.  Ask your customers to help you reach your monetary goal, and post on social media often to keep people engaged and excited about the cause.  Supporting a charity outside of your business is a great way to foster goodwill and create a more positive brand image for your business, and the cannabis industry in general.  Plus, it feels good!

Throw a party!  By throwing a shindig and inviting your customers and their families, you are opening the door to your inside world.  Of course, your budtenders are friendly and your customers are treated well.  But what else keeps them coming back?  Pricing and atmosphere alone may not keep them interested forever.  Organizing something as simple as a barbecue allows you to interact with your clients outside of the sales transaction, which is invaluable.  People support brands that they feel a connection with, and a fun human interaction goes farther than a coupon ever will.  Create a real bond with your clients, and have fun at the same time!

Educate!  People have a tendency to fear or reject what they don’t know.  Cannabis can be scary if all someone hears about is negative.  So be there for your clients.  Educate them about how to consume safely, what to expect, and rules people need to follow to consume responsibly and within the law.  Create informational videos for your clients to learn on their own.  Answer questions on social media, and start a blog to spread the wealth of knowledge you and your staff possess.  Education creates understanding and appreciation for the brand and the product.

Can you imagine if every dispensary actively supported their community, and took some steps to be seen in the mainstream as a positive influence?  How would the views of cannabis change?

When you’re ready to start your own campaign in your community, we can help!  Our team is passionate about the cannabis community, and we are ready to help you make change.  Grow with us!

Hashtag Strategy for Canna Marketing

Hashtag Strategy for Canna Marketing

Social media marketing should be a social experience.  It’s a great opportunity to grow your brand, get your product noticed, and connect with your loyal fan base.  Content is King, and utilizing popular and relevant hashtags can help every post you publish reach an even bigger audience.  Hashtags are those pound (#) symbols listed in or after social media posts.  Some find them annoying, I find them useful and fun!

A little history about the hashtag:

  • Hashtags first became popular on Twitter, although they are used on many social media platforms today.
  • Chris Messina is credited with the idea for using hashtags to group people together in 2007.
  • You may also hear hashtags being called metadata tags.
  • Hashtags can be used to expand your content reach, as well as group like-minded fans together.
  • Hashtags help you target your intended market.
  • Your content can be found more easily by using branded hashtags.
  • Hashtags can help improve SEO while building your cannabis brand.

You can develop a hashtag strategy a few different ways:

Brand and Campaign Specific

Brand and Campaign Specific hashtags are those that you would use to establish and differentiate your brand or specific campaign that you might be running.  Hashtags that you create for your own business could be your company name, your company tagline, an event name, or even a response hashtag.  It’s a good idea to search Google first to ensure that your company hashtag is unique to your business or campaign; this ensures all your hash tagged posts are being grouped appropriately.  It would defeat the purpose to utilize a hashtag that directs fans to another company or direction, so a little bit of research goes a long way.  Keep your hashtags short, about 2-3 words, and remember that it’s not necessary to use a lot of different hashtags in every post.  Again, content is everything, and it’s always better to have one engaging hashtag that people will use, as opposed to eight hashtags that no one will care about.

Hashtags help to connect a group of people who share similar ideas and feelings.  This allows you to correspond directly with people you’d like to chat with, while connecting others with similar likes.  If you’re responding to people using a specific hashtag, it can expand your reach even further.

Trending Topics

Trending topics are a surefire way to get more traction on hashtags that you use for your cannabis brand.  You can find trending topics by searching Google or Twitter for something as simple as your desired keyword with the “#” symbol to find popular topics that people are already talking about.  It’s important to remember that trending hashtags change often, so checking trends on a regular basis is necessary.  While using trending hashtags, only use those that relate to your brand and/or your content.  Spamming hashtags to try and gain a larger audience is frowned upon.  You can also use Hashtags.org (free), or Trendsmap.com (monthly charge) for more drilled-down research and utilization.

Content Specific

Content hashtags simply relate to each post’s content, and can help improve the Search Engine Optimization (SEO) of your posts.  Content hashtags help you to find updates seen by people searching for your hashtag.  These might relate to your product, the cannabis lifestyle, an upcoming event, or your specific location.  By engaging with people who are using similar hashtags (meaning liking, retweeting, and commenting), you can create Human-2-Human interaction and help strengthen your content hashtags.

The background piece of using hashtags effectively is to look at which posts and which hashtags are performing well on your pages.  One hashtag will not work for every dispensary or cannabis product, and you may see different engagement with your hashtags on different posts.  Using various campaigns and hashtags, then analyzing the results of each, will help you to determine which hashtags are worth repeating.

Send us your feedback and success stories on your social media platform of choice using #HappyHashtagging!