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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!

Measuring Social Media ROI

Measuring Social Media ROI

In today’s world, social media is no longer an option; it is a necessity for your business.  And although your cannabis, CBD, or hemp brand may have social media profiles, do you know how to measure how your social media presence is impacting your business?

According to a survey from Convince & Convert, “41% of companies said they had no idea whether or not their social media efforts were actually paying off”.  This is a huge statement, because social media can be the most valuable and cost-effective marketing tool your cannabis product or brand can utilize.  If your cannabis company can’t quantify your social media spend because it doesn’t tie to specific business outcomes, why would you spend your hard-earned dollars on this marketing campaign, month after month?  Social media is used by all of us every day in our personal lives, but social media for business must have a different and deliberate strategy in order to yield results.  At the same time, social media return on investment (ROI) must be measured differently than how you would typically measure spend vs. return. When deciding to market your business using social media, the key factors for measuring success are going to be figuring out what you’d like to track, and how you’re going to track it.

Your first thought might be to track sales from social media.  This seems like the obvious reason to launch any marketing campaign, but social media is unique in that sales are only a part of your conversion process, and not necessarily the end result.  Social media gives you the opportunity to build relationships, acquire lifelong brand advocates, retain current customers, and provide social proof, just to name a few benefits.  Print ads, radio, and coupons can only achieve a small portion of telling your story, which is what social media can do for your brand.  Social media is vital for your cannabis brand because although some social media platforms may shadowban, block, or disable accounts from time to time, you have much more flexibility and marketing ability through social media channels.  Social media can be used to get your name out among the masses, showcase your employees, reinforce your values and mission, support the cannabis community, and provide an additional layer of customer service.  Social media should NOT be used as a platform to shout your specials!  This may seem counterintuitive, but think about the social media profiles you follow yourself.  Do you follow companies whose entire feed is full of low-quality pictures, boring specials, and demands to come in and spend your money?  Or do you check those feeds every day who provide valuable, interesting content, who speak to the things you care about, and who return your messages promptly when you have a question?  Social media has become a shouting platform for cannabis companies, instead of what it should be: a platform for you to build loyalty, retention, and truly connect with current and future customers.  Without trust, why would customers want to buy from you as opposed to your competitors, of which there are many?  Customer acquisition and conversions to real-dollar sales will come with time.  Building a solid social media following and creating thoughtful, strategic posts will improve both your brand image and your customer service, which leads to more sales. Your ROI for creating great content and engaging with others is going to be based on your follower growth, likes/comments growth, and shares growth.

Social proof is another very important reason to have a social media strategy that is curated, as new customers will look to your reviews, comments, and interactions online before doing business with you.  Whether you’re B2B or B2C, social proof plays a role in new client acquisitions.  Your social media marketing should include strategies to help improve and expand social proof about your company. As your brand grows its following and gains more positive reviews online, conversions will also follow.

As we mentioned before, in order to show ROI for social media, you must establish clear goals so you know exactly what to measure as you grow.  Aside from conversions, what do you want to accomplish by using social media?  Do you want to improve your reviews, grow your followers, or increase the frequency in which your posts get liked, commented, and shared?  What can you measure in order to determine what is working best?  Every social media platform has analytics that you can look at on a monthly or even weekly basis.  Analytics will tell you the posts that have performed best (meaning they got liked, commented on, and shared the most) and you can use this information to determine which types of content should be repeated.  Continue to post what works, and stop posting the things that don’t get engagement, and you’ll see your following grow organically! Numbers don’t lie, and if you have a specific goal in place as it relates to social media, you’ll be able to see when your social media goals are being met.

Last but certainly not least is your time.  As a business owner, you know that time is money.  You’re probably already wearing many different hats, and social media is time consuming.  So the question becomes, how much is your time worth?  Did you know that the average small business owner spends over 24 hours each month managing their social media profiles?  And if you believe, like many business owners, that your time is worth $170/hour, that means you are spending over $4000 every month on social media when you could be focusing on running your business. If you have better things to do than find content, answer questions, run ads, and engage with other pages, the ROI on outsourcing your social media management is a no-brainer.

The bottom line is social media ROI should be looked at in a completely different way than other marketing avenues.  Social media will help build your brand, communicate your vision and mission, and create lifelong customers.  The highly-competitive world of cannabis is causing new brands to emerge every day.  If you want to stand out and be “THE BRAND”, social media is going to be your best marketing tool.  Check out CMI’s podcast on Anchor, Apple podcasts, Pocketcasts, or Stitcher for more about how important social media ROI is, and how to measure it.  If you’re having a hard time quantifying your social media investment or creating content that draws followers in, give us a call instead of continuing to wonder where your social media dollars and time are going.  We offer free consultations and have a team of passionate cannabis advocates who are eager to work with you.  Grow with us!

Cannabis Marketing Is Unique

Cannabis Marketing Is Unique

Marketing in the Cannabis industry is not the same as other industries.  With Federal Laws and online policies creating roadblocks, you might feel perplexed about how you are going to make your brand’s voice heard above the rest.  Throughout our experience marketing for several different types of cannabis companies, we have determined the best techniques for reaching your potential audience.  The cannabis industry is cut-throat and complicated which makes it extra important to spend every dollar of your budget wisely.

Cannabis Marketing in Action

Once you have established a vision and goal for your company’s initiatives, it’s time to put a plan into action.  The first and most important thing you need, is a fully-functioning and visually appealing website.  The domain you choose for your site will help set to your business apart from your competitors.  It must be easily memorable and wholly unique.  Sometimes, choosing a domain is difficult because there are so many out there to choose from and you don’t want to have any overlap with other companies.  If you are running into duplicate company names, one trick is to add the word “dispensary” or “collective” after your brand name.

It is important to remember to add an age gate to your website as well.  As cannabis becomes more widely legalized, maintaining accountability when advertising or promoting cannabis is imperative.  We recommend conducting thorough research to educate yourself about the laws in your individual state.  As you probably know, the laws are different anywhere you go, but one thing stays the same no matter what:  we do not want children on cannabis websites.  Adding the age gate must be a top priority.  It’s a simple step that means a lot.

Cannabis Website Design

When you are considering the design of your cannabis website, there are several key factors to take into consideration before you get too far into the design.  Choosing a visually appealing color scheme, logo and font are all essential when it comes to grabbing your customer’s attention and branding your company in a unique way.  Don’t choose boring fonts and do not create a logo that might relate to children.  Anything that is cute and cuddly, or is a cartoon, might not be the best choice for your intended audience.  It’s a good idea to stay away from the things that have plagued cannabis sites over the last few years.  Things like bikini girls holding blunts and bad word art are no longer the reigning culture of cannabis.  A focus on health, wellness and cleanliness is a much better road to follow.

Besides having your own distinctive and functional website, it’s vital to display your brand on other big industry-relevant sites.  Sites like Weedmaps and Leafly are good examples of highly-navigated sites where people are looking for cannabis brands and deals just like yours.  For monthly or yearly fees, you can hold a place on these websites relatively easily.  Choosing a marketing company to vet out impactful websites for your business will save you time and money.

Cannabis Branding Fundamentals

Once you have a website established, the next step is setting up a search engine optimization (SEO) campaign. This type of advertising ensures your website can be seen by the world.  They say the best place to hide a dead body is on page two of Google.  This is accurate!  When you are searching Google, how often do you scroll down and go to the next page?  Not often, right? A solid SEO campaign will drive your site closer and closer to the top of Google searches.

So, how does an SEO campaign work?  Is it magic?  No, it’s the cunning use of targeted keywords utilized throughout your site, followed by meticulous monitoring and adjustments.   Right now, it is completely legal to advertise your cannabis website in this way, so take advantage!  Remember, SEO campaigns can quickly become very complicated.  As a business owner, we recommend knowing the basics, but leaving the rest up to a company who specializes in this field, like Cannabis Marketing, Inc.

Another form of advertising commonly used by the cannabis industry is Native Advertising.  Native Advertising will help enhance your SEO campaign by presenting custom ad messages to those who have shown interest in products and services like yours.  You can easily captivate your audience with well-presented, branded material that doesn’t stand out as blatant marketing.  To the user, your ad will have in-built value because it appeals to their interests.  The ultimate goal is for a highly-influential website pick up your ads.  Once this happens, your SEO campaign will kick into high-gear and drive you up the Google listings.  Pretty cool, huh?

E-mail campaigns are another effective method of advertising for cannabis businesses.  Building a list of customer e-mails and data is crucial to impactful communication.  Once you build a targeted list, you will be able to talk directly to your clients about upcoming events, promotions and other news-worthy information.  Once you establish a routine with your e-mails, your customers will always be reminded about your business.  Just be careful not to e-mail too much.  Spamming is not cool.

Lastly, we want to mention influencer marketing.  Even though this type of marketing is gaining popularity, especially in the cannabis industry, it has been around for a long time.   The act of influencing requires a specific result: an alteration in thinking or behavior.  Many people confuse influencers with someone who is just really popular.  But in actuality, an influencer is someone who can impact the perception of others and even encourage them to do something different.  When seeking out influencers, keep this in mind: do they have what it takes to give you a solid return on your investment?  Do they have the ability to deliver a message to a large number of people?  Are they credible and have the trust of their industry followers?  Do they have the extraordinary power to persuade and convince their audience?

It’s our advice to be selective when working with influencers.  If done right, influencer marketing can improve the perception of your company and can build a community of advocates who will drive reach and brand awareness.

As your marketing starts to take off, it’s crucial to consistently monitor your various campaign’s progress.  When you actively monitor and analyze, you give yourself a change to dig in and see what works and what doesn’t; what is performing exceptionally well, and what is not.  This will help you to mold and shift your strategies so you can continue driving forward.  This aspect of your marketing takes a lot of time and focus.  We always recommend utilizing a cannabis marketing agency to monitor and strategize your campaigns.  This article has only touched the tip of the nugget when it comes to your marketing options.

It can all seem overwhelming very quickly and it’s important you focus your valued time on your cannabusiness.  Leave the details of marketing to us!

CBD and Professional Sports

CBD and Professional Sports

As CBD awareness and acceptance rises in the world, many are asking how CBD can be used in fitness and sports and how athletes can take advantage of the multitude of benefits.    How does CBD effect an athlete’s body, exactly?  Is it legal for athletes to consume CBD?  Should it be?  Before we get to these essential questions, we want to make sure you understand what CBD is.

What Is CBD?

There is a lot of noise out there when it comes to CBD and we want to clear the air.  CBD stands for cannabidiol.  This is a chemical compound which comes from the marijuana plant.  Unlike THC (tetrahydrocannabinol), the part of the plant of which CBD is derived, does not have cause any psychoactive effects when consumed.  CBD will not cause the someone to ever feel “high” like THC.  So, why doesn’t CBD get you high?  That’s because CBD effects different receptors in the brain than THC does.   In the 1990’s, scientists discovered the endocannabinoid system which transmits signals from cannabinoids in the body.  There are over 100 known molecular targets of CBD in the body which leads to a multitude of benefits when CBD is ingested on a regular basis.

Consuming CBD

There are thousands of CBD products currently available on the market, giving users a wide range of options for consumption methods.  CBD can commonly be found in the form of oils, tinctures, vaporizers, liquids, and even pills.  The easiest and most effective way to ingest CBD is through tinctures.  Sublingual tinctures are considered the “old standard” of the CBD industry.  Tinctures are comprised mainly of raw hemp oil that has the actual cannabinoids from the plant present.  It is important to do a little bit of research and verify the extraction methods and lab in which the CBD was manufactured.

Over the last year, one of the most popular forms of CBD has become the gel capsule.  Users who are switching from their typical medications to CBD often prefer this method because of the easy transition as well as the similarity to traditional medicines.  People who have smoked in the past are also finding it easy to transition from cigarettes and e-cigs to CBD vaping.  CBD vapes will always taste better, feel better and have far less health risks and traditional smoking.  For someone suffering from concentrated joint or muscle pain, topical CBD lotions and salves are the best recommended option for fast and effective results.  Those who suffer from chronic pain conditions like fibromyalgia and MS, agree that topicals are essential to their pain management and help to maintain a high-quality of life.

CBD Benefits for Athletes

Even though CBD has many beneficial claims, it is still going through the process of complete legalization and acceptance.  This is especially true in the world of sports and athletes.  CBD is considered a performance enhancing drug because of the numerous health benefits for athletes.  Some of the advantages of CBD for an athlete include cortisol reduction, weight management, pain management, restful sleep, anti-inflammatory, and insulin sensitivity promotion.

Science has shown that CBD oil effectively reduces stress while diminishing the harmful effects of increased adrenal function and anxiety.  Athletes who are actively working to build muscle mass often experience times of painful inflammation.  CBD helps relieve muscle and joint irritation that occurs because of weightlifting and other strenuous exercise.  Even if someone is not an athlete, there are still advantages to conquering long-lasting inflammation. Did you know inflammation can be linked to a shorter lifespan?  Inflammation is tied into a very large number of life-threatening chronic diseases so it’s best to eliminate as much as possible with natural CBD.  Researchers are also finding that, along with the ant-inflammatory benefits, CBD is helping with pain relief and stress relief as well.  This is perfect for professional athletes

Organized Sports and CBD

So, what’s the deal with organized sports and CBD?  For the first time ever, WADA (World Anti-Doping Agency) is allowing professional athletes to use CBD products.  WADA was established in 1999 and is responsible for diminishing doping in sports internationally.  In accordance with scientific research and available information about the cannabinoid, they have updated their banned substances list to eliminate CBD.  Did you know in 2013, WADA even raised the tolerated amount of THC allowed in the system of Olympic athletes?  And again, in 2016 they changed rules to allow Olympic participants to smoke cannabis, just not during the competition?  We think this step was HUGE in opening doors for CBD potential in sports.  You never know, maybe at our next Olympics, we will see athletes sponsored by CBD brands!

In other big CBD Sports news, we were excited to see that CBD was allowed this year at the 2018 FIFA World Cup.  This was a major world step in eliminating the dishonor of Cannabis.   The World Cup happens every 4 years and gains the attention from countries around the world.  This year, the World Cup had 3.2 billion views globally!  We think it’s fantastic that the athletes could openly consume cannabidiol throughout the competition with the world watching.  The use of CBD at the World Cup will hopefully be the starting off point for the common acceptance of CBD in professional sports.  As of now, major sports leagues like the NFL, NBA and MLB still prohibit all athlete use of CBD, even though athletes are still trying to push the boundaries.  Several well-known athletes, including MMA fighters and NFL players, are turning to CBD oil as a safe and effective alternative to addictive painkillers.

Regardless, more scientific studies are revealing additional medicinal properties of CBD every day.  Even the World Health Organization has referred to CBD as being generally well-tolerated with a good safety profile.  It is only a matter of time before CBD will be viewed in sports as an essential supplement for ultimate athletic performance.

 

Want to learn more?  Follow our blog for continued education and updates on legislation in the CBD world.  Cannabis Marketing, Inc. helps cannabis, hemp, and CBD brands build their audience through effective marketing and increased education.  As the legislation continues to change, we will continue to be on top of the latest news, so we can market your brand with compliance and the latest trends in mind.  Call us today for your FREE consultation.

 

Resources:

https://www.lifesum.com

https://www.wikipedia.com

https://www.hightimes.com

https://www.wada-ama.org/