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Have you struggled with building your cannabis brand of the prohibition it’s federally illegal? Maybe you’ve seen this when you’re Facebook or Google ads been rejected. Or your social media account is banned. There is a stigma to cannabis that is not going away anytime soon. So what can we do to get around this? Our guest Laurie Parfitt has some ideas to boost your brand. Laurie is a fractional CMO. She works with cannabis and consumer products companies on marketing leadership, brand strategy/design, consumer insights and commercial go-to-market strategy. Laurie is a recognized speaker at Cannabis Conference, Cannabis Beverage Expo, Illinois Women in Cannabis and The Hatchery. As a long time expert in consumer products I’m excited to have her visit the podcast and share five ways to marketing your cannabis brand.
Build a Cannabis Brand Strategy
The first step of creating a brand strategy is to have a target consumer defined. Consider that target the “bulls eye”. Choose the demographic that is the most difficult consumer to earn. Once you win them over, other demographics will follow. Laurie spoke at length about focusing on Gen Z, Gen X, Gen Y then the Boomers. Add as much detail to the avatar as possible before you give it to a designer.
Cannabis Brand Marketing Solutions
The solutions Laurie would like to see include:
- Digital Marketing – most advertisers limit ads but Banner Ads are very successful and legal
- Social Media – need to have some promotion, but limited in value plus risky until cannabis is legal federally
- In-Market Activation – build relationships with budtenders. Give them interesting products and incentives to promote your brand. Have in store vendor days, opportunity to meet customers too. Unfortunately this is not easily scalable.
- Out of Home – billboards work great for dispensaries. You can promote a brand if you partner with a retailer.
- PR- get on conference panels and become known. Use the opportunity to build relationships.
What can we do to advocate for cannabis. Call your law maker for cannabis, find their stance. Then vote informed. Let’s hold the state accountable.
How to Find Laurie Parfitt
Laurie is a fractional CMO. Contact her in the following links
- LinkedIn – linkedin.com/laurieparfitt
- Instagram – lauriekr11
- Facebook – laurie.rubin.31
The Cannabis Advocate podcast advocates for businesses in the cannabis industry and explores the unique challenges they face. Despite hurdles in legislation, regulation, and culture, there are tremendous opportunities for growers, manufacturers and retail sellers of cannabis products. Many of these issues are unique to the cannabis industry. This podcast speaks to these common concerns and shares stories of success.
This is a production of Habanero Media. https://habaneromedia.net
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