In 2023, the worldwide market for cannabidiol (CBD) was estimated at $7.71 billion. Forecasts suggest a growth rate of 15.8% annually from 2024 to 2030. With such a market, Cannabis brands need to get their competitive edge to stand out in a competitive field. To get started, here are the dos and don’ts of effective cannabis marketing.
Table of Contents
Introduction
Key Takeaways
Do’s of Cannabis Marketing
Don’ts of Cannabis Marketing
Key Takeaways
✔ Adhering to both federal and state laws is essential in cannabis marketing.
✔ Clearly communicating the quality, potency, and sourcing of cannabis products is vital.
✔ Effective cannabis marketing should prioritize educating consumers about the product and its uses.
✔ Focusing marketing efforts on the appropriate demographic, primarily adults above the legal consumption age, is key.
✔ Marketers must refrain from making unsubstantiated health claims or suggesting cannabis as a cure-all solution.
Do’s of Cannabis Marketing
In the cannabis industry, effective marketing is crucial for success but must be done carefully to stay legal and respectful. These tips will help ensure your marketing is effective, responsible, and within legal boundaries.
✔ Engage in Meticulous Legal Research
- Understand the Landscape: Keep abreast of the evolving legal status of cannabis at both federal and state levels to ensure marketing efforts are compliant.
- Monitor Changes: Regularly check for updates in legislation that could affect marketing strategies, especially with cannabis’s shifting legal status.
- Localize Strategies: Tailor marketing campaigns to the legal requirements of specific regions, recognizing that what works in one area may not be in another. On a federal level, the FDA prohibits products containing CBD from being advertised as dietary supplements.
- Seek Legal Counsel: Consult with legal experts in cannabis law to vet marketing materials and avoid unintentional violations.
- Educational Outreach: Use marketing platforms to educate consumers about the legal status and responsible use of cannabis, reinforcing the brand’s commitment to compliance and safety.
✔ Highlight Transparency and Quality
- Third-party Testing: Promote third-party lab testing to validate the quality and safety of cannabis products.
- Clear Labeling: Ensure that product labels provide complete and accurate information, including THC content, CBD content, and other relevant details.
- Educate on Quality: Use marketing channels to explain what makes your cannabis products high-quality, such as organic cultivation, extraction methods, and ingredient sourcing.
- Showcase Certifications: Highlight any certifications or approvals from credible organizations to build consumer trust.
- Transparency in Processes: Provide insights into the manufacturing and sourcing processes to assure customers of the product’s quality and ethical standards.
✔ Leverage Digital Marketing and SEO
- Optimize for Search Engines: Use SEO best practices to improve the visibility of cannabis products in search engine results, focusing on industry-related keywords and consumer search trends.
- Content Marketing: Create valuable, informative content that addresses consumer questions and interests while subtly promoting cannabis products.
- Social Media Savvy: Develop social media strategies that comply with platform guidelines while engaging with the audience through educational and entertaining content. For example, YouTube allows for educational content, including scientific effects of drug use.
- Email Marketing: Utilize email campaigns to provide subscribers updates, educational content, and promotions while ensuring compliance with anti-spam laws.
- Influencer Partnerships: Collaborate with influencers who align with the brand’s values and can legally promote cannabis products to their audience.
✔ Target the Appropriate Demographics
- Age Verification: Implement strict age verification processes in marketing campaigns and on websites to ensure content is only shown to adults over the legal age.
- Market Research: Conduct thorough research to understand the preferences and behaviors of the legal-age demographic that uses cannabis products.
- Segmented Marketing: How are CBD companies marketing? They often develop targeted marketing strategies for different segments within the adult consumer base to address their specific needs and interests. For reference, younger Americans in the Western US report using cannabis products for its therapeutic benefits.
- Responsible Messaging: Craft marketing messages that promote responsible cannabis use, highlighting moderation and the importance of understanding individual tolerance levels.
- Cultural Sensitivity: Be mindful of cultural and regional differences in perceptions of cannabis use to tailor marketing messages that resonate positively with diverse audiences.
Don’ts of Cannabis Marketing
Marketing cannabis products requires careful attention to what you should not do, just as much as what you should. By understanding these points, businesses can prevent legal issues, build trust with customers, and ensure their marketing efforts are both ethical and effective.
╳ Don’t Make Health-Related Claims
- Avoid Medical Assertions: Steer clear of suggesting that cannabis products can treat, diagnose, or cure any medical conditions to avoid conflicts with the FDA and other regulatory bodies.
- Disclaimers are Key: Always include disclaimers that the product is not FDA-evaluated and is not intended to diagnose, treat, cure, or prevent any disease.
- Fact-Based Marketing: Ensure all product information is factual and avoid speculation about health benefits. For reference, Google prohibits unsupported health claims about CBD products and any product in general. The platform also disallows any products and services that are considered inherently dangerous.
- Avoid Hyperbole: Refrain from using exaggerated language that could mislead consumers about the product’s effectiveness.
╳ Don’t Use Medical-Related Imagery
- Avoid Healthcare Visuals: Do not use images of doctors, nurses, or medical equipment that could imply medical endorsement or effectiveness. You may also want to avoid using terms like “CBD” on your images, as platforms like Amazon strictly prohibit CBD terms in their product listings.
- Symbolism Matters: Avoid using symbols or colors that could be associated with the medical industry or health claims.
- Contextual Awareness: Understand the implications of your marketing context and avoid creating any association with medical advice or clinics.
- Consumer Expectations: Manage consumer expectations by differentiating between recreational and medicinal cannabis products, where applicable.
- Regulatory Compliance: Regularly review marketing materials to ensure they align with the latest regulations regarding medical imagery.
╳ Don’t Advertise to Minors
- Strict Age Gates: Implement rigorous age verification processes on all marketing channels to ensure adults only access content. For instance, Instagram only allows cannabis-related content for users at least 18 years old. With this guideline, it’s best to restrict content to the right age group.
- Content Appropriateness: Tailor marketing content to avoid appealing to underage audiences, steering clear of cartoonish graphics or youth-centric language.
- Monitor Distribution Channels: Carefully select advertising platforms that effectively target the legal-age audience and avoid those popular with minors.
Take Your Cannabis Marketing Higher with CannaMack
If you want to navigate cannabis marketing successfully, consider partnering with CannaMack. As a specialized cannabis dispensary marketing agency, CannaMack understands the industry’s intricacies and is adept at crafting strategies that are both compliant and compelling. Connect with CannaMack today to transform your marketing approach and tap into the growing cannabis market effectively.