Cannabis Marketing Agency

Cannabis marketing is the process through which dispensary owners, processors, growers and others that touch the cannabis industry promote their products and services and educate a broader audience on the science of cannabis. An effective cannabis marketing plan utilizes unique branding and public relations strategies to inform, educate and build trust within targeted markets.

Despite pushes to erase the stigma surrounding marijuana usage, cannabis brands, and cannabis marketing agencies in general still see greater challenges and more restrictive advertising regulations as compared to their less controversial counterparts.  Having an expert partner that understands how to effectively navigate these restrictions is critical to effectively reach people, building your brand and increasing your ROI.

As of January 1, 2020, 11 states (plus Washington D.C.) have legalized medicinal marijuana, with another 22 having provisions for legal medicinal usage. As research suggests that nearly two out of three people in America are in favor of full legalization, states’ participation is expected to climb in the coming years.

In general, marketing the cannabis industry is a relatively new concept and requires uniquely specific strategies. Because of Federal restrictions and individual state by state regulations and laws, Cannabis remains one of the most restrictive industries in the United States with no shortage of roadblocks when it comes to public communication. For instance, in Colorado—the first state to legalize recreational usage, and arguably the state still most synonymous with the movement at large—it is still illegal to advertise marijuana-related products on billboards. In 2019, CBS famously denied a pro-legalization PSA during its broadcast of the Super Bowl. And major digital platforms like Facebook and Google are still, in most respects, unwavering in their opposition to running paid advertisements for recreational drugs even in states in which they’re legal. Finding new avenues to get your business’s name across is not impossible but it does take a level of marketing and public relations expertise to effectively leverage unique strategies that work within the restrictions put on the industry.

While marketing platforms adapt to a less stigmatic and more culturally appropriate view of recreational cannabis usage, cannabis marketing strategies will assuredly continue to acclimate and advance as well. A cannabis brand that lays a solid marketing foundation early will be well ahead of those who have not and can capitalize faster than the competition. As regulations begin to loosen and platforms become more open to the growing industry, the potential gain for cannabis operators is limitless.

According to Forbes, the North American cannabis market is expected to reach $47.3 billion by 2027 (up from just $9.2 billion in 2017). Basically, if you’re a grower, processor, or dispensary and these trends continue, you could be in for a lucrative run in the coming years. Being the first of the cannabis brands to the market helps but is not always necessary to be the dominant force in your market. But as the industry grows, so does your competition. For this reason, it’s more important than ever that your cannabis company stakes its claim in your local market through every means possible.

Make no mistake, your competition is out there and they want a dominant share of your market. The number of regulated dispensaries in the United States is on the rise in major cities and small towns throughout the country. So if you’re an existing retailer taking solace in the fact that demand abounds, don’t get too comfortable. With expanding recreational markets and new cannabis brand services emerging like online ordering and home delivery, customers’ reliance on a single retail outlet is shrinking.

Marketing your cannabis services and business means identifying your customers and potential customers and connecting with them in ways that your competitors are not. Who is your target audience? What keeps them coming back? What are you doing that sets your operation apart? What are you offering that is different (and better) than the rest? If you haven’t taken the time to answer these questions and put together a strategic marketing plan to stay ahead of the curve, now’s the time.

Many cannabis marketing firms claim they are experts, but few have both expertise in cannabis brand strategy and a consistent track record of driving ROI through proven traditional and digital marketing strategies. Timmermann Group was recently voted a top marketing firm and recognized as one of the largest marketing, advertising and PR firms in St. Louis. With marketing restrictions still creating obstacles in the cannabis world, choosing cannabis marketers that can not only deliver digitally, but also create and execute a robust media plan that fits into those regulations, is essential in the booming cannabis marketplace.