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Marketing Your Cannabis Business in Traditional Media and at Events

by Sarah Cawthon August 27, 2020

In a recent blog Best Practices for Marketing Your Cannabis Business on Social Media, we explored how to safely and effectively market your cannabis business through social media channels while navigating the strict rules and regulations placed on the cannabis industry.

Here are some additional ways to market your business through different forms of marketing that can also help stimulate business growth: 

Alternative Print Outlets
Alternative outlets often do not have the same restrictions as other, more mainstream outlets. This could be a perfect advertising partner for those in the cannabis industry, especially those who speak directly to cannabis consumers.

However, many publishers exaggerate their readership per issue because they believe each issue is read by more than one person. So, inquire about the actual number of printed copies and its pass-along rate to better compare different publications and choose the outlet that is best suited for your business. Industry-specific publications also tend to be available in places where potential customers happen to frequent like dispensary waiting rooms.

It is also important to select a publication that fits your brand. Some publications to look into include Broccoli Magazine, created by an all-women team focused on the intelligent appreciation of cannabis, and Cannabis Business Times, whose mission is to help accelerate the success of legal cannabis cultivators by providing actionable intelligence in all aspects of the business. 

Captivating podcast content on relevant shows can be a productive avenue to introduce a brand to new audiences. The majority of podcast listeners consist of young, educated and affluent people with the largest age group 12-24 years old. Additionally, those aged 25 to 29 account for the largest percentage of cannabis customer loyalty, followed by those aged 21 to 24. This media is not as restricted by rigid structures found with traditional radio and allow for more freedom in marketing. However, it can be difficult to measure success through this channel.

Industry-Specific Websites
Advertising on websites such as Leafly, WeedMaps, and other industry-specific websites and online communities are a great way to gain business exposure.

Leafly is on the cutting edge of cannabis journalism and empowers licensed brands and retailers to get closer to their customers through state-of-the-art tools that include advertising, online product reservations and industry insights.

Leafly and Weedmaps also provide information on nearby dispensaries with products they have searched for, and are popular websites for people who are new to an area or if they are visiting form out-of-state, etc.

People are more likely to research online before visiting a dispensary, so advertising on these sites and can help grow your business and sell your products.  

Events give you the opportunity to connect face-to-face with customers, collect opportunity leads, and build relationships. When choosing an event to attend, begin by outlining your business goals to help narrow down the type of event you should attend, and then look for like-minded communities and events.

Once you have decided on the events to attend, there are several options for exposure including securing a booth, bringing a message or new product to showcase, networking with attendees through polling and interviews or speaking on expert panels.