Download Digital Marketing for Cannabusinesses

Digital Marketing
&
Cannabusinesses
Tiffany Bowden
ComfyTree Enterprises, LLC
[email protected]
541-414-4367
Objectives
 Identify
current advertising challenges in
the industry as it pertains to marketing
 Identify current advertising strategies and
opportunities in the industry
 Distinguish the difference between hemp
and marijuana marketing abilities
Why Digital Advertising
 Legal
Road Blocks on Traditional Avenues
 Public Opinion Against up front
Advertising
 No FCC regulation
 Anonymity
Traditional Advertising
Mediums (Attitudes)
Cautions Within Digital
Advertising
 Some
sites still have triggers
 Appropriate Audience (no more than 30%
assumed audience under 21)
Specialty Locations
Advertising on Non-Cannabis
Specific Sites

(Google Ad Words/Facebook/Twitter)
 May
not be able to use ‘cannabis’
‘marijuana’ etc



Try ‘Green Rush’ ‘Legalize it’ ‘Herb’
Also symptoms ‘Pain’
Avoid Craigslist
Search Engine Optimization
 Search


Engine Optimization on website
Embed Effective Key Words into the site
(including marijuana, cannabis)
Effective but takes a while
White, Grey or Black?
National Interest
Google AdWords Policies
Non-Family Safe Content


Also includes: adult language, concepts, or
images that aren't appropriate for all
audiences(I.e. certain gambling, dating sites )
How an "Approved (non-family)" status can affect
where your ad appears:




In some countries, only "family safe" ads can be
shown.
Some ad types, such as image and video ads, are
allowed to run only if they are "family safe."
Sites and products in the Google Network can
choose not to show "non-family safe" ads.
People who have activated their Safe Search filter
can see only "family safe" ads on Google.
Pricing
 CPM


Great for awareness building
Great for Large markets
 CPC



(Cost per click)
Great for most medical cannabis markets
 CPA

(Cost Per 1000 Impressions)
(Cost Per Action)
Good for companies with larger budgets
Small Markets
Unique Target Markets
Language and Positioning
 Cannabis
 Weed
 “O.G.
Kush”
 Marijuana
Graphics and Positioning
Graphics and Positioning
 Live
vs. Dried
Graphics and Positioning
 Plants
vs People
Strain Naming
 Usually
named for Features
 Try Naming for Benefits with a target in
mind
Target Markets
 Millennials



(Oldest age 32)
Tech Savvy
Key in Activism and awareness building
Key Demographic in Recreational Markets controversial
Target Markets
 Gen
X (33-48)
 Older group key medical consumer
 Frustrated about stereotypes about them
 Interested in entrepreneurship
Target Markets
 Boomers
(49-64)
 Split decision
 Most Experienced
 Most money
 *Silent Partners/Investors
Test

Rachael is a dispensary owner in Illinois that
has 33 different patient categories. There is
only one dispensary per police district. She
carries approximately 5 different marijuana
strains most are mid tier. She has a moderate
budget for advertising.


Where Should Rachael Advertise: Facebook,
Leafly, Weedmaps, On the radio, On TV, Google
AdWords, other?
If Rachael does digital advertising, should she
use CPC, CPM, or CPA marketing?
Test

Brandon is a hemp goods retailer. He carries
high CBD edibles, oils and other goods. He
has a moderate budget for marketing and
lives in Colorado.



Where do you advise him to market? Google
ad words, facebook, leafly, radio, tv.
What kinds of images for you recommend he
leads with? Plants, People, Products
Do you recommend a CPC, CPA, CPM pricing
model?
Conclusion
 Digital
Advertising will be the way forward
in the early stages of legalization
 Not without obstacles
 Choosing key audience and positioning is
key (Framing, content, medium)