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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)