{"id":224059,"date":"2020-03-15T22:27:34","date_gmt":"2020-03-15T16:57:34","guid":{"rendered":"https:\/\/www.qcsglobal.com\/marketing\/the-complete-omnichannel-guide-to-cannabis-marketing-in-2020\/"},"modified":"2020-04-18T17:10:33","modified_gmt":"2020-04-18T11:40:33","slug":"the-complete-omnichannel-guide-to-cannabis-marketing-in-2020","status":"publish","type":"post","link":"https:\/\/qcsglobal.com\/blogs\/the-complete-omnichannel-guide-to-cannabis-marketing-in-2020\/","title":{"rendered":"The Complete, Omnichannel Guide to Cannabis Marketing in 2020"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Maybe you used to buy it in the seedy parking lot behind Gold&#8217;s Gym and smoke it out of an apple in your friend\u2019s Impreza blowing through 99-cent cans of Arizona Iced Tea and those extra spicy Doritos while a crooning Robert Plant penetrated your earholes?<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Things have changed.<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Now, in a dozen states (and counting), you can walk into a store with nothing more than a license and a fistful of cash and select from assorted prerolls, vape pens, and THC-laden sweet treats. Heck, Illinois did $39 million in sales in its first month and, by the time you read this, that won\u2019t even be impressive.<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">The recreational cannabis industry is booming, folks, and it\u2019s just getting started. <\/span><\/span><\/span><\/span><\/span><\/p>\n<article class=\"embedded-entity align-center\">\n<article>\n<div>  <img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/wordstream-files-prod.s3.amazonaws.com\/s3fs-public\/styles\/simple_image\/public\/images\/media\/images\/cannabis-marketing-billboard.jpg?aiZ.xfbNQJ3ruscUQ2F.R65iY2eIyyRx&amp;itok=Dgh5qJ3X\" width=\"624\" height=\"416\" alt=\"cannabis marketing billboard\" typeof=\"foaf:Image\"\/><\/div>\n<\/article>\n<\/article>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Unfortunately, the marketing of cannabis\u2014and CBD, it\u2019s non-psychoactive cousin peddled by gas station attendants and ecommerce #brands as cures to every ailment imaginable with impunity\u2014remains woefully behind. This is part regulatory hamstringing, part foolhardy hubris; in many fledgling markets, the prevailing attitude remains: \u201cMarketing?! My customers are still in awe that they can buy a blunt in a spot that looks like an Apple store.\u201d <\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">In what follows, I&#8217;ll share what I&#8217;ve learned over the past several years running a marketing agency that caters to the cannabis industry. I&#8217;ll share an industry snapshot as well as what I see as the biggest challenges for cannabis marketers. Finally, I\u2019ll review seven common marketing channels through the lens of a cannabis marketing:<\/span><\/span><\/span><\/span><\/span><\/p>\n<ul>\n<li><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Paid search<\/span><\/span><\/span><\/span><\/span><\/li>\n<li><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Paid social<\/span><\/span><\/span><\/span><\/span><\/li>\n<li><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Programmatic advertising<\/span><\/span><\/span><\/span><\/span><\/li>\n<li><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Content\/SEO<\/span><\/span><\/span><\/span><\/span><\/li>\n<li><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Email marketing<\/span><\/span><\/span><\/span><\/span><\/li>\n<li><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">SMS<\/span><\/span><\/span><\/span><\/span><\/li>\n<li><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Out-of-home advertising<\/span><\/span><\/span><\/span><\/span><\/li>\n<\/ul>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Some are hot fire, others are tire fires, and some blacklist the devil\u2019s lettuce entirely; today, you\u2019ll learn where it makes sense to spend your time and money if you hope to drive revenue and sidestep regulatory wrath.\u00a0 <\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">But first\u2026<\/span><\/span><\/span><\/span><\/span><\/p>\n<h2><span><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Cannabis marketing: An industry snapshot<\/span><\/span><\/span><\/span><\/span><\/span><\/h2>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">The cannabis industry is, uhhhhh, not small.<\/span><\/span><\/span><\/span><\/span><\/p>\n<article class=\"embedded-entity align-center\">\n<article>\n<div>  <img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/wordstream-files-prod.s3.amazonaws.com\/s3fs-public\/styles\/simple_image\/public\/images\/media\/images\/cannabis-marketing-industry-graph.jpg?2.TyftVe0yC.5LrQNUsmoCqR.aSiWoKQ&amp;itok=YQ1eAN2D\" width=\"624\" height=\"317\" alt=\"cannabis marketing industry graph\" typeof=\"foaf:Image\"\/><\/div>\n<\/article>\n<\/article>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Despite a tenuous federal status, the legal cannabis market spans 33 medical and 13 medical\/recreational states and is comprised of more than 10,000 businesses. The space is experiencing rapid growth, with sales in excess of $14 billion in 2019 and projected to reach <\/span><a href=\"https:\/\/mjbizdaily.com\/exclusive-us-retail-marijuana-sales-on-pace-to-rise-35-in-2019-and-near-30-billion-by-2023\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span>$25 billion by 2021<\/span><\/a><span>.<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">While cannabis has created cottage industries across the country (ancillary businesses ranging from armored cars to delivery apps, IoT soil regulators to PoS systems), plant-touching businesses\u2014a very literal industry term\u2014can be subdivided into the following segments.<\/span><\/span><\/span><\/span><\/span><\/p>\n<h3><span><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Dispensaries: The local businesses of the cannabis industry<\/span><\/span><\/span><\/span><\/span><\/span><\/h3>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Ah, the SMB, the backbone of America. Dispensaries are often small, local businesses with limited marketing budgets looking to drive foot traffic and, ultimately, sales. They\u2019re like any other brick-and-mortar, but with more red tape and longer lines.<\/span><\/span><\/span><\/span><\/span><\/p>\n<article class=\"embedded-entity align-center\">\n<article>\n<div>  <img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/wordstream-files-prod.s3.amazonaws.com\/s3fs-public\/styles\/simple_image\/public\/images\/media\/images\/cannabis-marketing-crowd.jpg?p5dKmXqZ8EpRewZNMoWyB1b.rHJKgJKd&amp;itok=0ipGnOCM\" width=\"491\" height=\"276\" alt=\"cannabis marketing crowd\" typeof=\"foaf:Image\"\/><\/div>\n<\/article>\n<\/article>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Dispensaries tend to struggle mightily with advertising because, well, most of what\u2019s out there seems unfathomably expensive (who actually knows what a billboard costs, anyway?) or nonexistent. As such, these businesses lean heavily on email and SMS to cross-sell and drive repeat business. While this certainly improves customer lifetime value, or <\/span><a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2019\/01\/10\/cac-vs-clv\"><span>CLV<\/span><\/a><span>, it has virtually no impact on net-new customers. <\/span><\/span><\/span><\/span><\/span><\/p>\n<p><strong><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Biggest marketing challenges<\/span><\/span><\/span><\/span><\/span><\/strong><\/p>\n<ul>\n<li><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Raising awareness<\/span><\/span><\/span><\/span><\/span><\/li>\n<li><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Local SEO<\/span><\/span><\/span><\/span><\/span><\/li>\n<li><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Limited ad budgets<\/span><\/span><\/span><\/span><\/span><\/li>\n<\/ul>\n<h3><span><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">CPG: Think \u201csmokable White Claw\u201d<\/span><\/span><\/span><\/span><\/span><\/span><\/h3>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">As in any other industry, cannabis features its own suite of consumer goods vying for shelf space and <\/span><a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2019\/07\/18\/loyalty-marketing\"><span>customer loyalty<\/span><\/a><span>. While the existence of consumer-packaged goods, or CPG, brands in the space is mostly limited to mature recreational markets today, their prevalence will undoubtedly increase (particularly as rights to launch established brands in nascent markets are sold off and, eventually, interstate commerce becomes a reality). <\/span><\/span><\/span><\/span><\/span><\/p>\n<article class=\"embedded-entity align-center\">\n<article>\n<div>  <img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/wordstream-files-prod.s3.amazonaws.com\/s3fs-public\/styles\/simple_image\/public\/images\/media\/images\/cannabis-marketing-packaging-example.jpg?OxFEErwXsY8HLTFaFTLb_hdl3KhOTz.s&amp;itok=C5Dp2HuC\" width=\"488\" height=\"347\" alt=\"cannabis marketing products\" typeof=\"foaf:Image\"\/><\/div>\n<\/article>\n<\/article>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">For these businesses, the ability to develop and target an audience across brand-safe digital properties is essential; it\u2019s also a huge challenge. The lack of availability and accessibility on the digital front. Worse still is the fact that CPG brands are reliant on second-hand or anecdotal data to determine the efficacy of digital campaigns designed to drive foot traffic in dispensaries that stock their products. This makes CPG brands discerning spenders who are forced to lean heavily on secondary metrics (impressions, brand lift, etc.) to gauge success.<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">You can roll most CBD brands into this category but with one key caveat: The ability to peddle wares online makes tying clicks and impressions to revenue a cinch, so you can treat CBD brands like any other ecommerce client (with some mode-specific FDA hurdles).<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Biggest marketing challenges<\/span><\/span><\/span><\/span><\/span><\/p>\n<ul>\n<li><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Brand awareness <\/span><\/span><\/span><\/span><\/span><\/li>\n<li><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Measurement<\/span><\/span><\/span><\/span><\/span><\/li>\n<li><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Omnichannel execution<\/span><\/span><\/span><\/span><\/span><\/li>\n<\/ul>\n<h3><span><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Multi-state operators: Marijuanopolies-in-waiting<\/span><\/span><\/span><\/span><\/span><\/span><\/h3>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Last but certainly not least, we have the large, often publicly traded entities, multi-state operators (colloquially referred to as MSOs).<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">These folks typically operate dispensaries across the country <em>and<\/em> have their own in-house CPG brands to boot; they also tend to have the most advanced in-house marketing teams (and marketing needs). <\/span><\/span><\/span><\/span><\/span><\/p>\n<article class=\"embedded-entity align-center\">\n<article>\n<div>  <img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/wordstream-files-prod.s3.amazonaws.com\/s3fs-public\/styles\/simple_image\/public\/images\/media\/images\/cannabis-marketing-business-example.jpg?9FzJj8esul6SFj1lpHOQzUxtoYJIGfdG&amp;itok=zyxnYMK_\" width=\"515\" height=\"244\" alt=\"cannabis marketing MSO example\" typeof=\"foaf:Image\"\/><\/div>\n<\/article>\n<\/article>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">As such, these businesses require complex, compliant, omni-channel media strategies, making them the primary market for <\/span><a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2019\/08\/28\/cross-channel-lead-generation\"><span>cross-channel campaigns<\/span><\/a><span> (a single creative concept applied across OOH, organic social, and print, for example), premium digital placements (direct ad buys from national, recognized publishers), and dynamic ad units (video, connected TV, etc.).<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><strong><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Biggest marketing\u00a0challenges<\/span><\/span><\/span><\/span><\/span><\/strong><\/p>\n<ul>\n<li><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Market penetration during expansion<\/span><\/span><\/span><\/span><\/span><\/li>\n<li><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Finding places to spend marketing dollars<\/span><\/span><\/span><\/span><\/span><\/li>\n<li><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Compliance (across states)<\/span><\/span><\/span><\/span><\/span><\/li>\n<\/ul>\n<h2>Cannabis marketing channels: What\u00a0to use and what to avoid<\/h2>\n<p>Now, we&#8217;ve covered what the cannabis industry looks like and who the players are in cannabis marketing\u2014it&#8217;s time to get into how you can reach your potential customers. Because depending on the novelty of buying blunt in a spot that looks like an Apple store just won&#8217;t hold up.<\/p>\n<p>Cannabis marketing is highly regulated and highly monitored, so you need to know where you can market. Here are seven common marketing channels and how they work (or, spoiler, don&#8217;t work) for the industry.<\/p>\n<h3><span><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Cannabis marketing channel #1: Paid search<\/span><\/span><\/span><\/span><\/span><\/span><\/h3>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Although paid search can be a very effective tool for non-cannabis organizations to acquire more customers (preaching to the choir here), cannabis organizations are not able to use it at this time. Google\u2019s ad policy clearly states that \u201cads for substances that alter mental state for the purpose of recreation or otherwise include \u2018highs\u2019\u201d are <strong>not allowed<\/strong>:<\/span><\/span><\/span><\/span><\/span><\/p>\n<article class=\"embedded-entity align-center\">\n<article>\n<div>  <img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/wordstream-files-prod.s3.amazonaws.com\/s3fs-public\/styles\/simple_image\/public\/images\/media\/images\/cannabis-marketing-paid-search.jpg?i9N_SoMH_E.NDv9S12CikouI70xcY9HR&amp;itok=UFo13gVs\" width=\"421\" height=\"191\" alt=\"cannabis marketing rules for Google Ads\" typeof=\"foaf:Image\"\/><\/div>\n<\/article>\n<\/article>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Which makes this <em>super<\/em> interesting:<\/span><\/span><\/span><\/span><\/span><\/p>\n<article class=\"embedded-entity align-center\">\n<article>\n<div>  <img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/wordstream-files-prod.s3.amazonaws.com\/s3fs-public\/styles\/simple_image\/public\/images\/media\/images\/cannabis-marketing-paid-search-google-example.jpg?dsyCUMGiBJKivOHIN54DrvE0eP7mtkYh&amp;itok=Vh7hiE2X\" width=\"345\" height=\"337\" alt=\"cannabis marketing ad on the Google SERP\" typeof=\"foaf:Image\"\/><\/div>\n<\/article>\n<\/article>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">That\u2019s an ad for a dispensary! And a poorly geotargeted one at that; I\u2019m in Jamaica Plain, MA, and I\u2019m being served an ad for a dispensary in Florida. The commercialization of these terms would suggest that changes could be on the horizon (at least in legal markets), but there\u2019s been no official word from Google on the matter. <\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Until that\u2019s the case, I would advise against tempting the search gods. If you operate a dispensary, there\u2019s too much to be gained from a functional Google My Business account and access to your customers\u2019 inboxes to fly in the face of clearly written policy.<\/span><\/span><\/span><\/span><\/span><\/p>\n<h4><span><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Recommended for:<\/span><\/span><\/span><\/span><\/span><\/span><\/h4>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">I mean, everyone \u2026 if it were kosher. <\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">The ability to target the canna-curious (top and mid-funnel prospects) and those looking to allow for creative differentiation that you\u2019re not going to get anywhere else. That being said, I\u2019d advise capping your search-related endeavours at SEO and <\/span><a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2018\/06\/27\/google-my-business\"><span>GMB optimization<\/span><\/a><span> until Google gives the OK.<\/span><\/span><\/span><\/span><\/span><\/p>\n<h3><span><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Cannabis marketing channel #2: Paid social<\/span><\/span><\/span><\/span><\/span><\/span><\/h3>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Social media has quickly become one of the most crucial tools for digital marketers to communicate their message effectively to a specified target audience, ostensibly replacing blogs in the B2C space.<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Cannabis is no exception.<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">That being said, major social platforms parallel search\u2019s ban on ads. While cannabis companies can maintain a social media presence to engage and communicate with their customers it is still against <\/span><a href=\"https:\/\/www.facebook.com\/policies\/ads\/prohibited_content\/drugs\" target=\"_blank\" rel=\"noopener noreferrer\"><span>Facebook\u2019s advertising policy<\/span><\/a><span> to promote cannabis through Instagram and Facebook advertisements: <\/span><\/span><\/span><\/span><\/span><\/p>\n<article class=\"embedded-entity align-center\">\n<article>\n<div>  <img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/wordstream-files-prod.s3.amazonaws.com\/s3fs-public\/styles\/simple_image\/public\/images\/media\/images\/cannabis-marketing-paid-social-facebook-rules.jpg?_kfRRh_y.1WH6hsG_xhWX6BvYVuOOKEF&amp;itok=2gD3nIvf\" width=\"418\" height=\"475\" alt=\"cannabis marketing rules for Facebook ads\" typeof=\"foaf:Image\"\/><\/div>\n<\/article>\n<\/article>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Crushing, I know. The <\/span><a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2018\/12\/10\/facebook-ad-targeting-options\"><span>exceptional targeting<\/span><\/a><span> options afforded to advertisers (including but not limited to age; many states require advertisers to ensure 70+% of their audience is 21+) would make Facebook\/Instagram the ideal place to reach cannabis consumers. The creative units would make for a true brand-building <\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Now, there are marketers in the space who claim to have <\/span><a href=\"https:\/\/www.coladigital.ca\/can-dispensaries-advertise-on-facebook\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span>found haxxx<\/span><\/a><span>, but <em>can<\/em> and <em>should<\/em> are not the same thing. <\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Like GMB, Facebook business pages and <\/span><a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2019\/02\/28\/facebook-messenger-marketing\"><span>Facebook Messenger<\/span><\/a><span> represent an invaluable customer services tool and a means by which to engage with prospects and customers in an unpaid, promotional capacity; Instagram, while less of space for promoting deals, is also an exceptional organic brand-building tool. Giving up the opportunity to leverage these channels in the name of running a few ads that <em>might <\/em>lead to an online cart complete (not a transaction, mind you), is a fool\u2019s errand. <\/span><\/span><\/span><\/span><\/span><\/p>\n<h4><span><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Recommended for:<\/span><\/span><\/span><\/span><\/span><\/span><\/h4>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Folks who sell \u201dtopical hemp\u201d (read: CBD that goes on your skin, not in your mouth) can advertise on social without incurring the wrath of Zuck; they\u2019ve been given the green (okay, more like gray) light to <\/span><a href=\"https:\/\/digiday.com\/marketing\/facebook-tweaking-policy-cbd-ads\/\"><span>run ads on Facebook and Instagram<\/span><\/a><span>. If you sell cannabis\u2014or orally administered CBD\u2014avoid paid promotion on Facebook for now. <\/span><\/span><\/span><\/span><\/span><\/p>\n<h3><span><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Cannabis marketing channel #3: Programmatic advertising<\/span><\/span><\/span><\/span><\/span><\/span><\/h3>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Imagine you could zoom out and see what (almost) everyone on the internet is doing in real-time. If you could cherry-pick specific people to reach based on content they&#8217;re consuming and where\/when they\u2019re consuming it.<\/span><\/span><\/span><\/span><\/span><\/p>\n<article class=\"embedded-entity align-center\">\n<article>\n<div>  <img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/wordstream-files-prod.s3.amazonaws.com\/s3fs-public\/styles\/simple_image\/public\/images\/media\/images\/cannabis-marketing-programmatic-advertising.jpg?BmnfWQxSZvp02HHaXQ9gSh.mDmJqsQi8&amp;itok=1NSCnl0n\" width=\"582\" height=\"183\" alt=\"programmatic advertising\" typeof=\"foaf:Image\"\/><\/div>\n<\/article>\n<\/article>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">That\u2019s what programmatic advertising allows you to do.<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">I\u2019m biased here as <\/span><a href=\"https:\/\/www.adweek.com\/programmatic\/toasted-collective-is-bringing-programmatic-advertising-to-the-cannabis-industry\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span>helping cannabis brands execute programmatic ad buys<\/span><\/a><span> is how I make my livin\u2019, but it\u2019s one of the most effective ways to reach current and future cannabis consumers in a compliant fashion.<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">While it may sound terrifyingly complex because of the <\/span><a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2015\/02\/23\/marketing-buzzwords\"><span>buzzword soup<\/span><\/a><span> in which it&#8217;s mired (DMP, VTC, SSP, DSP, etc.), programmatic is really just the digital ad buying you\u2019re used to on steroids. It started as a means by which to buy the inventory on websites nobody else wanted; the placements publishers couldn\u2019t sell for top dollar were offloaded and sold on the cheap in a real-time auction.<\/span><\/span><\/span><\/span><\/span><\/p>\n<article class=\"embedded-entity align-center\">\n<article>\n<div>  <img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/wordstream-files-prod.s3.amazonaws.com\/s3fs-public\/styles\/simple_image\/public\/images\/media\/images\/cannabis-marketing-programmatic-advertising-example.jpg?9_N72FWu3G0ThZsGwkjF6ztsKlD.ZBbv&amp;itok=tDVAIEMv\" width=\"453\" height=\"237\" alt=\"cannabis marketing programmatic advertising map\" typeof=\"foaf:Image\"\/><\/div>\n<\/article>\n<\/article>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">This has since evolved to encompass premium inventory and many different ad units (display, native, video, OTT, DOOH: the acronyms never stop!); it\u2019s a way for agencies and brands to use first- and third-party targeting data to reach their ideal customers across an incalculable number of potential impressions.<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Now, as it pertains to cannabis, programmatic is still largely unavailable; the biggest, sexiest exchanges (read: Google) do not accept the category. It\u2019s simply too much of a headache to deal with state-level regulation to warrant opening the floodgates. As such, most established agencies and ad tech orgs can\u2019t or won\u2019t touch the space.<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Sucks, huh?<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Unless, of course, you have access to pre-negotiated private marketplace deals that allow you to advertise across premium media properties and harness more than 250mm unique impressions each month. <\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Over the last 18 months, <em>some<\/em> publishers have begun to open their inventory to cannabis brands, albeit with regulations more stringent than most states. The general rule(s) of thumb:<\/span><\/span><\/span><\/span><\/span><\/p>\n<ul>\n<li><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Avoid people.<\/span><\/span><\/span><\/span><\/span><\/li>\n<li><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">No depictions of consumptions.<\/span><\/span><\/span><\/span><\/span><\/li>\n<li><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">No health claims.<\/span><\/span><\/span><\/span><\/span><\/li>\n<li><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">No use of words like \u201cweed,\u201d \u201ccannabis,\u201d and \u201cmarijuana.\u201d<\/span><\/span><\/span><\/span><\/span><\/li>\n<li><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Lean towards educational vs. transactional CTAs.<\/span><\/span><\/span><\/span><\/span><\/li>\n<\/ul>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Provided you can craft compliant creative <em>and<\/em> adhere to state and city\/town regulations (which are constantly changing), you can leverage programmatic advertising to reach new and existing customers online.<\/span><\/span><\/span><\/span><\/span><\/p>\n<h4><span><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Recommended for:<\/span><\/span><\/span><\/span><\/span><\/span><\/h4>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Everyone in the cannabis space with marketing dollars. Duh.<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">On a more serious note&#8230;<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">If you\u2019re a dispensary owner, the hyper-local targeting capabilities available to you are unrivaled; better still, you can pair programmatic with your email and SMS campaigns to build powerful retargeting funnels.<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">If you&#8217;re a CPG brand, the ability to tailor an ideal customer profile through third-party data makes it easier to drive your target consumer into dispensaries that stock your products.<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">And if you\u2019re an MSO, you can do everything above and more, there just happens to be more red tape\u2014what\u2019s allowed in State X is explicitly forbidden in State Y and ambiguously defined in State Z.<\/span><\/span><\/span><\/span><\/span><\/p>\n<h3><span><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Cannabis marketing channel #4: Email marketing<\/span><\/span><\/span><\/span><\/span><\/span><\/h3>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Email marketing is one of the most effective marketing channels for cannabis organizations as it allows them to communicate their message without restrictions (outside of opt-in, of course).<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">If an organization can incentivize customers to opt into their email list\u2014either during an in-store purchase or with a CTA on their website\u2014by offering some type of deal or discount to subscribers this can be an excellent way to build leads and push marketing to existing or prospective customers. <\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">It\u2019s also one of the few places where product-centric creative\u2014which is to say, marketing material that actually depicts what\u2019s being sold as opposed to, like, nebulous stock photos of a middle aged couple gazing off into the sea during a blustery twilight\u2014can shine. Where you can promote <em>deals<\/em>. Check out this email from <\/span><a href=\"https:\/\/curaleaf.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span>Curaleaf<\/span><\/a><span>\u2019s Arizona team:<\/span><\/span><\/span><\/span><\/span><\/p>\n<article class=\"embedded-entity align-center\">\n<article>\n<div>  <img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/wordstream-files-prod.s3.amazonaws.com\/s3fs-public\/styles\/simple_image\/public\/images\/media\/images\/cannabis-marketing-email-marketing-example.jpg?J_z9YeNdG1xufCHQD4Hjun5bUkmFG5XL&amp;itok=6qmxQMlZ\" width=\"549\" height=\"236\" alt=\"cannabis marketing email example\" typeof=\"foaf:Image\"\/><\/div>\n<\/article>\n<\/article>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">If you tried to run a product shot of tincture in a <\/span><a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2020\/03\/02\/banner-ads-examples\"><span>banner ad<\/span><\/a><span> (or, god forbid, on Instagram), you\u2019d be shut down. Here, it\u2019s totally kosher.<\/span><\/span><\/span><\/span><\/span><\/p>\n<h4><span><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Recommended for:<\/span><\/span><\/span><\/span><\/span><\/span><\/h4>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Everyone. <\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Everyone with a cannabis business should be using <\/span><a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2019\/01\/03\/email-marketing-best-practices\"><span>email marketing<\/span><\/a><span>. Even if it\u2019s just a MailChimp account, there is no excuse to avoid this valuable (ostensibly free) touchpoint. Plus, since dispensaries are often mandated by states to have some sort of CRM in place, they are actively collecting the requisite information anyway. No excuses.<\/span><\/span><\/span><\/span><\/span><\/p>\n<h3><span><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Cannabis marketing channel #5: Content\/SEO<\/span><\/span><\/span><\/span><\/span><\/span><\/h3>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Nobody knows the value of a killer content marketing program quite like WordStream. I challenge you to search anything PPC-related and find something other than a WordStream blog post at the top of the SERP.<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Cannabis is like most industries in that authoritative sites that invested in content early and often rool the roost. For paid search, it\u2019s WordStream. For inbound marketing content, it&#8217;s HubSpot. For cannabis, it\u2019s Leafly.<\/span><\/span><\/span><\/span><\/span><\/p>\n<article class=\"embedded-entity align-center\">\n<article>\n<div>  <img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/wordstream-files-prod.s3.amazonaws.com\/s3fs-public\/styles\/simple_image\/public\/images\/media\/images\/cannabis-marketing-content-keyword-research-example.jpg?CxQxchhndbntQOkrc9x.eLEwbfkAAdFN&amp;itok=LmqliDub\" width=\"624\" height=\"144\" alt=\"cannabis marketing keyword search\" typeof=\"foaf:Image\"\/><\/div>\n<\/article>\n<\/article>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Trying to get a website to rank for mid-funnel, educationally-leaning search terms in 2020 is a fool\u2019s errand. <\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">\u201cWhat\u2019s a sativa?\u201d<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">\u201cDo edibles make you higher?\u201d<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">And so forth are all dominated by <\/span><a href=\"https:\/\/www.leafly.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span>Leafly<\/span><\/a><span> (it\u2019s been around for years; it\u2019s weedkipedia).<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">As a result, attempting to build a <\/span><a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2017\/04\/17\/content-marketing-stats\"><span>content marketing program<\/span><\/a><span> around these terms is akin to spinning your tires. <\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Fortunately, opportunity still exists at the<strong> local level. <\/strong><\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">While <\/span><a href=\"http:\/\/www.mypureoasis.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span>Pure Oasis<\/span><\/a><span>, for instance, is never going to rank for \u201cdispensary\u201d or \u201cbest indica-leaning hybrid,\u201d it can certainly rank for hyper-local search terms like \u201crecreational dispensary boston.\u201d<\/span><\/span><\/span><\/span><\/span><\/p>\n<article class=\"embedded-entity align-center\">\n<article>\n<div>  <img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/wordstream-files-prod.s3.amazonaws.com\/s3fs-public\/styles\/simple_image\/public\/images\/media\/images\/cannabis-marketing-content-keyword-research-example-boston.jpg?FJ03BP8NXUiCrfJeSAkH78zuWnltLfL8&amp;itok=7RjPO9Vg\" width=\"356\" height=\"502\" alt=\"cannabis marketing keywords for local SEO\" typeof=\"foaf:Image\"\/><\/div>\n<\/article>\n<\/article>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">As is the case for any other local business, <\/span><a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2018\/10\/12\/local-seo\"><span>optimizing local SEO<\/span><\/a><span> by creating and updating a GMB account, soliciting quality reviews and backlinks, and ensuring local keywords make an appearance in your metadata, copy, and URLs can be the difference between discoverability and certain death.<\/span><\/span><\/span><\/span><\/span><\/p>\n<h4><span><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Recommended for:<\/span><\/span><\/span><\/span><\/span><\/span><\/h4>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Dispensaries! A concerted focus on local SEO should be table stakes for any local cannabis retailer.<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">The increased footprint of MSOs will make it easier to rank for higher-competition keywords, but location-specific pages (or microsites, depending on state requirements) should adhere to the same best practices outlined above.<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">CPG brands, on the other hand, will likely struggle to gain traction via content and good SEO; keywords like \u201ctincture\u201d and \u201cpreroll\u201d are dominated by Leafly or dispensary sites optimized for hyperlocal variants. They\u2019re better off leaning on organic social.<\/span><\/span><\/span><\/span><\/span><\/p>\n<h3><span><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Cannabis marketing channel #6: SMS<\/span><\/span><\/span><\/span><\/span><\/span><\/h3>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">SMS advertising can often be a difficult channel to navigate due to privacy and regulatory concerns; customers often refrain from opting into receiving marketing materials by text, leaving little room for advertisers.<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">But while it might feel like a thing of the past, SMS marketing\u2014&#8221;direct mail\u201d delivered via text message\u2014is a boon for the cannabis industry.<\/span><\/span><\/span><\/span><\/span><\/p>\n<article class=\"embedded-entity align-center\">\n<article>\n<div>  <img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/wordstream-files-prod.s3.amazonaws.com\/s3fs-public\/styles\/simple_image\/public\/images\/media\/images\/cannabis-marketing-sms-advertising.jpg?apsKS0lyABrX75.qiKuGcvhBRhwOIcEA&amp;itok=zV-RDCFL\" width=\"537\" height=\"408\" alt=\"cannabis marketing SMS example\" typeof=\"foaf:Image\"\/><\/div>\n<\/article>\n<\/article>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Dispensaries can use SMS marketing tools like <\/span><a href=\"https:\/\/sprout.online\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span>Sprout<\/span><\/a><span> to inform customers of new products or special discounts and, ultimately incentivize repeat visits. This is particularly valuable in saturated markets, where a customer\u2019s loyalty ultimately lies with their wallets; in what can quickly become a race to the bottom price-wise, fostering engagement through cross-selling and upselling with manicured, persona-based offers are incredibly valuable.<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Since SMS messaging has such a <\/span><a href=\"https:\/\/www.campaignmonitor.com\/blog\/email-marketing\/2019\/01\/roi-showdown-sms-marketing-vs-email-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span>high open-rate<\/span><\/a><span> (~98%!), it is key that cannabis businesses communicate their messages briefly and effectively with more <\/span><a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2017\/02\/06\/personalized-marketing\"><span>personalization<\/span><\/a><span>; there\u2019s no better way to engage an existing customer.<\/span><\/span><\/span><\/span><\/span><\/p>\n<h4><span><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Recommended for:<\/span><\/span><\/span><\/span><\/span><\/span><\/h4>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Dispensaries.<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">If you operate a dispensary and you aren\u2019t leveraging SMS\u2014or its media rich cousin, MMS (multi-media messaging)\u2014please start ASAP.<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">If you operate multiple dispensaries, take a step back and really assess your options. Multi-state operators can run into some serious fees when using an SMS service, as many charge based on volume. If you\u2019re slinging a few hundred thousand messages a month, you may want to have a conversation with your provider and negotiate more favorable terms; most are amenable. <\/span><\/span><\/span><\/span><\/span><\/p>\n<h3><span><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Cannabis marketing channel #7: OOH<\/span><\/span><\/span><\/span><\/span><\/span><\/h3>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">I went to Vegas about a month ago to visit with some <\/span><a href=\"http:\/\/www.redwoodcultivation.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span>cannabis cultivators<\/span><\/a><span> and <\/span><a href=\"https:\/\/groveinc.io\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span>CBD producers<\/span><\/a><span> and the thing that shocked me most wasn\u2019t the sheer volume of dispensaries but, rather, the sheer volume of billboards and cab ads.<\/span><\/span><\/span><\/span><\/span><\/p>\n<article class=\"embedded-entity align-center\">\n<article>\n<div>  <img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/wordstream-files-prod.s3.amazonaws.com\/s3fs-public\/styles\/simple_image\/public\/images\/media\/images\/cannabis-marketing-out-of-home-advertising.jpg?IVEgNPHE3It.O4Qx5kJjX7uvL1QdiHit&amp;itok=PuikPFEd\" width=\"465\" height=\"309\" alt=\"cannabis marketing cab ad\" typeof=\"foaf:Image\"\/><\/div>\n<\/article>\n<\/article>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">As far as cannabis markets go, you could not possibly get more different from Boston, where there\u2019s a single dispensary (soon to be two!) and a few billboards over by the airport. <\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">As restrictions are lifted on cannabis for <\/span><a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2020\/02\/26\/out-of-home-advertising\"><span>out-of-home advertising<\/span><\/a><span> (billboards, vehicle wraps, bench ads, etc.) this channel is quickly becoming an effective way to grab consumers attention and get some buzz around your cannabis brand. Every state has different rules around OOH advertising, but most of the time they boil down to this:<\/span><\/span><\/span><\/span><\/span><\/p>\n<ul>\n<li><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Don\u2019t put it near a school.<\/span><\/span><\/span><\/span><\/span><\/li>\n<li><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Don\u2019t depict consumption.<\/span><\/span><\/span><\/span><\/span><\/li>\n<li><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Don\u2019t depict product.<\/span><\/span><\/span><\/span><\/span><\/li>\n<li><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Don\u2019t make health claims.<\/span><\/span><\/span><\/span><\/span><\/li>\n<li><span><span><span><span><strong><span lang=\"EN\" xml:lang=\"EN\">DO<\/span><\/strong><span lang=\"EN\" xml:lang=\"EN\"> ensure that 70+% of viewers are over 21 years old (and get it in writing from your vendor).<\/span><\/span><\/span><\/span><\/span><\/li>\n<li><span><span><span><span><strong><span lang=\"EN\" xml:lang=\"EN\">DO<\/span><\/strong><span lang=\"EN\" xml:lang=\"EN\"> add the state\u2019s required disclaimer. <\/span><\/span><\/span><\/span><\/span><\/li>\n<\/ul>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">These disclaimers will vary. In Nevada, for example, it\u2019s this: &#8220;For use by individuals 21 years of age or older only. Keep out of reach of children. It is illegal to drive a motor vehicle while under the influence of marihuana. National Poison Control Center 1-800-222-1222.\u201d<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Some states also have educational requirements; others disallow OOH entirely (Michigan did until they rolled out recreational at the beginning of the year). <\/span><\/span><\/span><\/span><\/span><\/p>\n<article class=\"embedded-entity align-center\">\n<article>\n<div>  <img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/wordstream-files-prod.s3.amazonaws.com\/s3fs-public\/styles\/simple_image\/public\/images\/media\/images\/cannabis-marketing-out-of-home-advertising-billboard.jpg?DIdl1OXoHoqIoKhxUCStu7lzLio_07Rp&amp;itok=qgY0Pjeu\" width=\"518\" height=\"328\" alt=\"cannabis marketing billboard example\" typeof=\"foaf:Image\"\/><\/div>\n<\/article>\n<\/article>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Although it is often difficult to measure returns on OOH, the most successful out-of-home advertising grabs consumers attention and quickly resonates with the target audience to leave them with a lasting impression of your brand or service. <\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">While it\u2019s not as exact as device ID or cookie-based tracking, here are a few of the ways you can measure the effectiveness of OOH advertising for cannabis:<\/span><\/span><\/span><\/span><\/span><\/p>\n<ul>\n<li><span><span><span><span><strong><span lang=\"EN\" xml:lang=\"EN\">Direct response:<\/span><\/strong><span lang=\"EN\" xml:lang=\"EN\"> By using a market or billboard-specific vanity URL (something like [brand][location].com or [yournormalurl].com\/[location or promotion]), you can measure both site traffic and sign ups based on entry point; this is also a great opportunity to share region-specific <\/span><a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2016\/04\/27\/value-proposition-examples\"><span>value propositions<\/span><\/a><span> and regulatory information with your new customers. <\/span><\/span><\/span><\/span><\/span><\/li>\n<li><span><span><span><span><strong><span lang=\"EN\" xml:lang=\"EN\">Additional form field:<\/span><\/strong><span lang=\"EN\" xml:lang=\"EN\"> Asking prospects where they hear about your cannabis brand once they hit your website is also a viable way to gauge efficacy. This is reliant on self-reporting\u2014you could make the field mandatory or optional\u2014but if it&#8217;s a radio button or drop-down appended to your existing form, it\u2019s not a big deal to ask this question. <\/span><\/span><\/span><\/span><\/span><\/li>\n<li><span><span><span><span><strong><span lang=\"EN\" xml:lang=\"EN\">Flight-based: <\/span><\/strong><span lang=\"EN\" xml:lang=\"EN\">The least scientific option, this involves simply cycling periods in which you are or are not running OOH ads in order to get an idea as to how they impact success. <\/span><\/span><\/span><\/span><\/span><\/li>\n<\/ul>\n<h4><span><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Recommended for:<\/span><\/span><\/span><\/span><\/span><\/span><\/h4>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Pricing varies wildly based on location, duration (typically rates are quoted in four-week increments) and inventory, but OOH is a solid route for most cannabis businesses looking to expand outside of digital marketing.<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">No matter what kind of cannabis business you\u2019re marketing, if you\u2019re entering a geo with established players (or none at all), OOH advertising is an effective way to reach eyeballs. It\u2019s the perfect complement to digital activity (and, as an added benefit, it can make investors feel warm and fuzzy inside: never a bad thing in a volatile market).<\/span><\/span><\/span><\/span><\/span><\/p>\n<h2><span><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">For cannabis marketing, it\u2019s omnichannel or GTFO<\/span><\/span><\/span><\/span><\/span><\/span><\/h2>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">While not every channel outlined in this post is appropriate for every kind of cannabis business or budget threshold, I advise you to take a look at what you can manage and spread your time, energy, and dollars across multiple tactics; reliance on a single strategy for acquisition and customer marketing and an ever-changing landscape is setting yourself up to fail. Diversify!<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span lang=\"EN\" xml:lang=\"EN\">Oh, and <em>please<\/em> familiarize yourself with the regulatory environment in which you (or your clients) operate. Failure to comply means fines, and crackdowns on the folks to follow the letter of the law. Don\u2019t you dare harsh my mellow.<\/span><\/span><\/span><\/span><\/span><\/p>\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2020\/03\/12\/cannabis-marketing\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Maybe you used to buy it in the seedy parking lot behind Gold&#8217;s Gym and smoke it out of an apple in your friend\u2019s Impreza blowing through 99-cent cans of Arizona Iced Tea and those extra spicy Doritos while a crooning Robert Plant penetrated your earholes? Things have changed. Now, in a dozen states (and [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[10],"tags":[],"_links":{"self":[{"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/posts\/224059"}],"collection":[{"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/comments?post=224059"}],"version-history":[{"count":1,"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/posts\/224059\/revisions"}],"predecessor-version":[{"id":224862,"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/posts\/224059\/revisions\/224862"}],"wp:attachment":[{"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/media?parent=224059"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/categories?post=224059"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/tags?post=224059"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}