In most industries branding, packaging and marketing needs to speak to only one group – your potential customers. In the cannabis industry, however, to give your brand the best chance of success, you’ll need to engage with several non-customer groups too – all of which can have a significant impact on the industry and your success locally.
Yep, it’s expensive to enter this industry. This isn’t an industry where shoestring budgets are going do well. So getting investors on board with high quality pitch-decks, mock-ups and business plans can be crucial.
Councilors, state reps, mayors and county executives may all be allies or roadblocks in advancing the cannabis industry in your local area – so it can be a great advantage to learning how bills are introduced, how to lobby for your interests and put yourself in a position to be invited to advisory or steering groups.
Local Government Employees
These are the guys who issue permits, manage inspections, check your processes and approve your licenses. In our experience they’re always overworked and under-appreciated – most government workers can’t accept gifts worth over $20, so small, useful, branded items can go a long way.
Twitter is where you’ll find most local journalists thee days, and sending them a DM can be more effective than a press release. Providing hi-res images, B-roll footage, well-written bios and exclusive behind-the-scenes opportunities will increase your chances of being the company they call when they need a cannabis sound bite.
Of course, you can’t forget to engage your local community. Even if they never buy your products, their perception of your brand could help determine their decisions when cannabis votes come up.
Your cannabis brand, therefore, serves a far greater purpose than simply selling product – it can have a positive impact on non-users too. Our top tips: avoid industry jargon, shift away from stoner cliches, educate and advocate for the benefits of cannabis and seek to get involved with impactful projects in your community.