Guidelines For Safely Marketing Your Cannabis Business

By Matt Bertram

By Matt Bertram

Matt Bertram is Head of Digital Strategy at EWR Digital. He is a nationally recognized expert in SEO and the Co-Host of the top rated SEO Podcast, "The Unknown Secrets of Internet Marketing." Author of Build Your Brand Mania: How to Transform Yourself Into an Authoritative Brand That Will Attract Your Ideal Customers with contributing articles in Forbes, Search Engine Journal and numerous other publications pertaining to digital marketing.

Effective advertising and marketing are essential for the growth and success of any company. This is especially true in a new business.

The status of marijuana businesses is in a constant state of change. Many cannabis start-ups are struggling to negotiate the restrictions placed on their marketing. So, how can you help your cannabis business to build an audience of consumers and reach a wider target market?

Although there are some serious cannabis marketing limitations, there are a few tactics marijuana businesses can legally implement to raise brand awareness. For instance, here are some top guidelines for safe marijuana marketing and for crafting an effective advertising strategy.

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Avoid Marketing Your Business Near or to Minors

Be careful about the type of branding you use and where you choose to advertise. Sites like Facebook make it even harder to market cannabis businesses.

Age restrictions must always be kept in mind. The cannabis industry is rapidly growing, but at this stage, there are still many concerns and questions about how the legalization of cannabis will impact young people.

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It is part of the role of cannabis businesses to assuage those fears, making appropriate marketing their main priority. Avoid cartoon-style mascots and messages that might appeal to minors. This will not just harm the image of your cannabis business, but it will also harm the perception of the cannabis industry as a whole.

Avoid Copyright Infringement

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No mainstream established company will want their trademark or brand copied by a marijuana business. If you make the mistake of piggybacking on one of these well-known organizations, you could end up being sued.

That could be a disaster for your business.

Unfortunately, this has already happened to several cannabis businesses. Take the case of the edibles company which made Reefer’s Cups, for example. Hershey’s ended up suing them for trademark infringement. Hershey’s spokesman Jeff Beckman commented:

“The Hershey Company’s trademarks are iconic and among our company’s most important assets. They are recognized by consumers around the world, and our company has spent as many as 120 years building the trust and equity in these iconic brands.”

“Consumers depend on our brand names to represent a level of quality and dependability. These entities have used Hershey’s trademarks, without authorization, to trade on Hershey’s goodwill and reputation, and to draw greater attention to their products; these unauthorized uses of Hershey’s trademarks also make the products more appealing to children.”

It’s a cautionary tale. Just make sure you don’t become another statistic.

Make sure you don’t become another statistic.

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What Should Your Brand Stand for?

Cannabis has been prohibited for generations, and there has been tons of negative propaganda about its use. It is now part of your company’s role to crush those stigmas and to raise the profile of the industry as a whole.

There are lots of ways to achieve this – for example, there are some basic things you can do to help your brand succeed:

  • Avoid derogatory or sexist messaging
  • Ensure fair labor practices are maintained
  • Avoid using negative stereotypes

Don’t perpetuate stereotypes.

This can help you attract a wider, more diverse audience, people who are happy to support a brand which does not perpetuate negative stereotypes of cannabis users.

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Even though marijuana companies still face advertising limitations, it’s important not to give up. If you are careful, your marijuana branding message can still reach its target audience.

Hire a reputable marketing agency to help you meet industry challenges and market your business like a pro.

For more information on marketing your restricted business – or any business – contact the marketing experts at EWR Digital by calling us on 713-592-6724!

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Guidelines for Safely Marketing Your Cannabis Business | EWR Digital – Houston, TX