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Marijuana Advertising Strategy Paper

990 Words4 Pages

An effective advertising strategy for cannabis companies to use on social media is to spread education on the benefits marijuana can offer, as opposed to specifically promoting marijuana use.
Overview

Hello! Thank you for your question about marketing challenges the cannabis industry faces today. In short, there are many conditions involved in the advertisement of cannabis, due in large part to state laws conflicting with federal laws. There are ways to work around these if you get creative, which I have described below.

Below is a deep dive into my findings.

METHODOLOGY

First I familiarized myself with the links and information provided to me. I did exhaustive searches on federal advertising laws involving the sale of Marijuana, and restrictions …show more content…

This is a huge step forward for cannabis users and distributors alike. Unfortunately, federal law still states that marijuana is a schedule 1 drug, more dangerous than methamphetamine, and on par with heroin. As such, advertisement laws, even in the more progressive states, are incredibly restrictive.

Laws related to ethics are the ones that tend to come with the harshest punishments. For instance, do not ever advertise to children or minors. This restriction includes all digital or physical marketing. Billboards and television broadcasters, especially, are not likely to work with the cannabis industry, for fear of children being influenced. Digital advertising should also steer away from anything that may appeal to minors, and it is advised to add age restrictions to cannabis-related …show more content…

Chris Driessen of Organa says that "applicants [for his company] who want to roll in at 11 and get stoned all day are not in the right place." This suggests that image is important. There is a picture that society imagines when marijuana is mentioned, one that is lazy and rather dopey. Instead of perpetuating this, find a more energizing niche. Soccer moms, for example, are seen as responsible, hard-working, and caring. Promote a lifestyle that joins that persona with the persona of cannabis. Use that image to connect with the community. Participate in community service projects, and share those projects alongside educational material, in order to build trust and encourage word-of-mouth

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