Advertising for the cannabis industry can sometimes be an uncertain undertaking. First of all, the media industry itself is evolving rapidly. Advertising technology is quickly changing and becoming even more complex to meet the demands of customers with short attention spans. The cannabis industry also continues to evolve state by state. It seems as if new companies and platforms are coming into the market every day with opportunities to advertise, partner and influence. The options for online and offline cannabis advertising continue to proliferate, and the result is it can feel like a bit of a minefield to navigate. Some platforms and channels allow certain types of advertising while others are less accepting. Some states allow certain types of advertising and others don’t. Our advertising expertise can help effectively shape your options for advertising as a quickly-shifting landscape becomes ever more complicated.
Let us know if you’re considering an advertising campaign, we’re here to answer questions and help make sure you get a return on your investment.
An advertising campaign is a series of ad messages that share a particular theme or idea. These messages can appear in multiple places, at different times and across different types of media including online and offline, and are executed using a variety of activities such as social media, tradeshows, branded packaging and email. Marketing campaigns are effective when coordinated and integrated with each other, so that messaging is consistent while customized for specific types of customers and the channels they use.
Digital Listings Strategy & Management
If you have multiple locations or dispensaries, you probably already realize that there are a lot of websites where your physical locations may be listed online, including sites like Yelp, Leafly and others. In fact, many websites gather your location information from several data sources, and may or may not be accurate. Managing those lists and making sure the information is correct can quickly become time-intensive and not a great use of your time. We’re well-versed in managing digital listings and can help you make sure your locations are accurately listed in online databases so your customers can find you quickly and easily.
Reviews Strategy and Management
Customers love to post reviews about their experiences with companies, which is why websites like Yelp and TripAdvisor have done so well. All that user-generated content is also rich material for search engines, because they love content that’s authentic and real. Making sure you know what’s being said about you on ratings sites is not only good for your awareness but it’s also good for business.
You may already be partnering with or sponsoring companies, events or groups, or considering sponsorship as a great way to market your business – but how do you know who to sponsor? Your sponsorship strategy should align with your marketing strategy, making sure you’re partnering well and getting the most return for your investment. Effective sponsorship should return benefits to your business that are equal to or greater than the investment, based on business objectives and based on specific criteria to help you achieve your goals. We can help you define and implement a sponsorship strategy that meets your business goals, is measurable and provides results.
Print Promotions & Direct Mail
Printed marketing materials can vary from ads purchased in printed magazines to business cards, event flyers and direct mail. While we have a fondness for digital media because of its efficacy and environmental friendliness, we also recognize that there are times when print collateral makes the most sense. Our in-house creative and design professionals are well versed in producing beautiful print marketing collateral that’s consistent with your online identity.
Digital ads come in a variety of shapes and sizes, including display, mobile and video. Display ads can be buttons, banners, text or other types of ads that appear in websites, digital magazines etc. – and all of these can be found on mobile displays or videos in different forms and formats. Some types of advertising aren’t currently available to the cannabis industry while others are. We can help you navigate the digital ad landscape as it evolves.
One of the most popular types of searches for cannabis online is “find a dispensary near me”, so making sure your business is found in search engines like Google when someone is looking for a local dispensary is critical if you have a physical dispensary location. Our local search service include ensuring your local listings are accurate and maintained, and that your website is optimized for local search traffic.
Search engine marketing (SEM) is the process of driving traffic to your website by purchasing advertising on search engines like Google, Yahoo or Bing. SEM includes pay-per-click (PPC), cost-per-click (CPC) and cost-per-thousand (CPM) advertising. Some social networks also offer paid advertising, for example Twitter offers “promoted tweets” and Facebook offers “boosts”. Since some sites and search engines allow certain types of ads and not others, we can help you navigate the SEM landscape.
In some locations and states, it’s possible to explore some traditional advertising avenues such as billboards, out-of-home (OOH), and radio – depending on the message, the location and the type of ad. If you’d like to explore these options, we can help you find the right location for your traditional ad needs.
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