When I wrote this post nearly two years ago, it was with the expectation that I would be able to update it with “good news”, that cannabis businesses are able to take advantage of the powerful AdWords platform, running ads on Facebook, Instagram and the like, and the rest of us...
In order to effectively market to your target audience, it’s vital you first learn all that you can about what they think of your product or service. Their motivations, their reservations, their concerns, etc. We’ve found that one of the best ways to do this is through focus groups. What Are...
When it comes to establishing a digital marketing presence, cannabis companies can’t follow the typical route of mainstream or less regulated industries. In addition to age restrictions, many of the most popular advertising channels are unavailable. Specifically we’re referring to paid search and social ads dominated by Google and Facebook. Sure,...
Before all is said and done, and you’re about to layout a roadmap for your cannabis brand, I believe there are five rules in building a brand you should know and, hopefully, follow. I’ve listed them in order of importance, as follows, and while the rules are relevant for any-size company,...
The digital space is an extremely important channel for businesses today, especially businesses in the cannabis industry. Your website is really your digital storefront so to speak; in many cases, it’s the first (or only) touch point many of your customers have with your business. And because it’s almost Halloween, we...
As the cannabis industry continues to be one of the fastest consumer markets, the tactics used by niche companies and startups are becoming more main-stream, legitimized and professional. That doesn’t, however, mean that the scary tactics of old have disappeared. In fact, some have become so predominant in a constantly growing...
Once upon a time, not really that long ago, commerce was relatively simple: you made a product, people bought it and you made money. Sell more, manage costs and you could grow into a more substantial endeavor. Consumers based their purchase on product utility: did they need it and would they...
Many traditional forms of advertising are unavailable or too costly for many cannabis businesses today. This is perhaps why so many of them have turned to social media to engage with their customers and expand their overall reach. However, many of these businesses are also realizing that just being on social media isn’t enough....
One of the most important aspects of a Content Playbook is the Content Calendar. The Content Calendar is really the meat of the content strategy which is developed from the Content Audit. A Content Calendar typically includes format, topics, target keyword phrases, due dates, etc. We’ve found that more effective programs have calendars that...
Photo Courtesy of ABC News One hundred and forty nine retail marijuana stores now serve the customers of Colorado, their experiences giving countless lessons for Washington marijuana stores to learn. As this infant recreational industry takes its first few steps into the public eye, critics and curators alike have quickly pointed...
During our market research on consumer motivations in cannabis brand attribute preference, we have consistently seen four segments emerge among consumers, who we call “Traditionalists,” “Outsiders,” “Indies” and “Idealists.” Of these four, “Indies” and “Outsiders” are the most likely to patronize cannabis brands on a regular basis. Today we’re going to...
I once went to a speech given by the then-CEO of P&G, and he said something that I knew instinctively was true, and I’ve followed his advice ever since: Every brand has a story, and it’s your responsibility as the head of a company or marketing director, to tell it. Every...
There is a myriad of negative stereotypes many of those in mainstream culture use to describe marijuana consumers. The truth is, there is no one type of person who smokes or eats or vapes marijuana. Marijuana consumers are an extremely diverse group of people, which can make finding the target audience for your particular marijuana product, that...
Nearly three years ago we launched our first study. Colorado had a legal Adult-Use market operational for less than 6 months. Our home state of Washington had barely begun legal sales. It seems like such a long time ago now but in the short period since then much has happened. The...
At the Matters Group, our client relationships usually begin with what we call the Brand Platform process, which consists of three steps: (1) Internal Platform: in which we ensure all key decision-makers and influencers are on the same page (often more difficult than you’d think); (2) External Platform: where we seek out existing customers...
In its simplest terms, marketing is the communication bridge between your target audience and your brand. So once you’ve taken the critical first step and nailed down what you stand for as a brand, you then need to determine how you want to engage with your target market. This process of consumer engagement...
Advertising cannabis and CBD brands present their own unique set of challenges, and we blogged about this some here and here. But if you’re beginning to think about advertising your product/service, let’s talk a bit about what a brand should consider first. Or, put another way, let’s have at least thought about the factors...
Okay, it’s time for your cannabis business’s digital marketing program to get serious. Hopefully, you already have Google Analytics installed on your cannabis website. Unfortunately in 9 of 10 digital marketing programs we audit the implementation of Google Analytics is minimal if implemented at all. To take the next step with...
In order to effectively market to your target audience, it’s vital you first learn all that you can about what they think of your product or service. Their motivations, their reservations, their concerns, etc. We’ve found that one of the best ways to do this is through focus groups. What are...
Editor's Note: this article was lightly updated in May 2020. We hope Google sees the light and opens up more of its platform to legal cannabis, CBD and hemp companies. Marketers in the cannabis industry have an interesting environment in which to work. The product is in demand and audiences want to...