How can Marijuana Successfully and Safely Market in Canada with so much opposition – here’s some answers!
As cannabis is in process of being legalized in Canada, it remains unclear what the rules are relating to how to successfully and safely market marijuana. There are extreme concerns about marketing to children and for those opposing legalization, they don’t support seeing cannabis marketing to begin with. To this point, is it even ethical or “right” to market marijuana with so much dispute regarding its effects being positive or negative – in this article, we hope to provide some answers.
Cannabis has been marketed in Canada for a long, long time under the radar and not in mainstream, commercial markets. Marijuana marketing has typically taken the form of word-of-mouth, incognito referencing in media, and using influencer marketing in some instances to connect the target audience with new product. These marketing strategies have been very successful keeping the underground marijuana industry going. Creating demand with small budgets and no mainstream ad buys is something to admire.
Now that legalization is about to set in, the landscape of marijuana marketing is changing. No longer is cannabis something to be ashamed of or something to be hidden. Dispensaries across Canada are about to open, the world of online cannabis eCommerce is hitting its stride, and the gates to the marketplace have been opened to any and every competitor. As brands sit revving their engines in anticipation, how to market marijuana remains a big challenge.
In some provinces like Nova Scotia, the only way to receive recreational marijuana will be to purchase direct from the government. Comparatively, provinces like Ontario have chosen to turn sales over entirely to the private sector. If/when the government is tasked with marketing, this creates a difficult issue. If they market marijuana positively, they open up the floor to criticism from those who believe cannabis to be unhealthy. If they market marijuana negatively, they are likely to see criticism from those in support of legalization and perhaps lower than expected revenues on product sold.
For government organizations selling cannabis and seeking to respect all sides of the argument, a lot of them are looking to how liquor is marketed for guidance. Meanwhile, for private companies, a lot of cannabis-related brands are choosing to go fun with their marketing, using a combination of educational information and comedy to attract eyes. In fear of violating possible marketing regulations, much of the Canadian-based cannabis marketing has used platitudes like “discover the experience”, “relax and relieve stress”, and “see the benefits today.”
As weeks and months slowly pass following cannabis’ legalization, it’ll be interesting to see how marijuana’s marketing grows and changes. For many recreational consumers, industry analysts have predicted that they will circumvent most marketing and just buy the brands they trust. Thereby, much of the smarter cannabis marketing is aimed at negotiating consumers away from the black market and/or simultaneously attracting new customers who are not regular partakers. Needless to say, until we know more about how legalization is set to affect the general population, cannabis marketing has to be done carefully.
For any cannabis brands seeking digital marketing services, SEO, social media marketing, and eCommerce marketing, feel encouraged to speak with a representative today at Unlimited Exposure. We can provide guidance on how to build a successful marketing campaign for your brand that fits regulations while maximizing long-term momentum in your local marketplace.
