![]() “I’m assuming everyone’s looking for opportunities for growth…and that comes with trying to break down the barriers to make it less intimidating and more approachable,” Ramsey said. Patience Ramsey-an award-winning executive and entrepreneur who works at the intersection of mainstream brand, tech, sports, and entertainment-also sees a big opportunity for cannabis marketers who can figure out how to reach new target audiences. “I don’t think they’ve found that common ground or common story between people who use it or celebrate it versus people who don’t.” “I don’t know that cannabis has cracked that code,” he said. “What’s the story and the positioning that you can craft that is going to destigmatize cannabis and make it seem more enjoyable for people who don’t use it?” Floyd asked-listing several alcohol companies like Absolut and Miller Lite that have succeeded in making their products viewed as acceptable even among non-drinkers. “There’s certainly a lot of room for these cannabis companies to try and make a name for themselves or become a little more well known,” Floyd said, adding that the storytelling doesn’t quite seem to be there. “Whatever you’re trying to sell, there are a lot of different companies, and it gets confusing,” said Scott Floyd, a senior marketing executive who’s worked with some of the world’s top brands over the past 25 years, including Pepsi, Anheuser-Busch, and T-Mobile. ![]() These are big mistakes if you want to develop a business model that drives revenue in 2023.įor every person who knows your brand, there are countless people who have no idea you exist. One of the biggest pitfalls in cannabis marketing is believing the product will sell itself, or that the prime target demographic is everyone who smokes flower. What do outside marketers have to say about cannabis marketing? What advice and insights can industry stakeholders glean from the pros who are crushing it in other industries? Expanding your market reach This is where overlooked opportunities and low-hanging fruit in cannabis marketing come into play. ![]() While the industry sorts out these growing pains, it certainly wouldn’t hurt if operators could find ways to grow their customer base and sell more products.
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