We love this infographic about how to approach marketing marijuana-based brands/products by Cannabrand, a specialist in this emerging field of marijuana marketing. It is CO-centric (WA, OR and AK have different laws/regulations around marketing marijuana-based products) but regardless does a great job of outlining in an easy-to-digest manner the pitfalls, challenges and must-know facts around marijuana marketing.
We found it in a great ReadThink article by Erik Devaney (a content strategist at Hub Spot, one of our favorite marketing tools/advice hub). This article is an amazing long-form piece on marketing in the marijuana industry but also about marketing the industry and the plant itself. It is a must-read for anyone involved in the industry from a marketing and business standpoint and vigorously supports the thinking behind the very existence of The 420 Agency. Some of the highlights and key parts of the article (for those who can’t be bothered with long-form content):
A history of marijuana (tracing back to ancient Chinese times, and showing how that history has impacted the current sentiment towards marijuana)
A discussion of the need for and tactics to shed the “stoner” stigma (we love this part: “In order to become more mainstream, the cannabis industry needs to shed those negative associations that marijuana carries. And marketers in the cannabis industry are already working toward that goal.”)
The issues surrounding marketing in the marijuana industry (what the infographic above relates to)
A discussion that argues that Big Marijuana is probably not going to happen
An incisive comparison of the marketing for alcohol towards the end of ad after Prohibition to what could be done for marijuana as it becomes legal (and highlighting the differences and issues but concluding that branding and marketing are critical to success
As fun note, the article happens to show this poster of 1942 anti-marijuana movie. Our main reaction was that the poster designesr very insidiously hinted at the fact that marijuana causes bad grammar too (can you spot it?).