Cannabis has had enough years being identified with the stoner archetype of Cheech and Chong and rolled high times and a lot of the various kind of media archetypes that have defined us for so long.
Resonating with the customer has to do with finding that target audience and cultivating similar cultural and product values.
These are the things that are going to differentiate you because right now cannabis is a busy market place and there are so many brands out there that are basing themselves on the quality of the product, the consistency of their product, they’re what. Again, the best way to differentiate yourself is finding an articulating your why.
Cannabis, like many other industries, is a consumer-driven economy. Let’s take an example of a person who’s a first time user. They ask around their friends and family about what’s going to be a good place to start with cannabis.
So where do you start? Well, the beloved motivational speaker and author Simon Sinek believes that people don’t buy what you do, they buy why you do it… You start with why.
The following is a transcription from the stage at Green Flower Summit 2018 (paywall) where Zack Darling (CEO of The Hybrid Creative) explains his 10 steps of cannabis marketing in today’s competitive market.
Return for the remaining steps as we publish them in the coming weeks.