Summary
On the Clear Pod, Monica Pina sits down with Travis Crane, the Media and Content Specialist for The Clear, for an engaging discussion on the complexities of cannabis marketing and content creation. This article provides an overview of the three hurdles of marketing in an impossibly regulated industry. For more information and hear the their conversation, listen to The Clear Pod on Spotify and Apple.
Market Impossible
Marketing in an impossibly regulated industry such as cannabis isn’t like marketing your average consumer product. Cannabis plants need soil, sunlight, and water like any other crop, but the similarities with traditional agriculture stop there. From cultivation to consumer sales, the cannabis industry is a maze of regulations, financial roadblocks, and logistical headaches that make marketing a real challenge. Let’s dive into why marketing cannabis is so uniquely tricky and what it takes to succeed in this evolving industry.
The Regulatory Roller coaster
One of the biggest hurdles in cannabis marketing is the patchwork of regulations that vary from state to state and even country to country. In the U.S., for example, some states have fully legalized cannabis for both medical and recreational use. In contrast, others have only partial legalization or still ban it altogether. On top of that, federal law still classifies cannabis as a Schedule I controlled substance, which complicates everything. This classification doesn’t just limit where and how cannabis companies can advertise and restricts access to traditional banking services, making scaling up marketing efforts even harder. This means that cannabis marketers have to be incredibly careful. A strategy that works in one state could land you in legal trouble in another. A uniform set of rules is necessary to create a cohesive national marketing plan. It’s like trying to hit a moving target while drunk, blindfolded, and on a roller coaster.
Advertising Hurdles
If you thought navigating regulations was burdensome, wait until you try to advertise cannabis products. Major digital platforms like Google, Facebook, and Instagram have strict policies that severely limit or outright ban cannabis ads, even in places where the product is legal. So, how do you reach your audience? You have to get creative. Without access to mainstream advertising channels, cannabis companies often turn to alternatives like content marketing, search engine optimization (SEO), influencer partnerships, and community events. These methods can be effective, but they’re more unpredictable and challenging to scale than traditional digital advertising. It’s like trying to build a skyscraper with a toolkit for building a treehouse—possible but much more challenging.
Financial Hurdles
As if marketing cannabis wasn’t already hard enough, the financial side of the industry adds another layer of complexity. Because cannabis is still federally illegal in the U.S., many banks and payment processors won’t work with cannabis businesses. This forces companies to rely on alternative, often pricier, payment solutions. And without reliable payment processing, setting up digital marketing becomes even more of a headache. Not to mention, online sales are convoluted, shipping is illegal, and inventory systems are unreliable. Imagine trying to run a modern business without access to essential financial services—that’s the reality for many in the cannabis industry. These economic barriers make investing in marketing and growing your brand tough.
Inconsistency Consistent
Creativity Hurdles
So, how do you market cannabis successfully despite all these challenges? It comes down to creativity, adaptability, and a willingness to try new things. Content marketing is a powerful tool—creating valuable, engaging content can attract and educate your audience without running afoul of advertising restrictions. SEO is another critical strategy, helping your brand appear in search results even when you can’t advertise directly. Influencer marketing can also be effective, with social media personalities promoting your products more organically. Just remember, influencer content needs to comply with the same regulations as any other form of marketing, so choose your partners carefully. Community engagement and event sponsorships offer another way to connect with your audience. These in-person interactions allow you to build relationships and trust directly with consumers, which is especially valuable in a highly regulated industry. However, these events require significant investment and planning, so they’re not a quick or easy fix, nor do they have a direct return on investment.
High Risk, Hopefully Rewarded
Marketing cannabis products isn’t for the faint of heart. It requires a deep understanding of the industry’s unique challenges, from stringent regulations to financial barriers and consumer skepticism. However, the rewards can be significant for navigating this complex landscape. The future of cannabis marketing lies in innovation, compliance, and the ability to build solid and trustworthy brands in the face of adversity. It’s not easy, but the potential is enormous for those with the passion and perseverance to see it through. So, if you’re thinking about jumping into cannabis marketing, be prepared for a wild ride—but know that the journey could be worth every twist and turn.
