Cannabis, what is a marketer to do?!

[vc_row][vc_column][vc_column_text]I just bought pot legally for the first time in my life! Wow, I just woke up, went online (still in my PJ’s – kids fast asleep) and ordered weed from the Ontario government’s online store. I almost can’t believe it. Prohibition on weed in Canada has officially ended. As a Canadian I’m proud, but I’m still in shock it has actually happened in my lifetime.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_single_image image=”3170″ img_size=”full”][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]One thing I’ll tell you is, we have a long way to go to improve the shopping experience. Sure, the OSC.ca website is clean, simple and easy to navigate. Products are displayed prominently enough, it’s a simple e-comm website, with one click you can add products to your cart and check out in minutes. I did, it’s done. I was order #32,392. Now I wait 3 days to see what I get (that is if Canada Post’s strike doesn’t interfere). And I mean that. I’ll see what I get, I have no idea. Of course, I have a receipt of the products I purchased and their names, but that’s about it. None of the brands they are carrying mean anything to me. Given this is the first time Canadians have been able to buy legally, we have zero product knowledge or brand connections. In Ontario, we have one retail outlet, that’s it for now. We have no idea what the product is like or what one brand provides over the other. We can’t even see it, touch it or smell it, let alone try it, before buying. I selected a few flowers in my recent purchase, and really the THC to CBD ratio was the primary deciding factor. The product names and descriptions have a few cues, like “up”, “relax” or “rest”, but otherwise you are basically buying blind.

This situation is less than ideal. How do we know what to purchase to match our expectations and needs? As a consumer I’m confused. As a marketer, I’m excited. We are literally at ground zero when it comes to brands and retailers. Prior to today, most Canadians just got what their pot dealer had on them, the choice was Indica or Sativa and you just took what you could get. They had funny names, but always different ones and really no way for the buyer to connect to a product, strain or brand.For the most part, we were loyal to our dealers. If he showed up, always had weed, got you high or put you to sleep, he had your loyalty.

Now it’s all changed. And it’s still changing, fast. If you liked what you purchase legally, you’ll probably stick with it when you go back for a refill. First in basket wins. For now.We are in the ramp up stage. Retail stores are opening today in some provinces such as Nova Scotia and Manitoba. In Ontario, the rubber will really hit the road in April 2019 when the retail environment opens up to storefronts. Companies are applying now for retail licences, once acquired the race will be on to get ready for the 2019 spring launch of bricks and mortar.

Retailers and brands need to establish themselves by building awareness & educating consumers on products and how to make the right selection to get what they want at the point of purchase. Conversion and loyalty will come when people understand what they are buying. Currently, people have a need or desire for a cannabis experience. Right now, the only choice on the legal market is trial and error. But we can’t criticize brands, how can we expect a company build a brand they can’t advertise?

“Health Canada has strict proposed advertising rules: companies can’t promote people or events, celebrity endorsements have been ruled out and, most critically, promotions of “glamour, recreation, risk, excitement or daring behaviours or a positive or negative emotion” are prohibited” (Source 1).

What is a brand to do? First and foremost, fundamental brand building still applies. Once that has been established, and it comes to marketing in the media, creativity and grassroots marketing are the brightest paths forward. Creativity can be used by brands in traditional channels to associate themselves with cannabis without breaking any laws.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_single_image image=”3172″ img_size=”full”][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]However, if a brand really wants to connect with consumers on a product and brand level combined, the answer is grassroots experiential marketing: consumer intercepts, product demonstrations, sponsorship, hosting events, delivering unique experiences, stunts and more! The sky is the limit, for now. Regulation can come down at any time and change the landscape again. But until then, the door is open and we are already seeing major cannabis brands, like Tweed, playing in this space.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_single_image image=”3173″ img_size=”full”][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]With experiential marketing, brands can build awareness, educate consumers and drive purchase. The best part is, the results are measurable. Even though brands can’t deliver a social media campaign promoting consumption, there’s no rule that says consumers can’t post about their experiences. The benefits of experiential grassroots marketing goes beyond the people at the event. Social media word of mouth can deliver mass exposure through consumer networks and social influencers. If brands give people a great experience, provide something of value in an entertaining manner, people will talk about you. Experiential marketing has range and can naturally fit into the fabric of our lives. Good brand experiences enhance people’s passions and what they are doing at that moment. There are lots of great examples of community experiences that are happening today across the country to celebrate. If you live in Toronto you can join a number of events sponsored by some of the biggest weed brands in Canada, like the Leafly learning hub at Zane on Queen or the Vice and Tweed party at the Drake Hotel, for more events in the city, visit: https://nowtoronto.com/lifestyle/cannabis/cannabis-legalization-events-toronto/

It’s the wild west out there, and we haven’t even talked about edibles and infused foods and beverages yet! Watch this space, more to come from JLM Strategic Marketing, experts in experiential marketing, cannabis marketing activation and host of the 2019 Canadian Cannabis Marketing Summit, register online as of October 25, 2018 to attend.

Written by: Jennifer Mason, President, JLM Strategic Marketing

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