4 Steps to Starting to Run a Successful Cannabis Marketing Campaign
Running a cannabis marketing campaign is a great way to reach new customers and to create a strong sense of brand.
But what is a cannabis marketing campaign, really? Let’s break it down before we get into it.
A cannabis marketing campaign…
- Is a project that exists outside of your ongoing marketing efforts.
- Has a budget.
- Has a specific results-oriented goal.
- Starts on a specific date, and ends on a specific date.
This could be organizing an event, it could be gaining followers and subscribers on social media, it could be selling a number of units of product. Your cannabis marketing campaign should be focused toward a goal that is relevant for your business and for the stage of life that your business is in.
Step 1. Define your target audience.
Whose problems are you solving? What kind of voice do you need to use to connect to your audience?
Every brand wants its target audience to be “everyone”. Not only is this nearly impossible to achieve when you’re first starting out, but it makes it nearly impossible for you to dominate a space based on a particular niche.
For example, if you’re a cannabis start-up interested in running a marketing campaign but aren’t sure where to start, which headline would you rather click on? “How to Run a Marketing Campaign”, or “4 Steps to Starting to Run a Successful Cannabis Marketing Campaign” And since you’re already reading this blog, the proof is in the pudding.
So to find your target audience, you’re going to have to establish your niche.
For example, if you sell cannabis vape products, are you geared more toward a medical vape experience for older consumers? Are you geared toward college spring breakers looking for a good time? Are you geared toward parents who want to continue exploring cannabis in a safe and discreet way?
Things to consider when gathering information about your target audience will include:
- Age: Targeting a specific age range (whether it’s by decade, or by stages of life) will have a huge impact on your campaign voice.
- Location: Are you targeting locally? Or is one of your campaign goals to reach a wider audience? Not only is this important to market to people from a specific location, but it’s also important when factoring in timezones and what time to release digital information about your brand.
- Income: Based on the average income of your demographic, you’ll want to market your products in a way that fits their needs. Do they have disposable income? Are they attracted to bargains and deals? These are the questions you should be answering while choosing a demographic based on income.
- Interests: Other than using your products, what does your target demographic enjoy doing? Are they outdoorsy? Are they artists? Are they partiers?
By pinpointing what makes your brand stand out among your competition, you’ll be able to hone in on which audience will be most drawn to your product.
Step 2. Think like your target audience.
Once you’ve established a clear direction for your brand and you know who your audience is, the next step is to get into their heads.
This will take research, research, and more research. Even if your age, gender, income, favorite color, or any other trait falls in line with your demographic, you’re still going to want to do research, because not everyone in your niche is just like you.
Find out what your audience is interested in. What their problems are. What drives them and motivates them to do what they do. To buy what they buy. Understand the digital platforms that they use, and discover the best ways to reach them.
And the audience you set out to target may not always be the audience that wants to buy your products. While it is important to have a clear idea of who you’re targeting, what’s more important is that you’re adaptable. Target the people who really want to buy your products, and don’t just get stuck on the customers you originally set out to reach.
Understanding your target audience is essential for your cannabis marketing campaign, and for your general brand strategy as a whole.
Step 3. Define your goal.
The big picture goal is to sell as many cannabis products as possible and get rich, right?
Running a cannabis marketing campaign can certainly help to get you there, but only one step at a time.
A cannabis marketing campaign goal should be composed of two things:
- Something you hope to achieve
- A set amount of time you want to achieve your goal
The goal you need to set for a specific campaign will have to be a little bit more specific.
For example, is your goal to increase sales? By how much? How many units do you want to sell in a certain amount of time? Are you attempting to increase your number of Instagram followers? By how many? Or maybe you just want Instagram comments on a certain post? How many comments are you trying to get? Do you want increased website traffic, email subscribers, or guests attending your event?
Setting a specific goal with a set number in mind will help to drive your campaign in a much more focused way. Trying to do everything at once will make your marketing efforts muddy and less intentional.
Your goal should also be for a specific timeline.
For example, your goal could be to gain 500 Facebook likes, but in what amount of time? Depending on how fast your company is growing, this might not be a reasonable goal for a day or a week, but maybe a month.
Use the data that you already have about your business to craft an achievable goal that’s still ambitious, but not totally out of your depth. It’s okay to start small.
Step 4. Set your budget.
There’s no cut and dry way to decide a budget for your cannabis marketing campaign. Mostly this will have to do with the current snapshot of your company and how much you can afford to allocate to your marketing campaign.
Running a campaign can be high risk, but high reward. That’s why the more money you invest in your campaign, the more you can potentially get out of it.