Cannabis Marketing: The Dos & Donts

The cannabis industry has grown exponentially in the last few years, with more states legalizing both medical and recreational cannabis. In fact, the U.S market is projected to double to $41.5 billion by 2025. However, as cannabis legality and accessibility continue to evolve, so does the need for effective cannabis marketing.

But with such a new and rapidly growing industry, it can be challenging to know where to start. What are the dos and don’ts of cannabis marketing? And how can you make sure your campaigns reach the right audience?

To help cannabis entrepreneurs out, we at Nordic Analytical Laboratories set out to answer these questions and provide compliance resources to ensure their cannabis marketing needs in Colorado are compliant with the federal FDA regulations.

Do These Things in Your Cannabis Marketing

Of course, you want to make your campaigns both compliant and effective. So what are some things that add positive value to a cannabis marketing campaign?

Create a Growing Community

With the cannabis industry snowballing, it is crucial to engage with like-minded people. To have a fair market share, you want to create a community of people interested in your brand—the higher the community, the bigger chance that your business will thrive.

This can be done through events/trade shows, social media influencers, industry newsletters, etc. It is essential to not only give your consumers an enjoyable experience but also to build a community of people who will support your cannabis marketing campaigns.

Inform About New Products – Business Updates

Like any other business in Colorado, cannabis cultivators and product producers need to be sure that their consumers know about new products and business updates. Whether it is a new strain or the launch of a new product, make sure to inform your customers about what’s going on.

Keeping your customers informed shows them your value and will do whatever it takes to keep them in your business. This will result in more sales, allowing you to tap into a new audience.

Cultivate Media Coverage

With the cannabis market relatively new, the media has a myriad of questions about the growing industry. Not only are they interested in the politics of it all, but also the new products, health effects, testing procedures, cannabis-related businesses, and the industry norms.

This is an opportunity for you to tap into this expansive resource and educate the public about your business and industry. It is excellent media coverage for you and your brand, as well as an opportunity to reach potential consumers.

Getting media coverage from news publications such as Forbes, Marijuana Venture, and Cannabis Business Times is a cost-effective marketing channel and an excellent way to build credibility and trust for your brand.

The Don’ts of Marketing Cannabis

With such a fast-paced and evolving industry, there are some common mistakes that cannabis marketers make. These mistakes can be detrimental to your cannabis company and even result in legal issues. So what should you avoid doing when it comes to cannabis marketing?

Don’t make health claims about your product

While you want to explain the benefits of your product, always avoid making health claims. Any product intended to have medicinal use must be reviewed or approved by the U.S. FDA. Since cannabis isn’t approved for food and supplement use, avoid making any health claims in your advertising. Some of the claims to avoid saying include:

• Any use targeted as a medical cure
• Consumption is tied in with mental or physical disabilities aka “medical treatment statements”
• Consumption help with Nerodiverant issues
• Statements that create a context of “fighting off” medical issues. 

It’s important to note that this applies whether you’re marketing on a website, social media platforms, or any other marketing method. If you are saying something about your product that isn’t approved, you can get noticed negatively by the FDA which can include shutting down your business.

Don’t recommend a product to substitute or augment pharmaceutical therapies

Many people in the medical cannabis industry in Colorado and across the U.S. recommend products to patients when they are sick or dealing with certain ailments such as PTSD and autism. While it might be sketchily true, you can’t market your product this way without any scientific proof.

For example, avoid saying, “ACCORDING, TO SEVERAL STUDIES, CBD OIL SUPPORTS BRAIN HEALTH AND CAN SUBSTITUTE HARMFUL PHARMACEUTICALS. TRY OUR PRODUCT FOR BETTER AND EFFECTIVE RESULTS.”

This is sketchy and untrue and will get you sued for false advertising.

Nordic Analytical Laboratories will Help You Stay Compliant with the FDA

With the high regulation of cannabis-derived products in Colorado, staying on top of your marketing and avoiding any mistakes with the law is crucial. A critical component of compliance is testing cannabis products. 

Get more information about our cannabis testing laboratories in Denver and Pueblo by contacting us today.