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Additional Posts in Cannabis Branding & Marketing
It's 2019. Be Bold & Be Patient.
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Cannabis/CBD copywriters will probably have better recommendations, but I would recommend you research what claims/messaging you are legally able to say for the industry you are interested in - and take a look at what you can say for ingestibles vs topicals, and at retail vs digital.
I worked in the industry for its first 4 years of rec in WA. Learned a lot over that time. Quick tips:
1. You can take queues from how health supplements treat claims and be in good shape for cannabis copy.
2. The industry is young. Most of the agencies in this field started with folks like me, working in cannabis any way they could, then either leaving for more stable work or creating an agency to leverage their unique experience. My point is, come in with experience from elsewhere and don’t feel daunted.
3. States have local ordinance around advertising, as well as state and federal rules. Get to know yours and those of neighbouring states (Oregon and Washington aren’t the same, which mattered as my client had stores in both).
4. Lean toward Rec anytime you can. The medicinal side truly forged ahead for cannabis, but too many operate like they’re still grey market farmers. Rec tends to be more professional and put together.
5. Work with an agency, not a shop, farm, etc. This really depends if benefits and financial safety matter to you. Those in the industry still don’t have access to stable banking and insurance is a challenge, too. My bank account was shut down a year into working directly for a chain of stores. Issues went away when I went to an agency serving them and others, since we weren’t technically in cannabis. I also got benefits back and so on.
6. Another reference is craft beer and wine. Branding is a developing concept in cannabis. Most farmers were doing this illegally 7 years ago, so sharing a compelling story and brand building just isn’t familiar. Those leading the way seem to look to craft beer and wine, instead of tobacco.
7. Don’t get caught up in the flash. My first couple years were insane. I organised an interview with the WSJ and my client, met Snoop Dogg while trying to hash out a marketing campaign (didn’t go, but still cool), worked briefly with Tommy Chong by way of Futurola, and Uncle Cliffy too. While all this was amazing to me at the time, in reality, it didn’t add up to much. Folks are looking for anyone who might lead them to that “green rush”. There’s a lot of fake moves, don’t fall for it. Enjoy yourself, but keep your eyes open.