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Feb 13

Components of a Cannabis Marketing Plan You Should Be Aware Of

Cannabis marketing is not like marketing any other product or service, and failure to navigate the intricacies of a marketing plan for your cannabis product could result in you falling flat on your face. Here are a few components of a cannabis business marketing plan you should be aware of if you want to see your efforts result in success, customer engagement, compliance and business growth.

Know the Law

The Controlled Substances Act of 1970 makes it illegal to advertise substances that cause psychological effects, but isn’t really enforced. Each cannabis state has different restrictions as it comes to marketing, especially for labeling and packaging of products. Most states are consistent with enforcing that the marketing of cannabis products should not be done in a way so that it’s attractive to children or minors, such as using cartoon characters or color schemes aimed at catching the child’s eye.
State marketing laws also dictate signage, zoning, and the narrow ways that cannabis companies can advertise. A great resource for state marketing regulations is found on the Leafly website, and it features regular updates.

Know If You are Eligible

The 70/30 rule is what is used to determine whether a publication can run cannabis-associated ads. If it can be proven that a publication’s readership is comprised of 70%over the age of 21, it’s usually permitted to run cannabis associated ads (with restrictions). This is why a lot of publications, especially online, have caveats that recognize the publication as targeted to age 21 and over.

Use Language Properly

Recently, the FDA came down hard on cannabis brands that had made some pretty big claims for the products to be used as “cures” or “treatment” for some pretty large health conditions. These unsubstantiated claims resulted in many warning letters being issued to businesses to stop using potentially harmful and misleading language. Same goes for safety – a marijuana product must contain some sort of safety warning in compliance with your state, which recognizes inherent risks in using the product and not to use the product while driving or using heavy machinery. Know what you need to label your products with before the packaging goes to print.

Don’t Think About Mail Campaigns

The Controlled Substances Act of 1970 prohibits the United States Postal Service from distributing any materials through mail that are related to substances that have been classified as Schedule 1. Since the USPS distributes mail across the country, it’s forbidden to mail out anything specific to the cannabis industry and the sales of products through mail. Think of new and innovative ways, like the use of social media
(where permitted for cannabis), to reach your audience.