CannabisCMO Week 1 - New Beginnings
Welcome to our weekly cannabis marketing check-in!
Aloha and Happy Thursday!
Thank you for coming along on this journey as we build CannabisCMO into whatever the future wants it to be.
My hope is that this newsletter will be able to be a resource for the C-suite marketers of the industry as well as up-and-coming front line marketers who want to eventually work their way up into a Chief Marketing Officer (CMO) role in the cannabis industry.
Each week, I’ll share some headlines (in and out of the cannabis industry) that are catching my eye when it comes to marketing, branding, advertising, social media, SEO, website development, etc along with some commentary from the #CannabisCMO network.
In addition to helping curate important headlines you need to know about, we’ll also feature interviews and guest posts from some of the top marketers in our industry (more on that below!).
We’ll actually be doing our very first CannabisCMO Live this Friday at 2:30pm ET, hosted by myself and my friend Brad Bogus.
Just head over to the CannabisCMO LinkedIN page and make sure you are following for updates!
The reality of our industry is more nuanced than the green rush headlines we’ve grown accustomed to.
As we begin a new year and watch with excitement as new markets like Connecticut and New York come online in 2023 (!!!), we also have operators in more mature markets in the west struggling to stay alive.
CannabisCMO seeks to be a helpful guide for marketers and entrepreneurs at all levels and stages of growth (or contraction) in the industry.
Headlines:
#1: Google Relaxes Ban on CBD Advertising - Wall Street Journal
Google will start running ads for some products made with CBD in January, in a pilot program designed to test the loosening of its rules on promoting the cannabis-derived substance formally called cannabidiol. Google, which remains the world’s largest digital advertising company, will update two of its ad policies to allow for the promotion of pharmaceuticals containing CBD that have been approved by the Food and Drug Administration, and will also run ads for topical, hemp-derived products so long as their content of tetrahydrocannabinol is measured at less than 0.3%. The approved ads in the pilot will initially only be shown to users in California, Colorado and Puerto Rico.
My thoughts:
This is a good thing but not nearly enough progress quickly enough.
It is wild to me that with nearly half of the country having adult-use cannabis markets that we are just now getting around to running a pilot program in two states and Puerto Rico. It would have been great to see this pilot expanded given the current legal status of CBD products.
The pilot program will likely yield successful results so I would expect this to start to expand quickly once they are able to prove that the ads can be properly targeted.
It’s important to highlight some of the restrictions in this pilot program (no ingestible products, certain states, age restrictions) as they will likely continue if and when this program expands and/or other technology platforms begin to follow suit. As marketing regulations begin to form, marketers will need to continue to be creative about how to reach their target audience.
#2: Drug-dealing executives: How potheads fell in love with LinkedIn - SF Gate
LinkedIn, the social media platform known for its professional networking and job opportunities, has become a hub for the cannabis industry. As other social media platforms, such as Instagram and TikTok, have strict rules against promoting cannabis-related content due to its federal illegality, LinkedIn has become a safe haven for cannabis enthusiasts and industry professionals to share their knowledge and connect with one another. While LinkedIn does have some moderation in place, the platform's permissiveness has allowed a thriving cannabis community to flourish, making it the go-to social media network for the industry. Some cannabis business owners have even reported that they've found success solely by networking on LinkedIn and have found it as the "No.1 place to be for social media when it comes to cannabis.”
My thoughts:
I still don’t use LinkedIN enough.
It’s definitely one of the more cannabis friendly platforms out there and I have ran cannabis ads successfully on their platform before — although I have heard from folks more recently who had their ads denied.
COVID really helped LinkedIN takeoff as a platform for cannabis industry folks who were looking to stay connected in the absence of an active trade show circuit that folks typically rely on to drive their business leads.
LinkedIN is a great example of how the sky will not fall when social platforms are open to cannabis content but it makes sense that a platform largely aimed at adults is the first to openly court cannabis influencers.
#3: How branding is key to success in struggling Colorado cannabis market - MJBizDaily
As the cannabis market in Colorado becomes more saturated, marijuana operators in the state are relying on their branding to help them stand out in the competitive market. Many companies have established recognizable and well-crafted brands that they are using to gain a competitive edge in Colorado, while others are using their branding expertise to expand into other states where the market conditions may be more favorable. Companies like Veritas Fine Cannabis and Green Dot Labs are focusing on expanding their operations to other states while other brands like Wana are focused on licensing their brands in new markets as they work to become household cannabis names.
My thoughts:
We are still a ways out from having any truly national brands — with un-siloed manufacturing and distribution footprints in every market, but it’s clear that some brands are well on their way there.
As we see increasing market contractions and license consolidations across the country, successful brands have an opportunity to expand their footprint in their home state (or build in a new one) as well as expand to other states through licensing deals with local partners like Wana, who is now in 11 states.
Some lifestyle brands like Cookies (also in 11 states according to their website), who I would argue is the biggest brand in cannabis, have a much larger brand recognition footprint than their current licensed footprint and therefore are able to drop into new markets with relative ease — this isn’t the case with less well-known brands who have to compete strictly on product quality, strategic partnerships and solid sales teams.
#4: Protecting Youth From Cannabis Marketing - Psychology Today
A recent study published in the Journal of Adolescent Health has found that exposure to marijuana advertising may increase the likelihood of teens using and abusing marijuana. The study, led by Pamela Trangenstein, PhD, MPH, surveyed 452 youth between the ages of 15-19 from states where cannabis is legal, and looked at their consumption habits, exposure to cannabis-related marketing, and their awareness of or interest in cannabis and cannabis-branded merchandise. The study found that among the 172 respondents who had used marijuana, those who regularly saw billboards promoting cannabis products were more than seven times as likely to report frequent cannabis use and more than five times as likely to have a cannabis use disorder. Furthermore, the study found that engagement with cannabis branding, such as expressing interest in purchasing or wearing merchandise displaying cannabis products and logos, also predicted use among teens. The study authors emphasized that this is a concern as marijuana use at a young age increases the risk of developing a cannabis use disorder.
My thoughts:
In light of the study (and as a good corporate citizen in general), marketers in the cannabis industry should take steps to be mindful of the potential impact of their advertising on adolescent cannabis use.
One approach could be to limit or avoid advertising on billboards, as the study found that regular exposure to cannabis advertising on billboards was associated with a higher likelihood of frequent cannabis use and cannabis use disorder among adolescents.
Additionally, marketers can consider avoiding the use of language or imagery that may appeal to teens, such as branding that emphasizes "fitting in" or "looking cool." This is a particularly important nuance as many lifestyle brands naturally lean into that sort of messaging/imagery, which is why it’s important to make sure you are advertising on platforms aimed at adults.
Cannabis Industry Marketing Blogs:
Got a marketing blog you’d like us to highlight? You can submit them here.
Herb: Cannabis Industry Trends That Will Still Be In Place In 2023
Cannabis Business Times: 2022 Recap: Top Cannabis Marketing Trends That Emerged
Grasslands: 5 Predictions For Cannabis Marketing Trends and Industry Evolution in 2023.
CannaBizMedia: B2B Email Marketing Trends for the Cannabis Industry in 2023
Marketing Job Listings:
Digital Marketing Manager - South West - Trulieve
Director, Brand Marketing - Lazarus Naturals
Digital Marketing Director - Acreage Holdings
Social Media Manager - Verano
Senior Manager, Marketing - Cresco Labs
Director of Marketing - Grav
Creative Director - Jetty Extracts
Social Media & Influencer Marketing Manager - Papa and Barkley
Brand Manager - Papa & Barkley
Clio Music & Cannabis Program Coordinator - The Clio Awards
Marketing Manager - Ayr Wellness
Colorado Marketing Manager - Wana Brands
Sales Representative - Cannabis Marketing Association
SEO Specialist - Cannabis Marketing Association
Director of Digital Marketing - Cannabiz Team (recruiter)
NY State Director of Sales and Marketing - Cannabiz Team (recruiter)
Wholesale Marketing Manager - Cannabiz Team (recruiter)
Marketing Manager - FlowerHire (recruiter)
Field Marketing Specialist - FlowerHire (recruiter)
2023 Events:
In-person events are back in action! Here are some we are paying attention to for 2023:
California Cannabis Industry Association Annual Membership Meeting & Industry Reception - January 17 (Sacramento)
Future of Cannabis Marketing - February 7 (Virtual)
New England Cannabis Convention - March 10 - 12 (Boston)
Cannabis Science Conference - April 19 - 21 (Portland)
MJUnpacked - April 26 - 28 (New York)
Hall of Flowers - May 3 -4 (Santa Rosa)
Vermont Cannabis Convention - May 6 - 7 (Burlington)
Connecticut Cannabis and Hemp Convention - May 20 - 21 (Hartford)
Hall of Flowers - May 31 - June 1 (Toronto)
CWCBExpo - June 1 - 3 (New York City)
Cannabis Conference - August 15 - 17 (Las Vegas)
MJBizCon - November 28 - December 1 (Las Vegas)
Got an event you want us to highlight? Submit it here.
Junk Drawer:
Willie Nelson x BIC - Willie Nelson joined Snoop Dogg and Martha Stewart in a new ad for BIC’s EZ Reach lighter. Willie was one of my grandpa’s favorite artists, so I always love seeing him still doing his thing.
Ask a Stoner: I thought this was an interesting question posed by a reader of Westword and has some implications for folks who manage brands.
Dear Stoner: Most of my favorite growers and dispensaries lose their fastball after a couple of years, and a few of them straight up suck. Why is it so hard for cannabis companies to stay on top for long?
What It’s Like to be a Brand Consultant For Weed Dealers: VICE does what VICE as they go behind the scenes of the illicit cannabis scene in the U.K., and show what it is like to consult brands in the illicit market.
Snoop Dogg’s Death Row Records To Launch Its Own Cannabis Brand: Because of course Snoop did.
Wrap Up
Well, that’s it for the first edition of the CannabisCMO!
I appreciate everyone bearing with me as I figure out a process for building a weekly newsletter.
As I mentioned last week, I sat on this idea for all of 2022 and one of the commitments I made to myself for 2023 is that I would stop letting the perfect be the enemy of the good.
One of my friends, Al Olson, who was one of the original editors at MSNBC.com back when MSN and NBC merged in the 90’s once shared with me a quote that his mentor shared with him that went something like: “The worst writing you’ll ever do is the stuff you don’t put down on paper.”
So my commitment to you is that no matter what insecurities or obstacles I might stack in front of myself, I’m not going to let them stop me from just writing and publishing each week.
Thank you for being here and for following along as we build something we can all be excited about.
Be sure to share this newsletter with your friends and follow our LinkedIN page.
Also, if you are interested in appearing on an upcoming episode of the CannabisCMO podcast, you can sign up here!