PPB March 2019

WATER COOLER Going ‘Green’ As the cannabis industry gains popularity, promotional products draw customers to dispensaries. With the sweeping legalization of recreational marijuana that has been enforced in 10 states and the District of Columbia, the cannabis industry is anticipated to skyrocket this year. In 2018 alone, the industry saw immense success, garnering $10 billion worth of investments, according to CNN, and creating some 160,000 jobs, according to Green Entrepreneur. By the end of 2019, the industry is anticipated to be worth more than $16 billion and by 2022, it’s projected to add some 340,000 full- time jobs to market and produce more than $75 billion in annual revenue. For recreational dispensaries and marijuana supporters in particular, “budding” businesses are showing interest in using promo products to draw attention to their services. In light of the legalization movement, many companies have started selling marijuana merch direct to consumers, who are pleased to acquire products for such a timely issue—and one they passionately support. According to the Pew Research Center, 62 percent of Americans—six out of 10 people—say they support the legalization of marijuana; a trend that’s majorly supported by Millennials (74 percent) and Gen Zers (63 percent) and is gaining more popularity with Baby Boomers (54 percent) and the Silent Generation (39 percent). The marijuana industry, like the tobacco industry, is highly regulated in terms of advertising, with the inability to use traditional methods, like TV and radio. This limits dispensaries to rely largely on foot traffic and word of mouth to market their brands, aside from social media. Most states have their own advertising regulations when it comes to marketing cannabis, but when and where legal, dispensaries are looking to promotional products to sell in-store to customers age 21 and older. There has been focus on reinventing the perception of marijuana use, with sophisticatedly designed promotional products being used to disrupt the idea of the stereotypical “lazy stoner.” Popular items to consider include apparel, like hoodies and tees, tote bags, decal stickers and mugs, and marijuana-related items, like ash trays and grinders. Promotional products businesses that serve clients in the cannabis industry may also be interested in attending related conferences and trade shows, where they can further market their products. Some of the upcoming trade shows include the Cannabis & Hemp Expo, April 26-28, 2019 in Edmonton, Alberta, Canada; Canna Grow Expo, August 17-18, 2019 in Palm Springs, Florida; and the California Cannabis Business Expo, October 8-9, 2019 in Long Beach, California. awareness about your brand while drawing more followers. 5 Add An Instagram Widget To Your Website. To encourage more people to follow your page, download an application that permits Instagram to appear on your company’s homepage. This makes for a cohesive experience for potential clients, who are able to access your Instagram account from your website and vice versa. If your company manages other social media accounts, the same should be done for them, too. 6 Pay Attention To The Visuals. On photo- and video-heavy platforms like Instagram, a picture is worth everything. Your company may offer life-changing products, but if the photos are grainy, unfocused or unappealing, they may not receive the attention—or the revenue—that’s deserved. If your company deems it necessary, invest in a skilled social media employee or a professional photographer to ensure each post is on point. 7 Make—And Follow—A Content Calendar. To build a following, you’ll need to post content consistently. To remain organized, develop a content calendar with your team that outlines everything to be posted on social media within a set period—i.e., daily, weekly, monthly, etc. This way, your social media point person can plan the photos, copy and hash tags accordingly. (And always remember to use spellcheck.) 8 Engage With Users Who Post To Your Page. If you receive a comment, respond. If you receive a message, answer as soon as possible. In addition to serving as a marketing platform, Instagram provides a way for users to interact with your brand. This strategy eliminates the barrier between companies and customers by facilitating a direct-to-consumer tool. Build your reputation by being a highly responsive brand, as it’ll be highly valued by your customers. 84 | MARCH 2019 | THINK