Brand marketing in cannabis is a particularly sticky challenge. Consumers often aren’t brand loyal, brands don’t generally have direct-to-consumer distribution channels set up, and markets are locally contained.
Cannabis brand co-marketing campaigns in partnership with dispensaries that carry your products can build brand awareness and increase sales and product sell-through for both businesses. This is a fantastic way to invest in the brand/retail relationship and ignite brand awareness and loyalty in new geos.
Co-marketing campaigns will ultimately drive increased revenue for dispensaries as ecommerce checkout experiences allow customers to purchase other products on their site as well as yours. However, before diving into advertising, cannabis and CBD brands must ensure they have dedicated landing pages and special offers prominently displayed on the dispensary’s website. Additionally, when entering such partnerships, it’s prudent for brands to negotiate contracts or seek reduced shelving fees, given their active investment in the collaboration.
Not only that, but cannabis marketing is highly regulated, geo-specific, and closely monitored—so you need to know exactly who, what, and where you can market.