Cannabis Marketing Trends 2023

As the cannabis industry continues to grow, so do the marketing opportunities. Marketing cannabis is unique due to the industry's varying regulations throughout the US and the ever-evolving landscape. In 2023, we can expect to see some significant shifts in cannabis marketing trends. The following are some tips for cannabis retailers looking to improve their current marketing efforts, as well as a look at some of the top trends you expect to see for the rest of 2023.

1. More Mainstream Advertising

   In 2023, we can expect to see more cannabis advertising in mainstream media. With the legalization of cannabis gaining popularity in more states and countries, advertising restrictions are set to loosen. This will allow cannabis marketers more freedom and cannabis retailers more opportunities to grow their brand recognition throughout broader markets.

   Cannabis companies will soon be able to launch large-scale advertising campaigns across the board without the governmental suppression that we've seen in the past. This will also result in companies investing more in their advertising efforts. With the goal of creating a stronger online presence, marketers will focus more on creative and content marketing. These tactics will also be leveraged in response to the globalization of the cannabis industry.

2. Personalization and Localization

   As the cannabis market evolves worldwide, we can expect to see a shift in the industry toward more customizable and personalized product offerings. Empowering the individual consumer and trying to connect and relate more effectively will require more personalization in your marketing campaigns. Integrating analytics tools into your marketing operations is the best way to do this.

   When you can extract meaningful metrics from your existing campaigns, you can make effective changes to your strategies and create better-performing campaigns in the future. More and more companies are now utilizing location-based marketing, geo-targeting, and personalized messaging to ensure they can better connect with their audience. This is especially true for social media marketing. Cannabis companies are tailoring their content to the individual interests of their customers.

3. User-Generated Content

   User-generated content is the new buzzword in marketing, and the cannabis industry isn't immune to the growing trend. User-generated content (UGC) involves encouraging customers to create social media content about your brand and products. Photos and videos created by actual customers carry more weight for potential consumers. It adds a level of relatability and approachability that usually cannot be achieved with traditional marketing techniques.

   While UGC has been on the rise since 2020, it shows no signs of slowing down or losing traction. Many brands rely on this strategy more heavily, not just because it's highly effective but also because it is much more cost-effective. It also makes it much easier to target younger demographics much easier. If you're looking to direct your content toward Gen Z consumers in their early to mid-twenties, UGC might be your best bet.

4. Influencer Marketing

   The ever-increasing popularity of social media has led to the unstoppable growth of social media marketing. This is especially true for the cannabis industry. With the focus on social media marketing has come the insurgence of influencer marketing. This marketing strategy involves partnering with influencers who are individuals with large and loyal social media followings.

   Since these social media stars have a trusting relationship with their audience, you're more likely to see a positive outcome from the campaign when they promote your brand or product. Rather than having to earn the consumers' trust on your own, you have a headstart by working with a popular influencer.

   In 2023, cannabis companies will undoubtedly increase their use of influencer marketing campaigns. We've already seen a rise in the number of these campaigns in recent years. As state and federal regulations loosen, we will undoubtedly see these numbers soar. It's also been known to be an easy way to ensure high ROI, making it an even more popular option for retailers. 

5. Value-Based Marketing

   As seen in the organic, all-natural food market, users are typically willing to pay a premium for products that align with their values and lifestyle. When users want locally grown, safe, and regulated products, making this a main focus of your marketing is necessary. You are passionate about creating and providing high-quality products, and you should drive this home through your marketing materials.

   Additionally, younger cannabis users are known to prioritize eco-friendly and socially responsible brands. Companies that make their values clear will undoubtedly amass and maintain a bigger user base. When you prioritize authenticity and value, you will see a growth in loyalty within your audience.

6. In-Store Branding

   It's important for dispensary owners to remember that branding doesn't mean only focusing on digital marketing. Your retail space should be utilized to solidify your branding and boost customer loyalty properly. From the displays you choose to the signage you post, it should all be intentional and concise. We offer the perfect products to help you conquer effective branding. Integrating our FlowerVase™ and PlanterBox™ will help you cement your branding in your customers' consciousness and keep them coming back for more.

Make Your Brand Stand Out in 2023

The cannabis industry moves fast, and you have to be able to keep up in order to stand out. 2023 is undeniably positioned to be a crucial year for retailers and marketers. As legalization efforts continue to succeed throughout the United States, more brands are popping up to corner new markets.

In the past, cannabis marketing has been suppressed by legal restrictions. Marketers are jumping on the opportunity to create successful campaigns as these restrictions loosen. It is important, though, to be strategic with your efforts. As new trends emerge, you'll want to keep your finger on the pulse of the market. With our previously mentioned tips and techniques, you can produce highly effective campaigns that keep your cost low and, therefore, keep your ROI high.