Back-Alley Marketing: The Easy 3-Prong Approach to Cannabis Brand Growth

Cannabis Brand Growth: Facts & Tips from Hybrid's Director of Strategy

Looking to accelerate the growth of your cannabis brand, or launching a new one? Johnathan describes a simple, 3-prong approach that has been proven to drastically increase revenue. Easy to understand, easy to execute, easy to get results.

VIDEO TRANSCRIPT -Back Alley Marketing: The Easy 3-Prong Approach to Cannabis Brand Growth

Okay, here we are again, back out in the alley. I haven’t been out here in a while because it’s been cold and I just really didn’t want to be out here. But birds are chirping, sun is shining, so we’re going to do another Back Alley Marketing.

Today I want to talk to you about a three-prong approach that we deploy on behalf of a lot of our clients that are cannabis brands, so this is something that we do, whether they’re flower only, whether they’re vapes, whether they’re edibles, or whether they kind of cover the whole lineup across all the categories.

Anyways, advertising on bus stands, shelters, really anything that you see out of the home. That’s why it’s called out-of-home. So generally a good awareness tactic, if your market allows it and you can afford it, another option would be digital out-of-home, sort of the same kind of thing as out-of-home, except you can purchase programmatically, so there’s definitely a lot more options for you. But anyways, whatever tactic you decide to go with, you need to have something upfront that helps people in the market know that you’re out there.

All right, let’s move on to prong number two. We want to generate some demand from the buyers at the dispensaries you want to be in. So, we talk about places like LeafLink and Leaf Trader, they’re kind of like wholesale marketplaces where dispensaries can go and shop a bunch of different brands, purchase all at once, set up orders, logistics, that kind of thing. Well, that’s… I mean, I know you probably already know about all that, but what you may not know about is a lot of these platforms offer promotional and advertising placements.

In the case of LeafLink, which is pretty much everywhere, some of those options start at only a few hundred bucks a month, so it can be affordable, although, of course, it can get a lot more expensive beyond that. But there’s paid placements where you’re sort of sponsored to be found more easily in the listings, there’s even placements you can get in their newsletters, so a lot of options, but the idea is, create demand from the buyers.

A quick note there, you want people to swipe right, so looks matter. If you have bad packaging, bad branding, none of this is going to work, and we should talk separately about that.

3-Prong Approach to Cannabis Brand Growth

Prong One

Awareness

“You need to have something upfront that helps people in the market know that you’re out there.”

  • Advertising on Bus Stands
  • Advertising Shelters
  • Anything that you see out of the Home
  • Programmatic Advertising

Prong Two

Interest from the Buying Side at Dispensaries

“We want to generate some demand from the buyers at the dispensaries you want to be in.”

  • Wholesale Marketplaces
    like LeafLink or Leaf Trade – 
    these platforms offer promotional & advertising placements

Prong Three

Consumer Conversion 

“If you have bad packaging, bad branding, none of this is going to work…”

  • Digital Solutions
    like Jane Digital Merchandising

But anyways, assuming you have all that stuff in place and your LeafLink profile is really good, that’s somewhere that’s worthwhile to spend some money. Other organizations like Leaf Trade, they’re a challenger, they might offer something similar. Nabis in California, if you’re in California, they’re pretty much everywhere. But the idea is to create some demand on the buyer side.

Then finally, of course, none of this matters if you can’t get the consumers to actually convert and take action and purchase your product. I’m sure you’ve all heard of I Heart Jane, they make digital menus for dispensaries. Well, they have a program called Jane Digital Merchandising that allows you to basically purchase impressions on Jane menus in dispensaries that carry your product. So it can look like, sort of like a sponsored row at the top of the menu. It’s a super affordable program, and the case studies show that the difference between people that see these ads versus those that don’t, it’s about a 10 to one difference. So they really do work, they actually are very affordable, and this is something we’ve done on behalf of a number of our clients and seen really good results.

So, there you have it. Super easy, super simple, three-prong approach for basically any type of cannabis brand out there. And just one final note, I don’t have any sort of financial relationships with any of these platforms.  I’m just telling you the latest and greatest as far as we see it. That’s it from the alley. Bye.

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