It’s no secret that marketing in the cannabis industry is a challenge.
Not only is the industry ever-changing, but it carries a negative stigma, as it used to be an illegal industry.
Finding ways to increase brand awareness, drive sales and establish a loyal customer base within the emerging cannabis industry can be difficult. David Farris, vice president of sales and marketing at Planet 13, a vertically integrated cannabis company headquartered in Nevada, shares his insight on adapting to the new cannabis culture and finding breakthrough marketing techniques.
Analyze Your Market
When expanding into a new territory or growing an existing business, it is crucial for operators to understand the market or markets they’re in and discover what surrounding brands are doing that’s successful, Farris said.
One example he shared is during Planet 13’s recent expansion to Orange County, Farris and his team set up introductory calls and meetings to help maximize their knowledge of brands surrounding their new location.
“I go into every possible meeting where we are purchasing and bringing on products and … if I’m not available, someone from the marketing team has to sit in on those,” he said. “Because