Marijuana Business Magazine January 2020

Marijuana Business Magazine | January 2020 74 T upperware parties introduced 1950s housewives to the company’s food-storage containers, Ikea has hosted sleepovers to engage its customers, and the vodka brand Smirnoff created a comic book-themed party decorated with full-sized illustrations. Now, cannabis companies are committing themselves to experiential strategies to create memora- ble experiences for consumers. “Cannabis companies need to stand out and make that tactical, memorable experience to make consumers more comfortable with their brands,” said Amanda Omahen, an account manag- er for Grandesign Experiential, a San Diego-based experiential marketing company that has worked on campaigns for brands ranging from “American Idol” TV franchise to Fruit of the Loom. In an industry constrained by regu- lations that limit advertising cannabis products, many companies have focused their marketing efforts on building ex- periences that create a positive impres- sion on potential customers. Because the industry is so new, it has a chance to model itself after what other legacy industries are doing, but it also has the opportunity to think differently, to learn from the past and get creative with the constraints that are imposed on them. Creating memorable experiences for consumers can help cannabis companies promote their brands. Here are some ways to make your brand stand out: • Follow the lead of legacy industries such as craft breweries by offering tours of your facility. • Host casual gatherings to educate consumers about your products. • Have a party with activities that allow consumers to interact with your brand and its representatives. • Promote your products to budtenders who interact with consumers. • Create activities such as a running club to get your brand in front of consumers. Cannabis companies use tours, silent discos and coffee carts to replace traditional advertising and get in front of customers EXPERIENTIAL MARKETING Slang Worldwide staged Far Out Factory, a two-night party, where representatives from a number of cannabis brands were promoting their products. Courtesy Photo