New Jersey began adult-use sales of cannabis yesterday, a major step for an industry that has been fighting state by state for legitimacy. Yet the industry still faces significant hurdles when it comes to cannabis marketing.
When it comes to marketing, cannabis brands face legal limits on how and where they can advertise. Many dispensaries still operate in cash and rely primarily on word-of-mouth advertising and online forums to spread the word about their offerings. They operate in a price-sensitive market that makes it difficult to drive loyalty, but they can’t lean on traditional marketing tactics to address that.
Facebook and Instagram often delete posts with cannabis imagery and deactivate accounts that post it, according to a 2021 Happy Cabbage survey of cannabis brands. One-third of respondents said general customer outreach was their biggest challenge.
The Cannabis Marketing Association, which launched in 2016, is one organization trying to help the industry navigate these challenges by sharing tactics and best practices.
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