US (MI): "Growing cannabis industry faces advertising limits to reach new customers"

As Michigan’s cannabis market matures, area industry professionals say standing out via advertising and marketing is becoming more important.

But cannabis can’t be advertised in Michigan in the same way as many other products. Dispensaries and other cannabis-related businesses face rules by state regulators as well as a variety of restrictions by online and social media companies. That makes it tougher for the industry to bring in new customers.

“What you’re saying in your advertising is where it gets very heavily regulated and is very much a challenge for this industry as opposed to other industries,” said Jayme Taylor, marketing and communications director of Lansing-based Carbidex, which grows cannabis and sells related products through its chain of three dispensaries that operate as The Botanical Co.

The need to market
Michigan’s cannabis marketplace is quickly maturing, with significant competition among dispensaries in many communities. “I think the market is getting crowded and it’s just going to get more crowded,” said Brian Town, founder and CEO of Lansing-based Michigan Creative, a marketing agency that works with three cannabis brands.

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