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Article from: The Rise A confused buyer doesn’t buy. Here’s how to figure out who your ideal customer is, what they need, and communicate with them effectively. Before legalization in Canada, the cannabis industry generally struggled to conceptualize its audience. There were many initial assumptions about its anticipated customers. With Canada’s legal industry in full swing, data is helping to paint a more accurate picture of who is making cannabis purchasing decisions. We also have…

Canadians are increasingly spending more and more time on mobile devices and platforms, making it important for marketers to understand the most effective ways to run cannabis advertising on digital devices. With COVID-19 driving many cannabis users away from recently established bricks-and-mortar stores and more towards mCommerce, brands need to capitalize on the mobile usage trends and target cannabis customers where they are spending the majority of their digital time. Mobile ads can help drive…

By Jim Davis, head of cannabis division, MiQ Canada From claims that all weed produces the same kind of high to speculations that marijuana is a ‘gateway’ drug, consumer myths about cannabis have been circulating for decades. With the onset of legalization, a new crop of myths emerged – cannabis marketing myths. We’ve been actively studying this evolving landscape and working with industry experts to help Canadian marketers navigate these myths and ultimately, get out…

The ground is constantly shifting in the cannabis industry, and One Plant, along with dozens of other cannabis retailers, hit more bumps in the road as the pandemic hit. Despite the challenges, both regulatory and economic, the team at One Plant has persevered when it comes to dealing with whatever comes their way. Jason Krulicki, Partner at One Plant Prior to opening One Plant, you helped start the Growth Op cannabis publication in 2018. What…

The Canadian cannabis industry has always been a bit of a Wild West for marketers. Compared to other, long-standing verticals, it’s brand new, and cannabis marketers – like consumers, businesses and legislators – are still working out how it all works best. While the COVID-19 pandemic has been almost universally disruptive, it’s a disruption that has been felt especially by a nascent cannabis industry still finding its feet. At a topline level, there’s good news…

“In the cannabis industry, you can’t create brand loyalty without authenticity,” says Ray Gracewood, Sr. VP of Marketing & Communications at Organigram. Read more in this exclusive interview. Tell us about your background – and how you ended up in the cannabis industry? I was in the beverage alcohol industry for 12 years previous, and I’ve always loved building brands. Developing brand positioning, marketing strategy, and brand identity is what fuels my creativity, and in…

Focusing on Mindset. An Ex-beer Marketer’s Approach to Winning the Recreational Cannabis Market. Why don’t we start off with some introductions and letting us know a little bit about your background and what your plans are for crafting the Flowr brand? I spent the first eight years of my career with Molson Coors, starting with a sales role right after graduating from Wilfrid Laurier University and then progressed through various marketing roles and brands. Gaining…

The regulations concerning selling legal cannabis products are restrictive and well-defined. On this front, the black market has a distinct advantage. This means legal producers and cannabis retailers need to be especially innovative at marketing – where the rules are less concrete. This has inherently led to a new way of thinking, and a new art of marketing cannabis. A number of companies are becoming very creative when it comes to their efforts to become…

Flowers and chocolates have always been the popular way to say ‘I love you,’ for Valentine’s Day, but this year a fair share of consumers will look to incorporate cannabis into this special day. This is the first year where cannabis edibles, extracts and topicals are legal in Canada, opening new doors for marketers to promote and market cannabis brands this Valentine’s Day to holiday shoppers. In February 2019, Lift & Co released the results of…

Author: Jim Davis, MiQ cannabis lead In 2018, Canada became the only G20 nation to legalize recreational cannabis use. And the law has become even more relaxed, as cannabis derivatives like edibles, drinks, topical creams and vapes are now legal. If you’re in the cannabis business, this is huge. The new products are likely to lead to new buyers among existing users and people who are cannabis-curious. The challenge for cannabis marketers is finding this audience,…