"The most important thing is to have a clear mission and purpose," Witte said. The product is mostly sold online, but is also available in New York City stores. Witte said Recess has reached 50 times its projected sales this year, amounting to hundreds of thousands of dollars. The company is based around a beverage, but it's really trying to sell a lifestyle, said CEO and founder Ben Witte, who used to run mobile strategy for ad tech company AdRoll. Recess, which makes a CBD-infused seltzer, holds information events at places like hip-hop yoga chain Y7 Studio and samplings at Rise by WeWork. Sponsoring sporting events and concerts are effective ways to find brand resonance. "The word of mouth is so strong they are developing a tribe around their brand."
With "brands like Charlotte's Web, the founders, who are very positive about the cannabis opportunities, have been able able to use PR as a marketing channel," Abel CEO Julian Shiff said. With the help of CBD, Figi was able to to reduce her seizures and improve her health. The firm organized a Washington, D.C., Viceland event to allow people to "Smoke Weed with Jeff Sessions." But it wasn't the former attorney general - just a man from Wisconsin with the same name.Īnother approach is storytelling and finding a narrative that can generate PR.įor example, branding agency Abel told the story of Charlotte's Web, a dietary supplement company named after Charlotte Figi, a young girl who suffered from epileptic seizures. "There are plenty of other media channels that will get you contextually next to relevant weed content." "So you can't advertise on Facebook or Google – it's not the end of the world," said Wirth.
There are also digital ad networks like like Traffic Roots that allow marijuana and CBD ads.
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To promote Viceland's digital show "Weed Week," in April Noble People bought local and national TV ads with DirecTV and Comcast, as well as on channels like IFC, USA and BBC America, and focused on pornography site Pornhub. Hillary Wirth, media director at the agency Noble People, said there are plenty of ways to get your brand in the right place. Other approaches are available to CBD companies, depending on the specific industry. "Those younger consumers are looking for something different from an aesthetic standpoint, that also is top quality and at a good price point," said Nicholas Weatherhead, ZenPup's chief marketing officer and co-founder.
ZenPup has also focused on clean, attractive packaging so that it's appealing for "shelfies," or staged product photos that people post on their feeds. They're finding popular social media influencers, who can support the products organically on their accounts. The co-founders, who worked in marketing and public relations, are spending time building relationships with media companies, high-end dispensaries and pet accessory retailers, along with other brands that might be open to partnering with a CBD provider. In the absence of Google and Facebook, ZenPup has been forced to find alternative ways to launch its products. When it comes to alcohol, Google prohibits companies from targeting underage users or promoting unsafe behavior, while alcohol advertising on Facebook has to adhere to local laws. With so much uncertainty in the market, Google and Facebook have shied away from allowing marijuana and CBD advertising, taking a similar approach to how they handle tobacco and related paraphernalia. Personal Loans for 670 Credit Score or Lower Personal Loans for 580 Credit Score or Lower Best Debt Consolidation Loans for Bad Credit
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