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There are many cannabis companies that find it difficult to market their products effectively, given the restrictions on where and how they can do so. There are ways to reach customers, two experts on the subject said during a Thursday webinar hosted by Green Market Report.

Amy Deneson is the executive director of Cannabis Media Council. She said, “You can advertise.” “I hear daily, even after working in the cannabis industry for 10 years, how you can’t. But the truth is, you can. There is a market. There are a number media partners who are eager to work with you.”

The Cannabis Media Council offers a variety of services. downloadable pdf Cannabis businesses can find advertising guidelines on the website.

Deneson said that hemp companies can now advertise online directly to consumers, but marijuana retailers also have options. These could include paying to sponsor content on news sites, banner ads, billboards, social media or any other creative method. She said it is arguably crucial.

Deneson stated that “data now suggests it takes about 20 meaningful touch points” for a customer to make a purchase at a cannabis brand or store. “Once people are converted, they become your customers.” In the second hourglass, you should think about cross-sells, upsells and loyalty.

Courtney Zalewski is the chief brand officer at California retail chain Embarc. She said that loyalty programs are a great way for retailers to keep their customers coming back. Zalewski stated that it can take customers 45 touchpoints to make a purchase. This is why the promotions and rewards offered by the loyalty program are powerful incentives to keep customers coming back.

“This product is offered to loyalty members at a special rate, but it’s 500% more expensive for non-loyalty member.” Zalewski explained that you must make a choice.

Deneson added that there are still plenty of opportunities for local reporters to gain media attention. Local radio stations will also often run paid ads for cannabis stores. She suggested that companies consider “geo-targeting,” in which national publications like USA Today would publish ads for marijuana products that ran only in certain cities and regions.

Deneson says that local radio has a huge impact.

Zalewski said that Embarc’s advertising differs greatly depending on the California city in which it appears.

Zalewski stated that “every community we are in is unique.” “It varies from market to market. We don’t have one message that fits all.

Zalewski said that companies should focus on the fundamentals of marketing, rather than focusing on venues. She said that messaging is more important.

Imagine today, if there were no restrictions on marketing, you could do it on Instagram, Facebook, with commercials and billboards. She asked, “How are you going stand out amongst the thousands of other businesses?” “Price is the most talked about thing. All about the price. Price is not the main differentiator. It’s not the main reason why someone gravitates toward a brand.

Want to learn more about cannabis advertising? Join our free webinar. “Cannabis Advertising – Strategies to Succeed Today’s Complex Market.”