By Durée Ross, President of Duree and Company
It was just a few years ago that there was little presence in the public relations and marketing industries for cannabis and hemp. At that time, there was a great deal of uncertainty if cannabis or hemp was even legal. However, like many emerging industries, our agency recognized a growing need to help companies that were trying to establish themselves in the space. Durée & Company entered the cannabis, hemp and CBD market before the passing of the 2018 Farm Bill. Fast forward to today, and you’ll see an abundance of companies fully emersed in cannabis. This begs the question, in such a competitive landscape, what companies will thrive in the long run?
Recently, the Florida Department of Health (DOH) announced that it is expected to issue up to 27 new medical marijuana treatment center (MMTCs) licenses by July 1, 2023. According to Center Square, this more than doubles the availability of legal cannabis products that already support a $1.3 billion industry in Florida.
There is no better time than now to evaluate your marketing and public relations efforts. As the industry continues to evolve, we’re always brainstorming and working with clients on strategies and creative ways to showcase their products, services and overall brand. We always recommend starting with the three key areas below and building from there. We find these top three tips can provide a great deal of engagement and return on investment for a company.
- Traditional Media
As CBD, hemp and cannabis have become mainstream, it’s important to cultivate key relationships with journalists, reporters and bloggers in these industries. They are a key to sharing the stories of brands in the space. Every brand needs a story or a mission. It also sets them apart from competitors. Media relations is a great vehicle to share these stories and also position a company as a leader in the space. Many companies offer a wealth of education or industry knowledge, and journalists are always looking for industry experts who can speak about laws being put into place or timely topics in the news. We regularly present our clients as thought leaders and this has resulted in interviews, bylined articles about topics where they possess expertise, or participation in a panel for a conference or trade show.
- Social Media
Despite how big the cannabis, hemp and CBD industries have become, they are still excluded from many traditional advertising opportunities. While some of that is starting to change, social media is a vital platform to promote cannabis brands if done correctly. Our agency creates content for clients so that they are strategic about what they share, how they share it and to the appropriate audience. It’s important to create the right content by staying up to date on the latest trends and news, incorporating hashtag holidays, and referring back to the company’s story or mission. This is also a great vehicle to share any corporate social responsibility (CSR) efforts. Effective social media posts usually incorporate a call-to-action, encouraging the audience to learn, read more or share. Another tactic that has been successful for many companies is working with social media influencers. This involves building relationships with both micro- and macro-influencers that are appropriate for the brand. Influencers in cannabis, lifestyle, health and wellness, or food and travel, can help shape the perception of a brand.
- Events and Speaking Opportunities
Industry events, expos and conferences have always been an important way for cannabis brands to get their name out there, and there is an event for every audience. From nationally-focused trade shows such as MJBizCon to local conferences, including South Florida-based CannabisLAB’s annual conference coming up in February 2022, it’s beneficial to carefully monitor and research these opportunities to determine the right fit – and audience – for a company. The results can bring great return, including the opportunity to promote a company’s spokesperson as a knowledgeable and influential thought leader in the industry.
For those who like to speak and partake in bigger conversations, podcasts are another great way to promote a brand. There are many podcasts covering an array of subjects from which to choose, and a greater number of opportunities as cannabis continues to become a mainstream topic.
Durée & Company, Inc. is an award-winning, full-service public relations, marketing and special events firm founded in 1999. The firm has offices in Fort Lauderdale, Florida, and Aspen, Colorado. Durée & Company serves the corporate, agency and nonprofit arenas for local, national and international clients. Services include public relations, social media, marketing, digital marketing, content development, advertising, special events, branding, radio promotions, affiliate marketing and more. To learn more, call (954) 723-9350; go to dureeandcompany.com; or visit its specialized cannabis site at cannabismarketingpr.com, or its new specialized psychedelics-specific site at psychedelicpr.com. Follow Durée & Company on Facebook, Instagram, Twitter, YouTube and LinkedIn at @DureeCoPR.
