1. Sell the benefit
2. Listen to your customer
3. Market your product before it’s ready
4. It’s always time for PR
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One-third of consumer decision-making is based on packaging, according to research cited by The Paper Worker
Looking for professional packaging, branding or PR?
Come visit with us while we are at the NCIA Seed to Sale Show in Denver. We are speaking at the conference (no booth), and would love to speak with any cannabis business looking to grow! Contact us to schedule a meeting.
A Denver company just had licenses suspended and all stores closed due to not following the rules.
...as the nation's largest cannabis market becomes even larger with adult-use legalization starting on January 1 in California!
Call us for a free brand assessment!
When it comes to your image, good ain’t gonna be good enough to position you ahead of the competition in this quickly emerging market.
Today, brands must be great to survive and flourish. Great brands start with authenticity, character and killer graphic design. Brand development is a process best done with a design team that you like and trust.
Don't dress up your offering and raise expectations that result in broken promises. Create trust with honest branding - be clear who your company is and be true to the values that drive it every day.
Remember, it takes months to get a customer, and minutes to lose one.
People buy with their eyes first (which is also why premium, well-designed packaging is so vital to a product's success). Make sure you upload good quality photos.
Plus, don't try to sell too much! Remember the 80:20 rule:
80% general content that might interest your followers, 20% promotional/product content.
Originality, character and memorability are at the heart of great brands and of course, great packaging designs.
It’s easy to understand why – there are hundreds of products out there, all competing for consumers’ attention. The only way to set your brand apart is to be different, and be authentic.
Some businesses wait until their product is perfect before they do any marketing or awareness campaigning. That can be a costly mistake. Many businesses expect to sell their product as soon as it’s ready. But if no one knows about it, then demand will start at zero until you undergo a marketing campaign to build brand awareness for potential customers.
It’s better to do preliminary awareness campaigning, even if it’s minimal, to let potential customers know your product is coming. You can sell the benefit before the product has arrived. This way, when the product is ready, so are customers!
Make sure your employees understand your brand and what it stands for; your mission statement; and of course, your current promotions. Your employees are the carriers of your brand to the world. Make sure they put the right message forward.
Make it easy for dispensaries to carry and display your products by providing Point of Purchase (POP) containing cartons. Your design/production team will need to know how many units you wish to load into each carton, before structural design can begin.
Good sales projections are paramount. Order enough product to get you through 4-6 months. Going back on press for a small run is a very expensive mistake.
When you are developing your company's brand, connect your graphic designer and printer/print broker early in the brainstorming process to leverage best production practices and press efficiencies across your product line.
Be thoughtful when you plan what is going to appear on your packaging. Cannabis is confusing to new consumers…go the extra mile to be clear about usage and the benefits of your products on your packaging.
Did you know? Public relations is more than just a well crafted press release. Pay attention to reputation management and risk avoidance too. Good risk management is a valuable skill for PR projects and creates positive brand awareness for your business.