Marketing in the cannabis space can be a tall feat. Between advertising restrictions, social media censorship, and an audience with a vast range of knowledge about the plant, brands may struggle to drive awareness effectively. Fortunately, the experts at the Cannabis Media Council have just released the third edition of their Full Spectrum Guidelines.
The resource is part playbook, part best practices, and part state of the union, focusing on the ever-changing cannabis landscape. The annually updated report is designed to help plant-centric companies, publicists, creative agencies, and media platforms make informed advertising decisions while also exceeding compliance requirements.
RELATED: How to get press coverage for your cannabis company
Amy Deneson, co-founder of the Cannabis Media Council (CMC), told GreenState that the Full Spectrum Guidelines are meant to help businesses succeed. The goal is to ensure they maximize opportunities while also being cognizant of the complex (and ever-changing) rules in place.
“Advertising is the most underutilized part of the marketing mix for most cannabinoid businesses, but paid channels are essential for reaching new consumers outside of known circles for a first-touch discovery experience and then continuing to inspire them through the consideration journey to becoming new customers,” she said.
The Full Spectrum Guidelines are anchored by the Cannabis Media Council’s seven core pillars for responsible advertising. They include:
- Information and accessibility
- Compliance with regulations
- Legal age for adult-use products
- Dignified advertising for medical cannabis
- Diversity of cultures and experiences
- Best practices to elevate the industry
- Green advertising
The pillars ensure that cannabis marketing campaigns are both ethical and effective.
RELATED: Thinking of joining the weed industry? Read this first
Deneson acknowledged that while all licensed operators must follow their local regulations, adhering to a defined set of best practices can elevate the industry as a whole.
“By voluntarily exceeding legal requirements, the cannabis sector demonstrates a commitment to individual and collective responsibility for accurately informing and elevating public perception,” she noted.
While navigating the complex industry is confusing, the media landscape is even more so. Fortunately, the Full Spectrum Guidelines can help break down the advertising world, offering tips and tricks for cannabis operators to amplify their brands the right way.
