1. Digital Marketing & Cannabusinesses
Tiffany Bowden
ComfyTree Enterprises, LLC

2. Objectives
Identify current advertising challenges in the industry as it pertains to marketing
Identify current advertising strategies and opportunities in the industry
Distinguish the difference between hemp and marijuana marketing abilities

3. Why Digital Advertising
Legal Road Blocks on Traditional Avenues
Public Opinion Against up front Advertising
No FCC regulation
Anonymity

4. Traditional Advertising Mediums (Attitudes)

5. Cautions Within Digital Advertising
Some sites still have triggers
Appropriate Audience (no more than 30% assumed audience under 21)

6. Specialty Locations

9. Advertising on Non-Cannabis Specific Sites
(Google Ad Words/Facebook/Twitter)
May not be able to use ‘cannabis’ ‘marijuana’ etc
Try ‘Green Rush’ ‘Legalize it’ ‘Herb’
Also symptoms ‘Pain’
Avoid Craigslist

10. Search Engine Optimization
Search Engine Optimization on website
Embed Effective Key Words into the site (including marijuana, cannabis)
Effective but takes a while

11. White, Grey or Black?

12. National Interest

13. Google AdWords Policies

14. Non-Family Safe Content
Also includes: adult language, concepts, or images that aren't appropriate for all audiences(I.e. certain gambling, dating sites )
How an "Approved (non-family)" status can affect where your ad appears:
In some countries, only "family safe" ads can be shown.
Some ad types, such as image and video ads, are allowed to run only if they are "family safe."
Sites and products in the Google Network can choose not to show "non-family safe" ads.
People who have activated their Safe Search filter can see only "family safe" ads on Google.

15. Pricing CPM (Cost Per 1000 Impressions) CPC (Cost per click)
Great for awareness building
Great for Large markets
CPC (Cost per click)
Great for most medical cannabis markets
CPA (Cost Per Action)
Good for companies with larger budgets
Small Markets
Unique Target Markets

16. Language and Positioning
Cannabis
Weed
“O.G. Kush”
Marijuana

17. Graphics and Positioning

18. Graphics and Positioning
Live vs. Dried

19. Graphics and Positioning
Plants vs People

20. Strain Naming Usually named for Features
Try Naming for Benefits with a target in mind

21. Target Markets Millennials (Oldest age 32) Tech Savvy
Key in Activism and awareness building
Key Demographic in Recreational Markets - controversial

22. Target Markets Gen X (33-48) Older group key medical consumer
Frustrated about stereotypes about them
Interested in entrepreneurship

23. Target Markets Boomers (49-64) Split decision Most Experienced
Most money
*Silent Partners/Investors

24. Test
Rachael is a dispensary owner in Illinois that has 33 different patient categories. There is only one dispensary per police district. She carries approximately 5 different marijuana strains most are mid tier. She has a moderate budget for advertising.
Where Should Rachael Advertise: Facebook, Leafly, Weedmaps, On the radio, On TV, Google AdWords, other?
If Rachael does digital advertising, should she use CPC, CPM, or CPA marketing?

25. Test
Brandon is a hemp goods retailer. He carries high CBD edibles, oils and other goods. He has a moderate budget for marketing and lives in Colorado.
Where do you advise him to market? Google ad words, facebook, leafly, radio, tv.
What kinds of images for you recommend he leads with? Plants, People, Products
Do you recommend a CPC, CPA, CPM pricing model?

26. Conclusion
Digital Advertising will be the way forward in the early stages of legalization
Not without obstacles
Choosing key audience and positioning is key (Framing, content, medium)