The rapidly emerging cannabis market has opened the doors for a wide array of new businesses, from dispensaries to growing and distribution. Consumers are growing more comfortable with the consumption of cannabis in states where it is legal. Cannabis sales are expected to reach $3.7 billion by the end of the year, so there’s plenty of room for growth. Here’s a peek at the top three things consumers want from their favorite cannabis brands. Anyone who starts a cannabis venture, or invests in cannabis, should know what consumers are looking for in their cannabis experience.
Personalization
Cannabis consumption is about more than smoking one or two strains. Cannabis culture has evolved into something that resembles the craft beer culture, where connoisseurs want to try lots of high-quality strains. Education of the consumer and dispensaries becomes massively important for any cannabis grower or producer. Medical consumers are seeking treatment for a specific set of conditions, of which they are looking for a strain with matching cannabinoids. Understanding this level of personalization will help any cannabis-based business succeed by providing their consumers with the personalization they desire.
Branding
Brand favoritism plays a part in both the alcohol and cannabis industries. Any cannabis vendor needs to think carefully about the type of customer they want to attract with their marketing, as branding can be one way that vendors and producers are able to build lifelong relationships with their customers. One method of branding that is new to the cannabis industry is the different methods of consumption for edibles. Plenty of people don’t want to be associated with the underground aspects of cannabis use that are associated with smoking, so edibles branding must be different from the branding associated with flowers and other aspects of cannabis culture. Luxury cannabis products targeting the higher end market have even more considerations. People who are willing to spend a premium on cannabis products want to feel as though they bought the “best” product a dispensary had to offer. Branding can go a long way to fulfilling that desire.
Education
While cannabis consumption is still an emerging market in the states where it is legal, educating the general populous about the benefits of cannabis falls on producers, distributors, and retailers. Consumers who are interested in cannabis often seek out dispensaries as the first point of contact to learn which strain of cannabis might be best suited for their unique personal tastes. The general public opinion of cannabis consumption is changing among the younger populous, but baby boomers and the older generation can benefit, too. Topicals and transdermal patches are available for consumers who may not want to be associated with edibles or flower consumption. Educating these consumers on their options for receiving the benefits of CBD treatment without the stigma can go a long way to generating brand loyalty for retailers and distributors.
In short, cannabis brands should present an open and friendly presence in their marketing. Providing education to anyone who is willing to learn about the industry is another prime way to build a reputation with potential customers. Taking these steps to introduce someone new to cannabis is a great way to help them feel at ease in the changing culture.
