Denver’s Cannabis Industry Missing Out on Holiday Marketing Opportunities
As the holiday season rolls around, cities everywhere are lighting up with festive cheer. From twinkling lights to catchy jingles, brands have been rolling out their seasonal marketing campaigns, bringing a smile to the faces of shoppers. But one industry seems to be lagging behind in this holiday spirit—cannabis.
Ricardo Baca, the founder and CEO of Grasslands, a Denver-based cannabis marketing agency, recently shared his thoughts on this glaring absence of holiday marketing in the cannabis sector. “My biggest gripe is that most cannabis brands are not taking full advantage of the opportunities presented to them,” he said in a recent interview.
The Holiday Marketing Challenge
Baca admits that cannabis businesses do face a unique set of challenges. With THC products classified as Schedule I substances, they essentially sit in the same category as hard drugs like heroin. This makes national advertising seem almost impossible for these brands. Moreover, due to strict regulations and budget constraints, many cannabis businesses are left with little room to maneuver.
However, Baca believes this should not be an excuse for cannabis brands to shy away from holiday marketing. “That’s all the more reason they should be doing these kinds of [holiday] things,” he argues, especially considering the missed opportunity beyond just the typical 4/20 and Green Wednesday promotions.
Four Strategies for Effective Holiday Marketing
So, what can cannabis companies do to capitalize on this festive season? Baca has some innovative suggestions:
- Holiday-Themed Packaging: Why not give your products a festive makeover? Baca highlights the significance of holiday-themed packaging, allowing products to stand out on dispensary shelves. Plus, this year’s festive packaging can be reused next holiday season.
- Holiday Pop-Ups: Everyone loves a good pop-up event! Baca suggests creating experiences at dispensaries or sending brand ambassadors to local bars and restaurants. “People are looking for that experience; they want to feel that holiday nostalgia and joy,” he explains.
- Integrated Marketing: Many cannabis retailers might hang up some Christmas decorations, but Baca believes they can do so much more. By branding themselves as festive locations, they would greatly enhance the shopping experience. “Integrative marketing goes across all your media channels, creating a cohesive brand experience,” he states.
- Limited-Time Holiday Products: He points out that other industries, like fast food and retail, often launch limited-time holiday products. Baca suggests that cannabis brands could benefit similarly by creating special holiday flavors or varieties that customers look forward to each year.
Some Brands Are Making Progress
While Baca feels many cannabis companies are falling short, he does recognize some that are making strides. For instance, Kiva Confections draws customers in with its enticing holiday-themed products and recipes right on their homepage. Offering infused hot chocolates and delightful recipes for peppermint bark can get customers into the holiday spirit.
Similarly, Fable, a brand in the hemp market, is currently showcasing its holiday offerings and even promoted special deals for Black Friday. But Baca insists he’s still waiting to see that groundbreaking holiday marketing activation that could really wow consumers.
Time to Lean Into Holiday Marketing
As Baca points out, the power of holiday marketing is undeniable. Many retailers are already integrating festive messages into their customer interactions. “We know holiday marketing works; that’s why we’re being inundated with holiday messaging,” he explains, also noting that traditional gifts like cheap bottles of wine are losing their appeal.
In summary, while the cannabis industry has been slow to embrace the holiday marketing trend, there is still plenty of time to turn things around. With a bit of creativity and marketing savvy, cannabis brands could join the festive celebrations and engage customers in ways they’ve never done before. After all, who wouldn’t love to spread a little holiday cheer with their favorite infused treats?
