In the health and wellness industry, CBD, cannabis and hemp are continuing to captivate the attention of consumers. Americans are expected to spend around $6.3 billion on CBD annually by 2025, according to projections from New Frontier Data. Regulatory movements may have a big hand in shaping the future of this market in coming years, the firm said.
Since before the passing of the 2018 Farm Bill, making industrial hemp federally legal in most instances, we at Fort Lauderdale- and Aspen-based Durée & Company have extensive experience working with numerous industry leaders in the CBD, hemp and cannabis brands leading the space. We’ve put forth a number of strategies and creative ways to showcase the cannabis sector’s allure.
With our knowledge in the industry, here are four key takeaways we’ve experienced when handling the marketing and public relations for CBD, hemp and cannabis brands.
1. Establish Brand Positioning.
When promoting a cannabidiol (CBD), hemp or cannabis company, the company’s brand positioning is crucial. The cannabis space is exponentially growing so it’s becoming more saturated and competitive. Brand positioning allows a company to differentiate itself from competitors. This increases brand awareness, communicates value and justifies pricing.
As an example, we work with a CBD company whose products are 90% bio-available. Their products enter the body at a much quicker rate due to them being highly nanotized. Then, the body breaks them down into particles it can immediately absorb. They also test their products with third-party labratory testing, which come with COAs (Certificates of Analysis).
When handling media outreach, we make sure to effectively communicate all the brand’s top attributes to make them stand out and prove the quality of the products
2. Promote Consumer Education.
Since CBD, hemp and cannabis are still fairly new in the marketplace, it’s important for companies to educate consumers on the different types of products. Cannabis brands may promote consumer education through blogs, educational videos, webinars or conferences. ACS Laboratory, an ISO 17025 accredited, DEA licensed, and CLIA certified cannabis and hemp testing laboratory, is committed to consumer education. It produces blogs regularly about the latest cannabinoids, legislations, testing regulations, how to read a COA and more.
Another way to promote education is utilizing social media with educational posts. There are 112+ cannabinoids found in the hemp plant. Many brands are starting to explore the other beneficial cannabinoids in the plant so consumers may not know what each of the cannabinoids so and its benefits.
The most recent and controversial cannabinoid that many brands are using is Delta-8 THC. In short, Delta-8 THC reportedly gives consumers an additional effect that they may not receive in CBD. It’s important to effectively educate consumers so they know what to use the product for.
3. Follow Industry and Legal Guidelines.
It’s also essential to follow legislation at the local, state, federal and international levels. In many cases, the laws are not only complicated but also confusing and conflicting. Ensure you understand the latest legislation to stay informed, especially when speaking to media.
Just one misspoken fact can lead to the Food and Drug Administration (FDA) shutting down a business. This is why it’s imperative to know what you’re talking about. Making claims is one area of concern and involves a researched and savvy pitch to avoid ending up in hot water.
The language and regulations surrounding drugs and nutritional supplements are extremely strict. The FDA’s rule states that you may not say that your product diagnoses, cures, mitigates, treats or prevents any disease, or any recognizable symptom of a disease. According to the FDA, brands may use the following words related to cannabis product names, marketing or advertising: restore, support, maintain, raise, lower, promote, regulate, stimulate. It’s key to tread lightly when making any claims and to work with a PR professional who can help you navigate these claims.
4. Partner with a Knowledgeable PR Agency.
The best way to ensure your company will have an effective marketing and public relations strategy is to partner with a knowledgeable PR agency who can navigate the ins-and outs of the industry. At Durée & Company, we are equipped to navigate the CBD, hemp and cannabis industries and know how to tell the right stories to attract potential consumers, partners, retailers and investors.
We utilize a 360-degree public relations campaign to present our clients as industry experts. We create opportunities for you to talk about laws in the works or timely topics in the news. Plus, we develop a social media strategy and create content calendars monthly. These focus on the top hashtag holidays, fun facts about the industry, and tips and tricks about the brand. We’ve worked with micro- and macro-influencers as well as affiliate marketing for consumer packaged goods. While PR and marketing is all about brand positivity and fun, it’s important to have a professional available to strategically plan for a crisis.
These are our four key takeaways from our extensive experience of public relations and marketing in the CBD, hemp and cannabis industries. The market for CBD, hemp and cannabis is growing at extraordinary rates and legislations continue to evolve. Ready to partner with a knowledgeable cannabis PR agency? Contact us today, or visit our cannabis- and hemp-specific website for more information.
Want to know more? Watch this video for a look at some of the clients and the media coverage we have secured.
About Durée & Company:
Durée & Company, Inc. is an award-winning, full-service public relations, marketing and special events firm founded in 1999. The firm has offices in Fort Lauderdale, Florida, and Aspen, Colorado. Durée & Company serves the corporate, agency and nonprofit arenas for local, national and international clients. Services include public relations, social media, marketing, digital marketing, content development, advertising, special events, branding, radio promotions, affiliate marketing and more. Durée & Company clients include well-known names in yachting, business, real estate, hospitality, travel, cannabis and hemp, wellness and CBD, art and culture, fashion, nonprofit organizations, legal and professional services. Durée & Company is a member of PR Boutiques International™ (PRBI), an international network of boutique PR firms. To learn more, call 954-723-9350; go to dureeandcompany.com; or visit its new, specialized cannabis- and CBD-specific site at cannabismarketingpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, Twitter, YouTube and LinkedIn at @DureeCoPR.