Cannabis & Digital Marketing:

4 Things to Look for When Choosing an Agency

May 10, 2020

Whether you are new to the craft cannabis industry or you’ve been in the game for years, it’s clear that when it comes to cannabis, the Canadian market is experiencing rapid change and expansion. In this growing industry (pardon the pun), marketing your product and telling your brand story is essential; it’s a good idea to partner with someone to help you do just that. However, with more and more agencies specializing in cannabis branding, marketing and promotion, it can be tricky to choose the best group to work with. Here are four key attributes to look for in your cannabis marketing collaborator:

Authenticity

Cannabis is huge right now! As the market continues to change and expand, many marketing and creative agencies are choosing to either specialize or dabble in the cannabis space. While this is exciting news, it does mean that some agencies may be chasing the trend rather than authentically wanting to help cannabis growers, manufacturers and others in the industry tell their brand story.

Before you commit, it’s a good idea to get a sense of where your agency partner is coming from. Authenticity doesn’t necessarily mean that your agency has been working in the cannabis space for years, but it does mean that they are truly interested and invested in the industry. They should believe in the potential and opportunities that cannabis can provide.

Knowledge

Not only should your agency partner be authentic, they also need to be knowledgeable. This should, of course, include a rich understanding of the latest marketing and digital trends, tools and strategies. Further, this should include a comprehensive knowledge of cannabis, cannabis promotional prohibitions, threats to the industry and general marketing regulations. Does your agency support industry events? Do they have a personal interest and experience in cannabis cultivation or recreational and/or medical use?

Experience

As discussed previously, it’s not necessary for your potential agency partner to have worked within the cannabis space for a long period of time. Legalization in Canada and a burgeoning interest in cannabis worldwide has encouraged an expansion of the market and the industry that has provided new opportunities for companies to focus solely on cannabis clients.

Your agency should, however, have proven industry experience in digital marketing, branding and brand strategy, design and development. Before you sign a contract, ask for a list of the companies, organizations and clients they have previously worked with, what the project entailed and work samples. This will give you a good overall idea of the level of experience the potential company has and whether they represent a good fit.

Good Vibes

While a little hard to quantify, good vibes are key when choosing the right marketing partner to work with. When meeting with your potential partner, does it seem like a natural fit? Do you get the sense that you are on the same wavelength? Good vibes go a long way when ensuring a productive and beneficial professional relationship.

Are you looking for an agency to help you tell your cannabis brand story? Connect with us at Cannab Agency to learn more about our approach and see if we’re the ones who will ignite your brand story.

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