April 29, 2016

Who Is The Typical Cannabis Consumer?

Every day of legal cannabis has seen an expansion of the base of potential consumers. It stands to reason that since there is such a wide array of people purchasing legal cannabis in the U.S. these days that companies will begin to cater to these groups. As the industry develops, branding will become more sophisticated and more targeted, branching out from the simple product-based marketing that dominates today.

Cannabis users are one of the most stereotyped consumer demographics in the country. The archetype is familiar: the typical young, male, couch-locked stoner. With legalization spreading, though, is this actually typical of cannabis buyers today? Obviously hardcore enthusiasts are still a large and appealing set of consumers, and in the early days of any state's legal, adult-use program this will be the largest base. However, the 2015 Marijuana Business Daily Factbook indicated that 30% of all legal cannabis consumers had never purchased on the black market. Additionally we're seeing across the country many people who are purchasing cannabis - first time buyers or not - do not fit the stereotype. Cannabis has been normalizing for a long time, and the modern face of cannabis is incredibly multifaceted.

First and foremost the legal cannabis market has expanded across the country because of the efficacy of medical cannabis. The face of this market is as counter to the stereotype as one can get. For instance, the most common medical cannabis patient in the state of Illinois is a 50 year-old female with fibromyalgia or cancer according to a report issued by the state. Across the country patients are seeing relief from epilepsy, Crohn’s disease, or multiple sclerosis among many other debilitating conditions. As we see study after study examining how medical cannabis can better the lives of children and veterans it becomes incredibly hard to pigeonhole these patients into the old stoner archetype.

While people under 34 have the highest approval ratings for cannabis legalization older generations are becoming a growing consumer segment in both the medical and adult-use spaces. Medical cannabis dispensaries are reporting increasing numbers of seniors using cannabis as treatment over prescription dugs, and according to a recent Pew poll Baby Boomers approve of the full legalization of cannabis at a rate almost equal to Generation X. The growth of this consumer demographic further muddies what a “typical cannabis buyer” might look like.

Women are an increasing demographic in cannabis as well which is evidenced by a recent CBS News poll indicating that a majority of women now approve of full adult-use legalization. Indeed, last year musician and medical cannabis activist Melissa Etheridge noted, “I think the cannabis revolution is being led by middle-aged women.”

There is nothing stereotypical about cannabis buyers in 2016. They come from a wide range of backgrounds and professions, are of varied ages, and consume different amounts in different ways for different reasons. They are students, yes, but also teachers, nurses, and business professionals. They are younger adults, but they are also mothers and grandfathers. Cannabis is a market that is beginning to cross all demographic boundaries and soon enough the “typical cannabis consumer” will be anyone, and everyone.

February 17, 2016

What Colorado's Near Billion Dollar Cannabis Year Means For the Industry

Where are all of these new sales coming from? Are they simply a recapturing of portions of the estimated $30 billion value of the illegal American cannabis marketplace, or is there more at play?

Cannabis is big business in Colorado, to the tune of $996 million in sales in 2015. In August of last year, after steadily increasing month-over-month sales, the state surpassed $100 million in monthly sales for the first time. This sales total in Colorado was a 42% increase over 2014, and in the industry as a whole 2014 was a 74% increase over 2013. This, despite the constantly dropping price per ounce in Colorado and Washington State. Where are all of these new sales coming from? Are they simply a recapturing of portions of the estimated $30 billion value of the illegal American cannabis marketplace, or is there more at play?

It seems unlikely that this constantly expanding consumer base is coming completely from black market buyers shifting to legal purchases. In fact, according to the Marijuana Business Daily Fact Book, states with medical or adult use dispensaries only 36% of cannabis consumers have moved completely from the black market to legal purchases. The report adds that 31% of consumers in these states have never purchased from the black market while the balance either purchase solely from the black market (17%) or purchase both legally and illegally (16%.) It stands to reason that as cannabis normalizes in states where it is legal customers unwilling to participate in the illegal market are coming to cannabis for the first time.

It’s generally true in consumer industries that casual, mainstream consumers contain vastly more revenue potential than hardcore consumers.

It’s generally true in consumer industries that casual, mainstream consumers contain vastly more revenue potential than hardcore consumers. For example, despite the fervor of craft beer lovers macro-breweries still dwarf micro-breweries in total sales. Much to the chagrin of die-hard sports fans it’s often so-called “bandwagoners” that result in sold out games and increased merchandise sales. It’s becoming obvious that this is becoming true in cannabis as well. Even now, according to the Marijuana Business Daily report, 40% of non-medical cannabis consumers are not daily users.

The cannabis demographic is expanding, and it’s inevitable that we’ll see increased interest from professionals to homemakers. It’s up to industry professionals to create a marketplace that is appealing to these consumers.

We know that the market is increasingly appealing to older consumers, and that more and more women are participating in cannabis. The cannabis demographic is expanding, and it’s inevitable that we’ll see increased interest from professionals to homemakers. It’s up to industry professionals to create a marketplace that is appealing to these consumers. The cannabis culture market will certainly continue to be vibrant and lucrative, but the true potential of the legal market can only be tapped through increased participation.

This means increased thoughtfulness in image rehabilitation and branding, and it means taking an active role in establishing industry regulation. It means leveraging traditional business experience when it comes to retail, logistics, and strategic planning. It means building a forward-looking industry based on professionalism, reliability, and established best-practices. By developing a consumer base that includes every demographic in the country converting the $30 billion illicit cannabis market to legal sales will just be the beginning.

July 28, 2015

4 Tips for Cannabis Branding

Now that cannabis is legal in nearly half of the U.S, American cannabis companies are facing something they’ve never had to face before: creating memorable and lasting brand identities. Legalization has created a need for brands for the first time among companies that produce, process, and sell cannabis and the green boom has birthed countless ancillary businesses focused on the cannabis space. As this industry moves forward these tips should help to create powerful, far-reaching, and long-lasting cannabis brands.

1) Identify Your Target Market

The variance in state laws ensures that, for now, companies in different parts of the country will have to target different consumers. For example, dispensaries in Illinois or New York with their highly limited patient lists will be targeting a very different consumer than a dispensary in Los Angeles. Additionally, as legalization spreads and public opinion shifts, businesses have the opportunity to target more demographics than are traditionally associated with cannabis. The customer base is greying as baby boomers increasingly discover (or re-discover) its medicinal properties, and women are increasingly becoming a consumer demographic. Are you consumer-facing or business-to-business? How niche is your product? How cannabis-forward are your ideal customers?

2) Center Your Brand Around an Idea, Attitude, or Persona – Not a Product

There are a lot of companies out there with names like Greenleaf Greenery or similar that seem to be trying to establish themselves as simply The Marijuana Company. This has worked for some so far in such a young industry, but in the long run it’s difficult to succeed and expand as a product brand unless you can actually establish yourself as the Marijuana-est of all the Marijuana Companies. There are hundreds if not thousands of cannabis businesses out there, so you need some other distinguishing feature for your company’s face. Nike makes money from selling shoes, but it sells athleticism and near-obsessive competitive drive. Gillette makes money from razors, but it sells masculinity. Apple makes money from computers and iPhones, but sells creativity and individuality. What are you selling?

3) Live Your Brand Identity

Your brand is more than your name and your logo. Yes, these are very important and should both be memorable and easy to understand, but your brand encompasses every public-facing aspect of your business. The design of your website, the content of your social media, and the look and copy on all of your marketing collateral should all speak in the same voice – whether that be quirky, ironic, professional, or clinical. Consistency is key.

4) Don’t Neglect Personal Contact

The web, social media, and the press are powerful tools to get the words out about your business, but oftentimes personal connections still have the strongest and longest-lasting impact. No matter how sophisticated and successful your marketing, it only takes one bad experience with a sales associate to spoil everything. Conversely, even a business with a limited marketing presence can make huge gains with excellent human outreach. Be seen in your community. Make connections. Create positive, personal impressions.

Competition is only increasing in this industry. Entrepreneurs with new products and new ideas are entering every day. A strong brand can elevate your business above the crowd, and can serve not only to attract new customers but create loyalty among existing ones. The youth of the legal cannabis market, along with its legally enforced regionality, has meant that so far there are no dominant brands. Will you take the opportunity to be the first?