Breaking Into the Cannabis Space with Integrated Strategy
As various regions around the US begin to legalize cannabis, sales of ancillary products in the space are increasing at an equal pace. That’s no exception for completely new entrants to the marketplace, including technology that makes it easier and healthier to enjoy cannabis based products in a wide range of forms and styles.
Filter420 is one of those products. The patented disposable filter offers consumers a chance to remove tar from their pre rolled cannabis products naturally. And while new products always present an exciting challenge, they also push us to work from a completely blank canvas. It means that the role of marketing isn’t just to get a customer to switch between similar brands, but to convince them that a specific option presents a greater advantage than the status quo.
When the creator of Filter420 approached 1205 they had a prototype and a vision. Everything else needed to be built, from the ground up. The business’ goals were three fold: Develop the brand, educate consumers, and drive recognition.
Perceptions of cannabis have changed dramatically over the last five years and marketing to the “Cheech and Chong crowd” wouldn’t work to help lend credibility to the product where it concerned health conscious consumers. Filter420 needed to resonate with a more mature group of buyers – from young professionals to health conscious medicinal users. To get there, they needed to create a brand that looks clean, modern, and trustworthy, while still appearing organic.
In the world of POP display, the average customer makes a purchasing decision within three seconds of arriving at the register. This presented a special challenge when designing the company’s display collateral. The products not only had to stand out instantly in local dispensaries, customers needed to know what it did, why that was valuable, and how it worked, in this short amount of time.
1205 accomplished that by custom designing a simple visual instructional template. We used available real estate both on the side of the POP display and rear of individual packages to ensure that once we had grabbed the consumers attention we were able to communicate the value proposition quickly, simply, and with few words as possible.
In addition to ensuring that customers could find information about products specs, with as yet limited retail reach, the company needed an online portal to sell filters to consumers who may have heard about the product through social media or the press, but didn’t have a local store to purchase from. It needed to accomplish this on a budget and within a very short time frame.
In age restricted markets like cannabis where advertising isn’t allowed on social media, influencer marketing can be one of the most potent ways to get information out about your product. 1205 planned, built, and executed a six month influencer marketing campaign, coordinating over a hundred micro-influencers to drive broad word of mouth marketing.