When we first started Brand Joint, we explained that our experience at Denver's Cannabis Cup was eye-opening. As we walked down the smoke-filled aisles showcasing all the newfangled cannabis products, what stood out was the diversity of the crowd. However, despite the variety in demographics, the product designs and marketing were mainly geared toward the prototypical stoner. It was clear that the cannabis industry, as a whole, needed a facelift when it came to branding and design.
In our industry, as with any mainstream market, understanding your specific target audience is crucial to a successful brand. Obviously, a 65-year old grandmother will respond differently to a product than a 25-year old technophile millennial male. Often when we ask a new client, "who is your target audience?" the response starts with "Everyone..." It's understandable to want to attract the largest audience. However, the best way to appeal to no one is to try to appeal to everyone! If you want a loyal following, you must find out what your customer wants and to do that, you must understand your customer.
A few weeks ago at the Marijuana Business Conference in Orlando, Florida, we attended a lecture on generational marketing by Chuck Underwood, star of the PBS miniseries, "America's Generations." He sums it up best:
During his presentation, he described the five generations that cannabis entrepreneurs should recognize. Each generation has their own experience and perception of cannabis use and, therefore, should be targeted in unique ways:
In our upcoming series of blogs, we'll focus on each generation, exploring general core values, views of cannabis, pain points and buying habits. Starting with segmenting by generation, then creating personas to enable a deeper understanding and empathy, your cannabusiness can better communicate your message and products successfully.
Stay tuned for the next blog of our Generational Marketing series!
Photo Credit: Darrin Harris Frisby/Drug Policy Alliance