As the marijuana industry expands exponentially, cannabis marketing experts have their hands full.
Isaac Dietrich, Chairman and CEO of MassRoots, Inc. (OTCQX: MSRT), is one of the experienced cannabis professionals.
He was one of the guests at the Benzinga Cannabis Hour, co-hosted by Elliot Lane and Patrick Lane.
MassRoots aims to become the leading marijuana media platform, allowing cannabis businesses and brands to reach cannabis consumers via social networks.
The application initially became available via the iOS App Store in 2013, only to come off the app list in late 2014, due to the disagreement with Apple Inc. (NASDAQ: AAPL)’s guidelines, which “prohibit apps that encourage excessive consumption of alcohol or illicit drugs.”
A few months later, the technology giant reversed its policy and brought the social network back into the App Store.
Dietrich explained that the app’s audience and fans changed Apple’s decision after realizing how passionate we are [MassRoots’] followers are. “
After a restructuring aimed at creating a company that is not ‘dependent on financing and dilution’ and at diluting our shareholders to continue working ‘, Dietrich thinks that all it takes is to to take next level, ‘a very great achievement. ‘and’ great audience. “And the platform has both,” he added.
However, selling the brand is not the way the company wants to earn its audience.
“We do not want to sell our vote to survive and get money,” he said.
“We want to make money on our platform, and that by continuing to deliver authentic content, telling the truth and building an audience of brands and customers who feel the same way.”
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Since its launch, MassRoots has raised more than $ 30 million in funding. In December, they decided to purchase Herbfluence’s technology platform, which makes it possible to track down the best influencers for its clients’ advertising campaigns.
Herbfluence is a “kind of microphone that will have to reach brands with consumers.” Dietrich said. Being responsible with the messages and complying with regulations paves the way for success.
Although many within the cannabis industry oppose the “stoner image”, they are often the “heaviest consumers”, Dietrich argues. They ‘walk in hundreds of dollars every week,’ he said, talking about the kinds of influencers they are looking for.
“At the end of the day, it’s about making money and delivering consumers to our customers,” he added. It’s about customers spending the money regularly and consistently.
In February, the company revealed that it was considering re-launching its mobile applications, raising $ 446,000 by selling its X-Series preference shares.
Product education
Anne-Marie Dacyshyn, Marketing Manager at Cannabinoid Company dosage, says social media has been a big part of the brand’s growth.
The foundation of the marketing strategy she has been leading for more than two years at dosists is consistency, education and being product-led. As a company that introduces cannabis to people through a dose-controlled experience and purposeful formulas, dosist emphasizes education.
In its approach, the company chooses to go ‘old school’. It switched to traditional marketing by using cannabis as a platform, instead of narrowing the marketing within a set of boundaries. Informing people through a conversation without offering real products live on social media was a winning combination for dosists.
“We’re only going to normalize it if we can talk about it; where people feel comfortable; where they’re already getting their information,” Dacyshyn explained.
The aim of the company was to make it a ‘real product forum and just keep a product and messages so you could start making the link to consumers’, to help them find the product they were educated on. recognize, she added.
In the future, the company will focus its marketing efforts on bringing more humanity to its products by emphasizing user experiences and testimonials.
Dacyshyn also pointed out that doing co-marketing with the retailers and investing in their social platforms will do wonders for the acceptance of cannabis.
“We are partners in this, and we both want to win,” she said. It is essential to think about “not just our own channels.”
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