Taking Bask from their farm, to your home

Poop Poop Poop

According to the Pew Research Center, 61% of Americans favor legalizing cannabis. Despite that, and despite full medical and recreational legalization at the state level in nine states plus D.C., cannabis remains a Schedule I drug at the federal level.

What does this mean for marketing? Well, it means we need to get creative in the digital space to provide solutions for our cannabis clients.

Our client Bask was struggling to establish a comprehensive marketing strategy and make a splash in this new and exciting industry. By tailoring a solutions-oriented and personalized approach to this client’s marketing needs, we were able to help elevate the brand’s reach and boost sales. Read on to discover the methods behind our reefer madness

This client was eager to bring their products into the mainstream, but they struggled with brand identity and a comprehensive marketing strategy. The medical and recreational marijuana industry is so new that there’s barely any precedent for go-to-market strategies, branding, and more, so clients in this arena often struggle with where to begin.

Without a clear and cohesive brand, this client’s business ran the risk of blending into the backdrop of the hundreds of marijuana and marijuana-adjacent businesses that pop up as soon as medical or recreational marijuana is legalized at the state level.

To help this client capture their audience and grow their brand, we began by developing buyer personas for them. Rather than trying to cater to everyone, it’s essential that businesses identify key audiences to target in order to maximize conversions. Once we established this client’s “ideal” customer, we built out fictional personas detailing demographics, likes, dislikes, social media habits, buying power, and more.

Once the foundation was in place, we introduced a comprehensive social strategy that involved the creation of visually striking, relevant posts to be scheduled consistently.