A recent study found that daily cannabis use surpassed daily alcohol use among American adults. This stirred up a lot of ideas for marketers looking to reach their audience more effectively. Even more recently, a YouGov poll indicated the same results, further highlighting the need for cannabis marketing strategies that reflect consumer habits.
What do these shifts mean for cannabis marketing and cannabis PR strategies?
Understanding your audience is non-negotiable
Why are so many people choosing cannabis use over booze? Dig into the ‘why’ to better inform your storytelling strategies. Don’t assume every person who opts for a joint over a beer does it for the same reason, but really tap into what drives the decisions of your target customer base.
For some people, alcohol just isn’t a reasonable complement to their lifestyle due to hangovers and their associated anxiety. This demographic may be more likely to opt for high-potency products that still offer a good buzz and party without negative next-day effects. Others prefer cannabis over alcohol due to broader cultural shifts, particularly in terms of mindfulness and a trend toward more “plant-based” consumption.
Whatever compels your target audience to reach for cannabis should be the driving force behind your campaigns.
Storytelling is key for cannabis PR strategies
Storytelling is an effective way to reach consumers authentically. Once you’ve determined the ‘why’ behind your target audience’s behavior, you can start to weave in real-life stories to subtly elevate your brand.
Do you have a young adult audience that likes to party but prefers the bong over the keg? Tell their stories. Highlight people who have switched to your product over alcohol because it makes them feel better the next day or helps them stay in control while still having fun. Get testimonials and share them with your audience so they can find stories that resonate with their lives.
On the PR side, focus on how your brand story aligns with this shift in consumer habits. Does your CEO prefer cannabis because they feel better and more in control than when they consume alcohol? Or maybe your company’s founder got into cannabis for medical reasons. Whatever the case, tell the story. Weave it into your press communications and take all opportunities to share compelling, real-life stories.
Education campaigns can go a long way for cannabis PR
We know that daily cannabis use has surpassed daily alcohol use. But the general public might not. After all, most casual cannabis consumers aren’t keeping up to date with the latest industry news. This provides a great opportunity for you to teach them.
As we already mentioned, storytelling is a great way to reach consumers. You can educate the general public on this societal shift through testimonials and stories in your newsletters or social media posts, for example. You can also display in-store educational pamphlets, write blog posts, or just talk to your customer base about these societal shifts (when relevant.)
Don’t feel like you have to hold your consumers’ hands with this information, either. Consumers are smart and can make informed decisions for themselves based on the information they have. Tell stories, but don’t force the idea that cannabis is considered objectively better than alcohol. Let the consumer decide.
Don’t get lost in the message
The shift toward daily cannabis use in place of daily alcohol consumption provides a great opportunity for public relations and marketing strategies. But don’t get too caught up in the message that you overlook the many consumers who may still use both. Don’t shame the use of alcohol or alienate your consumer base with harsh or reductive language.
Want to step up your cannabis PR efforts? Contact us today.
