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The Marketing Millennials
309 - Marketing Cannabis 101 with Mike Tebb
Feb 7, 2025
Mike Tebb, the Marketing Director at Fig Farms, dives into the unique challenges of cannabis marketing. He discusses navigating strict regulations and offers his strategy of getting close to the edge of legality before stepping back. Tebb emphasizes storytelling and the importance of educational content amidst social media restrictions, particularly on platforms like Instagram. He shares creative solutions for engaging content and the significance of in-person events and influencer partnerships to build brand trust in this complex industry.
14:33
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Quick takeaways
- Marketers in the cannabis industry must navigate strict regulations while creatively storytelling to engage audiences without violating platforms' policies.
- Educating consumers about cannabis quality and responsible evaluation practices is essential for brands to build trust and transparency in a misunderstood market.
Deep dives
Navigating Cannabis Marketing Regulations
Successfully marketing cannabis products requires a deep understanding of the strict regulations governing the industry. Marketers need to familiarize themselves with the rules and find that balance between compliance and creativity, often skirting close to the lines of legality. For instance, while direct promotion of cannabis on platforms like Instagram is prohibited, effective storytelling can enable brands to engage with their audience without violating these guidelines. By producing content that emphasizes narrative rather than direct product promotion, marketers can both comply with regulations and resonate with consumers.
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