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.
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Marketing Cannabis within Regulations
- Understand cannabis marketing rules thoroughly, even exceeding the required level.
- Get very close to breaking the rules, then take two steps back to find the sweet spot.
Storytelling on Instagram
- Check Instagram's rules since promoting cannabis is technically against them.
- Tell the story of your product instead to avoid trouble.
Content Strategy for Cannabis
- Short-form content like Instagram Reels performs well, but long-form content is essential for brand storytelling.
- Educational content is crucial for informing consumers about quality beyond THC percentage.