- The breakdown of men and women cannabis consumers and industry leaders, and how that may impact marketing implications.
- Cannabis branding, messaging, creative, and product preferences of men vs. women.
- Packaging appeal of men vs. women and how that can impact your brand.
Earning positive media coverage by being a source to the media builds credibility and visibility for cannabis companies. Being quoted in a newspaper, magazine or being a guest on TV as an expert source carries a lot of weight with the public.
The media acts as a third-party endorsement. It’s also the best and fastest way to reach a mass audience.
Here are some ways for cannabis companies to earn positive media coverage:
- News releases – even simple news sent to local media can result in coverage. For example, a cannabis company announcing a new deal that involves a local company. These two pieces of information can be shared with local regional newspapers and business journals. These also will find their way on the Internet. Earning positive media coverage will aid search engine optimization to get found by potential consumers and investors.
- Interviews with reporters covering cannabis are another tool for cannabis companies to be quoted in news stories. Reading current cannabis news and paying attention to who the writers are is essential. There is cannabis news on a daily basis and cannabis company executives can offer to be expert sources supplying information, guidance and opinion. Often the writers contact information is available at media websites.
- Byline articles are another great way for cannabis companies to help the investing public and showcase their financial knowledge. If you have a regular newsletter or cannabis commentary you send to clients, rework it to get published to a wider audience as a byline piece or guest blog. Writing articles and letters to the editor that get published in media read by a cannabis company target audience, positions the company as a thought leader. It displays the value proposition to customers and investors.
- Follow cannabis writers on Twitter and LinkedIn and interact with them. Sometimes they post what stories they are working on and the types of sources they need. This is another way in today’s social media world, to stay connected. It helps to build a relationship to say you’ve read their stories and comment on them. A retweet or sharing a link on LinkedIn and FB is always welcome, particularly with cannabis reporters.
- Develop news hooks based on the time of year to earn positive media coverage. With Halloween coming, a story hook on infusing the day with cannabis would be a good topic. When the Christmas season is upon us, a story about a gift that keeps giving, cannabis, would be cool, not to mention as a stocking stuffer. TV loves these kinds of stories because it offers great visuals. This is another avenue for cannabis companies to gain some positive media coverage. Often having been quoted in the media and having had articles published will help cannabis execs get on TV. Typically, TV follows print in the stories it covers. Look at the news of the day in print and offer to be a guest talking about a top cannabis news story.
By employing some of these media tactics, cannabis companies can be positioned as experts along with their value propositions. While increasing name recognition, credibility and visibility to attract customers and investors. Think about earning positive media coverage for your cannabis company today.
Bill Bongiorno is President of Blue Chip Public Relations, Inc., a firm specializing in working with financial and alternative investment companies including the cannabis industry.