If you’re looking to get ahead in cannabis marketing in New York, one of the most important steps is establishing a good brand presence. That means developing a unique and recognizable style that stands out from the competition. From choosing an effective logo to crafting your marketing messaging, it all comes together to create a memorable customer experience every time they engage with your brand. Aside from creating a brand that consumers feel aligned with, there are many other aspects of marketing and starting your business that you should be aware of.
BRAND AWARENESS & ADVERTISING
Advertising cannabis in New York can be a tricky process. Make sure you know all the rules and regulations when setting up your campaigns — cannabis ads are not allowed on most public platforms and outlets. You might want to consider more targeted, niche cannabis publications or influencers who focus on cannabis marketing, both online and offline. Or, you can think about working with an agency that specializes in advertising cannabis in New York if you’re looking to expand to the general population.
LOCATION OPTIMIZATION FOR NEW YORK
Location, since 2020, seems to be less important to B2B companies, however cannabis dispensaries are not yet among the businesses able to work remotely. If you’re entering the New York market, you do need to be aware of the different areas of New York including demographics and interests to cater to the diverse population. You also have to take into account what areas are legal for brick-and-mortar locations or delivery.
For example, about half of New York’s towns/cities have opted out of cannabis retail for adult-use – including Long Island. In terms of setting up marketing, you’ll want to make sure you take this into account, especially within SEO & paid advertising. Let’s review the main laws that you will have to consider when building your marketing strategy.
NY LAWS FOR MARKETING CANNABIS
While the cannabis advertising industry is still highly scrutinized on a platform basis (Google & Facebook still don’t allow direct cannabis-facing advertising), there are also state-based marketing rulings that you should consider when creating content for your marijuana brand including:
- Billboards are not allowed
- No medical claims or promotion relating to cannabis as a medical or wellness product
- Do not place ads within 500 feed of a school, library or park.
- Do not depict consumption or promote overconsumption
- No digital ads that are in pop-up or interstitial form.
GEOTARGETING PAID ADVERTISING
Geotargeting cannabis advertising can be a great way to reach consumers in specific areas that are legal for cannabis consumption or purchase. For example, you may want to target ads to Long Island residents who frequently travel into the city, since cannabis dispensaries aren’t allowed in Long Island. By establishing brand awareness where there is a gap in the market, you can effectively become the commuter’s cannabis brand. This is just one example of how location-based display and search ads can help your brand rise above the rest.
Finally, don’t forget to keep track of cannabis advertising trends in New York and beyond. As cannabis legislation continues to evolve, so too do marketing best practices and cannabis-friendly platforms. Staying ahead of the curve is key to leveraging cannabis marketing effectively in New York — or anywhere else.
ABOUT THE FLOWER AGENCY
The Flower Agency is a remote marketing agency with clients in the New York, California, Canada, Michigan and D.C. areas. However, the agency has strong ties to New York with one of our Founders and our Creative Director residing in New York. We specialize in cannabis marketing and cannabis advertising and working with cannabis startups to establish branding. If you need help developing cannabis-friendly marketing campaigns or understanding the New York cannabis laws, contact The Flower Agency today! The Flower Agency is here to provide guidance and expertise, so don’t hesitate to reach out for any of your cannabis marketing needs.
