When Triggers Challenge Your Sales: A Narrative in Weed Marketing

Posted by Refined Bud on August 13, 2015 in blog

For marketing professionals all over the country, triggers are often a simple and efficient way to build your brand and increase sales. Triggers are applied specifically to marketing to help remind people of your product. In Jonah Berger’s Contagious, he says, “Triggers are like little environmental reminders for related concepts and ideas.”

How can triggers impact the marketing of cannabis and is there a way to get away from the Reese’s Peanut Butter Cup branding? Refined Bud thinks so, and after reading this short little blog post, you’ll be trigger happy.

Many who are on the hunt for edibles have a dispensary experience something like this. Walking into the local dispensary, you see an edible product that catches your eye. It’s something familiar and comforting. So, you buy it and take it home only to be disappointed in the product because it’s nothing like the original, and it didn’t medicate you properly. Has this happened to you? Have you fallen into the trigger trap? If you’re familiar with any of the products below, probably.

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In fact, this kind of trigger trap can get you into hot water. Hershey’s has filed lawsuits against edible companies in Denver, CO and Seattle, WA. These are examples of how to NOT use triggers. First, don’t copy a logo or image from a gargantuan brand with lots of lawyers. Second, using a trigger that reminds customers of something familiar and comforting can be good, but not if it also creates interest for young children and teenagers under the legal age to consume medical cannabis. Nothing good can come of this.

At Refined Bud, you don’t have to fall for these trigger gimmicks. Let us help you find alternative triggers to market your product. We’ll help you think of the perfect triggers to help people crave your product.

Think of this old anti-smoking campaign. The campaign aimed to have smokers quit the habit mirrored Marlboro’s iconic Marlboro man and included lines like “Bob, I’ve got Emphysema,” and “I miss my lung, Bob.” This was a brilliant anti-smoking campaign and one that essentially poisoned Marlboro’s brand of a lone cowboy smoking cigarettes on the wide open range.

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These are two examples how marketers have used triggers to sell their product. But you want your cannabis product to stand out, not be marketed towards kids, and to hit that trifecta of triggers: relevancy, consistency, and recognition. One of the simplest ways to hit this trifecta of triggers is by using what Susan Gunelius calls the trend-setting effect. Right now with legalization of medical marijuana and CBD products on the horizon in many states (including Ohio!), tapping into the idea that an individual wants to be a trendsetter amongst their friends and colleagues is a perfect way to market your cannabis product. People want to know and be known and what better way to do that than by bringing the best cannabis or edibles to a party? What about those folks they influence? This word-of-mouth trigger of being trendy can easily increase sales of your product. What are some other triggers that cannabis entrepreneurs can tap into? Let us know in the comments.

If you’re interested in turning your cannabis product into a household name by using the best triggers to reach your target consumer, contact Refined Bud today. You’ll be happy you did.

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