The Challenge For Cannabis CBD Marketing
Cannabis and CBD companies are popping up around the country. And despite the growth and the legalization of cannabis, several advertising outlets such as Google, Facebook/IG, and YouTube still don’t allow for the advertising of such substances. Thus, this forces cannabis marketing to be relegated to billboards, print, and occasionally some digital platforms that do allow it.
Given the limited opportunities to cannabis advertising in a digital world, several programmatic display platforms are allowing cannabis advertisers to reach audiences online. Facebook/IG has recently allowed it in a limited capacity the chance to advertise both hemp and CBD….but not cannabis yet.
With the existing limitations, an Ohio based cannabis company reached out to Propellant Media inquiring about our cannabis geofencing advertising capabilities. We then created a full funnel programmatic strategy to reach those either in-market or fits the mold of a cannabis consumer for medical use.
Marketing Mix For Cannabis/CBD Geofencing Marketing Campaign
The team at Propellant Media developed a comprehensive three to four month strategy of geofencing, keyword contextual, and site retargeting. It was important to note that programmatic display is a top to middle of funnel strategy, allowing us to build an audience, create interest, and leverage the retargeting to get people to purchase or buy at some stage throughout the customer journey. Below is the tactical breakdown:
- Geofencing Marketing – Our team built geo-fences around competitor locations. We believed that their core audience was already working at these locations or visiting these locations. So we wanted ot make that audience aware of the brand.
- Keyword Contextual Targeting – We used very specific keywords based on search queries or articles people were reading online. We leveraged several the following keywords to reach that audience:
- Medical Marijuana
- Site Retargeting – In order to maximize our brand recall and those who visited the website, we developed a site retargeting campaign with a frequency of 6 ads served per day per person to keep them top of mind, not just to our campaigns but to other offline marketing efforts that allow people to visit their website.
Results Of The Geofencing Marketing Cannabis CBD Campaign
After working with the cannabis CBD company out of Ohio, we produced some fruitful results for the brand. Below were the results during that time. After delivering over 361K impressions and over 450 clicks, the CTR performed 30% above industry average and we even showed conversions of individuals shopping the online store inventory.
We tracked 149 online conversions, which for us were purchase page and checkout page visitors. These individuals would first visit the main page and then visit these pages. This showed both intent from the campaigns and overall progress made in cannabis consumers who wanted to buy direct from the brand.