Welcome to the Pre-Roll Marketing Matrix. A series of articles on how to better market your cannabis pre-rolls.
The typical marketing advice revolves around the best practices you likely already know.
Your branding and packaging, website, SEO, social media, content development, customer engagement.
These aren’t strategies; they’re tools or channels.
Marketing comms require nuance, differentiation, and like any other part of your business: strategic thinking and decision-making.
In other words, you want to avoid the generic when hiring or outsourcing here.
5 Strategic Questions for Marketing Cannabis Pre-Rolls
The five strategic questions below form a fundamental framework for shaping marketing strategy – or any other level or function of your business.
1) What Does Winning Look Like
You need to shape a clear, customer-centric vision of what winning looks like for your marketing, and your business as a whole.
2) Where to Play?
Lots of choices to make here, including region, product, industry, customer segments, etc.
The important thing is that you also choose where NOT to play because keeping your options open or straddling too many choices will dilute your efforts.
3) How to Win?
How will you reach your target audience? How will you engage them and win their loyalty? How will you differentiate your way into their minds, heart, and wallets?
Brainstorm lots of ideas, choose the best ones, and try to do the opposite of whatever your competitors are doing.
Whatever you decide here needs to reinforce your ‘where to play’ choices, and vice versa.
4) Capabilities
What capabilities do you need for this marketing function? What capabilities are not necessary? How could other capabilities or activities within the business support specific marketing activities?
5) Management systems
What systems and processes do we need to keep everything organized and moving forward?
Sounds obvious but a lot of companies and marketing teams don’t always think this through.
Make No Assumptions in Pre-Roll Marketing
If you’re investing in pre-roll automation, the ability to continuously drive demand is crucial.
Don’t assume that your pre-rolls will sell themselves because you have the best product.
And if you want to stand out in your marketing comms, avoid generic approaches.
You have to make strategic choices about who you’ll serve and how.
And of course all this ties back to your pre-roll production capabilities and aligning with an automation partner that has your back every step of the way.
Want to learn more about streamlining those pre-roll production bottlenecs? Check out the Hefestus brochure today.
