Without consistent and direct access to key federally regulated software and tools, cannabis brand marketers are often left to make decisions in the dark. As the industry becomes more sophisticated, so do the needs of the cannabis brand. Consumer insights can be generically assumed and understood via research put forth by analysts at the national and state level, but what about the insights that can be gathered on customers you actually see every day? There’s no replacement for first party data to support your organization’s understanding of its target customer.

If you’d like your brand’s name in the mouths of more people, you first must have it poised for this word of mouth. A great way to build lasting partnerships is to show that your brand is dedicated to the communities it’s serving. The organization you represent is so much more than its storefront or digital presence, so showing up in your community is a must to maintain relevancy and boost brand awareness to your local, potentially most-loyal customers. Build connections with non-profit organizations, events, and other brands in your sector to drive the cannabis conversation forward in your communities.

Naturally, all marketers wish for more time, more budget, and more hands to get done what they want and need to. In cannabis, marketing also tends to be done by owners, brand reps, sales teams, legal and compliance, cultivation and processing, and more. Even if they’re not on your brand’s marketing team, your colleagues are your best source for increasing capacity and optimizing efficiencies with the proper end goal in mind. To increase the number of hours you have to market your brand in a day, look no further than to involve other key members of your team, and enable them to do so by developing and maintaining core processes for all types of information being gathered by and requested of the marketing department.