Cannabis is becoming a mainstream topic, causing the recreational market to pick up steam in various states across the US. The earliest records of cannabis date back to 2027 BC and cite both medical and recreational properties of the plant. The cannabis economy is facing an industry shift state-by-state in this modern age, from medical cannabis programs to recreational legislation. It is imperative to also shift individual brands to fit into a recreational program with the economic changes. This is only possible through implementing a detail oriented marketing strategy.

Before creating a strategic marketing plan, it’s crucial to gain more understanding of the differences between recreational and medical cannabis. A problem that can arise is that these two products are exactly the same. Slight changes to branding, packaging and general marketing tactics can appeal to either medical or recreational consumers, and make them ideal for each target demographic.

Medical Cannabis Marketing

Many states established valid laws regarding the packaging and labeling of medical cannabis, after California’s original Compassionate Care Act that pioneered medical cannabis legislation. Most packages must have a label reference that they are for medical use only. Some counties even passed laws restricting the use of clear packages, thus all packaging became opaque.

Aside from the laws, medical cannabis patients are looking for specific information on the label. Patients generally want to see test results regarding the cannabinoid content, as well as proof of the lack of pesticides and additives. They also want to see professional branding that doesn’t necessarily scream “marijuana”. For example, pot leaves and cannabis puns are not only saturated in the industry, but they are also a turnoff for many professionals who are incognito when it comes to their consumption. The advertising should be test result specific, making it clear what the medicinal effects will be with the product through marketing programs and advertising tools. Transparency about the testing and safety of the product is important to customers and patients as well.

In the medical dispensary model, medical cannabis budtenders are often under strict laws and regulations regarding their language and how they can refer to the plant. Colloquial words like reefer, bong and stoned are often replaced with cannabis flowers, water pipe and medicated. These verbal cues help to ensure that a medical environment remains, which has helped to de-stigmatize the plant. It also helps the elderly, parents of young children who are sick, and those who wouldn’t otherwise turn to cannabis feel less intimidated about going into a dispensary. These are some ways that medical cannabis is specifically marketed.

Recreational Cannabis Marketing

Marketing for recreational cannabis products is somewhat similar to medical cannabis, but with a different emphasis than healing. Many state laws differ from each other and only a few states have ventured into regulating the recreational cannabis movement so far. For example, recreational and medical dispensaries can coexist, but independent medical dispensaries in Washington are not allowed. Colorado, on the other hand, passed multiple laws since legalizing cannabis that seems to be overwhelming the law enforcement. The state recently passed a law law banning all edible candies that look like animals or fun shapes. If this describes your product, think about making a change to a safe brand image for your recreational product.

Similarly, many patents and lawsuits are sitting in the federal government awaiting legalization to be rifled through. Brands like the famous Girl Scout Cookies strain are likely going to be sued when legalization takes hold. If you are manufacturing a product that is pun-based on a famous candy bar or cookie, it’s time to rebrand before recreational cannabis is a reality in more places. Keep an eye on various state regulations to ensure that repeated mistakes are avoided while planning a marketing strategy.

Recreational dispensaries should still have an education-based focus without as much emphasis on the healing properties, and share how the strain, edible, or oil pen will “mess you up” or “get you high”. There is no longer a discrepancy with language, and recreational budtenders can use all of their favorite cannabis jargon. Though language is not regulated, education is still key because people constantly wander into recreational dispensaries with no knowledge of cannabis and a clear interest of “getting high” . These customers still need a little base knowledge, the proper product for their needs, and the possibility of being transformed into returning customers. True success in recreational dispensaries will be locations with budtenders that can turn education into sales.