NYC is the most diverse city in the United States between its 8.5 million residents and the 66 million tourists who visit from all parts of the world.
Not only will brands have access to a large audience base in NYC, but it is also the gateway to the world and presents a unique opportunity for CPG brands to begin building global brand awareness with the many tourists flocking the city. Once cannabis legalizes globally, brands that launch in NYC will be ahead of the US competition.
NYC is a fast-paced social town where people enjoy all sorts of entertainment, cultural institutions, restaurants, and just having fun.
Let’s explore the NYC cannabis consumer…
Who Are The Archetypes?
What Are They Like?
New Yorkers are known for being a bit ADD and always in a big rush. Their collective personality traits make up the city’s unique fabric and add to the city’s infamous energy level:
*hyper *motivated *hustlers *life-long learners *networkers *resourceful *doers *creators *innovators *entrepreneurs *professionals *well-educated *hard-working *diverse *movers & shakers *curious *politically left-leaning *high achievers *tech-savvy *on the go *jugglers of parenting and careers *eclectic *health-conscious *competitive *foodies *physically fit *makers *determined
Meet them Where They Are
You can find clusters of similar archetypes in the same neighborhoods sprinkled with other folks that make up the five boroughs of NYC.
While this is not an exhaustive description of everyone living in the different neighborhoods, it will give you an idea of where to geo-target niche groups to optimize your marketing efforts. Many tend to live and play in their communities.
Manhattan:
Bronx: Unfortunately, the Bronx has been a poor high-crime area for a long time and can’t seem to emerge from the blight. Although, the sprawling campus of Fordham University boasts a large population of students from around the country.
Queens neighborhoods tend to have concentrated pockets of ethnic groups and generations of immigrant families, including Asians, African Americans, Latino & Hispanics, and the white European population.
Brooklyn
Staten Island is a predominantly white population of blue-collar workers where 50% of the people are over 35 years old. Unlike the other boroughs, Staten Island is a politically conservative community. And it is somewhat secluded, given buses and ferries are the only way to get there.
6 Ways To Market to NYC Cannabis Consumers
New York City will be a key player in the re-emergence of the cannabis industry, and if you can make it here, you can make it anywhere.
Pam Chmiel is a contract marketer, publicist, and published business writer. She also is the Marketing Partner for Studio 420, working with delivery services, dispensaries, and canna-businesses to define and develop their identity, position, and online presence in the marketplace. Pam is based in Manhattan, NY.
Links to work: https://linktr.ee/pamchmiel
As The Mary Jane Society podcast host, she interviews leaders, innovators, creators, and entrepreneurs from all areas of the cannabis industry and shares her insights in a bi-monthly newsletter.
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