As the cannabis industry continues to grow, marketers are faced with the challenge of promoting their products in a highly regulated market. One of the most common ways that cannabis products are marketed is by highlighting their THC levels. However, this approach may not be the most effective way to reach customers. Instead, marketers should focus on understanding and addressing the needs and preferences of their target audience.
THC levels have long been the primary focus of cannabis marketing. THC is the psychoactive compound in cannabis that produces the “high” associated with marijuana use. Many consumers believe that higher THC levels equate to a better product. However, this is not necessarily true. While THC levels can be an important factor in product selection, they do not necessarily reflect the quality or effectiveness of a product.
In fact, many consumers are looking for cannabis products that offer specific benefits, such as pain relief or relaxation. These needs and preferences should be the priority for marketers, not just THC levels. By understanding the needs of their target audience, marketers can create products that meet those needs and provide a better experience for consumers.
One way to understand customer needs is through market research. Surveys and focus groups can provide valuable insights into what consumers are looking for in a cannabis product. For example, a survey might ask consumers about their reasons for using cannabis, their preferred methods of consumption, and their desired effects. This information can then be used to create products that meet those needs.
Another way to address customer needs is through product labeling. Instead of just listing THC levels, product labels can provide information about the specific benefits of a product. For example, a label might indicate that a product is designed for pain relief or relaxation. This can help consumers make more informed decisions about which products to purchase.
Ultimately, the goal of cannabis marketing should be to create products that meet the needs and preferences of consumers. While THC levels can be an important factor, they should not be the sole focus of marketing efforts. By understanding customer needs and addressing them through product development and labeling, marketers can create products that provide a better experience for consumers and build brand loyalty over time.
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- Source: Plato Data Intelligence: PlatoData