Description

Welcome to Marketing in the Cannabis Industry. In this course, you will learn about the marketing side of the cannabis business, including how to build name recognition. Next, you will identify specific marketing strategies to build your cannabis brand. Finally, you will explore cannabis advertising to bridge the gap between cannabis and mainstream.

1. 01. Marketing in the Cannabis Industry

   20 Lessons

   Lesson contents:

   • Intro to Marketing in the Cannabis Industry

     1m
     Within this video Jared Mirsky, CEO and Founder of Wick & Mortar, provides an introduction on how to run successful marketing campaigns in the cannabis industry.
   • The Branding Process: Building an Identity - Creative Brief and Brand Directional Moodboard Process

     4m
     Within this video, Jared Mirsky describes the importance of the branding process, creative briefs, and directional moodboards. These tools will help new business owners when creating their image and defining company goal.
   • The Branding Process: Building an Identity - Logo Design

     2m
     Before designing your logo or selecting a color palette for your business, it’s important to do your research. In this video, Jared Mirsky discusses the importance of building your brand identity and ensuring it stands out from the competition.
   • The Branding Process: Building an Identity - Naming Process

     3m
     This video discusses the process of selecting a unique and relevant name for your cannabis business. In addition, Jared Mirsky discusses common mistakes that business owners should watch out for when selecting a name.
   • The Branding Process: Building an Identity - Brand Strategy

     4m
     This video discusses brand strategy and how it can reach over multiple platforms. In addition, Jared Mirsky describes every step of the branding process, including developing the brand story, mission statement, and tone of voice.
   • The Branding Process: Building an Identity - Stationery

     2m
     This video discusses the concept of stationery, letterheads, templates, business cards, and more. It also discusses how to ensure your networking materials help you stand out from the crowd.
   • The Branding Process: Building an Identity - Cost

     1m
     How much does it cost to build a branding strategy? Building a solid brand identity can, unfortunately, cost a lot of time and money.
   • The Branding Process: Developing Packaging

     3m
     Developing packaging is an important part of building your company's brand. Within this segment, expert Jared Mirsky discusses packaging for vertically integrated companies, developing a packaging strategy, and creating a brand with longevity.
   • The Branding Process: Packaging Strategy

     3m
     This video provides real world examples of packaging strategies and discusses how they can be applied to the cannabis industry.
   • The Branding Process: Packaging Design and Sourcing

     3m
     After solidifying your package identity, you’re ready to move on to designing and sourcing your packaging. Within this segment, Jared Mirsky discusses how to source your packaging from local or international companies.
   • The Branding Process: Building a Website

     4m
     Within this video, Jared Mirsky provides tips and tricks on building a website for your company. In addition, he discusses the importance of having website assets such as photography, copy, branding materials, and other aspects of visual language.
   • The Branding Process: Building a Website - Tips and Tricks

     2m
     This segment provides helpful tips and tricks when designing your company's website. Jared Mirsky also discusses how strains and product types can be organized with user experience in mind.
   • The Branding Process: Importance of Photography

     3m
     Within this video, Jared Mirsky discusses the importance of photography and how to tell the visual story of your brand. In addition, he discusses how photography can influence multiple areas of the business such as sales, website, social media, and advertising.
   • The Branding Process: Creating Marketing Collateral

     2m
     Within this segment, Jared Mirsky discusses the process of creating marketing collateral for your business. This is a foundational part of building a brand as a whole and will rely heavily on your branding strategy.
   • Marketing Strategies: Public Relations

     5m
     Within this video, Jared Mirsky provides advice and recommendations in regards to public relations, working with PR firms, and more. He also discusses how working with a trained PR team can benefit cannabis businesses.
   • Marketing Strategies: Social Media

     9m
     Jared Mirsky discusses how cannabis businesses can incorporate social media marketing in their brand strategy. He also discusses how to engage consumers through social platforms.
   • Marketing Strategies: Digital Marketing

     3m
     Within this video, Jared Mirsky discusses digital marketing strategies for cannabis brands. A large component of digital marketing strategies is how your company provides value to the consumer.
   • Marketing Strategies: Experiential Marketing

     5m
     Within this video, subject expert Jared Mirsky discusses the benefits of experiential marketing within the cannabis industry. He also provides real world examples of how your brand can gain more consumers through experiential marketing.
   • Marketing Strategies: Cannabis & CBD

     3m
     In this video, subject expert Jared Mirsky discusses advertising regulations that plague cannabis and CBD products. He provides several real world examples of appropriate cannabis-related ads.
   • Marketing in the Cannabis Industry

     50m
     This article discusses how to successfully and legally market products within the cannabis industry. In addition, it discusses value creation, packaging, determining price, and advertising restrictions.