Stay Within the Rules: How Cannabis Dispensaries Can Build Strategic Out-of-Home Media Plans While Staying Compliant
Out-of-home (OOH) advertising, also known as outdoor advertising, is an effective way for cannabis dispensaries to reach their target audience. OOH media can include billboards, messaging in bars, restaurants, street messaging, and transit advertising. However, with regulations varying from state to state, building a strategic OOH media plan while staying compliant can be a challenge for cannabis dispensaries. In this blog post, we will discuss how cannabis dispensaries can build strategic OOH media plans while staying compliant.
Understanding State Regulations
Before building an OOH media plan, it is important to understand the regulations specific to your state. Regulations can vary widely from state to state and even city to city, so it is important to do your research. Some states have very strict regulations on cannabis advertising, while others may be more lenient. For example, in California, cannabis billboards cannot be placed within a 15-mile radius of schools, daycares, or youth centers. In Colorado, cannabis billboards cannot be placed on any interstate highway.
Define Your Target Audience
When building an OOH media plan, it is important to define your target audience. This will help you determine the best location for your OOH media. For example, if your target audience is tourists, placing OOH media near popular tourist destinations would be an effective strategy. If your target audience is adults aged 21 and over, placing OOH media near bars and restaurants may be more effective.
Utilize Data Analysis
Data analysis can help you determine the most effective OOH media placement for your target audience. For example, you can use data to determine the foot traffic in a specific area or the number of cars that pass a specific location. This information can help you determine the best location for your OOH media.
With the increasing competition in the cannabis industry, it is important to be creative with your OOH media. Eye-catching graphics and creative messaging can help your OOH media stand out from the competition. However, it is important to stay within the regulations of your state. For example, in California, cannabis billboards cannot include images of cannabis products or use any cartoon characters or other imagery that may appeal to children.
Work with a Professional Marketing Agency
Working with a professional marketing agency can help you build a strategic OOH media plan while staying compliant. A professional marketing agency can provide expertise on state regulations, target audience analysis, and data analysis. Additionally, a professional marketing agency can help you create eye-catching graphics and messaging that will help your OOH media stand out from the competition.
Building a strategic OOH media plan while staying compliant can be a challenge for cannabis dispensaries. However, understanding state regulations, defining your target audience, utilizing data analysis, being creative, and working with a professional marketing agency can help you build an effective OOH media plan. At ZMA Cannabis Marketing, we have experience working with cannabis dispensaries to build effective OOH media plans that are both strategic and compliant. Contact us today to learn more about how we can help your cannabis dispensary grow.