What the Pot Industry Teaches You About Becoming Buds with Industry Influencers
Like all grand American ideas, first comes the discovery (or in this case, legalization) of the product… and then comes complete commodification. Now over the first obstacle and faced with how to market their product, the marijuana industry has followed in the footsteps of the apparel and alcohol industries and turned to celebrity endorsements to one-up their competition.
“Whatever we do for other products, we’ll do for marijuana. Why wouldn’t we? This is America, the land of marketing.” Marc Jampole, president of Jampole Communications, said of the fast-moving industry that saw $996.2 million in sales in Colarado alone last year.
Celebrities are clamoring over one another to get their piece of the smoking hot industry. Vocal marijuana users Whiz Khalifa, Melissa Etheridge and the Marley family are developing their own brand. Even SkinnyGirl wine creator Bethenny Frankel is developing a line of weed strains that are rumored to eliminate the munchies.
Working with brand ambassadors is a win-win way to grow your brand. Here are a few tips to get started working with your first influencers:
Tracking down and contacting the right influencers to endorse your brand can be a bit of a daunting task – the internet’s a big place. The good news is that there is a whole community of them eager to endorse with products in your industry. We’ve got you covered.
Right now, industry influencers are on Hubba searching for the hottest brands to work with. Check out the master list of them here, and get connecting!
There are many ways to collaborate with influencers in your industry. Maybe you want someone to wear your shirt to an important event, maybe they’ll sample and review your product, or you can run a joint social campaign. Shucks, the digital marketing world is your oyster!
After you’ve connected with a few influencers that could be a good fit for your brand, grab a coffee with them or message them in-app to see if you’re on the same page. Consider your brand’s voice when selecting influencers – you want someone who is going to showcase your brand in a way that speaks to your audience. Chat with them, be honest, and really hone in on what it is both parties want to accomplish out of the partnership.