CBD is one of those products that has seen phenomenal growth in the past few years. It is pretty surprising, provided it’s literally ‘as old as time.’ Our ancestors and forefathers have used the green bud for various ailments, including pain and sleeplessness.
So, what has caused the industrial boom and turned CBD into a wellness industry with hundreds of products rolling out each year? The answer is CBD advertising and legalization.
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There are almost 52 CBD products in the market, including supplements, skincare, pet products, and edibles. Millions of people have tried CBD at least once since manufacturers have practically infused it in everything.
As consumers, we follow what manufacturers and brands lead us to believe. On the other hand, companies sometimes use fancy statements to create a smokescreen to trick naive consumers.
Not only is it unethical, but it brings them under FDA scrutiny owing to noncompliant CBD advertising criteria.
Let’s explore what you can and can’t say when advertising your CBD products. This heads-up will help you formulate your marketing strategy, stay clear from unwanted FDA attention and help your company stand out from the competition.
Do’s of CBD Advertising
CBD has managed to engage a large audience of all ages and backgrounds – including your furry friends.
If you are in the market to sell your ‘miracle plant-based product’ and trying to advertise it to get past the cut-throat competition, it’s essential to stay updated with statewide laws.
Create a Brand
When advertising CBD products, the most crucial thing is branding. There are hundreds of products in the market. Indeed, establishing a brand and reinforcing it is the key to your market share.
Use a logo, tagline, professional website, and create an affiliate program. Use social media platforms but be careful of their policies for CBD. For example, Twitter allows CBD marketing in Canada and the USA as long as authorities and Twitter license the products.
Facebook also treats CBD as contraband. The minute you use the C-word, you are off the page.
Target New Customers and Retain Old Ones
Any marketing expert will tell you, growing your customer base is essential to sustain your business. With CBD, there is a big market that you can tap.
Since the green bud is now considered a wellness product, you can infuse it with different products and attract an untapped market.
For instance, pet CBD products unheard of a few years ago amounted to $563 million in 2020. By targeting pet parents and marketing CBD as animal-friendly, the industry has grown by leaps and bounds.
Stay Up-to-date with Demands
To stay at the top of your game, you need to be as close to the consumer as possible. People have ideas, and they can’t wait for you to hear them. All you need to do is to be as interactive as possible and provide maximum customer support.
Online surveys, sample products, and establishing a good rapport with consumers make your company more ‘humane’ and ensure return orders. It also promotes word-of-mouth advertisement, the best asset for your business.
All CBD products should be batch tested before being rolled out in the market. Highlighting this aspect of your brand will help retain a lot of traffic and attract new customers.
Whether you have a new product or are an established brand, test results give you a green signal. Consumers will trust you more easily this way.
Don’ts of CBD Advertisement
CBD is still a widely unregulated industry with dwindling research and unconsolidated studies. It is also stigmatized mainly by its elder brother’ THC’, the one that can make you high.
Therefore, while advertising CBD, make sure you do it legally to avoid potholes and unnecessary attention.
Again, it is essential to be mindful of what you can and can’t say when advertising your CBD products. Here are a few pointers to help you.
Claiming Medicinal Benefits
As mentioned earlier, CBD research is still in its infancy. As a result, the FDA doesn’t accept any marketing applications claiming CBD to be a treatment for any medical condition.
FDA strictly ensures safe, effective, and quality products for all consumers. Deceptive marketing can confuse patients, and they may waste precious resources and time on unregulated products.
You might think there goes a significant potential for your advertising campaign. All is not lost yet.
You can’t claim that your CBD product is a cure for epilepsy, tumors, and arthritis. Nevertheless, you can advertise it to help elevate symptoms such as pain and inflammation.
Moreover, don’t base your marketing on assumptions. Just because one person made some random claim regarding your product, it is irresponsible to market baseless assumptions that could prove hazardous to someone else.
You can also advertise reviews from satisfied consumers who have benefitted from your goods. To summarize, don’t claim that CBD can cure, prevent or treat any disease.
Targeting Audience Under 21
Minors are not supposed to consume CBD. Any advertising strategy that you direct towards children is going to get a red flag from the FDA.
While it’s true that a lot of parents are experimenting with CBD for their kids, it’s in your best interest to stay clear of making any illegal claims.
Advertising Marijuana-Derived CBD
Yet again, CBD derived from marijuana remains illegal. Only hemp-derived products are allowed by the federal government.
Therefore, avoid marketing your goods as an illegal substance and focus on legalized products.
Showing CBD Products Consumption
CBD advertising is a lot more complex than other goods and services. Whether you are using influencer marketing, billboards, affiliate marketing, or any other form, you can’t show your product being consumed.
There should be no imagery that shows CBD lotions, skincare, drinks, or any other product during consumption.
The CBD market is exploding by the minute. To survive, you must take a responsible and legal approach that will help you sustain in the long term.
CBD advertising is a delicate game altogether. With plenty of changing laws and regulations surrounding the buzz, it helps to stay updated to remain ahead of the competition.
It’s not essential to follow your competitors. However, it is crucial to innovate and streamline your products. You can easily target the masses through responsible CBD advertising campaigns.