!-- Global site tag (gtag.js) - Google Analytics --> Marijuana Business Magazine March 2020

Marijuana Business Magazine March 2020

Marijuana Business Magazine | March 2020 50 S howcasing products on mainstream media platforms such as television, websites and magazines can open new markets for cannabis companies, but strict advertising regulations have made the prospect difficult. Now, however, marketing technology firms such as Chicago-based Fyllo and Los Angeles-based Vana Technologies are using audience segmentation and contextual marketing to help cannabis businesses reach specific audiences on websites ranging from USA Today and Sports Illustrated to Epicurious and Buzzfeed. “Cannabis brands who want to grow need to look beyond cannabis as the context to find people,” Fyllo Chief Marketing Officer Conrad Lisco said. Targeting a specific type of consumer based on defined criteria such as product use, demographics, communication behaviors and media use—a practice known as audience segmentation—helps brands uncover insights about their audience, Lisco said. Contextual targeting—the practice of displaying ads based on a website’s content—can help educate people about cannabis in a way that removes its longstanding stigma, he added. For example, a story about the best hydration after skiing at high altitude could be the perfect place for an ad about CBD- infused water, because the benefits of the product match the article content. “Contextual targeting is all about putting the right content in front of the right person based on the context of the material on that (web) page,” Lisco said. “It’s more about the context of the content on the page and less reliant on behavioral targeting. Cannabis brands who want to grow need to look beyond cannabis as the context to find people.” FINDING YOUR AUDIENCE Chicago-based Cresco Labs, which is op- erating in seven states with plans to add four more, uses both audience segmenta- tion and contextual targeting to promote its brands, including Cresco, a flower, concentrate and vape brand; Remedi, which offers THC and CBD capsules, topicals, tinctures and vape products; and Mindy’s edibles. The company has partnered with Condé Nast to run advertising on the websites of premium publications such as Vanity Fair, Wired, Epicurious and Bon Appétit. It’s also working with Penske Media Corp. to place ads with publications including Rolling Stone and Variety. “When you see our ads on Epicurious and Bon Appétit, it normalizes cannabis,” said Cresco Labs Senior Vice President of Brand Marketing Cory Rothschild, who developed relationships with Condé Nast By Margaret Jackson Cannabis companies can use intermediaries to reach certain groups and get content-related placement On T rget & Marketing Art of The Branding