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Marijuana Business News

Non-Marijuana Businesses Starting To Advertise To Marijuana Consumers

marijuana advertising spirit airlinesWould You Support Companies That Advertise To Cannabis Consumers Over Ones That Don’t?

There are many signs that the marijuana industry is going mainstream. People will often point to the amount of venture capitalists that are entering the marijuana industry. Other people point to the fact that so many news outlets are covering the marijuana industry – far more than ever before, and the coverage hasn’t been all negative like in the past.

Something that I have been waiting for is to see large non-marijuana businesses start advertising directly to marijuana consumers. I posted a question on my Facebook a couple of days ago asking which company would be first to do so, and the conversation that the post created was awesome. People offered up multiple companies, and some people offered up examples that they felt showed that non-marijuana businesses have already been advertising to consumers.

However, the examples didn’t satisfy me because I didn’t consider them to be full attempts at advertising directly to marijuana consumers. One example that was offered up was Jack in the Box, which has definitely had advertisements with situations that are suggestive, but weren’t 100%. If you consume marijuana, you probably relate to some of the commercials, but the commercials don’t come out directly asking marijuana consumers to frequent Jack in the Box. I want to see a marijuana leaf, or smoke, or something that is undeniable proof that it’s a marijuana consumer based advertisement.

It looks like we may have seen our first attempt at such an advertisement. If there are others out there, I apologize, but this is the first one that I’ve seen that fits the bill. You can see the advertisement below from Spirit Airlines:

spirit airlines marijuana advertisement

I think now that Colorado has rolled out marijuana sales, and more importantly the sales numbers remain staggering, more and more large non-marijuana businesses will find it advantageous to try to advertise to marijuana consumers. The demographics that make up the marijuana industry are similar to many other industries, and advertising reps will recognize this. For a long time these types of businesses avoided marijuana consumers because the industry was illegal, and in a lot of ways, left a lot to be desired for businesses that were worried about their images.

Those days are gone now though. Marijuana is being legally sold in one state, about to be sold in another state, and the marijuana industry will continue to grow at a neck breaking speed. Advertising reps for large non-marijuana businesses mainly care about two things – eyeballs and dollars. Why do companies advertise during the Super Bowl, or purchase billboards along freeways, etc? Because a lot of eyeballs are going to be focused on that event or billboard, and with so many eyes looking at the marijuana industry, I expect many businesses to try to harness this largely untapped consumer market. If these companies do it right, they will be rewarded with large piles of money.

It’s a great time to be in the marijuana media world. I know I’m certainly hoping that The Weed Blog will land some of these type of advertisers. Munchy food companies, eye drop companies, sandwich bag and turkey bag companies, and many other companies will be trying everything they can to fight for customers from the marijuana market. How would you feel about companies that advertised to marijuana consumers? For instance, are you more likely to use Spirit Airlines to travel to Denver versus other airlines? I know I’m personally going to only use them when I travel to Denver to reward them with my dollars, and I’ll likely do the same for any other company that puts out advertising targeting marijuana consumers!

international canna pro expo

  • Chef Scotty

    What’s next? When is the first reality show like pawn stars going to appear on cable, except it features products from dispensary to dispensary and their customers. Then fast food and snack food companies will be begging to advertise.

    • Johnny Bloomington

      You mean you actually watch the crap that’s on cable TV? We’re already had crap like “Weed Wars” were Steve DeAngelo pretends he’s not positioning himself to make big money off weed with his Harborside dispensary. Look up Arc View http://arcviewgroup.com/

  • Sarijuana

    Frankly, with your numbers on visitors, and the superb showing in search results, I can’t believe you haven’t already snagged some advertisers. Can I afford your advertising rates?

    I fly southwest, mostly because I am a huge consumer that racks up points, but I sure look forward to the day when I will be hearing “You are now free to smoke around the country”. But I will be on the look out for more of this type of advertising, and plan accordingly.

  • Christopher Steele

    I can’t wait to watch the show where some super chill dude goes around smoking with people of their world in their particular fashion.

  • painkills2

    I don’t like Doritos, but if they were to advertise directly to marijuana consumers, I would definitely reconsider and purchase a bag or two. Or three. Any ads for food would work, but my preference would be for desserts — chocolate-covered strawberries, cheesecakes, and do they still make bon-bons? (Check out this scrumptious bit of heaven: povitica.com)

    I would like to see ads for essential oils for my oil burners, as I am always looking for new scents. I would definitely click on ads for scented candles, incense, plug-in fragrances and, well, anything that smells good. Also, I would be interested in topical hemp product lines, like moisturizers and make-up.

    As marijuana consumers include people from all walks of life, I don’t think advertising should be focused on the “stoner” market, but should include all kinds of products. (Although, I would think a focus on organic and sustainable products would prove more marketable to marijuana consumers. And considering the large population of senior cannabis consumers, products for that market should have a focus also.)

    I mean, doesn’t The Weed Blog have it’s own advertising department? How come we have to do all the work… :D

  • I think this says even more about public opinion than it does about the size of the potential market. Jack in the Box and Spirit aren’t banking on growing by simply catering to the recreational MJ market–it is too small. I think that they did weigh the benefit of doing business with that market against the risk of alienating the general public and decided that there was little downside to tapping into the green economy. As a B to B company, we walk the same line but with a twist. We had to ask ourselves if our other customers–major aerospace, electronic and medical manufacturers–will think twice when a google search of our company name or vacuum ovens results in an ad in High Times. We had high level (pun intended) conversations about it and decided that we had value to add to the extraction conversation. We are vacuum oven experts. We are passionate about vacuum processing and we cringe when we see some of the poison marketed as BHO. We want to provide this customer base with the same expert service that we provide to our other customers. It got to the point that we couldn’t even be good corporate citizens if we turned our backs on the emerging market and relegated them to cheap, Chinese-made, crappy ovens that don’t perform and provide no after-sales support. So far, we are only seeing the upside. Sales are good and there has been no backlash from our other markets. We anticipate this trend continuing. Keep up the good work, Johnny! We love theweedblog.

    • Johnny Bloomington

      Nice! Nice plug.

  • Johnny Bloomington

    I can handle “advertisements with situations that are suggestive,” better than, look! look! It’s a giant pot leaf! I can see Johnny G is all about the money but I think it’s going too far! So no I don’t want to see weed billboards all over the place just like I don’t want to see Budweiser billboards like we see now.

  • Liam

    Speaking of no-smoking signs, an airline flying Oregon-Colorado (perhaps Denver-Portland) with cannabis smoking allowed would be pretty great.

  • painkills2

    PSA