Marijuana businesses need new marketing toolbox

“Your brand is still represented on Instagram and Facebook and you can’t do anything to violate those rules, so you get creative to get people there,” said Jeff Radway, co-founder and CEO of Green Peak. “You do things like grand openings or guerrilla marketing to get their attention.”

New media sites have filled the void left by legacy social media, such as Leafly and Weedmaps. These sites offer news and advertising specifically for the marijuana industry, but don’t reach as wide of an audience, Chesnutt said. Weedmaps operates like a Yelp! for marijuana dispensaries, allowing users to identify locations as well leave and read reviews. Leafly provides a similar service while also allowing users to research cannabis strains and industry news.

“There exists a marketing structure for a cannabis company, but it only focuses on where a customer might already exist,” Chesnutt said. “They are only targeting those taking that extra step

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