I have worked behind the counter in more than five retail cannabis establishments. I’ve seen my fair share of cannabis patients and recreational customers. Every single person who is walking into a cannabis dispensary for the first time has a similar look. It is one of utter shock and awe. Wide eyed, excited individuals blink ever so slowly as they take in the bounty of cannabis displayed before them. It can be a strange sort of dance when it comes time to explain how to find the right product to this breed of clientele. It begs the questions: how can companies succeed at marketing their cannabis products to both the inexperienced and experienced user?
See, the moment anyone walks through the door of a dispensary they are inundated with an entirely new lexicon. From cultivar names, brands, type of products to learning about Indicas and Sativas. The consumer is generally so bogged down that all information that the trusted budtender provides goes in one ear and out the other. With that exact situation in mind, many companies have ceased using a strain name altogether. Instead, they’re opting for a product line focused on marketing to the user experience. Some believe this could confuse an already confusing industry. However, many others are excited to see how the average consumer responds to the innovative approach to cannabis sales.
Canndescent, a California based cannabis cultivator, is one of the companies hoping to break the mold of how we currently understand cannabis from a retail perspective. Their flowers come in five categories: Calm, Cruise, Create, Connect, and Charge. Their goal with the strains in this line is to help people find the right product based on how they want to feel. This mode of marketing is attempting to put the experts and novice cannabis lovers on an equal playing field. Canndescent is utilizing their in-house knowledge of cultivation and cannabis genetics and combining it with savvy marketing to accomplish their goals in the dried bud market.
Evoxe Labs are another California company marketing towards the consumer experience. Their vape pens combine essential oils with cannabis grown using organic practices. They consider their product to produce the perfect puff in any circumstance. Evoxe also sells advanced vaporizer pens in five different categories: Stealth, Engage, Deep, Balance & Balance+. Each is designed using specific therapeutic essential oils. These oils are known to help us achieve the precise effects we’re looking for from our cannabis products. For example, the ‘Deep’ vape pen uses an Indica-based self-contained vaporizer alongside lavender, chamomile, and orange for the ultimate mood relaxing quality. The sativa option is called ‘Engage’ and combines cannabis vapors with peppermint, lime, and cypress for an unmistakable uplifting focus.
Both of these companies have taken their own road to the same end: marketing cannabis products to the user experience. This packaging, marketing, and sales tactic could change the landscape of the cannabis industry as we know it. Only time will tell.