Episode Summary: The Marketing Millennials - Episode 309: Marketing Cannabis 101 with Mike Tebb

Release Date: February 7, 2025

In Episode 309 of The Marketing Millennials, host Daniel Murray delves into the intricate and highly regulated world of cannabis marketing with special guest Mike Tebb, Marketing Director at Fig Farms. This episode provides a comprehensive exploration of the unique challenges and effective strategies for marketing within the cannabis industry, offering invaluable insights for marketers navigating this complex landscape.

1. Navigating Regulations in Cannabis Marketing

Mike Tebb begins by addressing the overwhelming regulatory environment that characterizes cannabis marketing. He emphasizes the critical importance of understanding industry rules to the "107% mark" to effectively balance compliance and creativity.

Mike Tebb [01:34]: "The biggest piece of advice I could give anyone, especially marketers within that space, to have content be successful in any way, shape or form in the cannabis realm, is to understand your rules to the 107% mark, get really close to breaking them and take about two steps back and that's going to be your happy little sweet spot."

Tebb highlights the long history of cannabis legislation in California—spanning nearly three decades—and the perpetual evolution of regulations from cultivation to marketing. He discusses the necessity of operating within these constraints to maintain both legal compliance and brand integrity.

2. The Power of Storytelling in Cannabis Marketing

A central theme of the conversation is the pivotal role of storytelling in overcoming marketing restrictions. Tebb explains how crafting compelling narratives allows cannabis brands to engage audiences without directly violating platform policies.

Mike Tebb [02:52]: "Promoting cannabis on Instagram is technically against the rules. So what you have to do to get around that is really tell the story. The story of whatever you're talking about will save you from a situation where you're going to get in trouble."

He advises marketers to focus on indirect promotion through storytelling, allowing brands to showcase their products creatively without explicit advertisements. This approach not only adheres to platform guidelines but also builds a deeper connection with consumers by providing context and meaning behind the products.

3. Types of Effective Content: Educational and Lifestyle

Tebb distinguishes between different types of content that resonate within the cannabis market, stressing the importance of educational and lifestyle-oriented content.

Mike Tebb [04:12]: "The informational stuff for a store menu really is the burden of the whole industry to do educational content. All these consumers in the cannabis space are grossly misinformed on how to judge quality."

He points out that consumers often rely on superficial metrics like THC percentages to assess product quality, which can be misleading. Therefore, educational content that informs consumers about product integrity, cultivation practices, and quality indicators is crucial. Additionally, lifestyle content that entertains and relates to the audience helps in building brand affinity and trust.

4. Leveraging Limited Marketing Channels

Given the stringent regulations on major digital platforms like Instagram and Facebook, Tebb discusses alternative marketing channels that cannabis brands can utilize to reach their audience effectively.

Mike Tebb [07:07]: "One of the biggest ways people have been getting in front of their own consumers is just holding events and literally having them out. That's your dollar for dollar kind of cheapest way to win, you know, to win hearts and minds."

He highlights the effectiveness of in-person events and print marketing collateral as primary channels for engagement. Additionally, brand deals with influencers or athletes offer loopholes to gain visibility without directly advertising cannabis products. Tebb underscores the importance of maintaining a strong presence within the community through events and partnerships to foster brand loyalty.

5. Planning and Executing Content Shoots

Drawing from his background in videography and photography, Tebb provides practical advice on planning successful content shoots tailored to the cannabis industry’s unique needs.

Mike Tebb [08:52]: "If you're the client coming in and you're looking to get your assets, make a list. It's clarity in that moment is worth everything."

He advises creating a detailed list of desired assets and selecting photographers or videographers who prioritize honesty and quality over quantity. Tebb emphasizes the significance of clear communication and thorough briefs to ensure that the resulting content meets diverse needs, such as Instagram posts, website content, and YouTube videos. Establishing a collaborative relationship with creative professionals is essential to produce versatile and compliant marketing materials.

6. Rapid Fire Session: Quick Insights on Cannabis Marketing

To provide actionable takeaways, Daniel Murray conducts a rapid-fire segment with Tebb, covering various aspects of cannabis marketing:

• Most Underrated Marketing Channel:

  Mike Tebb [10:46]: "Short form, but you need your long form to tell a story of a brand. So do your short stuff first, do your long stuff later."

• Best Performing Content Format: Tebb advocates for short-form content to capture immediate attention, supplemented by long-form narratives to build brand stories.

• Top Cannabis Brand in Marketing:

  Mike Tebb [10:59]: "Bosque... they do a bunch of cool events, they're out there giving, they're out there putting the product in people's hands and really talking to people."

• Biggest Myth About Marketing Cannabis:

  Mike Tebb [11:27]: "That it's easy. People just go like all their bunch of stone loadies."

• Best Tip for Growing a Cannabis Brand:

  Mike Tebb [11:40]: "Show up and don't be show up to events, but show up to the right events because your brand is providing credibility for the event series you go to."

• First Platform to Run Ads If Restrictions Lifted:

  Mike Tebb [12:01]: "I would sprint to TikTok... but typing the word weed will likely get your account shut down."

• Marketing Principle to Stand By:

  Mike Tebb [12:15]: "If you're a brand owner and your consumers need to see you, you need to get mic'd up."

7. Building Trust Through Authenticity

Concluding the discussion, Tebb emphasizes the importance of authenticity and transparency in building consumer trust. He advocates for featuring brand founders and key figures in marketing content to humanize the brand and eliminate skepticism.

Mike Tebb [13:04]: "Personalities... If you're not sharing the founder and who why you started the brand and show faces of the brand, people won't trust you."

By showcasing the people behind the brand and their motivations, companies can create a relatable and trustworthy image that resonates with consumers.

8. Final Takeaways

Daniel Murray wraps up the episode by reiterating the central themes of storytelling and personal connection in successful cannabis marketing. He underscores that regardless of industry differences, compelling narratives and authentic personalities are universal drivers of effective marketing strategies.

Mike Tebb [13:49]: "Gotta kill the skepticism, entertain and educate all at the same time."

Conclusion

Episode 309 of The Marketing Millennials offers a deep dive into the complexities of cannabis marketing, guided by Mike Tebb's expertise. Marketers in the cannabis space can leverage the insights shared to navigate regulatory challenges, harness the power of storytelling, and engage audiences through creative and compliant strategies. Whether planning content shoots or selecting the right marketing channels, Tebb's advice provides a roadmap for building a credible and successful cannabis brand.

For more insightful discussions and actionable marketing strategies, subscribe to The Marketing Millennials on Apple Podcasts, Spotify, YouTube, or your preferred podcast platform. Don’t forget to join the conversation on LinkedIn and Instagram, and share the podcast with fellow marketers.