The cannabis industry has undergone changes over the past five years, with market saturation and shifting financial realities shaping how businesses operate. Marketing plays a role in addressing these challenges, particularly in the business-to-business (B2B) sector. Michele Ringelberg and Olivia Johnson from the marketing agency ThrivePOP explain how companies can build trust through effective communication and strategic planning.
The cannabis industry has changed over the last few years, and so have marketing strategies. “Two years ago, we could really feel the urgency. Clients had budgets and were able to do a lot more,” says Olivia. “Now, we are seeing oversaturation and changing dynamics.” Although this presents challenges for companies, it is also an opportunity for businesses to strengthen their brand and establish their reputation as reliable, long-term partners in the cannabis industry.
Professionalism in the industry has increased, but skepticism remains. “During the big cannabis boom, a lot of companies entered the market, but many have since disappeared when the bubble burst. Businesses have been burned by ineffective partners—not just in marketing, but also in general supplies, knowledge, and experience,” Michele explains. “There has been a great shakeout, and the companies that are still present are serious about the industry despite the current challenges. They are often willing to partner with growers for the long term, but they also need to convince growers of their intentions. A refined marketing strategy can help them.”
As an example, she refers to education-driven marketing, a method ThrivePOP employs to establish credibility. “We often advise companies to focus on educational content rather than direct sales,” says Michele. “A well-executed campaign might include resources like ‘seven tips for…’ guides. Over time, this builds trust with the audience. It shows you’re not just there for quick sales, but you’re a trusted partner for the long term, willing to help and educate your clients.”
This strategy will not bring immediate sales, but that is something companies in the cannabis industry should not expect either, Olivia says. “Marketing is a long-term process. If a company promises quick success, it may not be realistic.” That is something characteristic of the horticultural industry as a whole. “It might be difficult for impatient people. It’s more than just selling a product—it’s often about partnering with a supplier, and you want reliable, trustworthy partners. Trust is built through consistency. Repetition matters. Being seen and remembered ensures that when a need arises, clients will reach out.”
ThrivePOP prioritizes transparency, setting realistic expectations with its clients. This is also something the team sees as important for cannabis companies throughout the industry. “Ethics are critical. If you don’t operate transparently, word spreads quickly. And it’s also in our own best interest: Like our suppliers, we want to work in the long term, which is why we have to follow the right path.”
Multiple touchpoints
In the horticultural industry as a whole, marketing and communication are often overlooked or undervalued—sometimes even seen as something that can be handled by a cousin with a large following on TikTok or a friend who always got high grades in high school. “But do they know about the industry, the demographics you’re trying to target, and your audience’s needs?” she asks.
On top of that, marketing in the cannabis industry can be more complex than it seems due to regulatory restrictions, competition, and the industry’s historical reluctance to share information.
“Traditional marketing agencies sometimes claim to understand cannabis, but without industry experience, they struggle to navigate its unique challenges,” says Michele. “Marketing in this space requires trial and error—and that’s something we’ve already been through,” she laughs.
As an example, she shares how social media presents additional difficulties. “Compliance with the rules of companies like Meta remains an issue, as accounts can be shut down without warning.” The unpredictability of these actions is a challenge as well, with some businesses finding ways to run ads while others face restrictions. “You might want to follow a competitor’s approach, but when dealing with platforms like Meta, the risk of account suspension is high, even if initial results seem successful. If you lose your established following, a backup account is not enough to make up for this loss.”
And, they emphasize, social media is not all there is—a balanced marketing approach involves multiple touchpoints. “People often overemphasize social media,” Olivia notes. “Posting daily is a time-consuming job that doesn’t necessarily translate to sales. It’s a brand recognition tool, but companies need a broader strategy.” Email marketing and direct communication are becoming more structured, as are blog posts and targeted advertising. “Again, it’s all about building your reputation as a trusted partner for the long term.”
For more information:
Michele Ringelberg
ThrivePOP
155 W. Apple Ave
Muskegon, MI 49440
844 822 5016
[email protected]
www.thrivepop.com
“Marketing That Pops” Podcast
The cannabis industry has undergone changes over the past five years, with market saturation and shifting financial realities shaping how businesses operate. Marketing plays a role in… Read More
