How to build an effective communications strategy for your cannabis business
Blog » How to build an effective communications strategy for your cannabis business
We have a date! October 17, 2018 marks the official date of cannabis legalization in Canada. Things are going to get busy and there will be a lot to learn as we all grow within this budding industry.
Regardless of the type of cannabis biz you’re managing, now is the time to start implementing your communications strategy. If you want to be proactive and set your business up for success, you need to have a road map of how you will get your message out to the right audience.
How is this done? Where should you start? Here are some answers that should set you in the right direction.
Why do I need to start building a communications strategy now?
Preparing a plan for your business’ communications needs —especially in such a massive and uncharted new landscape—is essential. You can’t just wing it and hope for the best. Not having a strategy will result in many headaches, including lost time and money because of a lack of clear guidelines and poor planning.
The cannabis industry is growing exponentially and has huge potential. There are a lot of players in the game. If it’s not done right, you can get kicked off the island pretty quickly. Your business needs to be original, engaging, informative and professional. If you don’t meet these markers right out of the gate after legalization, you will be lost in the crowd.
One of the most important points to consider is that there are (and will be) strict regulations around marketing, branding and communications. If you don’t have a clear idea of how to navigate these regulations, you could face serious legal implications and damage your reputation. Educating yourself and your team, and planning for this ahead of time will set you up for success and if issues do arise, you will be prepared for it and act in a timely manner.
Preparing this plan in advance of legalization and launching your business will set a strong foundation for your communications efforts. It will lay out a strategy for how your organization will reach external stakeholders, clients, staff and brand ambassadors to build awareness and ultimately drive sales.
What should my communications strategy have?
A communications strategy has several detailed elements to it that can help drive success for your business.
Here are the five most important elements to have:
Goals: If you’re looking to meet or surpass your business objectives for the year, you need to have clear and concise goals. Having clear goals will help your business communicate effectively, stay on brand and keep you on track for meeting targets in order to grow your business.
Audience: To ensure your message is making any impact, you need to know who you are communicating to. Would you make the same sales pitch to your mom as you would to your colleague? Probably not. They have different interests, behaviours, goals and habits. Understanding your audience will ensure your message is saying the right thing to the right target group.
Key messages: There will be a plethora of content and messaging that will go out to your audience. Key messages won’t be all of those. What they will be are 3-4 key messages that will be at the core of your communications. They are a few concise and clear points that you want your audience to always remember. They will also help you position your message in a way that will allow your brand to stand out from your competitors. It allows you to control your message and make it impactful.
Timeline and tactics: What will the next 6 months of your communications strategy look like? What are some creative way to communicate to your audience? What are the most effective platforms to reach that audience? The timeline and tactics portion of your communications strategy will cover this.
Here, you include key dates, events, stakeholder engagements that you can be involved in. Tactics can include a mix of event promotion, social media, public relations, sponsorship opportunities, content development and so much more! It ensures your communications is consistent and your tactics are ones that will engage your audience.
A way to measure success: Having a list of measurable metrics is a vital component to any strategy. It can help you benchmark and track your communications and calculate your ROI. It will show you if your efforts are working and help gauge what tactics to continue with and which ones that can be removed.
Who can help me create a communications strategy?
Working with a qualified communications professional is the way to go. Would you approach your accountant with questions about editing your screenplay? Unless they are a film enthusiast with a writing background, probably not.
When looking for a communications professional to compile and write a communications strategy, ask them a few questions. What is their educational background? Do they have experience in communications strategy development? What types of organizations have they worked with? Can they provide references?
bSocial Communications specializes in healthcare communications planning and development. We have recently expanded into the cannabis industry and are excited to be an active member in the cannabis community. We would be happy to help with any of your communications strategy needs and can provide a complimentary consultation to answer any questions.