Rules for CBD Advertising on Social Media
CBD advertising rules and even laws are evolving, so a CBD marketing plan has to exercise caution. Learn the safe way to market CBD. With the passage of the Farm Bill in 2018, the federal and almost all state governments consider CBD legal in at least one form or another. While the government has relaxed its stance on this non-psychoactive component of cannabis, some social sites have remained unfriendly to products that contain CBD. As a CBD marketing agency or business, you must navigate some tricky rules for CBD advertising on social sites. Rules for CBD advertising on social media sites According to Search Engine Journal, CBD products will generate billions in revenue while remaining extremely profitable over the next few years. Despite the apparent legality and profitability of this sector, most social networks have either restricted or forbidden advertising. This includes such large players as Snapchat, Google, Instagram, and even Facebook. Can you run CBD advertising on Facebook, Twitter, and other big social media sites? Even though Facebook’s policies didn’t specifically mention CBD as banned from the site, some advertisers have reported warnings and even account terminations over their promoted posts and feed ads. At first, these restrictions even applied to ads that didn’t mention CBD but pointed to landing pages with these products. According to Digiday, Facebook may have relaxed this restriction on topical products or any ads that point to landing pages with either topical or ingestible CBD products. Even so, at least one legal firm in the CBD industry, Harris Bricken, says that it’s probably wise to confirm this with your Facebook account rep as even Digiday reported getting this information from an inside source. According to these legal CBD experts, no business or CBD marketing agency can afford to lose their investment in growing a social presence by having their account abruptly closed. Harris Bricken also mentioned that Twitter has published somewhat more straightforward policies, though they’re still fairly restrictive. Basically, they advise advertisers to get advance authorization before running ads, which is what the law firm advised Facebook marketers to do. In general, advertisers also must only promote topical products. Twitter will also forbid ads targeting a handful of CBD-unfriendly states and anybody under 21. It looks like social site policies for CBD advertising are still evolving and typically murky. Other platforms, like Google and Instagram, also have restrictions. As a general rule, do your homework before setting up any advertising campaigns to ensure you don’t waste time and worse, risk losing your valuable account. General rules for CBD product marketing While you may want to tread carefully to comply with an advertising platform’s terms of service, you particularly don’t want your CBD product marketing to run afoul of the law. For example, South Dakota has not yet legalized CBD at all, and some other states impose restrictions on the percentage of THC that might be found in any legal CBD products. Selling illegal products in these states could potentially result in felony charges. As with various ad platform’s terms of service, state laws might change rapidly too, so your wise to stay updated. Besides state laws, the FDA has published fairly clear restrictions about the types of advertising they allow, and apparently, these rules are in a state a flux as well. The Broadcast Law Blog issued some commentary about recent updates to CBD advertising rules that my provide some clarity: Don’t make any specific health claims in CBD advertising. Don’t advertise to children or in states where your product might be illegal. Unless you’re marketing an FDA-approved medication, be specifically wary about advertising ingested products. With all these CBD advertising restrictions, how can you market? If you’re starting a CBD brand, all of the restrictions on social media posts and other ads can prove quite restrictive. Still, plenty of CBD companies have found channels to help improve awareness of CBD, their products, and their businesses. Big Commerce studied some CBD marketing experts to determine which tactics that have been proven most effective and safe: Generate plenty of content: While you need to tread carefully when making an specific medical claims about CBD that haven’t been approved by the FDA, you can certainly produce content that relies upon medical studies or testimonials to help educate consumers about your product’s benefits. This sort of content can help raise awareness of both your product and your brand. Focus on organic reach: Since you’re developing content, you might as well use it to your benefit. Some social sites may disallow paid CBD ads, but they might not impose such restrictions upon non-promoted posts on your page. Good keyword research to use in your content can also help you craft articles, graphics, and videos that will be likely to rank organically in search engines. Conduct old-fashioned, in-person social outreach: Even though digital marketers tend to think of digital social networking, trade show marketing still provides an important source of marketing to many companies. You’ll have the chance to engage in word-of-mouth marketing, generate buzz, hand out samples, and of course, take some orders. Consider affiliate marketing: If you have an affiliate program, you can offer some percentage of sales to other marketers in exchange for their contribution to your revenue and attention. Some affiliates may already have the kinds of websites, social platforms, and blogs that will work well with your product. Rely upon influencers: By having influencers spotlight your products, you have a chance to greatly increase awareness of your brand. Even though you might hesitate to tell people your CBD cream helps relieve pain, influencers in the wellness or fitness category can provide their own testimonials. Start a subscriber list: You can offer discounts, samples, or other promotional offers to attract subscribers to your email or text messaging list. If these subscribers find their subscriptions valuable, you’re likely to retain them and even encourage them to pass along your message. The future of CBD marketing Right now, social media rules, laws, and even interpretations
Using Geo-Fencing for Your CBD Product
Cannabidiol has become one of the hottest product categories in years. Geo-fencing can be a powerful tool to help you gain market share in a crowded space. Few recent products have captured the world’s imagination like CBD. In just a few short years, CBD has gone from largely unheard-of to a staple of retailers across North America. Consumers can buy CBD oils and gummies, or have their food and beverages (or even their pet treats) infused with CBD. With extraordinary growth comes significant competition, however. One of the core challenges for any CBD brand is competitive differentiation. Marketing, of course, is one of the most tried-and-true methods for differentiating your brand and acquiring new business. There’s another tool in the modern marketing arsenal that can pay significant dividends for CBD brands: Geo-fencing. Let’s take a closer look at what geo-fencing is, how it works and why geo-fencing for CBD can be a game-changer for your brand. A Crash Course in Geo-fencing Technology CBD may be the buzziest product category in years, but mobile technology is certainly no stranger to world-shaking hype and impact. Geo-fencing takes mobile marketing to the next level. It allows businesses to advertise to customers within a pre-defined geographic boundary by harnessing GPS satellite data and radio frequencies. GPS satellites communicate with Bluetooth-enabled mobile devices. These devices contain computer chips that use radio waves to connect. When a potential customer enters a pre-defined area (within one mile from a shop, for example), her precise location is pegged via communication between her smartphone and orbiting GPS satellites. Once this occurs, and a prospective consumer is within range, push notifications and tailored ads can be transmitted to that user’s device. The Benefits of Geo-fencing Geo-fencing allows for hyper-targeted marketing messages delivered to consumers who are in proximity to the businesses targeting them. Because of this, it is a highly effective tool, and one that can drive an enormous amount of foot traffic when deployed properly. In addition to boosting foot traffic and sales, geo-fencing helps brands develop more personalized marketing messages, engage with consumers when they are ready to buy and derive key analytical insights. Geo-fencing data can reveal who enters your business, how long they spend inside, their sales, how often they visit and other important metrics. One tip: Brands should remember to keep their geo-fending boundaries fairly limited (no more than a five-minute travel radius). The effectiveness of this technique drops the further out the boundary is drawn, for obvious reasons. Why Geo-fencing for CBD Brands is a Natural Fit Because CBD sales were only made legal in 2018, many CBD brands are still very small and may not have vast resources available for marketing and advertising. Fortunately, the barrier to entry for geo-fencing is quite low, both in terms of financials and required expertise. This makes it a strong fit for many CBD firms still in the bootstrapping phase. Additionally, as mentioned above, CBD is a fragmented market. There has not been enough time for consumer loyalty to truly develop, which means that market share is very up for grabs. Given the power of geo-fencing to create personalized and relevant content and drive foot traffic and sales, it serves as an ideal tool for CBD companies seeking to establish early market positioning, grab market share and start building consumer loyalty. Finding the Right CBD Marketing Partner At Bigeye, we have a sophisticated understanding of how to apply geo-fencing for CBD brands, and we have the tools to help you develop your next great marketing campaign. Don’t hesitate to contact us today to learn more about how we can help you develop a cutting-edge geo-fencing for CBD campaign.
Five Tips for Improving Your CBD Cosmetic Marketing
Have you recently started a CBD beauty brand? Here are a few things you need to consider for your next CBD cosmetic marketing campaign. The CBD beauty business is booming, projected to reach $1.8 million by 2025 — not bad for an industry that is still in its infancy. With great opportunity comes tough competition, however. Every day, it seems like several new CBD beauty brands pop up, ready to take their slice of the pie. Fortunately, we’re here to help you send the competition home hungry by delivering some smart CBD cosmetic marketing tips. Tip One: Take Advantage of Digital Marketing For more than a year, CBD products were persona non grata on Facebook. The social giant had what amounted to an informal blanket ban on CBD products. That, however, has recently changed — Facebook has relaxed its restrictions and now allows certain hemp/CBD brands to advertise under a narrow list of qualifying conditions. It’s likely that your brand doesn’t meet these conditions. Yet the odds are even better that your brand will have broader access to the Facebook platform in the near-term future. Many observers feel Facebook’s tentative move toward looser restrictions is a harbinger of much more significant moves to come. After all, CBD is one of the most lucrative and fastest-growing product spaces, and it’s a natural for digital ads. It’s unlikely that Facebook will cede this ground to its rivals long-term. With that in mind, be prepared for the inevitable shift — and move in with force once you have the opportunity. Tip Two: Ensure Your CBD Cosmetic Marketing Takes an Inclusive Approach Does your marketing reflect every possible buyer of your product? Are you using models that the whole spectrum of your audience can identify with and relate to? If not, it’s important to make an effort to be more inclusive. Inclusivity within the beauty space also includes showing a diversity of body tapes, including those that do not conform to traditional standards of beauty. For the broadest possible impact, CBD cosmetic marketing should be calibrated to resonate with the broadest possible audience. Tip Three: Highlight the Evidence Those marketing CBD beauty products have an ace in the hole: There is significant research that attests to the efficacy of CBD within cosmetics. When used within products for the skin, CBD has been shown to lessen inflammation and breakouts, smooth pores and help reduce redness. CBD oils and other cosmetic products are also full of essential oils, which can help stimulate collagen production and keep skin glowing and healthy. These are all critically important attributes for consumers seeking beauty products. As such, they should be a key area of focus when creating CBD cosmetic marketing. Outline these powerful benefits, show examples of how they work in action and emphasize the specific advantages that CBD cosmetics bring to bear relative to conventional beauty merchandise. Tip Four: Ask for a Premium All of those benefits we just discussed are a significant value add for consumers. As such, CBD cosmetics brands can be positioned as premium products that return higher market prices. When creating marketing content, be explicit about the key differentiators between CBD-infused products and traditional cosmetics. Make the case that these differentiators justify a premium brand position and, possibly, higher margins. Given CBD’s explosive popularity within the beauty market, premium differentiation can play an important role in allowing your brand to carve out a significant slice of market share. Tip Five: Segment Your Audience CBD cosmetic product marketing is most effective when brands segment their market. First, identify who buys your products, in terms of demographics and attributes — the usual brand persona process. For greater impact, however, it makes sense to really drill down on your customer identification. For example, a smart brand might create targeted marketing content that is calibrated specifically for people who already use CBD in one aspect of their lives (dog treats, wellness etc.), and may be open to trying it within the context of beauty products. Such consumers generally already have built in goodwill for CBD products and are easily persuadable. Finding the Right CBD Cosmetic Agency At Bigeye we’ve got the knowledge and experience to help your CBD beauty brand create its next great marketing campaign. Contact us today for more information and learn what Bigeye can do for you.
How to Build a CBD Brand That Appeals to New Consumers
Cannabidiol use is booming, and brands that can reach the “CBD curious” audience are in the best position to profit. Let’s take a closer look at how your CBD branding can appeal to new consumers. As seen with many markets that were once of questionable legality, CBD brands must convert skeptical or ill-informed consumers in order to flourish. While many of these consumers are “CBD curious,” they often need a push to fully commit. That push comes in the form of highly persuasive CBD branding and advertising that still plays by today’s CBD marketing rules. Let’s review some of the most crucial things to know when designing a CBD marketing campaign designed to hit all the right notes with new audiences. 1. Develop proper branding and product design Because CBD is an emerging product in a once-illegal market, there is still a lot of misinformation circulating among the public. Some consumers mistakenly believe CBD is intoxicating; others believe it has no established medical value, and some can’t distinguish it from cannabis. Smart CBD branding and CBD packaging can help minimize such confusion. Brands, in many cases, will want to avoid any branding or package elements that tie in too closely with the cliched “420” culture elements so often seen with cannabis branding. Instead, it’s often a better idea to opt for a more refined aesthetic. Use neutral and elevated packaging designs and position your brand not as something to be enjoyed, but rather something that helps you feel better. 2. Position your CBD product as a tool for self-care and optimization Do you know what’s even more popular than CBD products right now? The concepts of self-care and optimization. Consumers are feverishly trying to optimize their sleep, diets and workouts and using products to help relax and take better care of their bodies. It’s a multi-billion dollar business. Fortunately, these concepts dovetail perfectly with CBD products. Smart marketers should emphasize the ways by which their CBD products can help new consumers. These include: Optimize their sleep by reducing insomnia Optimize performance and facilitate self-care through the reduction of anxiety Improve their appearance by using CBD-enriched skin care products These are merely three examples of the myriad ways CBD branding and marketing can highlight and surface the optimization and self-care properties of products within the space. 3. Reassure new consumers with regard to legality Remember how we discussed the misinformation floating in the air with regard to CBD products? Many consumers still believe that CBD is illegal, and that belief persists because of a confusing patchwork of statewide regulations governing the sale of CBD products. Most consumers won’t give a new product a chance unless they are convinced that it’s legal. While state regulations regarding commercial use may vary, CBD has been legal to manufacture on a federal level since 2018. Your marketing should help clear up any lingering confusion for new consumers. 4. Convince new consumers it isn’t an empty trend When something attains the cultural status of “gluten-free” or “zero carb,” pushback is inevitable. Consumers who aren’t participating in the newest trends will often dismiss them as being driven by a herd mentality — or they will have doubts about the underlying value of the products that are generating such immense consumer interest. CBD marketers should anticipate this and answer these doubts with the most compelling thing in their arsenal: Proven research that establishes the value of CBD in a clinical setting. While the average person may not feel many benefits from eliminating gluten, CBD products have a near-universal range of benefits and applications. By focusing on the data that attests to the efficacy of the product — and mixing in real-world anecdotal examples — CBD branding and marketing pros can overcome the natural skepticism that accompanies new products and intensely popular products. Why Work With Bigeye? At Bigeye, we have more expertise and experience with the CBD industry than any agency that is remotely close to our size. We’ve been at the forefront of this emerging trend, and we can use our experience to help you create CBD branding and marketing that connects with new consumers.
Why Client Education is Essential in CBD Marketing
If you’ve never had a client question the legality or the psychoactivity of CBD products, consider yourself fortunate. Here’s why CBD education should be the first step with clients. When you work in an industry, you often acquire the “curse of knowledge.” This means that because you spend all day knee-deep in the ins and out of your business, you often begin to assume that people know much more about your industry than they actually do. The CBD business is not immune to this, and it’s something that often adversely affects CBD marketing. Here’s the truth: Most consumers know much less about CBD products that you may imagine. By at least one recent estimate, 35% of men and 49% of women interviewed said they had less than “some” familiarity with CBD. Another 15% reported never having heard of CBD. Those numbers should give pause to anyone involved with CBD marketing. Why? Because those numbers mean about 50 million Americans have yet to even hear about CBD products, while another 125 million or so are relatively clueless about CBD. Many confuse it with cannabis, think it is illegal or are unaware of its benefits and applications. Smart marketers aren’t going to simply sit back and wait for these consumers to type “CBD legal” or “CBD law” into their search engines. Instead, they will take an active role in addressing client education. Why Client Education is Crucial An absence of knowledge isn’t the only reason why education is critical — the other key factor is the nature of the product. The cannabis industry has taken an extremely aggressive approach in terms of providing potential customers with education about their products. Today’s cannabis dispensaries hire qualified “budtenders” who gently walk new consumers through the various strains of their products and the effects they have on the human body. Consumers can also scan bar codes from packages into kiosks to get self-serve educational information. While CBD and cannabis are distinct products retailed in different contexts, education should also play a key role within this category. Though CBD is not psychoactive, many consumers do not know this. Many others don’t believe it entirely, until they’ve experienced it themselves. The association with cannabis remains at the front of their mind. By taking an equally aggressive approach to product education via marketing and branding, it’s possible to put the minds of the “CBD curious” at ease and convince them to try products in this space for the first time. It’s also important, however, to proceed with all due caution, given the state of CBD marketing rules. What to Know About CBD Marketing and Educational Awareness When using CBD product marketing or branding to educate consumers, it’s essential to do this in a manner that comports with all relevant laws and regulations. One key example: Brands cannot advertise their products in a way that makes illegal health claims. The FDA has cracked down on dozens of CBD brands that have made unsupported health claims when marketing their products. It’s more than possible to educate and market while remaining on the right side of federal regulators, as there is a plethora of valid scientific data available that attests to the clinical performance of CBD. Brands should reference this data and carefully outline educational information that is supported by the scientific literature, rather than making hyperbolic health claims that have no basis in medically established fact. A well-designed and smartly executed educational component that stays on the right side of existing rules can be a powerful marketing tool, as it will resolve many of the lingering doubts CBD curious consumers may have. Once these consumers understand that CBD is non-intoxicating, federally legal in 50 states and comes with a variety of medically validated benefits, any hesitance to try CBD products may quickly dry up. Why Bigeye is the Preferred CBD Marketing Agency At Bigeye, we were developing compelling cannabidiol marketing campaigns before most other agencies had even heard the letters “CBD.” If you’d like to work with true domain experts, we encourage you to reach out to Bigeye today.
How CBD is Gaining Traction in These Five Industries
The CBD gold rush is in full effect, with new businesses and new uses appearing for the compound. Read where CBD products are gaining the most traction. Say “CBD” to average consumers, and they’ll probably tell you about tinctures, balms, and gummies — and maybe the CBD-infused beverages they see retailed at the local gas station or pharmacy. That’s a massive leap over just a year or two ago, when the letters CBD would likely just elicit a puzzled stare. Today, CBD products are being developed in a variety of new verticals. If you’re the owner of a company in this space, it pays to know which sectors are transforming into true CBD industries. Let’s take a closer look at some of the newest industries where CBD products are beginning to reach critical mass, and how the right CBD product agency can help your brand take advantage. CBD and the Pet Industry The rate of growth of CBD-infused products in the pet industry is nothing short of staggering, surging from virtually nothing in 2017 to $125 million in 2018. The industry is projected to reach $1 billion by 2022 recording compound annual growth of roughly 57%. Today, CBD-infused pet products are omnipresent and marketed to address some of the most common problems that plague pets (anxiety, pain and inflammation, etc.). This makes the pet industry a perfect match for CBD products, as pet owners who suffer from many of these same issues may choose to treat their pets with CBD after finding success with it in their own lives. CBD and the Beauty Industry The beauty and cosmetics space is a natural home for CBD brands. The reason why is simple: CBD oil has a variety of benefits in terms of skin care; it reduces swelling and inflammation and promotes healthier skin by facilitating collagen production. Reducing inflammation is critical in terms of good skin care, as inflammation is one of the key processes involved with acne breakouts and other skin issues. Given these benefits, it’s hardly surprising that beauty is one of the most popular new CBD industries. The CBD cosmetics market is projected to reach $1.7 billion by 2025, outpacing even the CBD pet market. The CBD Beverage Market Drinks infused with CBD have taken the market by storm over the last year. In total, CBD-infused beverages are projected to reach $1.4 billion in annual value by 2023, a figure nearly 20x higher than the market’s value in 2017. CBD is being infused in beer, wine, soda, coffee, tea and many other beverages, giving this space the potential to be among the most lucrative and largest of all CBD industries. Beverages are popular because they are one of the easiest forms by which to consume CBD. People who do not wish to apply or inhale CBD can simply ingest it by ordering one of the many popular new CBD beverages. Drinking your CBD has a few added benefits: The dosing is more precise when dealing with water-soluble CBD, as most cannabinoids are absorbed by the body Soft drinks are retailed almost everywhere, making them convenient There is some evidence that CBD can counteract the effects of caffeine if you’re over-stimulated CBD and the Restaurant Industry While CBD within prepared dishes isn’t as popular as CBD infused into common beverages, it is a fast-growing trend. Many higher-end eateries are experimenting with adding CBD to popular recipes. In fact, a National Restaurant Association survey found that three-in-four chefs believe CBD will be among the top new restaurant trends in the near-term future. While some municipalities have outlawed the addition of CBD into plated dishes, the practice has been widely adopted in places such as Colorado and California. CBD Tampons and Other Wellness Products Given its reported ability to staunch the flow of common body pain, it’s unsurprising that CBD is finding its way into feminine care products. CBD tampons are being marketed as a “20-minute cure” for the cramps that often accompany menstruation. CBD protein powders, muscle rubs, and other wellness products are also taking the industry by storm, becoming a popular option for people seeking pain and inflammation relief without having to resort to pharmaceuticals. Why Bigeye is the Leading CBD Marketing Agency You can’t market effectively if you don’t understand the industry. At Bigeye, we’ve been creating compelling CBD marketing campaigns for CBD industries nearly as long as the market has existed. Contact us today to learn what Bigeye can do for your CBD brand.
A Marketing Guide for Your CBD Product
Business in the CBD space is booming — and well-capitalized competitors are entering the field. Here’s why the right CBD marketing agency can help brands win today and tomorrow. The cannabidiol (CBD) brand category is growing faster than a weed planted in Miracle Gro — and for good reason. Public demand for CBD products has been nearly insatiable, providing enormous opportunity for early moving brands within the space. Now, however, competition is becoming much tougher, as more established companies seek to carve off their own slice of the CBD market pie. In order to win, brands need the services of a top CBD marketing agency with true domain expertise. Let’s take a closer look at growth in the CBD market and how today’s brands can strengthen their competitive position through smart CBD product marketing. Why CBD products have captured the public’s imagination Within the space of a few years, CBD products have gone from a niche concern to a mainstream phenomenon. This remarkable transformation is tied to two developments. First, the 2018 Farm Bill made the production and sale of CBD products legal in all federal jurisdictions. While this opened the floodgates from a legal and regulatory perspective, there was still another piece necessary to turn CBD into such a high-growth category: Extraordinary consumer demand. This demand has been stoked by a perfect storm of market conditions and public need. The global wellness industry has been booming in recent years, with consumers seeking to optimize how they eat, live and care for themselves. CBD products fit squarely within this category. They are non-intoxicating; they’ve been medically proven to help treat a variety of widespread health issues, and they are an all-natural alternative to pharmaceuticals or other interventions. Combine these qualities with easy accessibility, it’s no wonder that CBD is fast-approaching “gluten-free” as the next great, market-driving consumer health and wellness craze. As the CBD space is maturing, however, competition is fast increasing. Large enterprises capable of leveraging massive economies of scale are entering the market. In order to remain as competitive as possible, it’s imperative for today’s brands to have access to high-quality CBD advertising and marketing. A guide for effective CBD product marketing Now is a critical time for CBD brands, as market share and customer loyalty are up for grabs in an industry that is both very young and rapidly evolving. Companies that can excel at audience acquisition and brand building during this phase will create sustainable long-term competitive advantages. Put the right CBD advertising strategy in place today, and you’ll reap substantial benefits as the market matures. With that in mind, let’s take a closer look at a few of the more important things to consider in the context of CBD oil marketing. Brand story and positioning The CBD market is growing crowded — and many of the brands in the category offer little in the way of smart differentiation. Some borrow the same tired and cliched “4/20”-style branding from the cannabis industry; others are choosing to brand their product squarely within a health and wellness context. Your company’s brand story and positioning will play a critical role in helping you connect with the right audience. Done at a high level, your brand story tells consumers who you are. It communicates your company values. It creates an identity for consumers to connect with. Tell the right story, and consumers will want to purchase your products because your brand aligns with their own sense of self. You can choose to create a refined brand that targets the upper end of the market. You can choose to create a trendy brand targeted at millennials and Gen Z. Yet no matter the approach you choose, branding needs something else to be effective: A deep knowledge of your potential audience. Audience segmentation and market research Audience targeting is a virtual pre-requisite for success in any competitive brand category. Let’s take the example of CBD cosmetics. If you’ve created an expensive CBD oil-infused beauty treatment that’s designed to eliminate wrinkles, what does your consumer market look like? With a few exceptions, it’s not men, so we can remove roughly 50% of consumers right away. Your product is pricey, so it probably won’t appeal to anyone earning under $40k annually, removing another sizable group of people. It’s an anti-aging product, so younger millennials and Gen Z won’t be too interested. Suddenly your market looks much smaller — though it’s still easily large enough to target, assuming you have the right CBD advertising. The problem is this: Many advertising and marketing channels take a scattershot approach. Legacy TV ads, for example, have only the most general demographic data to guide them. In order to get your messages to the ideal audience with laser-like precision, you need two things: Audience segmentation and tailored ad and marketing distribution. CBD brands can acquire the first through the creation of detailed brand personas and sophisticated market research. Brand personas are demographic profiles of idealized customers: Who they are, educational status, income, family situation, their likely behavior, preferences etc. Market data can be culled from a variety of sources: customer feedback, formal surveys, data gathered from devices etc. These approaches can then be combined with programmatic advertising that allows CBD brands to tailor their ads to certain audiences. Today, programmatic ads have grown much more powerful and refined, incorporating behavioral data, location data and other factors. For example, a CBD brand could choose to serve a Google ad to someone on a mobile device who is within a one-mile radius of that brand’s brick-and-mortar store. Or, a CBD brand could serve ads to consumers based on recent search interest or other factors. Focusing on the health and wellness market CBD brands have an innate advantage over many other products within the health and wellness category: Their products are backed up by hard evidence that substantiates their efficacy. Numerous studies have shown that CBD can have a positive impact on anxiety, pain, insomnia, and other critical health issues. Given
