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 are still in flux. With this kind of marketing, you’re wise to do your research and make careful plans to err on the side of caution. Still, you have plenty of ways to let consumers know about your products and your business. Because of the boom in interest, it’s still a good time for starting a CBD brand.

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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. 

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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.

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The State of CBD Marketing Heading into 2020

A report by Bigeye, an Audience-Focused, Creative-Driven, Full-Service Advertising Agency.

Highlights for Busy Readers

  • Millennial women are the most avid CBD fans — and they desire products formulated and sold in a certain way
  • Why you need to follow the lead of caffeine and market a feeling, not an ingredient (think energy drinks)
  • Half of Americans think CBD and cannabis are the same thing, so transparency, education and trust in CBD advertising is essential
  • Regulations are moving quickly. While enforcement is occurring on a patchwork basis today, pressure is building for national CBD advertising standards
  • Most CBD marketing is yawn-inducing. If you want to engage audiences, you need to be bold. Tap into the Zeitgeist; take what people fear and dislike about the  modern world, and position your product as an antidote
  • How digital CBD advertising restrictions are slowly slackening
  • How smart marketers can sidestep these restrictions by advertising on podcasts and other CBD-friendly channels
  • BIGEYE understands the CBD marketing space in a way that your current agency can’t equal. Don’t believe it? Read on…

Every year has a breakout product, and it’s safe to say that cannabidiol (CBD) has earned that title for 2019.

Not only are CBD products flying off retail shelves everywhere, the product has ignited a firestorm of cultural conversation and consumer interest.

If you’re in the CBD advertising business, that’s great news — you’ve got a product that sells itself in many ways. Yet here’s the rub: With rapid growth comes stiff competition. Everyone sees the generational opportunity that hemp-derived products like CBD represent, and they are rushing in to carve out market share.

In order to help you flourish in a crowded space, you need to understand the challenges inherent to CBD marketing, while keeping abreast of all changes in this fast-evolving market.

Let’s take a closer look at some key aspects of CBD advertising and CBD product marketing that you may not have fully considered.

CBD Marketing and Advertising Tips for 2020 and Beyond

There are nearly 4,000 brands within the CBD space in the United States. Given that kind of competition, it’s essential to develop a sophisticated marketing strategy and execute flawlessly. Let’s take a closer look at some tips CBD marketers can follow when creating their next campaign:

  • Differentiate your products through branding. Let’s be honest: There is often very little to differentiate CBD products. Oils, gummies and tinctures are…oils, gummies and tinctures. Differentiation, therefore, needs to occur through branding. Many CBD enterprises have chosen to target the health and wellness market, pitching CBD products as lifestyle enhancers that can help consumers deal with pain, anxiety, insomnia etc. in a natural way. This is a powerful argument, as there is a considerable backlash within society at the moment with regard to overprescription of pharmaceuticals. By pitching your product as an all natural, healthy way to treat common ailments, marketers can target those who use pharmaceuticals while activating a vast market of people who are healthy, but are seeking to use CBD as a life optimization product. 
  • Know your true audience. If we asked you which kind of person has the most interest in CBD, would you say a millennial woman? If not, then your marketing may be off-target. According to a new research report, CBD products hold more attraction for women than men — and women generally prefer “softer” CBD products (such as gummies, infused beverages, beauty products etc.) while men prefer “harder” CBD products such as concentrates, vapes and tinctures. Across all genders, millennials exhibit more interest than any other demographic group, and they are particularly focused on CBD in the wellness context. 
  • Market a feeling, not a product. Given the relatively faceless nature of CBD brands and uniformity of the products they sell, smart marketers should remember that they are marketing a feeling as much as anything else. What does this mean in practical terms? Think about caffeine — nobody markets caffeine directly, although it is consumed in enormous quantities. Instead, companies market the feeling it produces: energy. Brands built an entire product category out of feeling-oriented marketing (energy drinks). Alcohol companies, meanwhile, have build campaign after campaign centered around the social aspects of beer and wine.
  • Focus on trust and transparency in CBD marketing. One of the most significant reasons why people fail to try CBD is because of fear or skepticism about the effects of CBD on the body and the product quality and/or supply chain. This is largely borne from ignorance. Despite its surging popularity, research shows that 60% of people don’t know what CBD is and don’t understand its effects. When a product is this widely unknown — and is also linked closely with psychoactive compounds — it’s hardly surprising that some people are hesitant to put this substance into their bodies. In order to overcome this reticence, CBD product marketing should emphasize trust and transparency with regard to CBD sourcing.
  • Tap the emerging markets. CBD is making waves in a variety of industries, but it is gaining particular traction within the pet industry. Why? The first reason is simple: Dogs suffer from many of the same maladies as their owners, and CBD’s clinical effects can help them manage these symptoms. Second, today’s pet owners are willing to pay almost any premium to provide their animals with the best possible lives — just look at the growth in grain-free dog food. Even though science shows that grain-free dog food might be worse for animals than conventional dog food, people buy it anyway because of the general bias against gluten and the fact that it sounds healthier. CBD-infused pet products, however, have been met with positive anecdotal reports and are selling at a brisk clip. In fact, CBD pet products are the fastest growing category within that industry. The beauty industry is also witnessing exceptional sales growth within the CBD category, as consumers seek natural skin treatments.
  • Stay on the right side of regulators. The FDA is busy sending out warning letters to CBD companies that skirt the rules of legal marketing. According to a recent release, the FDA is cracking down on companies that illegally sell “unapproved products containing cannabidiol online with unsubstantiated claims that the products treat teething pain and ear aches in infants, autism, attention-deficit/hyperactivity disorder (ADHD), as well as Parkinson’s and Alzheimer’s disease, among other conditions or diseases.” Given CBD’s clinically established success in treating a variety of significant illnesses, it seems foolhardy to stretch the truth by making unsupported assertions. Not only can you quickly run afoul of FDA regulators, such unethical practices make all firms within the CBD market tainted by association.
  • Additionally, the FDA isn’t the only controlling body that needs to be accounted for. The Federal Trade Commission has its own standard, which makes it “unlawful to advertise that a product can prevent, treat, or cure human disease unless the advertiser possesses competent and reliable scientific evidence, including, when appropriate, well-controlled human clinical studies, substantiating that the claims are true at the time they are made.” That’s a reasonably high bar — and one that all CBD marketers should be familiar with.
  •  Counter widespread misunderstandings. Marketers aren’t immune to the “Curse of Knowledge.” We often get so close to the industry in which we operate that we have a hard time understanding that most people lack even glancing familiarity with the products and services we know so well. In the case of CBD, you may be shocked to learn just how much bad information is circulating. According to new research from the Grocery Manufacturer’s Association, 40% of Americans believe CBD is another name for cannabis. Roughly 51% of Americans believe taking CBD will get them high. Approximately 76% of Americans believe CBD is fully regulated at the federal level. Wrong, wrong and wrong. While the FDA is enforcing CBD ad violations, it is working under outdated statutes governing supplements. There is no CBD-specific set of federal guidelines governing the sale and marketing of CBD. Marketers need to understand just how limited the understanding of CBD is among the general public and take steps to help people learn. 
  • Go against the grain. This is advice we’d give to brands in almost any industry, but we think it applies with special emphasis within the CBD product category. The CBD category is driven largely by millennial and Gen Z consumers, all of whom have grown up in an environment where advertising, whether in hard or soft form, is pervasive. As such, routine campaigns often don’t resonate. Cliched 4/20 style product packaging or sedate-and-yawn-inducing wellness branding probably won’t move the needle very far. There are two ways you can avoid falling into this trap: Come up with strikingly original copy and visuals, or tie your marketing into the larger concerns and obsessions of millennials and Gen Z consumers. By this, we don’t simply mean pumping out low quality memes on social media.
  • One of our favorite examples of this type of marketing in the CBD space comes from Recess, a CBD beverage brand. The company brands its products as “an antidote to modern times,” tapping into millennial and Gen Z angst about the state of the world they are inheriting. The brand’s narrative is “the world has gone crazy and we all need a recess.” This works because it taps into a widely shared feeling; it’s pulled directly from the millennial Zeitgeist. As such, it’s very powerful. Recess makes this CBD marketing strategy even more potent by using surrealistic designs on its beverage cans. Their cans are personified, dressed in office suits and shown staring wistfully outside windows. It’s a brilliant strategy — but it’s also a strategy that can only be developed by a brand or CBD marketing agency with real creative skill and industry insight.

Creating Effective Digital Marketing in an Often CBD-Unfriendly World

Due to its connection to cannabis and hemp, CBD products have faced significant restrictions in terms of digital marketing. Facebook and Google, who dominate the digital ad space, both made advertising CBD products on their properties verboten. If you run a CBD marketing agency or a brand, this obviously ties your hands.

Fortunately, times are changing. Facebook has recently loosened its CBD advertising rules, and will now allow a narrow category of digital CBD ads. As CBD grows more mainstream (and becomes fully legal in all state jurisdictions) it’s very likely that restrictions on Facebook and Instagram will be lifted entirely. After all, that’s a very large pot of ad revenue Facebook is forgoing. Snapchat, meanwhile, takes a somewhat more liberal approach to CBD ads, and as a result is one of the most effective social platforms for CBD ads.

Alternative Digital Marketing Options

CBD ads have also faced some resistance from major digital publishers, who have banned CBD product marketing from some of their most popular websites. Third party marketing platforms specially designed for the cannabis and CBD markets have been created to help brands create an effective CBD marketing strategy for the digital channel. These platforms use technology that automatically verifies the ages of browsers and the states in which they are located in order to ensure they remain compliant with all relevant regulations. This is one clever approach that can help CBD brands negotiate the tricky task of staying compliant, while gaining critical access to high authority publishers such as Buzzfeed and USA Today.

Thought Leadership and Education

If direct digital marketing is still largely unavailable, there are some alternate paths for a CBD brand or CBD marketing company to take. One example: Thought leadership and education pieces. These do not fall under the direct advertising designation and there is considerable public appetite for educational content. The CBD space, while growing quickly, is still something of a blank slate to most consumers. Providing them with high-quality educational content is an excellent way to turn “CBD curious consumers” into loyal customers.

Sponsored Content

It’s also important to remember that many publishers and ad platforms do not have these restrictions and are, in fact, happily courting the CBD market. FieldTest is one such platform. The company has negotiated agreements with high level publishers across the Internet to host CBD display ads. Sponsored content/native advertising placed on third-party websites is another path that can be taken, although many of these programs have the same type of limitations in place.

Influencer Marketing

It’s also important to avoid looking the past the value of influencer marketing. In just four years, influencer marketing has grown from a $1.7 billion enterprise to a nearly $7 billion market. Google searches for “influencer marketing” grew by an astonishing 1,500% over the same period. Instagram alone is well on its way to two billion daily users.

Influencers on that platform and others are not subject to the same restrictions found within conventional CBD digital marketing, which makes them a valuable commodity for brands seeking digital traction. Partnering with the right influencers, however, is key. Raw numbers don’t tell the whole story in terms of reach or influence. It’s better to find an influencer with 10k highly engaged followers than partner with someone who has collected (or even purchased) 100k largely random followers.

Podcast Ads

CBD brands can also take a more unorthodox approach and pursue something like podcast advertising. Growth in the podcast market has been exceptional in recent years, and CBD brands are a natural fit for the podcast demographic. While many people are under the mistaken impression that most podcasts are little more than a couple of people in a basement studio, the top podcasts generate millions of listens and downloads. By choosing podcasts with a strong following (and an audience that overlaps in some sense with CBD buyers), a brand or CBD marketing company can generate a surprisingly high ROI.

Finally, affiliate marketing services such as ClickBank offer another avenue into digital marketing for CBD brands.

Creating High-Level CBD Marketing and Advertising with Bigeye

If your CBD marketing campaigns aren’t resonating, it’s time for a switch. At Bigeye we believe that real results come only when you find a creatively dynamic partner with true domain expertise. 

That’s what we offer our clients. We’ve been working in the CBD space almost since its inception; we’re no late entrant into the field, seeking to capitalize on the latest trend. We keep our pulse on what’s happening in the CBD industry, and we’re always one step ahead of evolving regulations and industry standards. We combine our CBD industry expertise with dynamic creative work and a sophisticated understanding of modern AdTech. We create highly compelling CBD campaigns, then we pair them with the ideal distribution strategy, ensuring that you messages are served to the most relevant audiences possible.

If you’re looking for a creatively inspired CBD marketing campaign that engages audiences on a deeper level and gets them to convert, we urge you to reach out to Bigeye today. We’d love to show you the power of a creatively inspired, tech supported CBD ad strategy.

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Four Can’t Miss CBD Pet Product Marketing Techniques

Today’s pet owners are willing to go to extraordinary lengths — and spend staggering amounts of money — for their animals. This presents a significant opportunity for those who can market CBD pet products in the right way.

Pet owners are still learning the ropes when it comes to CBD-infused animal products — “ways to use CBD on my pet” is one of the most common search queries within the industry.

So how can CBD brands take that curiosity and transform it into a loyal customer base who loves their products almost as much as they love their pets? It all starts with well-executed advertising and marketing.

With that in mind, let’s look at four tips for your next CBD pet product campaign.

Emphasize the Cost Benefits

People are incredibly passionate about their animals. Yet millions of those pet lovers can’t afford to pay for their own medical insurance, let alone foot the bill for frequent vet trips. Even the most tenderhearted dog or cat lover might be forced to skip regular vet visits if their budget simply won’t stretch.

Given that CBD pet products are relatively inexpensive and can be purchased without any need for a veterinary prescription, they present an intriguing option for consumers without sufficient spending power. And that’s a broad category — currently 76% of Americans live paycheck to paycheck; 50% of Americans earn fewer than $30k annually and 38% earn fewer than $20k annually.

By creating marketing messages that emphasizing the reasonable cost of most CBD products, consumers will be more inclined to use them as a supplement to regular animal care under a vet’s supervision.

Segment Your Pet CBD Audience

Audience segmentation is critical for virtually all brands, and it can be practiced in a way within the CBD space that allows you to target specific breed owners. For example, bulldogs and Dalmatians are genetically pre-disposed to suffer from the painful condition of hip dysplasia. 

CBD products have been demonstrated to help with hip and joint issues — the kind of serious issues that often plague purebred puppies. CBD products can also be targeted toward owners of breeds that tend toward anxiety, and of course older dogs and cats who suffer from a range of common maladies.

By segmenting your audience in this fashion, you can deliver more relevant messages and generate a higher ROI.

Emphasize Quality Control 

Pet owners have become as concerned about what they put into their animals’ bodies as they are about what they put into their own. This is doubly so for newer products such as CBD, without an extensive track record to examine.

In order to reassure consumers about the naturalness and quality of your CBD pet products, it’s important to stress that your brand uses top quality raw materials and (ideally) operates on a farm to shelf basis.

Offer a Real World Window Into Common CBD Uses for Pets

A pit bull might be the most fearsome looking family protector on his block, but one stray thunderstorm can have him quivering in the corner. It’s a funny image, but it also speaks to something every pet owner understands: Even the most loyal, brave and protective animals still need human love, care and attention.

Pet products for CBD curious buyers can help provide that nurturing care. A marketing campaign that shows real world examples of CBD pet products alleviating thunderstorm stress is a compelling way to illustrate how CBD can help improve an animal’s mental state. That same campaign could also show older dogs and cats benefiting from the pain-relief and inflammation effects offered through CBD ingestion.

The idea is simple: Provide an authentic, unmediated look at how CBD pet products are helping real animals live better lives. There’s also one more advantage to taking a documentary approach: Pets don’t exhibit the placebo effect or show off for camera lenses, so they make fairly credible case studies — even though they don’t have much to say.

Working With the Right CBD Pet Product Marketing Agency

At Bigeye, we’ve established ourselves as one of North America’s leading creative agencies for CBD brands. Few of our competitors have the domain expertise needed to create credible, compelling and strategically executed CBD pet products campaigns.

If you need help with CBD pet marketing, we urge you to reach out to Bigeye today.

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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.

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