New Frontiers, New Heights
If you’ve ever studied marketing, surely you’ve heard of the four Ps: product, place, price, and promotion. It’s a pillar of thinking that started in the 1960s and has held up quite well. Though, if we may, it seems we could expand on this thinking to better suit the times. In an age of innovation and constant transformation, brands who create against the “now” are already behind. If consumers are anticipating their needs in the coming weeks and months, brands should be anticipating their needs by years. We call this marketing foresight.
One great example of this? Cannabis marketing. It draws upon the principles of the four Ps, but where it really succeeds is in the timing. There is a growing market of cannabis enthusiasts who recognize that attitudes and acceptance towards the herb will change in the coming years and have chosen to act on it now. They’ve created shops, services, product tiers, and infrastructure catering to current market needs while anticipating the larger cultural shift.
The mere existence of a cannabis brand agency, magazine, cryptocurrency and locally sourced/designer offerings are a testament to the momentum of this movement. Add to that Snoop Dogg’s Uber Eats for weed delivery and Apple finally allowing weed apps on the Apple Store, the shift towards a greener future seems to be closer than ever. Cannabis marketing has definitely called shotgun in the race towards a burgeoning business sector (medicinal, recreational, homeopathy, personal care...etc) and it’s not blowing smoke up anyone’s a** about it.
Photo credits: Jake Ingle (top post) and Duncan Shaffer (bottom post)