Cannabis entering the mainstream is an economic opportunity for Northeast Ohio dispensaries. With legal adult use set to deepen the retailer pool, businesses must differentiate themselves as well as navigate rules about how their products are advertised.
“The challenge is a lot of these restrictions and advertising regulations haven’t been made totally clear yet,” said Priya Kurtz, marketing manager with Standard Wellness, an Ohio cannabis company with a storefront in Sandusky. “So, putting plans together of possibilities is how I’m handling adult use.”
Being Ohio’s first vertically integrated medical marijuana company – meaning it cultivates the plants it sells – is a strong talking point, said Kurtz. Among other benefits, vertical integration allows businesses to swap out products faster, according to industry onlookers.
A patient-centered approach at Standard Wellness includes descriptions of 30 cannabis strains along with online “terpene information cards” illuminating how the chemical gives cannabis various aromas and flavors.
Preparing for a “canna-curious” deluge has Kurtz looking at Missouri, an adult-use market that hosts a Standard Wellness cultivation and processing facility. Studying the Show-Me State has revealed what marketing tactics resonate with the general public, said Kurtz.
“Events are something that have been really successful at our Kansas City dispensary,” Kurtz said.
