Branding for the Casual Cannabis Consumer
The expansion into recreational status has gifted the cannabis industry with a new B2C marketing target: the casual and occasional consumer. This target market is overlooked because they aren’t perceived as worth catching, but these potential customers are curious about trying cannabis… they just don’t know where to begin. The draw to the occasional user is that they make up most of the population, what they lack in large quantity purchases they make up for in an enormously untapped customer base that extends to every single person in the country. A very necessary aspect to recognize about the casual consumer market is the diversity; every income level, gender and age bracket consumer has at least some sparked interest in casual, occasional recreational use. This can make a marketing plan to these consumers more difficult if you cannot find the connection to base the strategy.
Although this target customer runs through...
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