Arizona medical-marijuana industry’s marketing efforts become more mainstream

PHOENIX – At Nirvana Center in Phoenix, the medical marijuana dispensary offers products with such names as ice cream, bubble gum and vanilla bean – moving away from harsher-sounding traditional product names.

“People definitely are becoming more accepting of cannabis and its uses,” said Max Schell, who helps run the center’s marketing team. “And I feel like when people see names like Green Crack or Herijuana, it kind of throws them off.”

The industry’s marketing efforts have matured since Arizona voters legalized marijuana for medical use in 2010, industry experts said. In addition to introducing “softer” terms to describe their products, dispensaries now offer such conveniences as online ordering and delivery. And many dispensaries display their products in neat rows along well-lit shelves, much like you’d see at a trendy boutique.

Some dispensaries are moving to offering holistic wellness experiences for their patients, said Sara Gullickson, founder and CEO of Dispensary Permits, a Scottsdale cannabis consultant.

“Many dispensaries are creating a community around their brand through messaging and services or products they offer,” she said via email. “Some facilities are offering yoga, massages and/or hosting wellness events on the weekends to encourage non-patients who may be interested in healthier lifestyle options or to give their existing patients an ‘add value.’ ”

The goal: Reduce the taboo long associated with marijuana use and make people more comfortable walking into a dispensary to buy marijuana.

Full Article at: Arizona Daily Sun

Victor MadrilComment