We’re now in April, and it’s the month that Cannabis businesses had big plans for. You see on April 20th each year, the industry has massive 4/20 events, product launches and deals across the globe. With Covid-19 pandemic canceling in-person live events and experiences, for now, many companies have opted for virtual gatherings, online-only product launches, deals and delivery where legal. But that’s just for 4/20, a significant, yet single day on the calendar. What about the future of the nascent Caribbean Cannabis Industry after Covid19.
The fact is, the Caribbean Cannabis was gaining momentum with one nation after another moving to decriminalisation and kickstarting a medical cannabis industry. This year would have seen more countries Saying Yes to Cannabis and investors would be rolling out more Dispensaries, Wellness Tourism offerings and also getting ready to export to American and European markets.
Lots of eyes were on some of the leading Caribbean Cannabis nations which include Jamaica, Trinidad and Tobago, Antigua, St Vincent, and Barbados. This was to be the year we saw more Caribbean nations decriminalise and monetize medical Cannabis – from traditional cultivators, to craft cannabis growers to the dispensary owners and Cannabis Wellness Resorts. Now Cannabis entrepreneurs running Cannabis Businesses of all sizes, need to rethink their launch and grow strategies in this new context.
While in the last few intense weeks of the pandemic, Cannabis sales in American and Canadian markets have been reporting an uptick, and in some cases, dispensaries were being classified as essential service- generally, the Global Cannabis Industry and its players are forced have to think about meeting the needs on a changing market. These decisions and make or break them in this very uncertain climate.
So What Can Caribbean Cannabis Brands do Right now to remain visible, relevant and in business?
In my mind, now is the time to seek to gain more mind and market share by doubling down on education, conversation, and community as a digital strategy. Seek to serve your regulars as well ass curious potential first-timers. And remember this may also be a time for small and emerging brands who may be more nimble to play catch up in the industry.
That said here are my recommendations and examples.
1. Educate
See: CannabisConvos by Stay Calm Its A Plant. Lead by Cannapreneur and Movement Maker Empress Q. She moved her live in-person Cannabis Community events online and she has been holding live Instagram conversations around various topics with other cannapreneurs, thought leaders in the Caribbean and Diaspora.
See: BudwiseTT – a Trinidadian Brand that has been leveraging Instagram stories to share their behind the scenes, their products, giving grow your own lessons to its community. They are a Cannabis Media Brand focused on all things Cannabis in Trinidad – doing Canna-News, Events, Collaboration, Promos and Reviews.
2. Communicate
See: SunSeaAndSensi that is an online magazine showcasing Cannabis Culture and Cannabis Travel in the Caribbean. It’s Your Guide for Where to Eat, Drink, Stay, Play and Shop in Cannabis-friendly Caribbean. It’s providing a new media platform for Cannabis Brands to amplify its compelling stories, products, and events.
3. Serve up Culture & Community
See: The420Experience — a Virtual 420 concert by Buds and Brushes a Freestyle Puff and Paint event like no other where we incorporate/infuse Cannabis, Art, Food, Wine, and Music and allow you to unleash your creativity. They took their live in-person event and went online. They offer a 420 Product package as well as tickets to its Zoom-based live concert on April 20th.
4. Adapt and Facilitate
See: Kaya Herb House, Jacana, Itopia Life = All Dispensaries, where you can order via WhatsApp or phone and pick up products curbside.
5. Go Hyper-Local.
See: Cannabis Wellness Tourism Accommodation brands offering Staycation Isolation packages for locals who want a break from their homes and want a change of scenery that is also Cannabis-friendly.
A Rash of other ideas for Caribbean Cannabis Brands
- Focus on first time users and newbies users who are seeking more information on how Medical Cannabis can help them cope during this time of anxiety and uncertainty. Educate them about the strains you have that help with sleep, pain, and ease.
- Do Giveaways of relevant cannabis accessories and swag.
- Give Discounts on products, now and special deals for pre-orders rest of the year.
- Using social media influencers to spread your message on Instagram, TikTok of where your audience is.
- Spend some money on Digital Advertising, Branded Sponsored articles on Cannabis-friendly media platforms that cover the industry.
Stay Safe, Healthy and Elevated.