Pushing Sales Higher — What Cannabis Brands Should Consider When Seeking Celebrity Endorsements

NEWS & PRESS

Pushing Sales Higher — What Cannabis Brands Should Consider When Seeking Celebrity Endorsements

January 22, 2024 | Education, Industry, Publication

Kim Lawton, an award-winning marketing veteran and CEO of Enthuse Marketing, was recently featured on Advertising Week with her article Pushing Sales Higher — What Cannabis Brands Should Consider When Seeking Celebrity Endorsements.

Authenticity is everything for the modern consumer, with 88% saying that authenticity is a critical element when determining which brands to support. This makes it increasingly harder to believe that celebrities are “just like us” when it comes to the items they shill across marketing channels. It just doesn’t hold the same sway — that is, of course, with one exception: cannabis.

In the past, it was believed that celebrity endorsements had a limited impact on cannabis sales, but they undeniably do boost brand reach and recognition, whether through immediate name recognition, celebrity influence, or because many celebrity-endorsed products come at smaller price points for the consumer.

What makes a celebrity endorsement successful? Kim Lawton dives into it.

  • Celebrities must be extremely diligent when selecting the cannabis products they associate with.
  • Owners must ensure whoever they partner with is a good fit for the brand.
  • A celebrity needs more than just a good personality to be the right brand ambassador; they should share the company’s goals and core principles.
  • Invest in marketing and focus efforts on brand recognition and customer retention.

Want to learn more? Click here for the full article.

Enthuse Marketing works with industry experts, master educators, and creative entrepreneurs to help solve business challenges. Contact us today if you would like to learn more about our training and education-led marketing solutions.

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