LivWell Enlightened Health, a Colorado cannabis retailer is preparing to run a television advertisement on Denver NBC affiliate KUSA later this month. This marks a key step toward cannabis promotions in mainstream media. The commercial is a first for Colorado, according to the Denver Business Journal. LivWell CEO Michel Lord told the Denver Business Journal “We’ve been interested in getting our brand awareness in traditional media since Day 1.”
The testimonial based ads show a positive portrayal of the Denver-based LivWell by paid spokespeople. The spokespeople avoid the use of the words “cannabis” or “marijuana” and no images of cannabis products or LivWell stores are included in the marketing. “LivWell Enlightened Health have the most educated and professional staff and helped me navigate through what could have been a very overwhelming process,” a spokeswoman says in one advertisement. The paid spokesperson goes on to say “I even joined the rewards program.”
The promotion complies with Colorado marijuana regulations and ensures that no more than 28.4% of the broadcast audience will be younger than the legal age to purchase cannabis, according to the Business Journal. Lord went on and told the news outlet that the promotion was an attempt to build LivWell’s brand and reach consumers in the fast-growing, 55-and-older segment. A similar 2015 attempt to air marijuana advertisements on a Colorado ABC affiliate failed after the TV station decided not to broadcast the commercials because of legal concerns.
The introduction of loyalty programs along with $500 million dollar mergers and acquisitions are strong indicators of the trajectory of the cannabis industry. More people consuming both recreational and medical cannabis will drive demand for years to come and cannabis entrepreneurs will become more in demand. Volkswagen uses the advertising language “Drivers Wanted” and perhaps it’s time to use the language “Cannabis Builders Wanted.” If you’d like to get involved We Can Help!
Cannabis Grow Builders has been involved in the emerging legal Cannabis Industry as a builder and developer of grow facilities since 2016. Daniel Stevenson and his team work with Cannabis Entrepreneurs and Solopreneurs to maximize the potential in their business while remaining on the cutting edge of constantly changing governmental regulations. Please reach out to us at 916-933-7333, via e-mail at daniel@cannabisgrowbuilders.com
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