Occasion-based marketing focuses on when and where consumers are using products. This approach can help brands develop a strong customer relationship by aligning messaging with what current and potential customers are doing while using certain products.
Fitting into many occasions, cannabis can be marketed for very different people and purposes. People report consuming cannabis first thing in the morning, right before bed, and during various activities in between. Marketing for cannabis occasions can also include holidays like 420 (April 20) or 710 (July 10, or “oil day”).
One of the most interesting opportunities for occasion-based marketing is in video games. Cannabis use “before/while playing video games” increased 86% from Q1 to Q3 in 2020. In Q3, 54% of consumers enjoyed cannabis during this occasion, and Brightfield Group has dubbed them “CannaGamers.”
Appealing to CannaGamers
Despite the 54% of cannabis consumers using cannabis while playing video games, products that include video games in their marketing capture a mere 0.2% of the U.S. cannabis market. When looking at just vape products, this positioning has less than 1% market share. Brands that sell inhalables have a great opportunity here to appeal to CannaGamers while there is very little competition.