The Secret Weapon Of Cannabis Edibles Brands: The Power Of In-Store Marketing

"It’s everything," said Caroline Yeh, co-founder and CEO at TSUMo Snacks, commanding the attention of everyone present at the Benzinga Cannabis Capital Conference in Miami.

This statement wasn’t a mere whimsical observation. It was an unequivocal declaration of the significance of branding in the edible space.

In today's digital-focused world, edible brands are leveraging in-store strategies for greater impact. Want insights? Join us at the Benzinga Cannabis Capital Conference in Chicago, IL to shed light on strategies that can elevate your brand and drive sales. Mark your calendar for September 27-28.

Related Content: Expanding Your Cannabis Brand: Which Model Is Most Profitable? Asset-Light, Asset-Heavy Or Partnerships?

Beyond The Surface: The Nuanced Art Of Branding In The Cannabis Space

The intensity of Yeh's words was palpable, but the dialogue didn’t end there.

Rosie Mattio, founder of MATTIO Communications and the moderator of the panel, further deepened the exploration, "How important then is branding and marketing in the edible space? Talk to us what you guys think about it. I know all of you guys are very brilliant marketers who talk about the importance of branding and some of the wins for you guys and how you approach it.”

Yeh replied. "One of the things I learned as a new brand when I first got on a shelf was that even though I saw a chip product, what I realized was that my packaging... because we’re in the state of California and we can’t show a representation of what the product inside looks like, it actually looks like every other gummy product on the shelf."

The room was thick with anticipation as entrepreneurs, retailers and enthusiasts leaned in, absorbing the weight of Yeh's statement.

Related Content: Stirring The Pot In California: Historical Cannabis Sales $6B Lower Than Reported

The challenges of the cannabis industry are unique. As Yeh noted, especially in places like California, brands are sometimes restricted in how they can represent their products, leading to a homogeneous landscape.

"What we have to do," Yeh said, "we have to do a lot of in-store marketing and merchandising to emphasize our differentiation. Obviously, we’re limited in the marketing that we can do.”

Branding is more than just a visual or verbal cue; it's a holistic experience.

Christine Smith, founder & CEO of Grön, weighed in on this, saying, "It’s how you’re working with the consumers or with your retailers. Marketing goes so much further than that.”

Related Content: EXCLUSIVE: What It Takes To Build A Successful Cannabis Edibles Brand, A Discussion With Industry Leaders

The Benzinga Cannabis Capital Conference in Miami was a hotspot of insights with industry leaders like Yeh and Smith revealing market trends.

Don't miss its 17th edition return in Chicago on September 27-28. Get your tickets today before prices increase and secure a spot at the epicenter of cannabis investment and branding. All information is available on bzcannabis.com

"In the edible space, even if your product stands out, packaging constraints might make you look like everyone else. The key? Amplify in-store marketing to show what sets you apart"
Insights from the @Benzinga #Cannabis Conference
Join us in Chicago, Sep 27-28 -… pic.twitter.com/vgzbAbXlV6

— Javier Hasse (@JavierHasse) August 28, 2023

Image by El Planteo