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In a highly regulated and still federally illegal industry, cannabis companies can’t rely on traditional large-scale advertising, nor do they have consistent access to popular digital platforms. The reality for many weed purveyors: another day, another deactivated Instagram account.
That’s where hyperlocal marketing can come in, with a number of brands using the tactic as a way to geo-target consumers with a close-to-home message, often with outdoor campaigns.
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Gorilla Rx, a Black female-owned dispensary that recently opened, has created a series of wild postings and a massive mural in its Los Angeles neighborhood as a prime example of cultivating consumers within a specific area.
The pro-bono work, called “Black Women Get Us Higher,” comes from Decoded Advertising and its small-business accelerator program that donated its resources for the creative and gave the client $20,000 toward media buys and other expenses.
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