Joel Walker

Partners in Activation, with Joel Walker of BlueChip Marketing

Today, we're talking with Joel Walker, Group Creative Director at BlueChip Marketing, as our miniseries on the Future of Brand Activation rolls on. Joel and his team have worked with brands ranging from challengers fighting for market share, to category leaders looking to evolve with the times, helping to infuse their marketing with the innovation necessary to drive growth.

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Where's the Beef? A Look into the Beyond Impossible World of Meatless Meat

This issue of Pulse explores the mystery around meatless meat, examining what exactly it is, where it’s thriving, and its many future possibilities.

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Michael Bassik

CES 2019: Tech and Trends Marketers Need to Know

Whether or not you made it to the world's largest consumer technology show — CES — this webinar will take you to the heart of the showroom floor to explore the latest technological advances and what they mean for those who lead brands. 

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Pulse Issue 8

Can It Be Done? CBD's High Aspirations

August 2019

Cannabis Sativa has been used for generations in both practical and more… notorious ways. The strain that allows the creation of hemp products (textiles, food, fuel, insulation, etc.) has an increased amount of the chemical cannabidiol (CBD), while the psychoactive version has increased tetrahydrocannabinol (THC). All science lessons aside, extracted CBD has been known to provide certain health relief without the effects of THC, but yet has remained barred by the FDA  -- until just recently. It now exists in flux as a saleable product in the U.S., with uses varying from state to state. It is a market exploding with potential; given a marketer’s savviness, it can become a viable product on its own, or as part of a retailer’s arsenal. Read on to discover more about the product, the market, the hurdles, and the strategies that can help marketers navigate the tricky CBD terrain.
The Farm Bill brought immense change to the industrial hemp world, legalizing CBD and opening the floodgates for a brand new industry.  With increased product availability, growing wellness trends, and the proliferation of numerous product segments, consumers have greater access and awareness to more CBD products that fit their needs. This consumer awareness has led to rapid revenue increases for CBD brands, drastically changing the business landscape and who sits at the top of the market. As CBD has transformed from a niche product to a full-blown, more normalized (and less stigmatized) mainstream wellness product available in various known retail channels, it is reaching tens of millions more consumers across the age, gender, regional, and political spectrum.
While many brands may sell their products direct-to-consumer, they can’t apply the strategy of a typical DTC brand — lots of digital ads, generally on Facebook and Instagram — to stand out. For one, typically CBD brands have to work with lawyers to make sure each piece of creative is compliant with state and federal regulations as well as platform policies. That’s why some brands are using influencer marketing, print, out-of-home, audio, television, even postcards, to reach consumers. Many are also doing most of this themselves — they often have to keep an eye on changing policies and change up creative quickly.
Cannabidiol (CBD) was nothing but a niche topic before 2016. Now the phenomenon is nationwide, as evidenced by the fact that the hemp-derived CBD market hit 57% growth in 2018. This steep spike in demand has created a race to the finish line in the hemp industry, but marketing a CBD product before FDA regulations are in place can be tricky. There is plenty you can do now, however, to set your CBD company up for success.
Even in the relatively new competitive market around CBD, consumers are turning to trusted companies and brands to acquire products with the cannabinoid. Most consumers surveyed were using CBD to treat health and wellness issues; those CBD users want to feel the same level of trust with CBD brands that they have for CPG brands they are used to having in their household or seeing on store shelves. This level of brand recognition and value should bode well for mainstream health-focused retailers who have entered the market for CBD products, hoping to capture a piece of a market that may exceed $1 billion in sales this year.
CBD suffers from a bit of a misconception issue, according to Morning Consult polling. Nearly as many consumers (32%) said CBD is similar to marijuana as the number who understand that the two are different (40%). Consumer confusion between the two is compounded by CBD’s legality, still in a gray area. Although industrial hemp was legalized in December under federal law via the 2018 Farm Bill, approved cannabidiol drugs remain on the Drug Enforcement Administration’s list of controlled substances. To adjust to these limitations and Barred From Online Ads, CBD Sellers Throw What They Can at SEO and See What Works.
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About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

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