These regulations aim to protect minors while offering new opportunities for operators - though not without challenges. The evolving landscape demands that Ohio cannabis businesses innovate to navigate advertising restrictions, embrace product expansions, and leverage discounts as marketing tools.
New Regulations
Striking a Balance
Ohio’s proposed rules come with a mixed bag of opportunities and constraints. On one hand, the regulations prohibit cannabis-related advertisements on billboards, radio, TV, or any online platforms likely to reach minors. This move is consistent with efforts to shield children from cannabis exposure but has sparked controversy among industry stakeholders.
Theresa Daniello, a Geauga County marijuana educator and patient advocate, has voiced concerns over these stringent advertising restrictions. “There are times when advertising goes overboard, for instance with pharmaceutical drugs,” she explains, “but a ban on all billboards and other mass media advertising is unfair.” Daniello advocates for aligning cannabis advertising rules with those for alcohol, pointing out that Ohio voters supported regulating marijuana like alcohol during the legalization campaign.
(Hancock, Laura. Reporter. Cleveland.com, Accessed December 19 2024.)
Restricting advertising limits the industry’s ability to educate consumers about products and services. For medical patients, this could mean missing crucial information about what is available and where to find it. While the regulations prioritize protecting minors, they also pose a challenge to operators aiming to build brand visibility and connect with customers.
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Discounts and Promotions
Sparking Relief
Another notable change in the proposed regulations is the introduction of discounts for cannabis products. Dispensaries will now be able to offer price reductions to both medical and adult-use customers, fostering greater competition and customer retention. For operators, this presents an opportunity to attract new buyers and incentivize repeat visits, provided promotions are implemented within the bounds of compliance.
These discounts could play a pivotal role in driving sales, particularly as Ohio competes with neighboring states like Michigan, where cannabis markets are already thriving. Creative promotions and customer loyalty programs will be essential for operators looking to stand out in a crowded marketplace.
Marketing
Lighting-Up Creative Campaigns
1. Embrace Product Innovation: The legalization of pre-rolls and infused products opens new opportunities. Operators should focus on scaling production efficiently and ensuring product quality to meet consumer demand.
2. Develop Creative Marketing Strategies: With traditional advertising channels off-limits, businesses need to explore compliant ways to connect with customers. This might include leveraging educational content, community engagement, and targeted digital campaigns within the regulatory framework.
3. Leverage Discounts: Promotions and discounts will be crucial in attracting and retaining customers. By aligning pricing strategies with customer needs, operators can drive sales and build loyalty in a competitive market.
Looking Ahead
Ohio’s cannabis industry stands at a crossroads. The new rules reflect an ongoing effort to balance consumer protection with market growth, but they also underscore the unique challenges faced by operators in a tightly regulated environment. As the state moves toward implementing these changes in 2025, Ohio’s cannabis businesses must remain agile and innovative to succeed.
The road ahead may not be easy, but with creativity and strategic planning, Ohio’s cannabis industry has the potential to flourish—proving that even under challenging conditions, growth is always possible.
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