A marijuana dispensary in Gardiner, Maine, is offering to give consumers a free bag of the now-legalized smokeable in exchange for a little bit of community service.
Inspired by a successful tactic used in Colorado, store owner Dennis Meehan is offering clients some free product in exchange for a bag of trash. With the goal of cleaning up the community, citizens are invited to collect garbage from the downtown core to receive a high-demand reward. The clever marketing tactic aligns the store's, and subsequently the marijuana users' values with that of community action and positive initiative.
This brand activation serves as an example of the marijuana industry attempting to transform its image from a culture of partying to that of a community-focused lifestyle brand.
What's Driving This Trend
- Community-focused Marketing
- The marijuana industry is transitioning from a culture of partying to that of a community-focused lifestyle brand, offering opportunities for marketing efforts that leverage this trend
- Socially Responsible Initiatives
- Initiatives to improve communities and the environment are becoming more valued, presenting opportunities for socially responsible practices within the marijuana industry
- Partnerships with Environmental Organizations
- Partnerships with environmental organizations can differentiate marijuana businesses and attract consumers who value sustainable and eco-friendly practices
Who This Affects Most
- Marijuana Industry
- The marijuana industry can leverage community-focused marketing and socially responsible initiatives to improve its public image and differentiate itself from competitors
- Waste Management Industry
- The waste management industry can partner with marijuana businesses to improve community cleanliness while also benefiting from increased business exposure
- Environmental Organizations
- Environmental organizations can work with marijuana businesses to promote sustainable and eco-friendly practices, providing opportunities for both parties to achieve their respective goals
