Cannabiz Africa

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Cheeba Craft Cannabis Summit

MARKETING A CANNABIS BUSINESS

Cannabiz Africa Publisher Brett Hilton-Barber’s Main Take-Out Points

Seasoned media veteran and co-founder of SilverLeaf Investments, Pierre van der Hooven knows what it takes to introduce a mega-brand to market. He was behind the internationally-acclaimed launch of YFM and eTV back in the day. Now the marketing guru is ramping up his commitment to the cannabis space. On 25 February 2021, he announced that his new business SilverLeaf Investments is to offer non-institutional investors a chance to get into the marijuana boom. 

On 26 February on the Cheeba Craft Cannabis Webinar on Marketing a Cannabis Business he shared his thoughts. In a nutshell, his mantra:

“Choose your brand, choose your positioning and stay true to your message; if you are authentic you will find your target market”.

If I had to filter the magical mind of Pierre van det Hooven into a quick 10 point brandback for marketing a cannabis business, this is how I’d summarize his methodology:

  1. Focus (do your homework, use the data, identify and understand your consumer on every level)
  2. Have an Authentic Product (bottom line: is it a solution to a problem?)
  3. Start with Africa (we do passion big-time)
  4. Tell a Story (Content-based marketing is the way to go to engage the consumer);
  5. Make it Personal (Link your product to a face that tells a bigger story)
  6. Bust the Myths (Root your message in education, can’t emphasize this enough)
  7. Bend the Rules (Overcome the legislative hurdles and social stigmas in marketing cannabis)
  8. Save the World (Cause-related marketing so that the purchase decision is a call to action: ‘buy a hemp towel because it’s more environmentally-friendly than a non-hemp towel’)
  9. Deliver on Your Promises (you can tell a good story but if you don’t build consumer trust you will fail)

Reap (execution has to be measurable; success speaks for itself)

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Power Players

Tito Mboweni 2021 budget speech

Tito Mboweni

South Africa
2/5

South African Finance Minister Tito Mboweni pulled the plug on the Section 12J tax break in his Budget Speech, a day before SilverLeaf Investments launched as a Section 12J vehicle. To be fair, the Finance Minister is under enormous pressure to fund a ballooning deficit, but we think he should be focusing on improving the investment climate, not restricting it.  The Minister is the most pro-cannabis cabinet member but has been strangely silent on the legalization issue lately. C’mon Tito, be our cheerleader, not a party pooper.

READ STORY

David Makhuru

South Africa
3/5

The Gauteng Premier has identified cannabis as an economic driver for the province, but that’s errr….exactly what he said a year ago and nothing’s really happened since then. We like his thinking that Gauteng could be  the industrial cannabis hub of South Africa, but there’ll need to be a lot more action and less fancy talk. The Western Cape is way ahead of Gauteng in cannabis investment and job creation and that can’t be blamed on politics. But, Mr Premier, you could be onto something: Gauteng could be the industrial cannabis hub of all of Africa if you just had to give investors juicy incentives like tax breaks and labour law relaxation.

READ STORY

MP John Kairie

Kenya
4/5

Outspoken Kenyan MP John Kairie says his government is a bunch of cowards for not legalizing cannabis. He says the Nairobi government ‘s fear of recreational marijuana, or ‘bhang’, is blinding it to the opportunities of hemp. Kairie is one of a growing chorus of prominent Kenyans calling for the legalization of cannabis for the benefit of small-scale farmers and the taxman.  Right on. Kenya should get some bucks for its ‘bhang’ and join other African countries in legalizing medicinal cannabis.

READ STORY

Cannabis Thought Leaders

Micah Tapman

Micah Tapman

Cannabis Entrepreneur

5 Key Cannabis Investment Pointers

It’s no surprise that brands like Constellation and Estee Lauder have dipped their toes into the rapidly expanding cannabis industry over the past few years.

As someone who has made more than 100 investments in the cannabis market, I’ve learned what to look for when deciding if an investment into a market as complex— and in many cases—as new as cannabis is worth the risk.

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The Gauteng Premier has identified cannabis as an economic driver for the province, but that’s errr….exactly what he said a year ago and nothing’s really happened since then. We like his thinking that Gauteng could be the industrial cannabis hub of South Africa...

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