How Aurora Cannabis markets itself before its product is legal

How do you market a product that is not legal yet? You can not, but you can market your brand – and that's exactly what a cannabis company does in Alberta.

The Illuminations series of Aurora Cannabis made its second stop in Edmonton on Friday with The Cult, an 80's rock band.

This is one of 20 free concerts held in Canada this summer that includes a stash of stars, including artists like Arkells, City and Color and Post Malone from an Ocean to the other.

To win tickets, you enter your name, email and phone number into an online form to enter the draw.

This is a unique marketing strategy for a company with a product that is not yet legal, said marketing expert Craig Patterson. with ways to market something when you're not allowed it, or you have to work around it, it's pretty creative, "Patterson, director of applied research at the University of Alberta, said declared Radio Active on Radio-Canada

. Their name will become synonymous with a lot of music. "

The information they collect will likely be used to create a list of potential customers – some of whom may have opted for the newsletter they send, he said.

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Aurora also supported two art projects of world-renowned street artist Okuda San Miguel – a three-week art exhibit in Toronto and a six-story mural that will be painted in Edmonton next week

Patterson said that the strategy behind the support of a mural is less effective because people watching the mural would not know otherwise than she was supported by Aurora. But the company will be able to indicate their contributions as proof that they care about the communities in which they operate.

"I think businesses like to be recognized," Patterson said. "It shows that they support the community, one way or another."

Patterson compared the marketing strategy to other regulated companies that badociate their names at events – whether it is Molson or Benson and Hedges sponsorship. ] But this time, it's a little different: Aurora is marketing instead of its currently illegal product. "I do not mean it's unexplored territory, but it could be," he said.

Patterson expects Aurora to have a post-legalization marketing strategy. Although they must find more creative ways to advertise at the moment, he said that the current sponsorships will pay dividends while the company seeks to corner a part of the market

"It There is a lot of competition right now, a lot of companies are coming on board trying to be the cannabis company, "he said. "For those companies looking to dominate the market … they will have to be creative."