For Brands | March 8, 2024

5 Reasons to Focus on Advertising Longevity 

Need to create some buzz around a new product? Launching in a new market and need to reach new customers? Offering a seasonal promotion to boost sales? Looking to stand out among competitors in your market? Whatever your goal is, your focus is getting the attention of wholesale cannabis buyers.

A digital advertising campaign is a great start, but there are likely some questions you have to ask before launching one. 

How Long Should You Run an Advertising Campaign?

When it comes to advertising your wholesale cannabis products, especially in a competitive marketplace, timing is everything. You might be weighing the pros and cons of various platforms and strategies, but have you thought about the longevity and duration of your campaigns?

Dee Higdon states that you should plan to run your marketing campaign for 3 months because it takes buyers anywhere from 4 weeks to 6 months to familiarize themselves with a brand and fully trust it.  Additionally, it takes multiple interactions with a brand for a buyer to make a purchase decision. Therefore, having a longer marketing campaign can ensure that your brand stays top-of-mind and builds credibility over time.

Why Does Advertising Campaign Longevity Matter?

According to Nielson research, ongoing marketing efforts account for 10%-35% of a brand’s equity. This means that consistently marketing your brand and products can lead to long-term recognition and trust from consumers. So, when planning your advertising campaign for wholesale cannabis products, longevity should be a core consideration.

Launching a digital advertising campaign offers numerous advantages for wholesale cannabis brands. Let’s dive into why campaign longevity is crucial:

1. Break Through the Noise

Running a multi-month campaign ensures longer visibility and brand exposure among wholesale cannabis buyers.  Dee Higdon reports that  on any given day, the average person is exposed to 6,000-10,000 ads. So, campaigns with longer time horizons are more likely to break through the noise, boost brand recognition, and build trust among potential buyers – whereas short-term campaigns may go unnoticed.

2. Build Brand Recognition

Consistency is key in building brand recognition and fostering customer loyalty. Extending the duration of an advertising campaign helps your brand maintain a consistent presence, reinforcing its identity and building a reputation for reliability and excellence in the market. Evergreen advertising campaigns serve as a powerful tool in helping to improve and drive a cohesive and consistent brand message – which is key to building customer trust.  As highlighted in Upper Quadrant’sTop 5 Benefits of an Evergreen Campaign,” these campaigns require minimal monitoring while maintaining effectiveness.

3. Maximize Return on Advertising Spend

While short-term campaigns and promotions may deliver immediate results, investing in a multi-month advertising strategy offers long-term value and sustainability. According to Adma, McKinsey ran a study that showed firms with long-term marketing strategies had 47% more top-line growth than the other companies. By spreading out your advertising budget, you can achieve a more favorable cost-per-acquisition (CPA) and maximize return on advertising spend (ROAS) while maintaining a consistent presence. 

4. Learn What Works

Multi-month campaigns allow you to maximize reach and impact by targeting a specific audience and optimizing campaign performance over time. Through data-driven insights, you can refine your strategies, ad creative, and messaging to resonate with wholesale buyers and drive meaningful engagement.

5. Take Advantage of Seasonal Promotions

Running a three-month campaign requires strategic planning to maintain momentum and relevance. Incorporating seasonal promotions and thematic messaging into your campaigns enables you to capitalize on trends and consumer preferences. Aligning your advertising efforts with relevant occasions enhances relevance and encourages purchase behavior among wholesale buyers.

Reach Verified Wholesale Cannabis Retailers

What specific strategies should you use during a multi-month campaign? According to Kurve, 90% of B2B buyers turn to online channels as their primary method for identifying new suppliers. One option for Cannabis brands looking to get in front of retailer buyers is to run an advertising campaign on a wholesale cannabis marketplace like LeafLink. Using LeafLink, you can significantly impact your brand’s visibility, credibility, and market share within the wholesale cannabis industry.

Another strategy is to invest in search engine optimization (SEO). This involves optimizing your website and content so that it appears higher on search engine results pages when someone searches for keywords related to wholesale cannabis products. By improving your SEO, you can increase the visibility of your brand. 

By prioritizing campaign longevity and duration, you position your brand for sustained growth and success in a dynamic and competitive industry. Remember, Rome wasn’t built in a day, and neither is brand recognition or market dominance. Embrace the power of consistency, patience, and strategic planning as you embark on your advertising journey. 

Interested in chatting with a LeafLink Advertising specialist? Reach out to us here!

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