Austria: HHC ban from March 23, 2023
On March 23, 2023, the Austrian Ministry of Health included HHC in the regulation on new psychoactive substances (NPS ). This means that the production and trading of synthetic HHC is prohibited in Austria.
To the regulationThe world of hemp and CBD products is constantly growing. New care products, foods, ingredients such as HHC and product categories are conquering the market. But marketing can definitely have its pitfalls . Some planned marketing channels are not available or are only available for a short time - with a rude awakening.
Our experiences with hanfplatz.shop - marketplace for hemp products
Our journey with the natural product hemp began in 2020. The project hanfplatz.at - later hanfplatz.shop - launched a marketplace for hemp products that aims to represent the comprehensive world of hemp products. Numerous retailers have put their hemp and CBD products online and applications could therefore begin promptly.
Timely hemp application? Probably hardly!
As “old” online marketing hands, suitable funnels were immediately created and campaigns launched. Google Ads and Facebook (Meta) Ads were also considered as advertising channels. But after a short time the aha moment came: the advertisements were rejected. The reason: drugs! Drugs?
That's surprising with a hemp soap or a massage oil. After a few attempts to start the ads again, the bad news came: the advertising account was blocked !
The following conversations with the online giants Google and Meta were interesting, but ultimately disappointing. Various laws were produced, internal guidelines, but no solution. After a few attempts to solve the issue of CBD advertising on Facebook, Pinterest and Google , the disillusionment came: It doesn't work .
The time had come to look for alternatives. Conversations, research and tests lay ahead of us.
Tips from hemp shop operators
In our numerous conversations with shop owners, there was not only resignation but also good tips . High-quality, informative content is important so that organic reach can be achieved - that's obvious. But when it comes to promoting the content, creativity and a bit of “slyness” are required. Disguised advertising of CBD content can certainly lead to success, but it also carries risks. The result can be the blocking of the advertising account, the business account or even the social media profiles. Basically, sooner or later it backfires and long-earned reach is gone overnight ! That's why alternatives are needed.
Alternatives for hemp shops in online marketing
Fortunately, there are a few alternatives to be able to advertise a hemp shop online. These don't have much to do with classic performance marketing, i.e. paid and scalable ads, but they still offer interesting approaches. Influencers, for example, can sometimes rely on a large reach and are allowed to talk about the hemp and CBD offering in their channels - but are also not allowed to promote the content. At least this way you can reach new target groups and ultimately win new customers . The key is the right selection of cooperation partners . Some parameters must be taken into account in order not to waste money pointlessly.
Hemp influencer or “Hanfluencer”
When it comes to influencer marketing for hemp products, the following considerations are crucial for success:
- Is the influencer's target group the right one, i.e. open to hemp and natural products?
- Is the influencer's interaction rate good or just the number of followers?
- Have the followers of the influencer channel grown organically ?
- Can the influencer authentically present a hemp product ?
- Is the influencer channel regional, national or international and does that correspond to your own market strategy?
As soon as a suitable partner has been found, you can launch a test balloon . It is important not to invest too much money and to check whether the campaign is successful with a smaller target group. If things go well, there is no reason not to expand influencer collaborations. Marketplaces for influencers can subsequently serve as campaign multipliers.
Of course, online marketing also offers other levers. In addition to search engine optimization, social media content and influencers, there are other exciting approaches.
Local ads and recommendation marketing for hemp business
Regional advertising is particularly important for stationary hemp shops - as opposed to purely online shops . Local campaigns are a good way to generate awareness, especially when it comes to the topic of hemp. The controversial consideration of hemp products, CBD and HHC can be used to your advantage. In order not to generate exploding costs, you can rely on free and cheap ranges. Simple events such as a tasting or a question-and-answer day attract those interested. Additional favorable range can be generated through:
- entry in all regional event calendars
- Advertisements in local newspapers and
- through flyer campaigns.
All of this can significantly increase the flow of customers. There are also other creative approaches to reaching local customers.
Of course, the topic of word of mouth is a local approach that can be perfectly transferred to the Internet via recommendation marketing . Trust is particularly important when shopping online and this is where labels, product reviews or reports can have a big impact. By establishing a recommended brand, you are embarking on a path to sustainable growth . Badges, trust labels and rating integrations are particularly helpful in creating a basis of trust at first glance. In the store, i.e. on site, certificates, reviews and stickers at the entrance are the offline counterpart.
Overview - This is how hanfplatz supports shops for hemp products
For CBD shop and hemp shop operators, we offer appropriate standard products to generate more reach, but also individual solutions.
Interested in recommendation marketing ? Take your chance and book the PLUS package. Here we put together a range of measures so that you can sustainably strengthen your brand .
Interested in working with influencers ? With the BEST package, we support you in finding the right partners for you.
Would you like to be found better online and on hanfplatz.de ? Get started with the standard package and be noticed wherever your target group is.
Our customized packages help you get your shop exactly where you want it. Whether it's search engine optimization, campaign planning or online support - contact us for a non-binding consultation!
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