Interview with HQ – What Would Don Draper Do?
Marketing Is Everything
In the cannabis industry, marketing is everything, but it’s not a straightforward process. With strict advertising restrictions, unpredictable regulations, and a fast-growing market, cannabis brands are finding themselves in need of expert guidance. That’s where seasoned advertising professionals like Alfred Viggiani, the man behind Advantage Marketing Solutions, come into play. In a recent feature, Viggiani reflects on how old-school advertising techniques could still apply today, even in an industry as dynamic as cannabis.
The Don Draper Mindset
The article, What Would Don Draper Do?, taps into the mindset of one of television’s most iconic advertising characters, Don Draper of Mad Men. Known for his creative genius and his ability to navigate the competitive, male-dominated world of advertising, Draper is often hailed as a symbol of the industry’s golden age. The article asks the reader to imagine what Draper’s approach might be to the challenges cannabis marketers face today, offering an engaging thought experiment to frame the conversation.
Viggiani’s extensive advertising background spans decades and industries, giving him a unique perspective on how businesses can thrive in emerging markets. He draws parallels between the golden age of advertising in Draper’s fictional world and the modern cannabis market. Both involve highly competitive landscapes where innovation, sharp marketing, and brand identity play crucial roles. Viggiani emphasizes that, like Draper’s era, today’s market demands out-of-the-box thinking and bold branding strategies, especially when it comes to cannabis.
"While big players are entering the market with huge budgets, there’s still ample opportunity for smaller, scrappier businesses to carve out a niche."
Strict Regulations Can Pose a Challenge
One of the main challenges cannabis businesses face is navigating strict advertising restrictions. Unlike other industries where paid media and digital ads are the norm, cannabis marketers have to rely on organic, creative, and often guerrilla-style marketing tactics to gain attention. Viggiani offers insights into how brands can still break through the noise without running afoul of the law. It’s about balancing professionalism with creativity, a skill set Draper himself would appreciate.
Viggiani stresses the importance of investing in quality packaging and design, which often serve as the first touchpoint for potential customers. Packaging in the cannabis industry isn’t just about aesthetics—it’s about storytelling, compliance, and brand differentiation. Given that traditional marketing channels are often off-limits, Viggiani’s advice is to let the packaging speak for itself. He’s worked with brands like Tyson 2.0 and High Times, helping them navigate the complicated terrain of cannabis advertising while building a solid foundation in branding and consumer engagement.
But it’s not just about packaging—it’s about being ready to adapt. Viggiani highlights that cannabis businesses, whether small startups or larger enterprises, must always be ready to pivot. With laws constantly changing across states and regulations varying even at the local level, flexibility is a must. Investing in proper business consulting, compliance checks, and innovative marketing solutions can make the difference between staying afloat and being swept away in a crowded market.
Cannabis Industry is About Story Telling
The cannabis industry also presents an interesting dichotomy between corporate giants and grassroots startups. While big players are entering the market with huge budgets, there’s still ample opportunity for smaller, scrappier businesses to carve out a niche. Viggiani believes that these smaller brands can capitalize on the industry’s current fragmentation by staying true to their roots and using their story as a powerful tool to connect with consumers.
In fact, storytelling is at the heart of Viggiani’s marketing philosophy. He argues that great brands tell great stories, and this has been true since the days of Draper and his iconic ad pitches. In the cannabis industry, storytelling might take the form of educating consumers about a product’s health benefits, explaining its origin, or highlighting sustainable practices in growing or manufacturing. Whatever the story, it needs to resonate with consumers in a way that builds trust and loyalty—two invaluable commodities in today’s crowded market.
Some Good Advise
Viggiani also touches on the financial realities of running a cannabis business, reminding brands to be wise about how they allocate their resources. He warns against falling into the trap of spending excessively on ineffective marketing campaigns, a mistake many businesses make in their early stages. Instead, he advocates for a smart, measured approach where every dollar spent should contribute directly to the brand’s long-term growth. This aligns with the old adage of working smarter, not harder—another principle Don Draper himself might endorse.
Ultimately, Viggiani’s advice boils down to two key points: invest wisely and think creatively. The cannabis industry is young, but the opportunities for brands that can successfully navigate its complexities are immense. The article doesn’t just offer theoretical advice but draws on Viggiani’s hands-on experience working with major cannabis brands. His work with Mike Tyson’s Tyson 2.0 brand, for instance, demonstrates how a combination of savvy marketing, bold storytelling, and expert business strategy can catapult a brand to success.
Whether you’re a startup founder looking for inspiration or an established player seeking to stay ahead of the competition, Viggiani’s insights serve as a valuable resource. His blend of old-school marketing wisdom and modern cannabis industry knowledge offers a compelling roadmap for anyone looking to build a strong, sustainable brand in this exciting new market.
Read The Original Article
To dive deeper into Alfred Viggiani’s approach to cannabis marketing and how he applies lessons from the advertising world of Don Draper, check out the full article on Headquest: What Would Don Draper Do?.