Dispensary Marketing Segmentation
What if we told you that there’s a way to make text message marketing even more effective? That’s right. Text message marketing already boasts a whopping 98% open rate, but with targeted marketing, it can be even more effective.
If you know anything about us here at springbig, you know that we are huge advocates of text message marketing because of its proven effectiveness. From the start, we saw the potential in text message marketing, which is why we took it to the next level with our auto connects which let you not only automate your text message marketing campaigns but also allow you to send targeted marketing campaigns.
Targeted marketing campaigns, and targeted marketing in general, is marketing tailored to an individual or section of customers that allows you to advertise products or send them promotions on things that they have already shown interest in. In this way, you eliminate wasting any time or money sending out mass marketing campaigns that may only stick out to a small percentage of your customer base.
Not only are they more efficient but they also present an opportunity for you to get a leg up on the competition. According to Adweek, 76% of marketers fail to use customer data to target customers with relevant ads, meaning leveraging targeted marketing campaigns will give you a huge advantage.
Luckily, springbig can help you collect the customer data needed to execute these targeted text message campaigns both effectively and compliantly. How? For starters, through springbig’s loyalty platform, customers are prompted to identify their interests in order for you to be able to use this information for targeted marketing. On top of this, other customer data paired with spring’s autoconnects allows you to do things such as automatically send a customer a special discount on their birthday, segment customers based on interest, reward customers for big purchases, and much more.
In this article, we’ll be looking at how you can best leverage your targeted marketing capabilities with the help of springbig. In this, we’ll be looking at a number of example campaigns that you can send such as campaigns based on interests, age, and desired actions.
Campaigns based on customer interests
Running campaigns based on customer interests might be the most effective way to boost overall sales, as well as increase, sell-through rates on products that aren’t moving as fast as you’re wanting them to.
When it comes to boosting overall sales, leveraging customer interests is a must. For example, if sales have been slow then it might be a good idea to send a couple of targeted text message marketing campaigns: One to those interested in flowers, one to those interested in concentrates, and one to those interested in edibles.
Your campaign might look something like this:
“Hey (customer name)!, we miss you! We want to see you again here soon, so here’s a special discount for 15% off ALL FLOWER for the next time you come in!”
This is just an example for a customer who has indicated their interest in flower, so obviously if a customer has indicated their interest in edibles, all you’ll need to do is swap “FLOWER” with “EDIBLES” or “CONCENTRATES.”
With this, it may also be the case that a customer has indicated their interest in more than one or all three, which in that case it may be helpful to look at purchase history to see where their priorities really lie.
Campaigns based on customer demographics
Another important type of campaign you’ll want to run are campaigns based on customer demographics, specifically their age.
While it may not seem like much, the age of a customer can help you broadly put them in a customer segment and identify their possible interests. For example, if a customer indicated that they are 40 years old, then that means that they are a part of Generation X.
If you know a customer is a part of a certain generation, then you can use industry data and studies to identify what kinds of advertisements might interest them. Going back to the generation X example, if you want to target generation X customers you’ll want to first figure out more broadly what their preferences are. According to Headset, In 2019 the baskets of consumers in this demographic included about 2 items per purchase. Flower and pre-rolls were the most commonly purchased items with an average of 66 flower products and 52 pre-roll products per 100 purchases. With this information, you know that for this customer segment, flower ads will most likely be the most popular, and thus a marketing campaign targeted towards generation X customers might look something like this:
“Hey (customer name)! Today is a big day at the dispensary! We’ve got a lot of new inventory here at (dispensary name) including three new strains of flower. Come in today and get a free pre-roll when you purchase any one of our new strains!
Campaigns based on customer actions
Last but certainly not least are campaigns based on customer action. While these can be based on purchase history, with springbig you can also set up automated marketing campaigns to go out to customers after they do (or don’t do) certain things such as make a big purchase, join your loyalty program, fill out their interests, refer a friend with our referral program Budz, or if they haven’t made a purchase in a while.
Sending marketing campaigns with rewards or incentives to customers after they’ve done certain things like these not only makes the customers feel important and appreciated but also reinforces desirable behavior so that they are more likely to do it in the future.
An example campaign based on customer action might look like this:
“Hey (customer name)! Thanks for stopping by today and trusting us with your cannabis needs. As a special thanks, enjoy this voucher for 10% off your entire purchase next time you come in!”
“Hey (customer name)! Thanks for letting us know what you’re interested in. As a special thanks, enjoy a free item worth $10 dollars or less next time you make a purchase!
Whatever the case may be, it is good practice to always attach some sort of reward to it in order to reinforce the behavior which will ultimately help you drive sales, loyalty member acquisition, and much more.
Recap
As you can see, there are many ways in which you can leverage your targeted marketing capabilities with springbig. Targeted marketing poses many benefits and can help take your dispensary text message marketing strategy to the next level.
Interested in learning more about how springbig can help you with targeted marketing or in other areas of your dispensary’s operations? Then click here.
