As the legal cannabis industry grows larger and larger each year, it is important to keep up with opportunities within the industry. Now more than ever, customers are placing value in brand loyalty — there is an increasing need to make a striking first impression. Of course, no business has 100% customer retention, however, you need to be willing to constantly communicate and build new customer relationships. In this post, we’ll go over how to identify your target audience, cultivate your brand, and boost your dispensary sales with loyalty programs and marketing strategies.
Within the legal cannabis world, there are many different “personas” that are interested in various means to consume or smoke marijuana. Here is a list of a few dispensary customers and how you may want to market to them:
Your brand is more than just a name and a logo — it’s the way you present yourself to the rest of the industry, your potential customers, and your partners. Think carefully of what you want your brand aesthetic to be like and what kind of environment you want to cultivate in your dispensary.
Think of what values you want to pursue in your business. This can be quality, novelty, innovation, exclusivity, and more. No dispensary can appeal to all qualities someone may be looking for, so it’s best to stick to a few that mean the most to your vision of the company.
Solidify your brand by matching the website, social media, and other accounts to your aesthetic and branding. Wherever the customer goes, they should be able to get accurate, up-to-date information. Having a responsive web design that is compatible with a mobile phone display is important since many people will be browsing your online menus on their smartphones.
An extremely valuable aspect of growing your business that often gets overlooked is online reviews. Studies show that a potential customer values businesses or products on the number of reviews, rather than the contents of the review itself. Encouraging your customers to leave reviews of your cannabis dispensary will make it more appealing to other prospective customers. Reward customers by offering discounts or coupons for leaving a review. This dispensary marketing strategy may help jump-start your cannabis brand and help reach your ideal customer. Satisfied customers will feel more welcome to come back to your dispensary rather than other local businesses. Like businesses in other industries, cannabis consumers value a shop with great brand awareness, notable online reviews, and welcoming service.
Now that you’ve taken the time to select the products, make sure each one is consistently labeled and named. The descriptions should be easy enough for a newcomer to follow, but also be somewhat descriptive to intrigue experienced cannabis users to try a new product.
Once you start selling more products, keep an eye out for those that are especially popular, and make sure to keep those in stock at all times. Take notes of products customers ask for that you don’t have, and decide if you should add them to your product list. It’s also important to recognize trends in the recreational marijuana market and create a mix of traditional and experimental items to diversify your store. It may be beneficial for your brand to start carrying more niche and unique items to compete in a seemingly competitive area. Diversifying your products will in turn bring in new customers and help further establish your brand aesthetic.
Because of the ongoing pandemic, e-commerce has become a huge part of the cannabis industry. Deemed essential businesses, dispensaries saw a significant uptake in online ordering during the months following the start of the pandemic. More people are buying their cannabis online or making use of cannabis delivery services in their area. Because of the ease of online shopping, setting up an online menu and e-commerce website can help existing customers shop their usual orders and guide new customers to your most popular products.
For a lot of people, choosing the dispensary they go to comes down to who has the better deals. According to some sources, two out of three people are searching Weedmaps or other platforms looking for deals. If you want to attract more customers, you have to appeal to a wide audience. You can offer promotions of specific products (flowers, edibles, pre-rolls, etc.), time of day, or other events. Some of the most popular include:
One of the most important aspects of a cannabis business and dispensary marketing techniques is to create a rewards program. Thousands of cannabis retailers nationwide utilize marketing through rewards and loyalty points, social media, and other digital marketing endeavors. For dispensary owners, seeing the same faces in your shop feels rewarding in itself. Rewards programs take cannabis marketing to the next level — repeat customers get deals for being loyal to your brand, and you get to build a network of people who love shopping at your dispensary.
Offering special perks, discounts, and deals through email or text message marketing has shown to increase the overall basket size of an order, maintain customer retention and increase the frequency of visits. These special perks allow you to use targeted marketing strategies — something revolutionary even though the US government has restrictions on marijuana dispensary promotions.
With Springbig, we offer a loyalty program that uses a point-per-dollar reward system. Compared to other loyalty programs which use a points-per-visit system, Springbig’s point-per-dollar system incentivizes cannabis customers to spend more while also rewarding the biggest and most loyal customers. With customer loyalty programs, you can foster long-term relationships with your customers, offer discounts and personal cannabis sales, and transform your dispensary marketing efforts.
When using Springbig’s loyalty program, you can expect an increase in customer retention and per-visit spending, as well as full control marketing strategies you want to send out to your consumer base. You can learn more about springbig’s cannabis loyalty marketing software here (for a Canadian version, click here).
Although online cannabis marketing may be hard to navigate because of various compliance laws, there are numerous ways to increase your web presence. Some digital dispensary marketing ideas include social media accounts, blog posting, and utilizing email and text messaging marketing campaigns. Online dispensary marketing has been proven to be useful for local businesses — increasing their online presence and appealing to a wider range of people.
Learn more about how you can increase your customer base with SMS marketing campaigns and how Springbig can help you create an easily integrated, fully compliant platform for your dispensary that generates results in just one day.
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