Operating a dispensary can be a lucrative business, but only if people know it exists, and prefer it to other dispensaries in the area. Just selling cannabis is not enough to obtain the profitability and sustainability you need for your business to be successful. You will need to market and advertise that business if you want people to know and trust it.
These marketing ideas for dispensaries will assist you well establish your brand and appeal more clients to your dispensary:
1. Differentiate your brand
Clients in your area probably have many dispensaries to choose from (as long as you are in a place where they are legal). So what makes yours different?Do you have a wider range of products? Can you afford to sell at lower prices? Do you offer a more individualized and personal customer service?
The exact method of differentiation doesn’t matter as long as you have some way of showing that you are better than your competitors.
2. Be consistent
The advertisingis more effective in many iterations, because of the effect of mere exposure. But for this effect to manifest, it must be consistent. You should present your brand in the same way, adhere to the same values and offer consumers the same type of images, tone of voice and other distinctive characteristics of the brand. Make sure you’ve thoroughly documented your brand standards. Inspect every marketing or advertising material that is posted to make sure it meets those standards.
3. Appeal to a local hearing
While some dispensaries may sell to customers in many different areas, most are limited to a local audience, or at least will get most of their income from it. Dedicate a significant portion of your advertising budget to channels and methods that work especially well for locals, such as printing and distributing flyers or putting up a billboard that residents can see.
4. Watch your costs
You will need to watch your budget carefully if you want to be successful. If you spend very little or nothing on marketing, you will never achieve the growth you want. Your goal is to maximize your return on investment, which means selectively choosing the most effective and profitable strategies. You can do this by starting with minimal investments, measuring the results and preferably maintaining the best strategies per currency spent.
5. Segment and target your audience
You can improve your results by selectively targeting specialized audience segments. Who are your top customers and what are their top priorities? Are they buying cannabis for an underlying health condition or to enjoy it recreationally?
6. Invest in search engine
The optimization of search engines is one of the best overall internet marketing strategies. Using a combination of on-site content development, off-site link building, and other tactics, you will build your online presence and increase your search engine rankings, generating more traffic for your site. It’s a long-term strategy, so it won’t yield immediate results, but the long-term value is unparalleled.
It’s also important to experiment, as you can’t be sure which tactics, channels, or messages will be most effective for your audience. Try a wide variety of different approaches and be sure to measure your results to see what works.