If you own a local marijuana dispensary and are looking for the best ideas to increase traffic to your retail store, here are 4 local dispensary marketing ideas to help you do just that.
4 Local Dispensary Marketing Ideas To Increase Retail Store Traffic
I’m sure you want effective marketing and promotional ideas to increase the amount of retail traffic in your dispensary and wondering how to use social media to achieve this goal.
As a local business, marijuana dispensaries have quite a unique set of challenges that online dispensaries don’t have to deal with, not to mention advertising restrictions that other local businesses don’t need to worry about.
Things like location, traffic, visibility, parking, and proximity to similar retailers are just a few of the factors that can affect your dispensary’s marketing plan.
One of the biggest mistakes we’ve seen with dispensary marketing is that many dispensary owners are simply copying what their competitors are doing instead of doing something to stand out from the noise.
The key to your local dispensary marketing ideas is not necessarily to be better than your competitors, but more so to be different than your competition.
Another mistake we’ve seen with dispensary marketing is based on assumptions. The assumption that your customers already know about your new or established retail store, where you are located and what type of marijuana products you sell.
Unfortunately, this isn’t always the case.
Don’t assume that since you’ve heard your dispensary marketing messages over and over that your target customers have heard it too.
Are you ready to learn about how you can use social media to promote your dispensary and increase retail store foot traffic?
Here are 4 effective dispensary marketing ideas that will drive foot traffic to your retail store.
1. Incentivize New Customers With Enticing Offers To Grow Your Business
I think we can agree that potential customers who actually step into your dispensary are more likely to make a purchase that those who are searching Google for a local dispensary.
So the question becomes, how do you get potential customers into your cannabis retail store? The answer is easy: you simply provide them with an incentive to visit your local business to learn more about your staff and your cannabis/CBD products.
Once you have these potential customers in your dispensary you now have a chance to get them interested in your products and excited about your business.
There are several ways to execute on this idea. Whether you offer a free product or a great discount, the key is to lower the barrier to entry for first-time buyers.
The BOGO concept always tends to work well. People love deals and one of the biggest marketing ideas in recent years has been the concept of Buy One Get One – BOGO.
BOGO events at your dispensary can come in a variety of offers from buying one type of cannabis product and getting another one for free. If that’s a little much for your budget, dispensaries can offer a buy one get one 50% off.
The perception of the customer is that they are getting a huge deal, and that’s all that matters. Getting a super good deal on cannabis and CBD products is a great incentive to drive first-time customers or returning customers to your dispensary’s retail location.
In terms of dispensary marketing, BOGO is designed to clear out and move inventory and you should use it that way. It is also a way to create cash flow. Use BOGO when you want to generate more cash.
People have to buy more to get the offer, so you get more cash. While this is only true if your BOGO is a percentage off the second item, it does work.
Since BOGO is a common offer for customers now, the psychology of the deal is often times the same, meaning BOGO free and BOGO 50% off still make a customer feel like they are getting a great deal.
2. Partner With Other Local Businesses That Are 420 Friendly
Local dispensary marketing can work really well if your business is able to partner with other local businesses that are 420 friendly. Granted, this may be a challenge for your dispensary marketing strategy based on the town, city, and community you do business with, but it’s not impossible.
The idea is to source local businesses that compliment your dispensary business and with whom you could partner with the run contest and giveaways that drive traffic to your retail location.
Each business would provide a prize of equal value and promote the contest on their social media platforms, organically, no advertising.
Not only does this tactic put your business in front of a warm audience that already loves a specific service that complements yours, but it can also quickly grow your online audience.
If no one else in your market is creating these partnerships, take this opportunity to take the lead, but be prepared to face objections to this initiative.
You’ll need to explain to other businesses what’s in it for them, how much time it will take, and what it will cost if anything.
Some examples of potential 420 friendly local businesses that you can partner with as part of your dispensary marketing are:
- Local wineries
- Your local sports bar
- Craft brews in your town
Once you have the above sorted out and your target list of local businesses, you can begin reaching out to these potential partners to let them know you’re looking for only one type of each business.
The idea is to position the partnership as a great opportunity for exposure to each of your customer bases.
Like any good dispensary marketing idea, it’s recommended to create a sense of urgency to commit by presenting the opportunity as an exclusive first come, first serve offer.
The next step is to carefully plan how the businesses will participate. It’s highly recommended to clearly outline expectations from the start. This includes:
- Agreeing on a minimum monetary value for the giveaways
- Providing directions on what copy and images to post
- What social platforms to use to share the content giveaway details
You’ll also want to have a clear call to action in place so online audiences know how to participate.
Once you’ve launched your promotion, it’s super important to track each business’s performance and contribution. The more each party participates and engages, the greater the crossover benefits will be.
3. Create Authentic Personal Connections
Social media is supposed to make it easy for people to create personal connections with each other, as well as with businesses and brands they love.
While this is true to some extent and while social media marketing for dispensaries makes it easy to collect information about new and existing customers, it’s still a highly automated process that takes place on a somewhat impersonal level.
However, your retail dispensary changes all of this and makes it super duper easy for your dispensary team to make personal connections with your customers.
In a retail or local business environment, connections are made face-to-face by your staff on a daily basis, which makes creating personal connections an essential part of your retail dispensary marketing plan.
To implement this strategy is your dispensary’s marketing mix you need to ensure that your security and budtenders understand that their main job is to serve the people walking through your door.
The best way to do this is to get a customer’s contact information so you can follow up with a text message or email to address any questions about your products or services, open lines of communication between customers and your cannabis experts, and up-sell these people on new deals and new products.
Some people may be hesitant to offer their phone number or email address but if your staff focuses on the features, benefits, discounts, and value available to all subscribers, it should be an easy sell.
Having enough staff in place who can take the time to chat with up with and be attentive to customers is a major asset for your dispensary marketing and helps you to build a strong local business.
4. Online Customer Reviews & Recommendations Is Fuel To Your Fire
As a local business owner and a local shopper, I’m sure you understand how important online reviews are for your dispensary marketing. A 2018 local consumer review survey from BrightLocal found that:
- 86% of consumers read reviews for local businesses (including 95% of people aged 18-34)
- Consumers read an average of 10 online reviews before feeling able to trust a local business
- 40% of consumers only take into account reviews written within the past 2 weeks – up from 18% last year
- 57% of consumers will only use a business if it has 4 or more stars
- 80% of 18-34 year olds have written online reviews – compared to just 41% of consumers over 55
- 91% of 18-34 year old consumers trust online reviews as much as personal recommendations
- 89% of consumers read businesses’ responses to reviews
Word of mouth and personal recommendations are the primary sources of traffic for local businesses as well as the fastest way to get new customers.
So, if you want to increase the foot traffic to your dispensary, you need to create a system to solicit, encourage, amplify and escalate referrals.
Let me ask you this. Does your dispensary marketing include you wanting your happy customers to tell their friends about their awesome experience at your cannabis retail store?
I’m sure you answered yes to this question. So what are you doing to incentivize these happy customers to make those recommendations and referrals? It’s going to have to be something that gets them excited to do this for you.
Here’s a dispensary marketing example you may be able to use in your local reviews strategy, but we strongly recommend you triple check with your legal team to ensure you remain compliant when executing these ideas.
When a customer makes a referral, recommendation, or even better, leaves an online review on Google, both the customer and one of their friends gets a store credit, free gift, or any other bonus item of value.
This is so win-win-win because you get two sales, a potential new customer, and potential new online review, while both people get a deal and a special experience from your dispensary.
If you sell cannabis seeds or vaping products at your dispensary, you can offer things like useful tips for growing weed and/or vaping cannabis and CBD and turn this into a contest for your dispensary marketing on social media.
You’d ask people who purchased seeds to post photos on Instagram of their grow. You’d ask people who purchased vaping products to post videos and Instagram Stories of them using your vapes blowing vape clouds.
The key is to tell them to tag your dispensary and use a custom promotional hashtag in order to successfully enter the contest.
Your dispensary marketing agency or internal team can easily collect all entries by searching the custom hashtag you created and/or via your Instagram notifications of posts you’ve been tagged in.
When you create your word-of-mouth referral system for y our dispensary marketing, be sure to publicize it, be transparent about the benefits, and reward both parties equally.
We Can Help You Execute Your Dispensary Marketing Ideas
Do you think you can increase the amount of retail store traffic to your dispensary using the 4 dispensary marketing tips we outlined above?
You’ll never know until you try!
It’s challenging to market a dispensary effectively, with the goal of direct sales, because of the strict advertising restrictions that local cannabis retail stores face, which other local businesses do not.
We offer professional, experienced, managed services for social media marketing management for dispensaries as well as local SEO for dispensaries.
If you need help marketing your dispensary retail store or your online dispensary, we currently work with companies in the USA, UK, & Canada, and are happy to work with your dispensary anywhere in the world!
Please contact us for a free consultation or to request a quote.
We’re Ready To Help You Grow!