Dispensary Direct Marketing

Is your dispensary using direct marketing?

If you haven’t considered direct marketing before, it’s exactly what it sounds like. Direct marketing is what you’re doing when you skip the middle-person (like a marketing company, TV station, or phonebook company) and market directly to your customers yourself.

What does direct marketing do that other options don’t?

You’re reaching your customer base directly, and depending on the medium you can shake off some of the stodgy language that new businesses tend to get caught up in.

Remember: You are speaking directly to your customer base.

It’s the perfect time to use color, language, and imagery to brand your dispensary and reach potential customers on a more emotional level.

Make mobile marketing your dispensary’s secret weapon

Quick, what device are your customers using to find you most often? Oh, you said “phone”? It’s the same for us and nearly every single one of our dispensary clients.

Direct marketing is entirely within your control. That means you can optimize it for your most active group of users; mobile ones.

Direct marketing can help you move cannabis product now

A Google study found that 50% of consumers making a local search from a mobile phone will visit a store within a single day. Now, let’s run through some direct marketing options.

Text message marketing for your dispensary

If you’ve worked hard to capture customer phone numbers using a rewards program, receipt storage, or other methods, you have more data at your disposal than you think.

What does your database tell you about your customers?

• What products each customer buys most often.
• How much each customer spends and what “product tier” they choose most.
• Which day or days of the week each customer is most likely to come in.
• Preferred product types: Indica, Sativa, Flower, Concentrate, etc.

Customer data is one of the most powerful direct marketing assets you have. It lets you personally market to an individual based on their spending habits.

Every single bullet point in the above list is an entry point to a dialogue with your customer—you know what products they like, when they like them, and how much they are willing to spend on them.

Citation: Adweek – There’s Power in Consumer Data. Is Your Brand in Control?

Personalizing your direct marketing efforts are a way to help your customer more easily learn about and engage in the best deals and newest types of products they are already interested in. You’re making a buying process that is already occurring, that much easier for your customers when you use targeted marketing materials.

Citation: Fieldbloom – Market Segmentation: The Reason Spotify Is Beating Apple Music

Directly market with content

You’re getting new products in all the time, but they aren’t always moving the way you expect. We’ve written extensively on how to capture dispensary customer data for email marketing.

An email list is ideal for direct marketing because it allows you to do two things.

1. Create specific pieces of dispensary-related content for your customer groups and send it directly to them. Base content off of your chosen segments.

   For example: Email your customers who typically purchase shatter and wax a report on how battery choice affects flavor and potency with a link to the new vaping battery you just put out for sale.

2. Send general event and specials out to your entire customer base.

   For example: You want to create stronger ties with a vendor, push out a vendor day email to your entire mailing list. Create a separate followup list of the customer who most often shop on the day of the week the vendor will be there. Send them a second day-of email in the morning.

The same methodologies can help you get phone numbers too.

Direct marketing builds your content portfolio

Building up your content portfolio is one of the best things you can do for your dispensary SEO. A large portfolio also provides you with all the content snippets, images, and video you’ll need to market your dispensary on multiple platforms. We can help you improve your content portfolio and your overall marketing efforts. Contact us now to get started.