Small Investments for Big Returns
420, the real Christmas of the cannabis world! It’s a time of camaraderie and celebration of how far we have come in the legalization and understanding of weed in the modern world. Who doesn’t love the sight of cannabis connoisseurs gathered in clouds of smoke for music and art and not to mention, the chicken wings for the munchies, of course?
As a head shop owner, this is a high sales season. The biggest question is how you can create buzz and sales without breaking the bank. It conjures images of the Netflix hit, Disjointed, in which a young whippersnapper is trying to use social media to drive up sales for their smoke shop.
Social Media
That is exactly where I would start: online. Social media is an amazing and affordable way to get traffic into your shop. A simple way to start is a 10-day countdown. On each day, post a 4/20 riddle that followers have to solve, offer tips for D-Day, and culminate it with a giveaway for one lucky winner. You can make it even more interesting by making the riddle clues that will lead your followers to your brick-and-mortar or online shop on 4/20 for their free giveaway. You just drove in a whole lot of traffic!
If this feels a little too complicated, try simple daily tips for cannabis users. This can be how to roll the perfect joint, how to create interesting cannabis drinks, or how to set up a bong. Don’t forget to mention your shop and the products that you have in relation to the day’s tip.
Discounts and Freebies
Talking about the products you stock, offer small discounts and freebies. Emphasis on small; we are trying to keep this pocket-friendly. Before we discuss discount options, calculate the discount to ensure you still turn a profit on each item. That sounds like a “gimme,” but it is all too possible to get swept up in the emotion of the holiday and sell a lot of products at a loss.
Now that we have that out of the way, start with a High 5 discount. Give a 5% discount for the top 5 selling products for a few weeks leading up to 4/20. A really cool way to keep clients buying is to rotate the top 5 things each week; this will keep traffic flowing.
Freebies are also a great way to increase sales. To ensure that this is an affordable investment, I suggest offering a freebie with each purchase. Rolling papers, lighters, or small accessories are a great option with purchases above a certain amount.
DIY Displays
This is not your typical sweet mama’s DIY project campaign. This is a full-on weedstravaganza. To make it even more exciting, have your clients create DIY pieces from old paraphernalia and turn it into a competition. Customers can repurpose broken bongs, pipes, or grinders into funky display pieces. Look no further than Stephen Baldwin’s character in Half Baked; “Then get me an avocado, an ice pick, and my snorkel!” Channel that energy!
Let clients come into the shop and create their own DIY displays; they can then take pictures with the displays and post them on social media, tagging your account and using the shop hashtags. On 4/20, award a winner with the ultimate homemade bong! It is DIY, after all.
While it’s nice to create your own DIY displays, this approach fosters a sense of community that builds brand loyalty, and it’s a ton of fun in the process!
In-Store Promotions
In-store events and promotions don’t have to break the bank. A treasure hunt is a great way to get guys into the store at a low cost. Hide discount codes around the store and give clients clues on how to find them.
I am going to go back to my favorite weed show, Disjointed, for another idea. Create a puff and paint event. I have always wondered if my inner Picasso would be brought forth under the influence of our favorite natural remedy. Give your clients the opportunity to discover the same. Get a local artist to come in for the event and create a mural for your store. Another great event would be a munchies-themed eating competition complete with a memorable prize for the winner. Maybe a trophy?
Maximize Content Marketing
According to a report by First Page Sage, where they researched several agencies, email marketing has the highest conversion rate at 2.8% for B2C e-commerce businesses. It is an affordable way to keep your customers informed about your 4/20 promotions.
Build anticipation by sending out a series of emails on cool things to do on 4/20 and the different promotions that you are running at the store.
It is generally a good idea to combine SEO with email marketing. Use keywords like smoke shop discounts (city name), or 4/20 deals near me. Update your Google My Business listing with accurate hours, contact information, and a description of your 4/20 promotions.
Content marketing requires time to set up and build. Start as soon as you can with weekly articles and emails. Set up a lead magnet on your shop’s website, or start to collect contact information from clients who walk into your store. Remember to receive consent to use their email information.
Get Creative
Do you know all those great ideas you access after a smoke or two? Well, with a little creativity and planning, even the smallest head shop can make a big impact this 4/20. The secret is to start the plans early to avoid feeling overwhelmed and, as much as you can, create a collaborative, community experience for your clients.
