When it comes to marketing, cannabis is different from every other consumer good available today. If sales start to dip in traditional retail, you can simply increase ad spending. However, with companies like Google, Meta, and even traditional broadcasters placing strict bans or severe limitations on cannabis advertising, the standard “pay-to-play” system just doesn’t work.
This regulatory landscape forces owners and operators to be smarter in their cannabis advertising and, more specifically, it requires a shift from single-channel tactics to a more holistic omni-channel strategy.
Optimizing Your Online Presence
A company’s online presence is important in any industry, and cannabis is no exception. You might face certain restrictions that others don’t have to deal with, but that doesn’t mean that you can’t succeed just the same.
- SEO & Google Business
Profile (GBP): Paid ads are restricted in the cannabis industry, so organic local SEO will become a vital part of your digital strategy. A fully optimized GBP acts as your digital storefront in this case, so make sure to include accurate contact data and manage your reviews on a consistent basis. Doing so helps prove your company’s legitimacy in the virtual eyes of Google, which will ultimately help you dominate those “dispensary near me” searches. - Social Media: Due to strict platform policies against selling controlled substances, social media is generally used for engagement only. The goal here is to build your community and showcase brand lifestyle without triggering any profile bans or restrictions. For best results, use today’s social media platforms to educate consumers and drive traffic to your store or website, where the actual conversion takes place.
- SMS: Although some tend to underestimate their effectiveness, text messages are actually a great way to connect with customers in a more casual environment. Texts are ideal for general news, updates, and fresh product drops.
- Email: One of the more traditional tools involved in digital marketing, email blasts and newsletters are still great when it comes to maintaining customer relationships and providing product or service updates that don’t require an immediate response.
Winning Over the Local Community
Considering that the majority of the traditional advertising channels are unavailable, one of the best things you can do for your cannabis business is to tap into the local community. They’ll be the ones purchasing and consuming the majority of your product, after all, so it’s essential to make a good impression here before anywhere else.
Local farmers’ markets are a great choice due to the variety of both consumers and vendors. Even if you can’t legally sell THC products outside of the dispensary, you can still take advantage of these markets to create brand awareness and advertise your goods. Other possible opportunities include music festivals, parades, carnivals, and trade shows.
Finally, head shops and dispensaries often organize holiday drives for their local communities. Organizing food, clothing, or toy drives can go a long way in giving back to those who are in need—whether it’s a holiday or not.
Are you struggling with partnership ideas? Consider collaborating with some of the following businesses:
- Yoga studios, gyms, spas, and massage therapists: Partner with health and wellness companies to highlight the benefits of responsible cannabis consumption.
- Music venues, festivals, and comedy clubs: Marketing is all about meeting your customers where they already are, so these establishments are a natural fit for any dispensary or head shop.
- Restaurants, cafes, and bakeries: We’ve all had the munchies at one point or another, so why not partner with a local eatery to advertise your products?
- Transportation services: Organize a rideshare to and from your store or host a tour of the most iconic
- counter-culture locations in your area.
- Podcast hosts and influencers: Connect with local podcasters and social media influencers to promote your store in lieu of traditional advertising channels.
Maximizing the In-Store Experience
With curbside pickup and even cannabis delivery becoming popular in some areas, the physical sales floor remains your most powerful stage for building out your brand. Shops that can create memorable in-store experiences might even transform their store from a local staple into a counter-culture icon. 
Start by organizing vendor days and working with brand partners to host frequent vendor pop-ups. Apart from giving consumers further insight into the industry, events like this are a great way of introducing transparency into the process from seed to sale.
You might also consider hosting “meet the grower” or “meet the manufacturer” sessions, too. These events are helpful when it comes to maintaining transparency about your business and building trust amongst your customer base, both of which could lead to greater brand loyalty, repeat business, and increased sales in the long run.
Forget What You Know About Marketing
Success in the cannabis industry requires a great deal of dedication, persistence, and creativity. Many of the standard marketing strategies just aren’t effective here, so owners and operators are forced to think outside the box and take extra steps that aren’t required of other businesses. It might not be fair, but, for the earliest pioneers in the cannabis industry, it’s the price we pay for being ahead of the curve.
Are you looking for more tips on how to be effective in your shop’s print or digital marketing without needing to become a marketing maven? Check out this article we put out earlier this year!
