Cannabis dispensaries face unique challenges when it comes to promoting their products and services, as they operate within a regulated environment with restrictions on traditional advertising channels. Additionally – cannabis shoppers have a myriad of different reasons for why they shop at certain dispensaries and buy certain products.
Knowing that – how do we as marketers help our dispensary partners increase the opportunities for conversion from paid media while still speaking to audiences with broad enough messages to appeal to most consumers. At Safe-Reach we focus on optimizing to three varied call to actions – this framework creates a nice guide for what we should be promoting and how to create on brand creatives and call to actions that appeal directly to the broadest group of consumers.
- Price Promotion: Price promotion is a powerful tool that can attract price-conscious consumers and drive sales. Testing different creative messages related to pricing allows dispensaries to determine the most effective approach. For instance, they can experiment with discounted prices, bundle deals, or limited-time offers. By tracking the response to these promotions, dispensaries can identify the optimal price point and tailor their marketing campaigns accordingly. Testing price messages also provides valuable insights into consumers’ perceptions of value, helping dispensaries refine their pricing strategies to maintain competitiveness.
- Brand Promotion: Building a strong brand presence is crucial for any business, and cannabis dispensaries are no exception. Testing creative messages that focus on brand promotion helps dispensaries establish their unique identity and differentiate themselves from competitors. Dispensaries can experiment with various brand-related elements such as logo design, slogans, brand storytelling, and brand personality. By testing different brand messages, dispensaries can gain insights into what resonates with their target audience, allowing them to craft compelling marketing campaigns that effectively communicate their brand values and offerings.We find a lot of value in partnering with branded products on the shelves of the dispensary – this allows the dispensary to leverage the brand equity of quality product manufacturers and the brand partner to leverage advertising reach not typically executed against by brands with no retail or delivery presence.
- Convenience: Convenience is highly valued by consumers. Testing creative messages that emphasize convenience promotions can be a game-changer for cannabis dispensaries. This can include highlighting services like online ordering, home delivery, express pick-up, or loyalty programs. By testing different convenience-focused messages, dispensaries can identify the features that resonate most with their customer base. This valuable data helps dispensaries optimize their operations and marketing efforts to provide an exceptional customer experience and drive customer loyalty.
- The Power of Testing: Testing creative messages is not a one-time endeavor; it should be an ongoing process. The cannabis market is dynamic, and consumer preferences and perceptions can change over time. By continually testing and measuring the impact of different messages, dispensaries can stay attuned to evolving consumer demands and adjust their marketing strategies accordingly. A data-driven approach to testing ensures that dispensaries are investing their resources in the most effective messaging strategies, optimizing their marketing campaigns for maximum impact and return on investment.
The need to test different creative messages focusing on price, brand, and convenience promotions is an easy yet effective framework when executing your paid marketing campaigns. By conducting strategic testing, dispensaries can gain valuable insights into their target audience, refine their messaging strategies, and optimize their marketing efforts.
Whether it’s attracting price-conscious consumers, building a strong brand presence, or emphasizing convenience, testing allows dispensaries to adapt to evolving consumer preferences and effectively communicate the value they provide. By embracing a data-driven approach to marketing, cannabis dispensaries can position themselves for success in a competitive marketplace and foster lasting customer relationships.