As we step into 2024, it’s safe to say that the cannabis industry is not just growing; it’s thriving! The reports reveal that the number of medical marijuana dispensaries in the US has observed a 1.7% jump from the previous year- totaling 5,142 in 2022. 

Moreover, the industry is expected to skyrocket, with a projected compound annual growth rate (CAGR) of 14.66% from 2023 to 2028, reaching a market value of US$67.15 billion by 2028. Isn’t that amazing?

In such a booming market, the potential to earn profits is enormous. But how can you capitalize on this opportunity and make your dispensary the go-to place for cannabis products? 

Are you also wondering the same? If so, we’ve got you covered! We have compiled a list of effective promotion tricks to help you elevate your dispensary in 2024. Let’s explore them together!

Focus On Local SEO To Maximize Your Visibility

Have you ever noticed that some dispensaries seem to have a never-ending stream of customers while others struggle for the same despite offering similar products and services?

If yes, the reason for such a difference is the savvy use of Local SEO. According to statistics, 46% of people search for local businesses on Google. What’s even more surprising is that around 80% of these local searches result in conversion. 

Let’s take a look at this using an example. Suppose you own a dispensary in Buchanan, MI. In that case, if you want your buchanan dispensary to be the talk of the town, you must focus on Local Search Engine Optimization. This includes several steps, and a few of them are given below: 

• Ensure your Google My Business (GMB) profile is complete and accurate. It includes up-to-date contact details, operating hours, and high-quality images. 
• Use relevant keywords in your business description, focusing on terms potential customers might use. For instance, “Dispensary in [Your City] such as Buchanan, MI.” 
• Create localized and reader-friendly content on your website, such as blog posts about community events or local cannabis news. 
• Have a mobile-friendly website, as most local searches are done on mobile devices. 
• Build local backlinks by collaborating with other local businesses and participating in community events. It will boost your local search rankings.

Provide Exclusive Deals On The Home Page

After fine-tuning your local SEO, your website homepage becomes a vital touchpoint for capturing visitor interest. Picture this: a potential customer, drawn in by your high search ranking, lands on your site and gets greeted with an offer they can’t resist. That’s the power of providing exclusive offers right on your homepage.

As a matter of fact, these offers do more than just grab attention. They provide compelling reasons for them to stay and explore the entire website. It’s like saying, “We value your visit, and here’s how we show it.” 

Now, the question is- How can you craft deals that not only entice but also resonate with your audience? No need to worry; we’ve got you covered! Here are a few types of discounts/deals you can provide to your target customers: 

• First-Time Buyer Discounts: Offer a special discount for first-time customers to encourage them to make their initial purchase.
• Loyalty Rewards: Create a loyalty program where repeat customers earn points that they can redeem as discounts on future purchases.
• Seasonal Promotions: Use holidays and seasons like Black Friday, Christmas, and New Year with themed discounts or bundles.
• Exclusive Access: Provide early access to new products or special editions for regular customers.
• Referral Bonuses: Encourage customers to refer friends by offering them a discount or free product for each successful referral.
• Bundle Deals: Create product bundles at a reduced price to promote purchasing new products.

Offer Multiple Purchase Options

It goes without saying that customers prioritize convenience above all, especially when it comes to purchasing options. That means, by providing multiple ways to buy cannabis and related products, you make each customer feel catered to, regardless of their buying preferences.

For instance, some customers prefer browsing online but enjoy the experience of picking up their orders in-store. On the other hand, some value the convenience of home delivery. By providing options like online ordering with in-store pickup, home delivery, and direct purchases at your location, you’re taking steps to enhance their shopping experience. 

All in all, if your dispensary can effortlessly meet their needs, you’ll quickly become their go-to choice. Yes, it’s that easy! It builds a bridge of convenience and flexibility, leading to increased customer satisfaction and loyalty. 

But there’s a catch – you must understand exactly what your customers want. For this, you can try the following tips: 

• Surveys and Feedback Forms: Regularly ask for customer feedback through surveys or feedback forms, either in-store or online.
• Focus Groups: Conduct focus groups with a diverse set of customers to gather in-depth insights into their preferences and needs.
• Customer Service Interactions: Keep track of common queries and requests received by your customer service team.
• Sales Data Analysis: Examine your sales data to identify trends and popular products among your customers.
• Observational Research: Observe customer behavior and preferences in-store to gain real-time insights into their shopping patterns.

Try Social Media Storytelling

Does your dispensary have a social media account? If so, think about what you often post. Typically, businesses post about product updates and promotions. However, social media is an excellent platform for building an emotional connection with your target audience by sharing compelling stories and experiences.

For example, you can create reels about the journey of your business. Or, post customer testimonials on how amazing your service or products are. This type of content allows your audience to connect with your brand on a more personal level, seeing it as more than just a dispensary but as a community pillar.

In essence, using storytelling as social media marketing helps create a loyal community that resonates with your brand’s values. When they see the dedication and passion behind your products, they feel an intrinsic part of your dispensary’s story.

Having said that here are some elements that you must include in your social media storytelling:

• Ensure your stories reflect your brand’s genuine values and mission. Authenticity resonates with audiences.
• Include interactive elements like polls, questions, or calls to action to encourage audience participation.
• Use high-quality images and videos to make your stories visually compelling.
• Create a story that evokes emotions, whether it’s joy, empathy, or inspiration.
• Share content that is relevant to your audience’s interests and current trends.
• Offer glimpses into the daily operations of your dispensary, showcasing the people and processes behind your products.

Say Yes To Event Sponsorship Opportunities

Saying ‘yes’ to event sponsorship opportunities can open doors you never knew existed. It’s about putting your brand in the spotlight but in a way that feels genuine and community-oriented. 

Just imagine your dispensary in Buchanan sponsoring a local music festival, art show, or wellness fair. These events aid you to resonate with your target audience and also position your brand as an active and supportive member of the community.

It’s worth noting that event sponsorship isn’t just about adding your logo to a banner. It’s an opportunity to engage with potential customers face-to-face, showcase your products, and build a positive brand image.

When people enjoy an event and see your dispensary contributing to that experience, they associate those good vibes with your brand. It’s a powerful way to build trust and recognition, turning attendees into loyal customers who remember your name long after the event is over.

Now, you may ask: How to avail such opportunities? Here are a few things you can try: 

• Collaborate with Local Businesses: Partner with local businesses that share a similar customer base for joint sponsorship opportunities.
• Network in Industry Events: Attend cannabis industry conferences, trade shows, and networking events to connect with organizers and other businesses.
• Contact Event Organizers Directly: Reach out to organizers of local events, festivals, and community gatherings to inquire about sponsorship opportunities.
• Join Local Business Associations: Become a member of local commerce chambers or business groups to access insider information on upcoming events.
• Utilize Social Media: Engage with local event pages on social media and express interest in sponsorships.

Tap into Nostalgia Marketing

Have you ever noticed how certain smells, sounds, or sights can transport you back in time? For example, the aroma of fresh pine might remind you of winter holidays spent with family. 

This is the essence of nostalgia marketing, a powerful yet underrated tool that can make your dispensary stand out in 2024. By tapping into the fond memories of your customers, you create an emotional connection that goes beyond the product itself.

Now imagine adding similar retro themes to your product lines or store decor. It could be as simple as playing classic tunes from different eras in your dispensary. These subtle nods to the past can evoke warm, nostalgic feelings in your customers, making their experience with your brand more memorable and personal.

Perhaps we can say that this marketing technique is not just a trend; it’s about creating a sense of familiarity and comfort. When customers associate your dispensary with good old memories, they’re more likely to return and share their experiences with others. It’s a unique way to build a loyal community around your brand.

Below are a few nostalgic marketing tips you can try for your dispensary:

• Retro Product Packaging: Design your product packaging with a vintage or retro theme reminiscent of past decades.
• Classic Strain Revival: Introduce or highlight classic cannabis strains that were popular in past decades.
• Throwback Events: Host themed events celebrating different periods, inviting customers to dress up and enjoy era-specific activities and products.

Connect Via Podcasts

Finally, podcasts are another popular way to connect with audiences on a more personal level. Using this tool, you can dive deep into the world of cannabis, discussing everything from the latest strains to the ins and outs of responsible usage.

It’s not just about providing information; it’s about building a community. By featuring guest speakers, such as industry experts or satisfied customers, you add different perspectives and voices to your brand. This approach makes your dispensary more relatable and trustworthy.

In other words, starting a podcast gives you a platform to tell your brand’s story, share knowledge, and engage with listeners who share your passion for cannabis. It’s a unique way to establish your dispensary as an authority in the field while creating a loyal listener base.

With that in mind, here’s how you can start a podcast: 

• Define Your Niche: Decide on a specific focus for your podcast, like cannabis education, industry news, or strain reviews.
• Get the Right Equipment: Invest in a good quality microphone, headphones, and recording software.
• Plan Your Content: Outline your episodes, decide on formats (interviews, solo talks, etc.), and prepare talking points.
• Record and Edit: Record your episodes and use editing software to refine the audio quality.
• Choose a Hosting Platform: Upload your podcast to a hosting platform like Spotify, Apple Podcasts, or SoundCloud.
• Promote Your Podcast: Share your podcast on social media, your website, and through email newsletters.

Final Thoughts

In 2024, standing out in the bustling cannabis market requires creativity and connection. By embracing these promotion tricks, your dispensary can attract customers while building a community. Just remember to engage with your audience and adapt to their evolving needs.