Free Marketing Resources for Dispensaries
June 10, 2024
With the state of regulation and taxation in cannabis, operators simply don’t have the same budget to spend on marketing when compared to their non-cannabis counterparts. In addition to financial constraints, states have varying regulations on how dispensaries can market. Some areas don’t allow out of home marketing (e.g., billboards, bus stops, etc.) or have restrictions on what can be visible in ads (e.g., not allowing images of medicated product or implied consumption). This creates a perfect storm of a heavy need for marketing with harrowing restrictions and nearly no budget. We know it’s an uphill battle, so we’re here to lighten the load with some marketing resources that won’t hit your budget at all.
General Best Practices
Before diving into some opportunities for dispensaries to get their name out there without spending a dime, we need to lay down a foundation. Because cannabis is a federally illegal substance, there are some specific regulations that typically apply to operators across the nation:
- Don’t show consumption of cannabis- showing bong rips implies the use of a federally illegal substance
- Don’t showcase anything that may appeal to children- cartoon characters, younger language, and other elements may entice people underage which is not appropriate
- Aim all advertising at adults. Many states implement a rule that, at minimum, 70% of the ad’s audience must be over the age of 21
With our groundwork laid out, here are some ways to market your dispensary safely and sensibly.
Get Positive Press
Think globally but act locally- especially with the press. Reach out to your local newspaper, magazine, even radio stations to talk about what sets your dispensary apart. On a surface level, the story can start with discussing the evolution of cannabis in your area and how your dispensary has challenged stigmas. Digging deeper, you can showcase incredible team members with impactful stories. Some dispensaries work with groups like Buy Weed From Women, a group that empowers and celebrates women in the cannabis industry. Find what individuality your dispensary celebrates and share that celebration with your local news outlets. You’ll have to write a short pitch on what sets your store apart for it to get picked up, but if it’s interesting you have a good shot at getting some local press.
Win Local (Free) Awards
After making some friends with local press groups, keep an eye out for local awards. When it comes to cannabis awards, there are a lot out there but many are pay to play. Other localized awards like a ‘Best of City’ feature from newspapers or magazines are free. They naturally will also have pay to play options, but as banjo-playing philosopher Steve Martin once said, “be so good they can’t ignore you.” It’s good to rally and ask for customers to vote for your dispensary for awards, and it’s great if you actually win.
Post Events on Social
As a disclaimer, many social media platforms do not like cannabis. Due to cannabis being federally illegal, the sale of cannabis often qualifies (in the eyes of social platforms) as the sale of illicit product even if it is a state that is legal. So before you jump to social showing off your $5 pre-rolls, you’re going to want to be a little more tactful. Instead of promoting a specific price, focus on events you can promote.
When you have brand ambassadors doing in-store events, post them as events on Facebook. Events get fed into algorithms differently than posts because it’s a different kind of information being spread. This can be tedious but once the process is rolling it will help drive guests into the stores. In the body of the event, be sure not to discuss the sale of cannabis products. Instead, to keep the event posting above board, phrase the event as in-store education or brand visits. Encourage guests to learn more about the brand(s) being featured and keep it simple. Yes, there can absolutely be deals going on in-store during the event, but that will be a surprise for any visitors who do come out. This process can also be applied to local event calendars or any calendar function you have on your dispensary’s website.
Partner with your Partners
While you’re working out those brand ambassador pop-ups, develop a relationship with them to build a stronger partnership. Just on social alone, there’s a few beginner steps to ensure you’re supporting each other’s success:
- Follow each other’s social media accounts
- Share/repost any posts that you are tagged in
- Tag partner when relevant on your posts
- Log in every few days and engage with your partner’s content (positively!)
The banter will help solidify your relationship with that brand, so the message is reiterated, ‘this brand is going to be at this dispensary.’ Engaging with partners builds that relationship both personally and publicly.
Do Good Things
If you’re struggling to think of stories you can pitch to the news, start here. Find a way to help your community, even if there are some restrictions. Specifically on restrictions, you do not want any charity work to appear to appeal to children at all. That excludes operators from doing school item drives, children’s hospital donations, or really any activity that could be surrounding minors. In 2021, a dispensary in Michigan Restrictions aside, there are a lot of impactful ways to help your community and drive positive sentiment.
If your lease or landlord or physical property allow for it, one of our favorite ways to give back is to host local groups. If you have a big parking lot, you can offer that space to a mobile animal adoption group or blood drive group. In some cities, real estate can be a blessing to these organizations and they would appreciate the support.
If you have slower hours during the week consistently, offer those hours as ‘canna-curious’ times. Make it clear via your social media and loyalty programs that during those hours, budtenders can be available to answer product questions. You can also offer canna-curious hours to local senior’s groups so they can safely learn about cannabis. On a cultural level, cannabis is beginning to become much more widely accepted. There are seniors who are just exploring cannabis and want to talk to someone who really appreciates the plant. Canna-curious hours help fill up slower times of the day and give some of your more shy shoppers the opportunity to ask questions without any pressure.
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