A cannabis dispensary website needs to drive revenue.
Branded merchandise is the key to turning budtenders into brand ambassadors.
Regardless of what side of the cannabis industry you’re on, developing branded merchandise is critical. Why? Because in a saturated and competitive marketplace, merch is often the difference between success and failure. And while T-shirts and hats are perfect giveaways that make customers walking billboards, that’s not what makes merchandise critical. Like everything else in cannabis, it comes down to the budtenders. Here’s why:
Budtenders are the lynchpin of the cannabis industry.
Mike Tyson is a heavy-hitter. The former heavyweight champion revealed in August that he smokes $40,000 of weed every month at his future cannabis resort, Tyson Ranch.
The story came up in an episode of Hotboxin’ with Mike Tyson, a podcast where “Iron” Mike sits down for a “performance-enhanced” conversation with celebrities, athletes and luminaries. Details on Tyson’s colossal cannabis consumption scored him a ton of earned media, with multiple news outlets and social media channels covering the story.
So what does this story teach us?
If you have an ancillary cannabis business selling products or services to Canadian cannabis Licensed Producers, you’ve probably already recognized that the most difficult part of closing a sale is simply getting in contact with the decision makers. Thankfully, I’ve figured out a trick that works to get your email in the inbox of the exact person you need to talk to. I used this technique as a starting touch-point that generated hundreds of thousands of dollars in sales over a 1-year period.
Those of us in the cannabis industry know that the tools and tactics available to us are limited. When, where, and IF you can advertise comes with a variety of restrictions. The instinct of most cannabis businesses is to invest heavily in social media. They get on Facebook, Instagram, Twitter, and any other platform you can imagine, and then saturate them with content. We’re not saying not to do that, but use social media with this understanding:
For cannabis dispensaries, content is the name of the game. You need to have a lot of it, it needs to be consistent, and it needs to be good. Most dispensaries miss the boat by focusing on just a couple specific types of content, for example, Instagram and twitter posts. There’s certainly nothing wrong with a strong social game, but you need variation in your content offerings.