Welcome to High On Marketing - A weekly newsletter where I show you how to strengthen your email marketing strategy for your cannabis brand. Learn how to nurture your audience, increase retention rates, and sell more weed.

⚡Quick Tip⚡

Today’s Email:

• Dissecting a Billion-Dollar Marketing Strategy

• How You Can Re-Work These Strategies For Your Dispo

• Pictures!📸

Let’s Roll 🛼

A lot of dispensaries make the same mistake with their marketing.

They’re modeling their email and social media strategies off of ecommerce brands.

Ecommerce brands often don’t have a brick and mortar store, and their main goal is to sell and ship out as many products as possible.

The main goal of a dispensary is to get more foot traffic through their doors.

Different goals require different strategies.

Your marketing strategy should align with the outcome you’re seeking for your dispensary.

You should model your marketing strategy off an industry that has similar goals to yours.

And an industry that has similar goals (more people through their doors each day), and that utilize their marketing correctly? Fast Food.

This week, I wanna dissect some of the Fast Food Giants’ marketing strategies, figure out what they’re doing right to keep their queues and drive-through’s full, and show you how you can do the same for your dispensary.

What’s Big Fast Food Doing Right?

Fast food chains are great at 2 things:

1. Driving foot traffic

2. Maintaining customer engagement through loyalty programs

They do this by implementing a customer-focused marketing strategy that uses loyalty incentives and purchase history to create personalized, relevant messaging.

Chains like Taco Bell and Starbucks tailor offers, email content, and notifications based on purchase history, preferences, and location (something your dispensary should do).

And it all comes down to data collection and segmentation.

Collect customer data through email engagement, POS systems, surveys, purchase history, etc.

The more data you have, the better you can segment your list.

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Loyalty Matters:

Loyalty programs are your secret weapon.

Fast food chains reward their customers for every purchase, offer tiered loyalty programs that incentivize customers to get to the next tier, and use the same branding and themes that their audience is used to.

The perfect trifecta for an engaged loyalty program!

Another reason FF chains’ loyalty programs are so successful is because they’re great at gamifying the experience for their members.

“Spend $50 this month to unlock a free drink”

That kind of incentive works great for dispensaries.

Gamify the experience for your audience, and especially for your loyalty members.

“Buy 3 pre-rolls this week and get 1 free”

Consistency, Consistency, Consistency:

All the fast food Giants are consistent with email.

They’re constantly letting their list know about new menu items, limited time offers, and other promotions.

Include all of the above in your content!

• Product Spotlights

• Staff Picks

• Seasonal Products

Constantly staying on top-of-mind.

Time-Sensitive Offers:

“$1 Fries This Weekend Only!”

Fast-food chains use flash sales and time-sensitive offers like these in their emails, texts, social media, etc.

You should use the same approach for your dispo.

Use flash sales and daily deals to entice customers to stop in, and send reminders about them to your list.

Pro tip: Schedule flash sales around payday cycles to drive more sales.

Mobile Optimization:

Breaking News: Most of your customers are viewing your content on their phones.

Ok maybe that’s not really breaking news…

But mobile optimization is crucial if you want better engagement.

Most FF chains have their own apps that make browsing, shopping, and reward redemption super user-friendly.

Check out Starbucks’ mobile app below.

The interface is attractive and easy to navigate, and the personalization is the cherry on top.

I don’t have experience designing mobile apps, but there’s plenty of resources and software for dispensaries that want their own mobile app.

Dutchie, Baker, Springbig, Meadow are a few that have mobile app/online store builders.

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Community/Lifestyle Focus:

FF chains tie their products to a lifestyle or community.

McDonald’s markets their breakfast menu as the perfect solution for busy mornings, appealing to commuters and working professionals.

Chick-Fil-A sponsors local sports teams and hosts fundraisers creating a stronger sense of community. They also emphasize Southern Hospitality (tying the brand to pride and values).

Subway ties its brand to healthier living, and their products and ingredients reflect that.

These brands aren’t just selling food. They’re selling emotions, values, and familiarity.

Market your vapes and pre-rolls as the solution for on-the-go professionals that still need to medicate throughout the day as quickly and conveniently as possible.

Engage with your community by hosting/sponsoring local events and partnering with other local businesses.

Promote wellness routines that incorporate cannabis for your health-conscious customers.

Don’t just sell weed. Sell a lifestyle.

Retargeting Lapsed Customers:

Most dispensaries have email lists full of inactive subscribers and former/one-time customers.

Just like FF email lists…

The competition in the fast food industry is even stiffer than the canna industry.

There are simply too many options when it comes to fast food.

So, the FF Giants have perfected the art of re-engaging customers that haven’t shopped there for a while.

Re-engaging does not have to be a super complex, multi-step campaign.

It certainly can be, but it doesn’t have to be…

FF chains will send texts/emails out to former customers that just say something like - “We Miss You! Here’s a Free Burger!”

You can do the same for past customers/dis-engaged subs.

Create re-engagement campaigns for customers who haven’t purchased in ~90 days.

• “Come Back and Enjoy 20% Off Your Next Visit!”

• “We Miss You! Here’s a Free Pre-roll.”

• “Where Have You Been?! Come See Us Again For a Special Surprise!”

For my full breakdown on re-targeting stale subs, check out last week’s post here!

Fast food chains do an excellent job of creating seamless and engaging experiences for their customers.

Convenience and simplicity will always win in the eyes of the consumer.

FF restaurants know exactly how, when, and where to engage their customers which allows them to send hyper relevant content to their customers at the perfect time.

That’s what we call a Complete marketing strategy.

Do you need help creating a complete marketing strategy for your dispensary? Reply to this email or dm me on LinkedIn, and let’s chat!

When You’re Ready, Here’s How I Can Help You…

Click HERE to download the High On Marketing Evergreen Templates - 50 pre-written emails tailored for cannabis brands to educate, engage, and encourage action from your audience

Stay on top-of-mind while building a well-informed, loyal customer base.

Get your templates today and have the next 6 months of canna content covered!

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