Alright, so you’re basically living the dream that a million stoners have dreamt for many years. You own your own legally sanctioned marijuana business. First of all, congratulations! After all, small business owners are the lifeblood of the nation’s economy! Now for the tough part: building your brand in a vigorously competitive local marketplace.
Though national support is growing for the federal legalization of both medical and recreational marijuana, it isn’t fully there yet. According to a Business Insider article written on April 20th of this year, nine states have legalized weed for recreational purposes while 29 states have done so for medical marijuana in varying capacities.
So, until a full consensus is reached nationwide, there will likely be quite a delayed reaction for marijuana e-commerce due to shipping legality issues. For the time being, shipping marijuana through the mail across state lines is a federal crime. With that said, local dispensaries are a wild experience for tokers and midnight smokers.
The big Q: How can you compete with other dispensaries without losing sight of your values?
A: Weave your beliefs into the very fabric of your business.
If you truly want to achieve greatness with your dispensary, if you have a passion bound message you need the world to hear, write it down and live it daily. It could be something as simple as sharing your love of alternative medicine with the masses or as ambitious as launching your own rocket to Mars. As a better example, if supporting environmental activism is important to you personally, then make sure this value is also reflected in your business practices as well.
You might have been told that going the eco-friendly route is going to cost you a lot of money in the long run, but it might not have to. If you can truly walk the walk, making green initiatives part of your company culture can help you attract more loyal customers who share your values.
So, here are some ways you can have your joint and smoke it too.
- Go Green
Whatever packaging you end up selling your niche products in, you’d be hard-pressed to find a more universally applicable material than plastic. Sadly, this is the case for now. Don’t worry, though, because you can institute a clever policy of baking a rebate into every plastic packaged product you own. In the same way, soda cans and beer bottles can be recycled for cash at many stores. But won’t that cost me a lot of money? Surprising as it seems, no. It costs about $50 per ton to bring garbage to a landfill, but only $30 to bring a ton to be recycled. You could also recycle the containers in your own store and encourage loyal customers to buy a glass jar to refill in the future.
- Go Green
- Loyalty Program Bags
The average person only uses a plastic bag for 25 minutes. This is wasteful on a frustrating number of levels. First, there’s the fact that the plastic bags that you find in retail stores don’t biodegrade, but rather photodegrade. The small plastic particles eventually make their way into the oceans where sea life consumes them. This is often fatal. Something as simple as a reusable loyalty bag works better for two reasons. First, they don’t have such a horrible impact on the environment. Second, you can make your branding more visible while creating a customer loyalty network fueled by free advertising from the reusable bag.
- Loyalty Program Bags
- A Blog
As much as marketing might not always be the most honest aspect of growing a budding business, it is certainly important. One way to reach a lot of customers with a low amount of money is through content marketing. About 82.6% of people on the internet use search engines to find goods, services, or information. Using Search Engine Optimization (SEO), you can get your blog in front of as many people as possible. The best part? You can control the content, talking only about things that are important to you and your company’s purpose.
- A Blog
- A Lit Neon Sign
While it may seem inconsequential, this is one of the most effective forms of marketing for your new business. Branded signage is a simple inbound lead generation tool that lets people know where you are and what you love doing. Already, the neon green cross has become the iconic symbol of the fast growing legal marijuana industry in states like California and Colorado. Done right, signage can generate a 75% boost in your customer base and in referral participation.
It’s through thinkers like yourself that this country is going to see massive innovation and growth in the years to come. While some states are still ‘behind the times’ in more ways than one, you can only do so much to change that right now. So, keep doing you!
By: Indy Promotions Colorado Springs Independent