Low Cost Marketing Ideas for Independent Cannabis Retailers

In many of our communities, it feels like cannabis stores are popping up on every corner like convenience stores once did. With consumer choice at an all-time high and marketing regulations in play, it can be challenging for independent cannabis retailers to stand out from the crowd. However, with some creative marketing ideas, you can attract and retain customers, build your brand, and grow your business.

Co-op Member, Living Skies Cannabis , which has four locations in Saskatoon, shared their experiences on the topic of low-cost marketing ideas for independents:?

“Being a part of the community and getting involved in things is the most effective way of marketing,” said Vice President Dallas Pocha . “It’s not necessarily about going out to an event with the intent of marketing the business, it’s about showing up as a good citizen and getting to know people. Not only is this free to do, but you’ve now built a genuine connection with that person.”

• Hosting brand activations and educational events: Cannabis is still a new industry for many people, and hosting brand activations and educational events can help demystify products and build trust with potential customers. Consider hosting events where industry experts can share their knowledge on cannabis products, dosing, and effects. “Being able to get LPs into our store and showcase their product to customers has really helped,” said Pocha. “The sales reps provide marketing opportunities and run the activation in-store, and customers love the interaction.”
• Offer unique products: Offering fresh, local cannabis products can help differentiate your store from competitors. Recent research found that 86% of Gen Z and young millennials are willing to buy premium cannabis products. “If we have a local [Saskatchewan] product we will highlight this on our menu,” said Owner Cierra Sieben-Chuback . “Our menus have the locations of all LPs whether they’re from SK or not, but we literally highlight local growers in yellow.”
• Offer collaborative experiences: Consider hosting events that bring new audiences to your store. Cannabis-infused cooking classes, yoga sessions, live music, and art workshops are good places to start.
• Leverage social media: Social media can be a powerful tool for your business, but because of strict regulations we have to be careful with content. Use social media to give your customers a behind-the-scenes look into your business and its people. “People like to see our staff in the store having fun,” said Sieben-Chuback. “Posting about products or prices and sales is a surefire way to have your content removed or your account banned.”

Stores should also refrain from using the word “cannabis” on Instagram as these accounts are often flagged. Instead, use “canna” or “c@nn@bis” or not at all.

Weed Pool is a strategic marketing partner for independents. Our new InMarket Program makes it easy for smaller LPs to host brand activations in more than 100 Co-op-member stores across Saskatchewan. Our single-portal distribution platform makes it easy for independents to access a better selection of the best-in-market products at fair prices for everyone. This is the power of independents working together.

Learn more and apply today at weedpool.coop. Now accepting applications from independents across British Columbia.