Grow, baby grow! It’s 420 time and if you’re a cultivator with a partner retailer, you know it’s the best time to buddy up with the friends over at the store. Naturally, a vertically integrated relationship is the most streamlined way to drive sales while maintaining healthy margins. Keeping it in the family drives the most profitable movement. While the money element is fantastic for bottom line, you don’t want to sleep on additional opportunities to further boost brand affinity in the community and sales for your brand(s). Here are some of our favorite ways to keep the brand synergy flowing while both brands keep growing- to 420 and beyond!
Staff Swag
It may feel obvious, but it’s a step that can’t be overlooked. Explore opportunities to create co-branded efforts for your front line- the budtenders. Accessory swag items are great for customers but for staff, focus on wearables and usable products. A lanyard is typically a compliance necessity in most store fronts, but it’s a cultural necessity to showcase your favorite pins on that lanyard. Go past the logo pin and create engaging pins that speak to both your brand and are a coveted swag item. Extra-large pins or pins with moving components are typically immediate hits for the floor staff. Strain-specific pins can also be huge hits and allow budtenders to feature their favorites. Bonus points- this will also create conversations with customers and be a subtle billboard for your products or strains.
Integrate Marketing Efforts
While on the brand end you may work more closely with the purchasing and inventory team to keep levels in healthy places, this may also be a good opportunity to connect with your store’s marketing team. Coordinating integrated social, email crossover and co-branded external ads are great places to connect touchpoints here.
Social can include having their social coordinator do a facility tour or partner on product deep dives to create excitement. These pieces of media could also be used for both brands without feeling aggressively connected, which drives more authentic interest. Build storytelling moments in ongoing pieces like loyalty texts or emails, build brand narrative to drive to both your products and store(s).
Lend a Hand
420 is the best time to show face- especially with a brand ambassador team. Get the pop-up squad ready to spend as much time as possible in your vertically integrated stores. If they need to be spread out at other stores, rally the troops from fulfillment or packaging or trimming to be ready to talk shop with customers looking for their 420 fix. This could also be a good opportunity for cultivation experts internally to go to your partner store(s) and answer questions or talk about your brand differentiators.
The store can’t get overlooked just because the margins are easier to work with. Keep the party rolling by ensuring the connection internally is strong and the brand affinity is sure to be strengthened. Stay tuned for more tips for a successful 420 and beyond!
