One classic element of the cannabis experience that is tried and true is that the plant brings people together. Naturally, the retail evolution of this is spending time in business development with third party cannabis partners. As companies emerge and claim market dominance, it becomes an exciting time to partake in the brand storytelling and connect guests with their new favorite medicated product. Establishing these partnerships now, especially as we enter Q4’s holiday season, truly speaks to becoming advocates for brands and finding mutual success in activations. It’s time to make some new friends today for some long-lasting brand partners in the future. Here are five of our favorite ways to leverage third party partners.
Co-Branded Education
When it comes to cannabis, a well-informed customer is a loyal customer. As marijuana enters the mainstream and the taboos of the plant dissipate, customers are eager to understand their new found freedom with consumption. Moreso than overall education, there is an incredible need for specific product information. For someone who may have grown up under the rhetoric that all cannabis is bad, terms like “rosin”, “terpene”, and “cannabinoid” are reasonably intimidating. Campaigns focused on accessible knowledge that drives a hard call to action to not only trust the product in mind but also trust the retailer that sells it builds brand authority and a more informed cannabis clientele. Campaigns may look like video or social media campaigns breaking down the entourage effect in support of a new 1:1 product or in-store pop-ups focused on education with customers. Typically, thematic month-long education campaigns may be effective without becoming redundant. October is National Cookie Month, so partnering with a baked goods edible company to explain cannabutter and how edibles break down in the stomach would be a great place to start.
Exit Bag Swag
Cannabis can be a big purchase for a consumer- you don’t need us reminding you how tricky the taxes can be when picking up your purchase. With that in mind, as consumers are increasingly picky they may not be keen on blowing their budget on something they may not love. Exit bags can be a great opportunity to promote something new or unique and literally put the power in the guest’s hands. Things like stickers, buttons, or even small cards with calls to action to return and try a specific product can be cheap but cheerful takeaways that give the customer time outside of the dispensary to consider trying something new. Driving to additional channels such as social for more information can also build brand affinity and eventual sales. Some retailers or regions may have restrictions on what can be distributed so check with your local regulations before sending products to print.
Do Good Together
Cannabis is about community, so what better way to build a brand partnership than to give back? Round up volunteers from both brands and do some good for your region. Opening opportunities to the public can also work to leverage people who appreciate brands who do more and be rewarding if swag or exclusive discounts are offered in exchange for their volunteer time. We would advise keeping away from groups that service people who are not old enough to consume cannabis to avoid any optics of appearing to appeal to children, but opportunities to support veterans, clean up parks, or even building meal and toiletry kits for people who may be in need builds serious team affinity, drives incredible positive press, and leaves your community in a better place. Promoting the event as brands who care coming together leaves a good impression on guests and can be shared on social after the fact to bring awareness to the cause of your choice. It’s a win-win-win.
Giveaway Time
A driver that guests know to look for is the serotonin rush of the chance to win something fabulous. Partnering a retailer with a brand drives a direct call to action to pick up that specific product at that specific store with the incentive of the opportunity to win something awesome. While these giveaways can be tricky to promote and expensive to fund, splitting the work and cost makes a lower cost, high reward opportunity that drives sales and positive brand affinity. In some areas giving away medicated product gets complicated, so explore opportunities like giving away dab rigs with concentrate companies, high quality water bongs with flower companies, or mini fridges with edible companies. To celebrate the local community, tickets to exclusive events or concerts or local attractions could also be a great offering. Entries could be completed by following both brands on social, tagging user generated content with both, or be through opportunities in the retail location itself.
In-Store Activations
Some say knowing is half the battle, but the real first half of the battle is getting someone inside a dispensary. Once you’ve got a guest’s attention on the sales floor, now is the time to capitalize on their eyes with unique in-store activations. Taking notes from major retailers like department stores, brands can create shop in shop situations or even custom signage and displays to draw the eye and create storytelling for the shopper. Partnering with a brand’s marketing or merchandising specialist to custom build something that fits both the aesthetic of the retail location while driving the unique product offerings is a great way to create a customer touchpoint before the budtender even starts selling. Edible displays that feature the nutritional facts or callouts, vape brands that showcase the terpene or flavor profiles, or flower that features the care that went into production could easily drive interest straight to the register and be leveraged for on the floor customer education.
Overall, aligning goals with the partners already in your arsenal strengthens long lasting relationships and opens the doors to future opportunities and stronger brand recognition from cannabis consumers. By beginning to open up creative business development opportunities now, the table is set for a healthy Q4 and a well informed 2023 overall. Internally, you can match this anticipated growth by moving to an ERP that is ready to grow with you. MJ Freeway’s intuitive and compliance-focused platform will keep you in line with your goals and your local regulatory reporting. Running reports to identify key partners empowers operators to identify the best possible partners to grow with. To schedule a live demo or to learn more about how we can support your growth, connect with us here.
