Marijuana Dispensary Marketing During the Coronavirus

Dispensaries are essential businesses. Letting your customers know what is going on is also essential.

Was anyone expecting the cannabis industry to shine during a pandemic? While I was over here worried that the dispensaries, marketing agencies, CBD companies I am involved with were about to shut down, dispensaries were breaking records for sales. 

Some data shows the average store revenue went up by 52% and new users ordering online went up by 142%. Beverage and edible sales have also been shown to have significantly increased. 

What does this mean for cannabis companies working to operate and serve customers during coronavirus? There’s a mix of implications, and it is impossible to predict the future. What we do know is cannabis is in high demand and some companies are even hiring new employees to meet the demand. 

(Shoutout to Seattle’s Ruckus Recreational, the first dispensary I personally saw looking to hire new employees and prioritizing applications from locals who had been laid off from other industries.)

Artwork by Jarita Hui

Wondering where your marketing should go during this uncertain time? Well, I don’t know! I’m just another Seattle freelance cannabis writer trying to make it work. But I do have some ideas from my experiences so far and I’ll share them with you here. 

Let your customers know your status

So many dispensaries are navigating this situation differently. Some are reducing their hours, implementing curbside pickup, or switching to delivery among other possibilities. 

Now is not the time to disappear and lay low. Customers don’t know what’s happening with your store unless you tell them. So send out texts and emails to your list and let them know exactly what’s going on with your store. Let them know if they need to wait outside or order online first and make it clear what your hours are. 

Update your website and social media too. If potential customers search your dispensary and there is absolutely no language on the website about the current situation, they’re likely to assume you haven’t updated it because you’re closed or don’t care. Are you closed? Do you care? Let them know. 

Consumers will go for a dispensary that has clearly indicated on their website or Instagram that they’re still open and the manner in which they’re operating. Nobody wants to waste their time going to a dispensary that is not open. 

Tell them what you’re doing to combat the spread 

If you haven’t switched to delivery because your state doesn’t allow it (ahem...Washington), you’re going to need to adjust your normal procedures in store. 

Customers may need to wait outside if there is not enough room inside to accommodate six feet between customers. They may also benefit from ordering online first. 

When you send out those texts and emails and update your website, be sure to tell your customers how you are working to combat the spread of coronavirus. Not only will this help them feel more confident about going into your dispensary, but it will prevent any unpleasant surprises if they show up and immediately get sent to the curb. 

First ensure, then strike a balance between regular marketing and COVID-19 related posts

I will say this one more time: Let your customers know what you’re doing to combat the spread of coronavirus. You should be sanitizing regularly and implementing social distancing and sharing that with the people who trust your establishment.

Once you’ve made it clear when you’re open and what you’re doing, it’s a good idea to continue to share relevant related posts. Whether that’s an occasional glimpse of your in-store procedures, sharing a relevant piece of news, or just offering support to your readers and followers, they’ll appreciate the fact that you care enough to address the situation that is on everyone’s minds. 

However, it doesn’t hurt to lighten things up occasionally. If you feel you have something tasteful to share on social media, through newsletters, or on your blog, go ahead. Consider the timing and implications of the post first, and be sure to not get in the habit of posting unrelated content regularly. A lighthearted post here and there should do the trick so long as you’re still addressing the current situation. 

Final thoughts 

Cannabis dispensaries are an essential business at this time, and your cannabis marketing should reflect the current situation. 

Everything seems up in the air and there is a lot of uncertainty. Customers appreciate clarity and answers, and you can easily provide them. 

Write a blog about the measures you’re taking to combat the virus and share it on social media. Send out messages to your list letting them know your hours and adjusted procedures. 

And thank you, dispensary workers, for continuing to provide an essential service in a time of extreme uncertainty.