It is essential to know how to market your dispensary to the different generations. After all, the cannabis market isn’t like how it used to be. We’re no longer trying to sneak a few hits of a joint at a local rock concert. The profit margin in the cannabis industry has drastically increased, and so has the number of people consuming the great green grass.
One of the biggest challenges dispensaries face today is that they now have to appeal to multiple generations of customers. Baby boomers, gen Xers, millennials, and gen Zers all have different needs and wants when it comes to cannabis products. Dispensaries need to be able to offer a wide range of products that will appeal to all of these different groups if they want to stay ahead of the competition.
Despite this challenge, there is still immense opportunity in the cannabis industry. Those who are able to navigate these challenges successfully will be well-positioned to reap the rewards.
In this article, we’ll discuss how to market your dispensary to the different generations successfully.
Let’s roll into it.
Baby boomers
This generation of people includes those who were born between 1946-1964. Baby boomers are often the focus of marketing campaigns and business plans because they make up such an integral part of developed nations. A 2022 data report from the U.S. Census Bureau shows that there are 69 million people born in this range.
To summarize the baby boomer generation:
- Born between 1946 and 1964.
- One of the most populated generations.
- Big spenders.
Understand the demographic
This group is often stereotyped as being stuck in their ways, set in their ways, and resistant to change. After all, they are between 56 and 75 years old. However, baby boomers are actually a highly coveted target market for dispensaries. They have disposable income and they’re looking for new and unique experiences. Given the right advertising and marketing approach, baby boomers can be persuaded to try cannabis for the first time. And once they’re hooked, they’ll be loyal customers for life.
Offer email and phone support options
There are a lot of different preferences out there when it comes to how people like to interact with businesses. Some people prefer to pick up the phone and talk to a real person, while others prefer the convenience of live chat. And then there are the baby boomers, who just want things to be easy and straightforward.
Making your phone number and email address prominent on your dispensary’s website is a great way to show that you’re committed to providing excellent customer service. It also shows that you’re willing to make things easy for your customers, which is something that all generations can appreciate. Additionally, making these elements clickable on mobile devices can help users call with one click, which is even more convenient.
Appearance of your website and ads
As our population ages, it’s important to consider digital accessibility in order to make websites more user-friendly. Dispensaries, just like any other business have a responsibility to provide access to all users, not just those with perfect vision. By following a few simple guidelines, you can ensure that everyone will be able to enjoy your content.
For example, using larger font sizes and high contrast colors can help those with vision impairments. Additionally, providing transcripts or closed captions for audio and video content can be a lifesaver for those who are deaf or hard of hearing. Finally, making sure that your website is compatible with screen readers will ensure that everyone can access your content. So let’s do our part to make the web a more inclusive place for everyone.
Font size
On your website and advertisements, keep the font size at or above 16 points to ensure readability. Pay attention not only to what typeface you’re using but also to how it looks on a mobile device. This will all affect users’ experiences browsing your dispensary’s website.
Button sizing
Your dispensary’s website should have buttons that are at least 44 pixels high to accommodate finger sizes on mobile devices. By having properly sized buttons, your website will be more accessible to everyone.
Contrasting graphics
Visual contrast is key to creating a readable website. Dark text on a light background is much easier to read than light text on a dark background. To avoid difficulty reading, try using very dark typography on light backgrounds, and vice versa. Although brands can incorporate low-contrast design elements throughout their sites, it’s particularly important for users to be able to read copy-heavy areas with ease.
Gen X
This demographic cohort follows the baby boomers born between 1965 to 1980 and makes up around 44 million people in the U.S. alone. Gen Xers are often called the neglected generation because they are sandwiched between two larger, more talked about cohorts. However, businesses cannot afford to ignore them because they have a lot of spending power.
To summarize generation X:
- Born between 1965 and 1980.
- Have a lot of spending power.
- Take pride in reliable trusted products.
Security and reliability
As any dispensary owner knows, security and reliability are essential to success. If you can’t be trusted, no one will buy from you. And if your product or service is unreliable, customers will quickly take their business elsewhere. That’s why it’s so important to connect with generation X. They’re the ones who are most likely to remember your brand, and to tell their friends about you. But how do you connect with them? Make it a priority to show generation X that you can be trusted. Provide these consumers with a promise of reliability in advertisements and on your website. Build relationships with generation X, and they’ll be happy to provide you with referrals for years to come.
They’ve seen many things over the years
Generation X has been through a lot. They’ve seen the moon landing, the Cold War, the rise of the internet, and the Y2K crisis. They’ve been bombarded with marketing messages their whole lives, so they know when they’re being sold to. That’s why it’s so important to have an authentic message when you’re marketing to them. You can’t just rely on flashy ads and empty promises. You need to back up your claims with facts and figures.
Internet presence is key
If you want to reach generation X, you need to go where they are: online. Generation X is a group of avid internet users and they tend to do a lot of research before making a purchase. So, if you want to get their attention, you need to make sure your dispensary information is consistent across all online platforms, from directories to social media to your website. And, of course, your messaging needs to be on point.
Millennials
The millennial generation, also known as generation Y, are those born between 1981 to 1996. In the U.S., there are around 72.1 million millennials. They are the largest generation in American history and have a lot of cultural clout. But they’re also a notoriously difficult group to market to because they are so diverse.
To summarize the millennial generation:
- Born between 1981 and 1996.
- The first generation of digital natives.
- Diverse.
Optimize for mobile and tablet devices
If you’re running a dispensary, you need to make sure your mobile experience is top-notch. Millennials use digital technology far more than previous generations, and if your content doesn’t translate to mobile, you’ve lost them. Optimize your landing pages for mobile so they load quickly, and include a clear call-to-action. Try to eliminate downtime so customers can always access your products and services. By providing a great mobile experience, you’ll stay ahead of the competition and keep millennials coming back for more.
Social group targeting
Rather than marketing to a stage of life, a better approach is targeting a population segment that relates to a specific social identity. Consider aiming your marketing at, say, members with an alternative lifestyle, or perhaps those who follow a social cause or a certain social media celebrity. By tailoring your marketing to fit the unique needs and wants of Millennials, you’ll be much more likely to succeed with this crucial demographic.
Demonstrate dispensary personality and interaction
Millennials are the world’s first generation of digital natives, and they are used to doing online research to find what they are looking for. Be relevant or you risk being ignored. That’s why dispensaries that want their market approach to appeal to millennials need to make sure their website is up-to-date and their social media presence is strong. But it’s not enough to just be present online. You also need to be relevant. For example, make sure your website is mobile-friendly and easy to navigate. And if you want to connect with millennials on social media, don’t just post random ads – create content that is interesting and shareable.
Gen Z
This is the most recent generation born between 1997 and 2012. In the U.S., there are around 61 million people in this age group. Gen Zers are digital natives who have grown up with technology at their fingertips. They are also more racially and ethnically diverse than any other generation.
To summarize generation Z:
- Born between 1997 and 2012
- iGeneration
Purpose and values
As any business owner knows, purpose is essential. Without a positive purpose that improves the world in some way, your dispensary is at risk of being shunned by Generation Z. They’re acutely aware of environmental, political, and socio-economic problems that societies face today, and they want companies to be socially and environmentally responsible. Consequently, start with your core values and find a way to contribute to society and the world. Then, clearly communicate your purpose and values to Generation Z. Fair enough, right?
Be transparent
If you want to connect with generation Z, it’s important to be transparent and accountable for any missteps. They’re not afraid to do their research, so they’ll scroll through your social media accounts, read comments and reviews, and check your website to see if you’re upholding the standards you’ve communicated. If you’re not, they’ll quickly lose trust in you and move on to the next dispensary.
Social media and online presence
A strong online presence is essential for any business these days, but it’s especially important for dispensaries trying to appeal to young people. Keep your website fresh and up-to-date, and make sure your social media accounts are active and engaging. Post interesting content, run contests, and offer discounts to encourage people to visit your site and learn more about your products.
All in all
The cannabis market definitely isn’t like it used to be. Back in the day, we were just trying to sneak a few hits of a joint at a local rock concert. But these days, the profit margin in the cannabis industry has drastically increased, and so has the number of generations dispensaries have to now market to. With the right efforts, learning how to market your dispensary to the different generations won’t be as difficult as it may seem.
Furthermore
It’s not easy trying to keep up with all the new trends, but thankfully we’ve got a team of experts who are always on top of the latest and greatest.
Get in touch with us here at WeedBoost if you have any questions about how to market your dispensary to the different generations, if you’re in search of a new website, SEO (search engine optimization), social media management, or simply need someone to talk to about this whole “cannabis thing”. We know how to give a good hug.
