How to Create a Marketing Plan for Your Dispensary – Part 4

If you have been following along with “How to Create a Marketing Plan for Your Dispensary” up until this point, you have a fair idea of what strategies and marketing tactics to include in your dispensary marketing plan. You are also aware that cannabis advertising is severely restricted ― and in some cases entirely prohibited ― on many traditional advertising channels. However, there are some cases in which traditional advertising through publications can be beneficial for dispensaries, making a publication ad strategy something to consider incorporating into your dispensary marketing plan.

This final installment of our Dispensary Marketing Plan series will walk you through cannabis marketing and publications, and what kind of publications you should utilize for advertising your dispensary.

If you haven’t read the first 3 parts, make sure to check them out here:

• How to Create a Marketing Plan for Your Dispensary – Part 1
• How to Create a Marketing Plan for Your Dispensary – Part 2
• How to Create a Marketing Plan for Your Dispensary – Part 3

Cannabis Industry Publications

While major magazines, news outlets, and other prominent publications may shy away from cannabis advertising, there are numerous industry-specific publications to choose from. Cannabis is a booming industry, with many magazines catering specifically to the marijuana crowd, and digital cannabis publications are also increasing in popularity. These industry-specific publications are ideal for cannabis marketing as the readership is very likely to be interested in your products. Cannabis publications are also much less restrictive in regards to running cannabis related advertisements. Furthermore, cannabis aficionados often read these publications searching for new dispensaries or cannabis products to try, making these publications ideal for dispensary advertising.

Alternative Publications

Although many traditional publications restrict cannabis advertising, some alternative publications are happy to cater to the cannabis crowd. Though these publications are not marijuana focused, they often deal with the subject matter or target audiences that overlap with dispensary customers. When selecting alternative publications to run ads for your dispensary, seek out local newspapers that are cannabis friendly, or that otherwise reach your target audience. After all, you want to reach people that are interested in your products, so choosing a publication that is relevant to your customers is essential.

A few weekly publications that are cannabis industry friendly to look at are Denver Westword and Phoenix New Times. Both of these publications are featured in Marijuana Marketing Xperts suite of product offerings and have dedicated sections to the cannabis industry. You can also be found on sites like Herban Planet.

Publications that devote sections of their magazine or website to cannabis are a safe bet, and newspapers and media outlets with a focus on music, arts, and culture are often open to cannabis advertising as well. Though it may take some time and research to find the right fit for your brand, alternative publications can be an excellent way for dispensaries to find new customers.

Taking time to research the right publications for advertising your dispensary, networking with media outlets, and buying ad space can be overwhelming while running a business full time. Marijuana Marketing Xperts can help! Contact us today to schedule a consultation, and let us help you to develop an optimized dispensary marketing plan.

Check out our helpful infographic below:

Noni Cavaliere