Amazon Prime Day Sets Roadmap For E-commerce

Amazon Prime Day Sets Roadmap For E-commerce

COVID Pushes E-commerce Forward

Amazon is a great example of where the world is going and it is clearly shifting to e-commerce.

It can be shipping, local delivery, or pickup but your business needs to adjust to what is happening to survive.

Amazon Prime day is a great example of how Amazon has created their own “Black Friday” and have deviated from the norm. This allows shoppers to jump on deals ahead of time and not wait to the last minute. 

During the pandemic, Amazon has been thriving due to their existing model being a model that has set the blueprint for the end of retail. Even before the pandemic we have continued to see big retail companies fall due to their lack of foresight on e-commerce adoption. Companies like Toys R Us have seen the devastating effects a bad e-commerce strategy or lack thereof can have on a company.

 

Toy R Us has been joined by many more companies on the bankruptcy list, but what can brands do differently to adjust? Amazon continues to prove the e-commerce model is the way to go. That means that even if you are a small brand it is worth the investment to have a strong e-commerce site. It is crucial to establish a strong converting site that tracks performance closely, then you can begin to get more creative in your advertising avenues.

 

You can have the prettiest site but if nobody can see it then you can’t create a discount event like Amazon Prime Day.

Amazon Prime Day

Prime Day not only breaks the norm of traditional door buster deals to retail locations but it gives people the comfort to make shopping decisions from the comfort of their own household. In addition, it breaks the “Black Friday” structure and provides shoppers a 2 day window for shopping. 

The strategy here is to get a jump on the holiday shoppers and provide them everything they need to effectively shop for the holidays. 

 

No mask required to shop online!

Looks like it may be time for you to adjust your business model and start thinking outside the box (pun intended) of traditional retail trends and models. 

COVID-19 Marketing Strategy

COVID-19 Marketing Strategy

COVID-19 Marketing Strategy

It seems toilet paper isn’t having any issues selling in this COVID-19 fiasco, but for everyone else; let’s explore how to make the best of the situation and adjust. This is a great time for you to sit down with your team to explore and dissect your e-commerce strategy and improve your pipelines.  Below we will break down basic strategy on how you can increase sales and awareness while social interaction decreases.

DISPENSARY

Sales have been rising for dispensaries as people begin to stock up for a deep self-quarantine. Dispensaries should be encouraging larger orders and marketing towards users that are looking to make larger purchases in order to avoid multiple trips.

 

 

Keep those shelves stocked and wipes on hand!!
Second, dispensaries with DELIVERY services should take this time to analyze how effective they have been marketing their DELIVERY services.
Consumers will be more likely to opt-in for DELIVERY services that will allow them to stay home and not make the trip out to the dispensaries.
Create ads that bring awareness to your delivery service and/or encourage delivery at a promotional deal. This increases delivery orders and decreases your chance and employee’s odds of exposure.
 Are your clients aware that you have delivery?

Great time to adjust and optimize your strategy!!

 

E-COMMERCE
Let’s be honest, a lot of consumers are sitting at home with nothing to do and they are browsing online watching endless information about COVID-19 and just want to relax.
Are you expecting sales to just roll in or are you capitalizing on this great opportunity to market to users that are giving you their full attention?
Bring ease to people who have constant anxiety about COVID-19. Position yourself as the brand that is doing the right thing and bring consumers great products in a time of need.
Simply put, analyze your digital channels and see how effective they are. In the digital age, it is crucial for brands to have a robust digital strategy and continue to stay out in front of consumers.
Use a bad situation to bring value to your consumers!
Ultimately, Traffic Roots gives vice brands access to millions. Everyone’s attention is directed at their smartphones during QUARANTINE and Traffic Roots can help you reach people exactly where their attention is.
Why CBD Marketing Strategies aren’t working

Why CBD Marketing Strategies aren’t working

The CBD industry has no shortage of experts that know CBD inside and out. From distillate to terpenes and every single moving piece around the compounds of CBD. As much as I appreciate their expertise, I have found that the most difficult issue for experts is finding a way to communicate their expertise to the average person (consumer).

Marketing is communication and storytelling!

It is crucial to have a strong sense of the story in which you wish to tell, and, more importantly, how will you be telling it. This is where strategy comes in. A strategy is essential to your brand, or else you run the risk of losing sight of your story and overall mission. Putting it simply, there needs to be a direction in your marketing. Direction requires goals and metrics, and metrics are one of the main ingredients for brand success. The trick is determining which strategy works for you, and the best way to do that is to establish multiple strategies at scale.

Establish a strategy.

It may seem like a no-brainer, but one of the first steps that should be made is to develop a strategy. A solid strategy is important as it sets forth a road map of the direction you and your brand are looking to head. Of course, this does not mean that it can’t change along the way (it often does). It’s completely normal for direction to change after data has been collected, and it’s important to be flexible. At the end of the day, it is the data received which is most valuable and should be the deciding factor of any shifts in direction. Otherwise, you should always continue with your strategy in order to be able to analyze the highs and the lows. Both must be considered in order to create the best analysis possible. 

Diving deeper into the bottomless pool of various available strategies may provide some insight, but due to the varying nature of each brand’s end-goals and how every company’s goals differ, I find value in providing light to some common concerns most marketers experience.

First, many novice marketers make decisions too quickly once they have started their strategy. 

READ MORE…

Let’s Engage in a Retargeting Strategy!

Let’s Engage in a Retargeting Strategy!

Traffic Roots is thrilled to announce the release of our new Retargeting feature!

By using this feature in the Traffic Roots demand side platform (DSP) you can optimize your digital advertising strategy to reach a specific segment of your potential customers: Clients that visited your site before. This means that your ads will be more relevant to those clients.

 

Learn more about what a DSP is and how it works.

 

Relevant Ads = Higher Conversion Rates!

What is Retargeting, anyway??

Retargeting allows you to identify visitors who have engaged in a certain action or event, building an “Audience” that can be used for Campaign Targeting on our Network. Traffic Roots provides a versatile, pixel based system that can be used to create all manner of audiences. The most obvious audience is the group of people who have shown interest in your product or service by visiting your site. By placing our Retargeting pixel on your landing page, our system will collect information about these visitors and drop a cookie in their browser to identify them on later visits. Using this method, you can capture visitors who clicked on your campaigns, as well as those who found you through search or other means.

There are two types of Retargeting: Positive and Negative. Positive Retargeting will include audience members in your campaign. Negative Retargeting will exclude them. It is a simple but very powerful and effective tool to increase the ROI on your advertising budget.

Using Positive Retargeting enables you to show your campaign again to people who are already interested, but didn’t purchase on earlier visits:

It can be particularly effective to combine these different methods into an overall strategy to market your entire line of products. Create Positive and Negative Audiences for each of your products/campaigns. Retarget those visitors who show interest in Product A and exclude them from Product A campaigns once they have purchased. Knowing that they are someone who buys, target those visitors who purchased Product A with campaigns for Product B. Similarly, if your product or service encourages repeat purchase or subscription, Retargeting audiences can be used to keep your brand in front of customers, reminding them of the value they received and encouraging them to continue to use the service or to repurchase!

How do I do this?

The Retargeting Pixel is a simple, HTML image tag that we provide to you, unique in its url for each of your audiences. It loads a 1×1, invisible image that will not intrude on your layouts. Simply place this image tag in the layout of your site in the places you wish to capture a particular audience. For example, a Positive Retargeting pixel should be placed on your landing pages, product description pages, shopping cart pages, etc. A Negative Retargeting pixel would be placed on your “Thank you” page that a paying customer would see following a successful purchase. There is no limit to the level of complexity you can implement!

When you create campaigns in the Traffic Roots network, simply select the proper audience that you wish to target in either a positive or negative fashion. It is advisable to place the highest bid you can for Retargeting Campaigns to increase your chance of winning the auction. These campaigns typically get fewer, but much higher quality impressions. However, our system is a Real Time Bidding platform so you are not guaranteed the impression when your visitor arrives at a site on our network. Bid accordingly!

Why is this important?

Retargeting generates greater online sales by keeping your brand relevant to users that weren’t converted before. When those “window shopper” users are ready to buy, seeing your campaign again can trigger their impulse to purchase. Every time your customer sees your retargeted ads, your brand gains traction and more recognition. You will increase your click-through rates and conversions.

How do I fine tune my retargeting strategy?

Use Frequency Capping

You want to convert as many people as possible to purchase, but you need to expose them to your brand through ads. However, if you overexpose them to your ads, it can bring the opposite effect to your campaign.

This is where Frequency Capping is a great tool to limit the number of times a user will see your ad. That strategy will avoid the overwhelming effect that potential customers could feel by being overexposed to your ads.

Remove Converted Users

Users that have already been converted do not need to be retargeted because your ads may be a nuisance. That is where negative retargeting allows you to exclude users who have already purchased. Adding the Negative Audience to your primary campaign will ensure they don’t see the ad again and you don’t waste money. However, in time it would benefit you to place positive retarget ads to drive a previous customer to purchase again.

Segment Your Customers For Tailored Ads

Create segmented audiences to tailor micro targeted messages with better conversions. Traffic Roots enables you to visualize which ads have the highest click-through rates, allowing you to optimize ads for a targeted audience. You can segment your target audience as you wish, which allows you to adjust creatives and messaging for better results in accordance to a particular audience.

Conclusion

Retargeting can be a powerful tool to increase your conversions substantially. As you track user activity and categorize your audience, you will increase the value and effectiveness of your advertising budget!

As always, we welcome your comments on this post and feel free to hit us up directly for any assistance needed in setting up your Audiences, Pixels or Campaigns.

4 Marketing Strategies for Your Cannabis Brand

4 Marketing Strategies for Your Cannabis Brand

  1. SEO OPTIMIZED SITE

Search engine optimization (SEO) is vital to business since 80% of a website’s traffic begins with a search query. When it comes to your CBD and Cannabis marketing strategy, we have you covered. Contact us and we’ll put you in touch with our strategist to put together your plan.

 

Every individual page should have a single targeted keyword that you want it to rank for. The keyword should appear on the page URL, alternative text for images, tags, titles, and body copy.

 

Include links within your website to point to main product pages or blog posts. To keep your blog relevant and fresh for SEO, post regularly and ensure your website is mobile friendly, aesthetically pleasing, and concisely informs viewers about your business.

This will help your site with Google indexing and improve your brand visibility substantially.

 

2. Explore Non-traditional/Non-mainstream Advertising and Marketing for Your Cannabis Brand

Cannabis brands face many restrictions when it comes to mainstream advertising through Facebook or Google. The non-traditional alternatives cannabis businesses must go for are a little harder to find, but worth it for the sake of engaging customers.

 

Position your brand in front of potential clients. Meet medical doctors in person to educate them about your brand rather than an impersonal brochure. Find opportunities to be hosted on cannabis podcasts or mainstream radio shows to discuss your products or services. Take every chance you can to participate in trade shows or health and wellness fairs.”

 

Create, advertise, and host educational events and speaker panels that are important to the cannabis community.” Host your brand on digital ads on industry websites.

 

The Mobile Phone Solution

 

The solution to fostering customer loyalty is sending friendly updates, coupons, and product photos via text is a quick and compliant way to push content directly to your customers and stay on top in the sea of competitors. Also, using direct SMS services can record responses and re-target campaigns based on their loyal customers and unique shopping preferences.

 

3. Create Accurate & Compelling Content to Engage & Educate

Since there are opposing and misleading news about the cannabis industry, it is important as a brand to not only market your product, but to be a source of education to the public about cannabis. Your content and marketing is the tool that will gain the attention to your brand.

 

Focus on your brand, values, and your company can help transform your customers. Then make them feel it.


Some creative ways to engage include crafting a simple blog about something you are passionate about in your community, hosting a Facebook video tour of areas within your provisioning center, sharing photos of your friendly budtenders with a quick biography, or providing your own response to emerging news and research on your social media. These things that show you’re ready to work with, engage, and be a part of people’s lifestyle and that attitude can get potential customers to pay attention to your brand.

 

When you can project an engaging and educational image via your marketing, naysayers will be able to see that your business is legitimate and that there’s nothing nefarious going on in what you’re offering your community.

 

4. Innovate

When it comes to the cannabis industry, there is room to innovate. Cannabis consumers tend to also be an open-minded and creative people.

 

Have fun. Don’t think you have to do what everyone else is doing. Take risks. Experiment and make mistakes.

 

You are on the forefront of an entirely new industry and have the potential to make new trends rather than follow them.

 

Full circle – have a physical presence and regain their attention online. But don’t forget to give back.

 

So think differently. Think new. Think forward.

How Do I Market My  Dispensary?

How Do I Market My Dispensary?

Marketing Dispensaries continues to be a challenge for marketers in the industry. I understand how frustrating it could be to have to resort to antiquated methods like billboards and magazines.

If you place an ad in a magazine, how do you know it was seen or if the people who saw it are even anywhere near your dispensary?

Competition is rising and marketing roadblocks are not allowing dispensaries to effectively market. Ad guidelines have created limited avenues and have set restrictions on ad placements to not market to children.

 

Establishing a Dispensary Marketing Plan

Establishing. adispensary marketing and advertising plan can be a challenge. We will provide you with the latest marketing trends that will help you be creative and efficient about your dispensary marketing ideas. Not only will we provide you with best practices but we will toss in some bonus ideas that may just set your dispensary apart from the others. At the end of the day, marketing requires creativity in order to captivate your audience and make your dispensary stand out.

We are marketing professionals with the experience in helping businesses grow and thrive. With the right tools, you too can make your dispensary grow and thrive. In our early days, we have learned all the mistakes so you don’t have to.


The best way to learn from mistakes is to learn from somebody else’s.

 

Dispensary Marketing Ideas and Channels

Outdoor Advertising – I see traffic and drivers sitting in their cars!

Clearly there are dispensary marketing plans that are trending and being noticed and billboards are one of them. A lot of dispensaries are benefiting from branding their dispensary on a giant billboard.

The reason billboards have grabbed attention is because Cannabis still carries a bit of taboo and it is something that people are not seeing much of until now. That is why placing a billboard or other digital out of home ad (DOOH) for branding purposes is an effective choice if it is strategically placed

Delivery service Eaze made headlines when a bus with their advertising hit a traffic officer’s vehicle. This isn’t to say that you should put advertising on a vehicle and drive it into a squad car… I would not recommend that. But it created great exposure for the company and the placement helped drive more brand awareness and the hilarity of it definitely helped.

Another dispensary marketing idea surrounding buses is buying a bus! Ah, we kid, but highly reccommend using a service like Purple Unicorn for DOOH services.

A San Diego Dispensary Unbn Leaf decided to wrap a bus and drive it around town to pick people up and take them to their location. It does not get any more direct than that.

Picking up clients and taking them to your location is a great idea!

 

Email Marketing For Dispensaries

The best email campaigns are ones that offer true value and create engagement with clients. This ensures that your clients will consistently anticipate emails from you and it will make your email list a valuable tool to continuously drive business.

Some tools that will facilitate your email marketing efforts are MailChimp, Sendlane, and Constant Contact. Like usual please adhere to advertising guidelines to stay safe and just use it as a tool to drive clients to your business.

 

Should I Collect Emails?

Emails should be the first priority when establishing your client list. Email marketing has become a great tool for Cannabis brands. The beauty of email marketing is clients are giving you an open door to contact them.

 

There are a few ways to be creative and collect email addresses.

 

  1. Rewards program where clients must enter email to join
  2. Free wi-fi, must enter email to access Wifi
  3. Create referral programs and reward current clients for referring a friend
  4. Collect emails at events from interested attendees
  5. QR codes that clients can scan for extra rewards

My rule of thumb is never give anything away for free… giveaways are great, but at the very least you want to receive an email in exchange for a giveaway.

Search Engine Optimization (SEO) – How can Dispensary SEO help people find me on Google?

One great tool to ensure your business will be found on google is SEO (search engine optimization). Simply put, SEO helps your site become a trusted source for the given search options.

What SEO does it show that your site is a valuable source given the content that appears on the site. A strong dispensary SEO strategy will make your site appear in front of your ideal audience because Google believes you site would provide the best possible answer for their question.

Ex. Someone searches ‘best delivery service in California’. Google will find the page that has the  best content that will answer that question. If you have a delivery service site with strong SEO, your website will be among the top results.

It is a bit more complicated than that but if you could find yourself a strong SEO strategy it will definitely help your brand. Please be advised that this does not mean you are placing ads through Google’s network. All of this content must live on your site in order to drive visitors to your site, where you can convert them to clients.

Online Directories for Dispensary Marketing

Where do I Find Online Business Listings/Directory for Dispensaries?

Weedmaps has been the most popular trend for Cannabis brands and Dispensaries. They are a directory style network that aggregates all of the local businesses and brands on their platform and classifies them by geo-location.


This means you can enter a certain location and Weedmaps will give you the nearest location for what you desire. You can see which locations are most popular and trusted.

Another great tool is to list your business on Google Business pages. This will help people find your location when searching for it. It also allows customers to leave reviews. As of now, it seems Google has been ok with Cannabis business listings on their network.

Please be advised that listings are not ads but a valuable way to get your brand out in front of a Cannabis audience.

 

Print Advertising for Dispensaries

Should I use magazine ads?

Magazine ads I believe fall on the same boat as billboards. Magazines can drive awareness in your brand and help create partnerships with trusted publications.

If you are considering placing ads in magazines make sure that you have great creatives that will catch the eye of readers. It may be a good investment to get on the cover of a popular local magazine that locals will see.

It is hard to see the benefit of a national magazine ad for a local dispensary unless your dispensary has multiple locations in multiple states like MedMen.

Social Media for Dispensary Marketing

Can I create Social Media accounts for my dispensary?

You should always cover all of your basis when it comes to social media. Create accounts for all mediums; Twitter, Instagram, Facebook, LinkedIn, Google +. But remember that you must adhere to their content rules. So post content in accordance to their rules in order to not have your account shut down or shadowbanned.

A consistent presence on social media gives your clients the perception of trust. It creates an avenue where your clients can look at what you stand for and a place where they can safely communicate with you.

You will also find that it will be a great avenue to organically connect with new clients. If you are providing quality content, your audience will see value in your page and continue to follow and trust your dispensary.

Can I Advertise Cannabis on Facebook or Google?

When considering digital ads most people turn to Google or Facebook but unfortunately, they do not accept Cannabis advertisers. Which means that as a dispensary you sit at the top of that list of advertisers they will not accept.

 

Seems unfair that these platforms will not allow Cannabis companies to advertise, which is why we created Traffic Roots. We have created a network outside of Facebook and Google that allows you to place true digital ads without the fear of being shut down and banned.

 

It is time for your dispensary to make the shift into digital? 

The benefit that a digital presence can have for your dispensary is immense. If you are new to digital then think of as placing digital  billboards for a fraction of the price of a real billboard. Not to mention this billboard lets you know who saw it and whether they like it or not.

  • Events / Promos / Sponsorships

As we mentioned before events are a great driver for exposure and leads. If you can get involved with local events it would definitely benefit your dispensary marketing. It allows people to engage with your brand when their guard is down and they are looking to have fun.

Sponsoring events can always benefit if you can’t have someone attend the event. A lot of events have great attendance and the exposure can benefit your brand.

One great idea for event marketing is having a brand ambassador dress up in a costume and give out gifts to attendees. This will make it a memorable experience for attendees and at the same time allow you to engage attendees and collect an email.

  • Tours

Creativity does not lack in the industry and as it continues to grow, so does the curiosity. Which is why the emergence of Cannabis tours has recently grown.

 

A cannabis tour can be a great opportunity for you to bring in new clients to your dispensary. Once again, make it a memorable experience for attendees and delight them with amazing giveaways (never free though remember). Make sure to collect information from those who attend a tour.

 

One cool unique way would be to establish a QR code that attendees can scan to immediately be entered into a raffle of some sorts. People are more open to these kinds of promos when they signed up for a tour of these types.

 

Most importantly would be to create the partnerships with these tour companies to make sure your location is part of the tour.

 

Make sure that their visit to your location is better than the rest!

  • Professional Organizations

Getting involved with local organizations in your area is also a great idea to place your dispensary in the right position. Establishing strong professional relationships with local businesses and leaders can really help establish your dispensary.

 

One great way to do that is to attend meetings for organizations that support local businesses and quite possibly get involved with your local chamber of commerce.

 

Strong relationships can be incredibly valuable for your business!

 

  • Word of mouth

The best marketing you get will also be the cheapest!

 

Word of mouth is quite possibly the best marketing you can get for your dispensary. But it also requires you to encompass all of the above to truly create an experience that drives the customer to spread the word.

 

Customer service is paramount when it comes to word of mouth. Clients must receive the best customer services that you can provide and investing in your employees to give them the tools to provide the best service is where you should start.

 

You don’t want clients to walk in and not be greeted by a friendly face. A smile is always the most important part of the uniform.

 

Knowledge is power! The more knowledgeable your staff is about your products and how certain products can fulfill your clients needs, the happier your clients will be.

 

Happy clients spread the word and return for another visit!

Who doesn’t love a good sale?

Discounts and sales are a great way to grow loyalty to your dispensary.

 

One great idea is to create sales on specific days where you see a drop in attendance in order to create a buzz around those days. For example, a monday madness sale to get your week started right.

 

But don’t overlook the busy times!

 

Use the rush hours to have amazing giveaways that will continue to entice your clients to return.

 

  • Influencer Marketing and Product Reviews

Although influencer marketing is not a new concept, social media has made it a viable option for smaller businesses to reach out to micro influencers who work within their niche to promote their product.

 

Influencer marketing has been around for a long time, technically John Wayne smoking cigarettes was influencer marketing, he just didn’t have an Instagram page.

 

It can be a very valuable avenue for your dispensary marketing plan. Finding the right influencers to promote your location can drive significant foot traffic to your location. However, you must choose wisely and make sure the influencers are pushing a genuine message.

 

Micro-influencers are probably a better bet for a local dispensary. Find local influencer with a decent following on social media and establish the message you are looking to promote. A good influencer should understand his audience and give you insight as to what will work. If an influencer just takes your creatives and reposts them, I would seriously reconsider working with them.

 

Another trick you can do is, if the influencer has a significant following you can establish a deal to have them spend some time at your dispensary and promote it to their audience.

 

A creative choice would be to have the influencer be “Budtender for a day” and have him create content from that, that will be promoted further. This allows you not allow promote your dispensary and showcase the location but actually drive clients in while this is being recorded.

 

You will find that attendees will be amused and also feel the need to share on their own social media platforms, in turn giving your dispensary more exposure.

How to Market Your Dispensary Online?

Google and Facebook won’t allow you to place ads then how can you drive potential clients to your site effectively? There are other effective outlets besides the mainstream sources. Traffic Roots has established a network of sites that are accessible all through one platform. Our cannabis and CBD advertising platform has consumer data for targeting your ads to those who are most likely to engage with and buy from your brand.

 

This means you can effectively place digital ads on sites with valuable traffic. The platform gives you valuable data for your dispensary marketing plan. You will see where your ads appear from operating systems, devices, and location. Which means as you gather data you can optimize your ads to yield the best results.

 

Dispensary marketing ideas are leaning towards digital marketing since it is more cost effective and efficient when targeting an ideal audience. Society has moved away from traditional media and digital is thriving.

 

If you have ever wondered how Amazon has become the behemoth company that it is now, it comes from gathering data and targeting users with relevant ads. We live in the digital age and people are glued to their phones, which means it is the perfect place to target your ideal audience.

 

Which why programmatic advertising with Traffic Roots can be extremely effective for your dispensary if executed properly.

 

How can Geo-Targeted Digital Advertising help drive clients to my dispensary?

Reaching the right audience is key when marketing your dispensary and Geo-targeting (also known as Location targeting) can be a great tool to help you localize your ads and reach your immediate local audience. This allows you to place micro targeted ads and hone in to tailor the message that will really resonate with your audience.

 

This is done by utilizing our technology to localize your ads to specific countries, states, or counties. Our custom GeoFence tool for cannabis advertising is not to be missed. Target ads to the consumers going to your competitors and invite them in for those products the competition simply does not have. For dispensaries a valuable strategy would be to target your county along with neighboring counties to cover more ground and brand your location.

 

You can blanket the entire county with digital ads to drive clients to your location. The first place people go is the internet when looking for a reliable location to shop and with digital ads you can advertise to your clientele while they browse relevant content.

 

The key to successful campaigns does not just lie on placing ads but making sure after the ad is clicked they are sent to a page that can provide them the information about your location and draw them in effectively.

 

Traffic Roots is making local advertising for dispensaries simple and affordable.

 

Start Advertising Today.