High-Impact Marketing for Dispensaries

Join Michele Ringelberg and Olivia Johnson in this episode of Marketing That POPs as they interview Carter Foster, the Brand Manager at East Coast Cannabis, about marketing strategies for dispensaries. Carter explains the importance of maintaining consistent customer communication, how to promote discounts strategically, and East Coast Cannabis’ brand partnership with Mike Tyson and clever merchandise.  

Carter Foster is a marketing professional with over nine years of experience blending strategy and creativity into impactful brand stories. Now leading the charge as Brand Manager for East Coast Cannabis, Carter swapped his marketing agency life for cannabis marketing in Maine. Originally from the Pacific Northwest, he now lives in southern Maine with his family and pets. 

Here’s a glimpse of what you’ll learn: 

• [1:36] Carter Foster talks about his role at East Coast Cannabis and how he joined the company
• [9:47] East Coast Cannabis’ new flagship location
• [11:53] The effects of various cannabis strains
• [16:20] How East Coast Cannabis landed a brand partnership with Mike Tyson
• [22:56] Winning marketing tactics for cannabis businesses
• [30:43] Navigating dispensary competition in Maine
• [33:17] Pricing and discount strategies for dispensaries 
• [46:13] How to structure customer messaging and communication amid industry regulations
• [52:19] Carter talks about East Coast Cannabis’ unique merch
• [57:08] The importance of staying updated on cannabis industry trends

In this episode…

Marketing in the cannabis industry is nascent, so many companies haven’t hired a marketing professional or agency yet. As more states legalize the sale and use of recreational cannabis, marketing is crucial for market differentiation. How can you break into the marketing space with evergreen strategies amid legislation?

As a brand manager for a dispensary in Maine, branding expert Carter Foster must understand the restrictions around promoting cannabis products in the state and online. Since Maine doesn’t allow billboard promotions and Meta restricts explicit sales and promotions about cannabis on its platforms, Carter and his team employ unique graphics and clever copywriting to direct consumers to online and in-store promotions. Companies can also leverage foundational strategies like consistently posting about company initiatives on social media. Integrating relevant consumer trends into your marketing and branding is also essential in building a reputable presence in the industry.

Join Michele Ringelberg and Olivia Johnson in this episode of Marketing That POPs as they interview Carter Foster, the Brand Manager at East Coast Cannabis, about marketing strategies for dispensaries. Carter explains the importance of maintaining consistent customer communication, how to promote discounts strategically, and East Coast Cannabis’ brand partnership with Mike Tyson and clever merchandise.

Resources mentioned in this episode:

• Michele Ringelberg on LinkedIn
• ThrivePOP
• Carter Foster on LinkedIn
• East Coast Cannabis: Website | Instagram | Facebook

Quotable Moments:

• "Some intoxication allows you to be really goofy and laughy and giggly, while others put you in a more introspective mood or relaxed state." 
• "It takes a lot of time and effort, and social media is so ephemeral that you really have to feed it over and over again."
• "It's really important for us to make everything intentional and add to the experience. We always want to delight our customers."
• "The more you can do, the better, obviously. But if you're limited in resources, do a couple of things super effectively." 
• "If you're not watching how your consumers are reacting to different marketing trends, you're going to start to lose business."

Action Steps:

1. Develop a consistent communication strategy: Establish a regular schedule for your social media posts, email newsletters, and other communication channels. This builds customer trust and brand recognition by maintaining a steady presence in their lives.
2. Leverage personalized marketing campaigns: Utilize personalized tokens in your marketing messages to improve engagement and delivery rates. Personalized content resonates more with audiences, leading to higher conversion rates and stronger customer relationships.
3. Run unique and engaging promotions: Implement creative non-cannabis giveaways, such as raffles for canoes or exclusive event tickets, to attract and retain customers. This differentiates your brand in a competitive market without solely relying on price discounts.
4. Evaluate and adjust pricing strategies: Regularly assess your pricing structure and make adjustments based on market conditions and brand positioning. This ensures you maintain profitability while staying competitive, especially in a saturated industry like cannabis.
5. Stay adaptive to trends while maintaining brand authenticity: Monitor marketing trends and adapt them to fit your brand's voice and ethos. This keeps your marketing efforts relevant and engaging without compromising your brand identity, ensuring you stand out meaningfully.

Sponsor for this episode...

This episode is brought to you by ThrivePOP, the #1 cannabis marketing agency for B2B and B2C companies. 

We are a women-led team of strategists, graphic designers, social media specialists, and web developers who work with dispensaries and cannabis service businesses to implement marketing strategies in a regulated industry. 

ThrivePOP creates unique marketing campaigns to inspire, create, and grow cannabis-focused businesses.

To learn more, visit https://thrivepop.com/ or book a meeting with a dedicated marketing strategist at https://thrivepop.com/contact-us.