Marketing in the cannabis industry can be challenging, especially with the strict regulations in different states and countries. This is why offering highly targeted and personalized marketing messages is valuable for dispensaries, and geofencing messaging can do just that.
Geofence messaging is a location-based Short Message Service (SMS) marketing technique that uses Global Positioning System (GPS) or Radio Frequency Identification (RFID) to deliver targeted messages to consumers when they enter or exit a certain geographic area.
This can be an effective way to reach cannabis consumers, as it allows you to send them timely and relevant information about your products and services. It also allows you to help in increasing foot traffic, sales and conversions, and customer loyalty and retention.
Alpine IQ’s Geofence Messaging Tool
The cannabis industry is ever-changing, so it’s important to have a geofence messaging tool that is reliable and up-to-date with compliance regulations. Alpine IQ’s geofence messaging tool for dispensaries meets these criteria and more.
With our geofence messaging tool, you can:
- Reach cannabis consumers with highly targeted and personalized messages
- Cross-market your geo-target messages via email, SMS, MMS, Native app, or Web browser push notifications
- Send messages in real-time, based on the consumer’s location
- Schedule messages in advance
- Create and manage multiple geofences
- Analyze messaging campaign results with our detailed reporting
It must be noted that in order for the geofencing tool to work, you need to have the native app installed on your device.
Alpine IQ’s geofencing feature can definitely make things easier and more convenient for you. However, there are a few things to keep in mind to make the most out of your geo-targeted marketing campaigns, which brings us to the next point.
How to Effectively Use Geofence Messaging
1. Limit your geographic scope
This may sound counter-intuitive, but it’s important to limit the geographic scope of your geofencing campaign. The smaller the area, the more targeted your messages will be.
A general rule of thumb for location-based marketing, especially for geofencing, is to target customers within a 5-minute travel radius (maximum), either through driving or walking. If you try to cover too large of an area, your messages will be less effective because they won’t be as relevant to everyone in that area.
It’s also crucial to consider your target audience. If you’re targeting local residents, there’s no need to include a large area around your dispensary. But if you’re targeting tourists or visitors, you may want to expand your scope to include hotels, restaurants, and other businesses that are frequented by tourists.
2. Personalize your approach
Personalization is key in any marketing campaign, and geofencing messaging is no different. When crafting your messages, be sure to keep your target audience in mind. What are their needs? What are their pain points? How can you address them with your products or services?
Once you thoroughly understand your target audience, it’s helpful to segment them. Audience segmentation is the process of dividing your target audience into smaller groups based on shared characteristics. This allows you to create more targeted and personalized messages for each group.
For example, you may segment your audience by:
- cannabis usage habits (recreational vs. medicinal)
- demographics (age, gender, location, etc.)
- interests and needs
3. Be conscious of timing and frequency
Timing is everything when it comes to geofencing messaging. You want to make sure you’re sending your messages at the right time and at the right frequency.
If you send too many messages, you run the risk of annoying your recipients and causing them to opt-out of your campaign. On the other hand, if you don’t send enough messages, your campaign won’t be effective.
The key is to strike a balance. Start by sending one message per week and see how your audience responds. If they seem receptive, you can increase the frequency. Just be sure to keep an eye on opt-outs and adjust accordingly.
4. Provide a clear call to action
A clear-to-action (CTA) is part and parcel of every marketing campaign, but it’s still worth nothing. You want to make it easy for your recipients to take the desired action; otherwise, your campaigns won’t be effective.
Your CTA should be short, sweet, and to the point. It should also be prominently featured in your message so that it’s easily seen and understood. Some common CTAs for geofencing messaging include:
- Visit our website
- Check out our latest products
- Stop by our store today
- Take advantage of our latest sale
Boost Your Dispensary’s Geofence Messaging Campaigns
Geofence messaging is an effective marketing strategy, especially for dispensaries. By targeting potential customers within a specific geographic area, you can significantly increase foot traffic and sales, to name a few of its many benefits.
But to be successful, you need to make sure you’re following best practices. If you need help with any of your marketing needs for your dispensary, Alpine IQ offers a variety of AI-powered marketing tools that are specially made for the cannabis industry.
Contact us today at https://alpineiq.com/ to learn more!