Kathleen Beebe
Regional Manager and HR Director
Missouri Health and Wellness
Jefferson City, MO
Many states have legalized some form of cannabis use, whether medical or recreational. But finding a way to advertise the products you sell and that your business exists can often be met with many roadblocks. Does this sound familiar? You just got this great new product in stock, so you send out a text announcement only to get a 90% failure rate because the cell phone carriers blocked the text. Or you have thousands of followers on social media and post something that some faceless person (or even worse, a bot) deems “inappropriate” and suddenly your social media account is closed without warning and with no way to reach the followers you worked hard to gain.
As an optimist trying to see the bright side of the issue, the good news is that all cannabis businesses are dealing with the same challenges so there is a certain level of being on an equal playing field.
Finding ways to promote a cannabis business requires getting creative. At Missouri Health and Wellness, we have developed partnerships with the local Humane Society and sponsor local organizations like the Kaufman Fund, which supports veterans and their families. We’ve also engaged in traditional outreach efforts such as having a booth at the Missouri State Fair. These are just a few ways to get our name out there, with the added benefit of supporting our local community.
And of course, the experience a person has when they enter our doors is key to them returning time and time again. We make it a priority to ensure patients feel welcomed and appreciated when they visit our dispensary, which often leads them to share their experience with other people or to give us reviews on social media or online. A positive personal experience is the best kind of advertising.
Having a well-trained team is also top priority. Our wellness specialists are continuously learning about our products and how to best guide patients to something that will help them find the relief they are looking for.
Like many other aspects of managing a cannabis business, resilience is key — don’t give up! Remember you are not just selling a product, you are sharing an experience and developing a relationship.