Grow Your Delivery Service with These Fast & Easy Targeted Campaigns

[ good morning or good afternoon if you're joining us from the east coast thank you for your time during today's webinar today we're going to be covering grow your delivery services with fast and easy targeting campaigns how to reach specific zip codes in your delivery zone and maximize sales very exciting content we're going to be covering here today let's dive into our agenda so how targeting increases the effectiveness of your ads and leads to better returns we'll also be covering the strategies you can use to make each of your advertising campaigns more effective the easiest way to get ads in front of potential customers and fast my name is eduardo silva i'm going to be your host for today's webinar i have 18 years of sales and marketing experience i am an alumni from oaksterdam university here in the bay area in california which is the first university program for the cannabis industry and i'm really really excited to be part of this industry foot traffic has been in business for over five years now solely dedicated to advertising for the cannabis industry and we're really really excited to be partnering with all of our clients out there to drive performance on their behalf before jumping into today's content let's take a quick pause here to just prepare ourselves for today's webinar i'd like to cover just a couple housekeeping items first and foremost cell phones they are such a great tool when it comes to marketing for business however we're going to be covering a lot of content we ask you to just put those phones face down on your desk and or just silence them for the time being if you are joining us from the zoom interface please familiarize yourself with the zoom interface there is a q a button at the bottom we do have panelists live here who can address any questions you have and then finally do make sure to stick around all the way to the end it's only a 28-minute commitment from now and we do have some special offers for the attendees that we will be sharing at the end of the webinar wonderful so with those uh preparation steps out of the way let's jump right into it right now cannabis delivery is allowed in at least 14 states in the u.s and across all of canada with online shopping and in-store or curbside pickup having become more popular over the last year due to the pandemic it's no surprise that there are also a lot of increase in both delivery orders and delivery services there are of course plenty of challenges to offering cannabis delivery whether as a part of retail outfit or as a standalone business practice for example in california the number of cannabis delivery services has exploded since the option became legal and to compete with big guys like ease dispensaries and delivery services need to be savvy so they can carve out some of that market share in order to do this you need to do actually be able to offer something that your competition isn't this is your unique value proposition for example maybe rather than focusing on distinct products you create curated boxes around particular needs or wants of your customers so you can have a sweet dreams box that features edibles vapes and topicals all centered around getting better sleep or maybe you offer only organic products that have been sustainably created and sourced this helps set you apart as a business but you also need to grab the attention of your target market this is where your marketing strategy comes into play your marketing strategy should not be an afterthought it needs to be part of your go-to market plan you need to understand how you can advertise and get the most visibility and if you have already launched then you need to be continually monitoring and adapting your advertising strategy to make sure you're getting the best return and continually seeing improvement if you want to get orders you need to reach potential customers and share what you're all about just like everything else in cannabis advertising is restricted and regulations and laws vary from state to state and province to province so how can you get your message out there and convince people to shop with you for starters there are traditional advertising methods now these have been pretty limited in most places however some areas do allow them so i want to mention that and when i talk about traditional advertising methods i'm referring to things like television and radio ads magazine ads billboards and direct mail let's do a quick overview on each now i don't want to be seen as providing legal advice so be sure to check the status regarding marijuana advertising in your area or check with your favorite cannabis lawyer before proceeding with any kind of ads broadly speaking television ads are pretty much a no-go zone anywhere in the us or canada in the u.s tobacco and alcohol tv ads are pretty regulated and marijuana is treated in a very similar way hold on though i will fill you in on how you can actually get your ads on tv through digital marketing so don't go anywhere radio marketing is a bit of a hit or miss some states allow it though you have to find publishers willing to work with a cannabis company if you choose to go down this route make sure you check the audience stats for any station you're considering working with you will want to verify that the majority of their audience is of age and that they match up with your target audience there are some great cannabis friendly magazines and cannabis culture magazines out there however in most cases they aren't targeted most magazines have national or even international distribution which means you could end up paying to advertise to people in other states that can't even order from you rather than wasting your budget that way it may be better to focus on targeted ads that let you hone in on the people you want to reach those most likely to order from you magazines are great for advertising brands but not so great when you're talking about delivery services billboards are a pretty popular way to advertise a dispensary or cannabis delivery service in a specific area where they are allowed when placed in a delivery zone they attract the attention of drivers and passengers however not everyone that's driving by is going to be interested in cannabis while you can focus on the areas that you deliver to there's no way to really hone in on your ideal customer with billboards you have to cast a large net and hope that the people who are interested in delivery are going to see your billboard i just want to make a quick note that something that recently happened in california cannabis companies are no longer allowed to advertise on billboards along interstate highways i mention it because california tends to lead the country in these sorts of things we'll see something similar happen in other states fairly soon i presume the last traditional marketing method i want to cover is direct mail if you've tuned in to some of our past webinars you know that we actually offer this as a service to our clients if you haven't checked out our previous webinar go to foot traffic dot me forward slash webinars to see all of our videos one of them is entirely on direct mail which is very useful information for delivery services to target specific zip codes if you have a good list you can also segment it further to help you better reach your target audience and direct mail is a great way to introduce yourself to a new delivery zone just be sure to offer them a deal they can actually really want to jump in and take advantage of okay let's talk digital marketing when most people think of using digital marketing to promote their delivery service they tend to think of ads like those you see on websites or apps or google ads that first category of ads is called display ads these ads are great to create brand building or brand recognition and when you work with an agency like foot traffic you can get real-time reporting to help you see how well your ads are performing now these types of ads are only as good as your advertising network to make sure that our our ads actually perform well for our customers we built a large network of cannabis friendly sites and we have access to millions of device ids of cannabis audiences across the country we can also do native ads that mimic the style of the site or app on which they are actually being placed next let's talk about google ads a lot of dispensaries think they can't run google ads but that isn't true we've run thousands upon thousands of campaigns for dispensaries and delivery services in the us and canada these are great for getting top of mind on all of the search results on google relating to cannabis especially if you're a new service that's not all that you can do with digital ads though remember when i mentioned tv earlier well using programmatic advertising which is a fancy phrase for describing the use of software to purchase digital ads you can get your ads to play during streaming tv videos and smart tvs video ads run on sites like youtube these are actually called interrupted video they can also be ott or over the top video ads which run on smart tvs as opposed to fcc regulated broadcasted channels this is great right now when talking about advertising you don't often hear much mention of search engine optimization but i do want to bring it up because it can be a crucial way to differentiate yourself online and making it easier for people interested in ordering delivery to find you regardless of your marketing your market that you're president showing up in local searches is crucial for driving people to your website and menu i've seen a lot of mean a lot of delivery services where they just send people directly to their menu without providing them with any kind of information regarding how their services work where exactly they deliver and what people can expect when ordering from them not only are those services falling uh short of creating a connection with a potential customer but they probably won't show up when people are trying to search for nearby cannabis delivery most of those digital advertising strategies are legal everywhere there are some regulations in different states and provinces that concern with the content and imagery of the type of ads but they are compliant almost across the board plus they tend to be more economical than traditional advertising methods we find that many clients like to try out one or two advertising strategies and then when they see the type of return they get invest further down the line this is really just scratching the surface of what's possible digital marketing if you want to go deeper and more in depth i do encourage you to schedule a call with myself at foot traffic dot me first call and we'll put the link here in the chat window so you can easily access it so you know a lot about the advertising tools available to you let's talk about strategy now one of the most crucial strategies that delivery services need to implement is targeting you don't deliver everywhere and not everyone is going to buy from you so by focusing your advertising budget on specific areas and people you can increase your return on ad spend and make the most of your advertising dollars targeted ads are five times more effective than regular ads meaning you're going to get more sales with them if you are doing them correctly who doesn't want that targeting is the act of selecting particular audience attributes and then only displaying ads when those attributes are met depending on the ad platform you choose you will have different options for the attributes you can use to trigger those ads for example you may want to target millennials living in a city center who make a certain amount per year or maybe you want to target everyone who is within each of your delivery zones to make the most of your targeted ads you will want to cater to your different audience segments so if you're targeting people living in a particular area you can use images from that specific area or use names of places that they recognize this can help you build a connection with your audience which is crucial when you're fighting for market share if you don't want or don't know who your ideal audience is you will want to first research your market and take a look at your crm so you have an idea of who you want to target and what kind of ads you want to serve to those specific audience targets you can also do retargeting which is essentially reminding people that they were interested in shopping with you to do this you will need to use a pixel which is a bit of tracking code that helps show who is visiting your website and what other sites they're going to now i want to be clear that the data from this is anonymized so you don't get the actual personal information and you will be compliant with privacy laws that's a pretty broad overview of targeting so let's cover some of the most useful ways that you can actually target different ads first up location targeting or geo-targeting this is when you essentially outline a particular area on a map and then only have your ads run within that specific region you can use geo targeting in different ways through one first and foremost your delivery zone often often the best focus on your highest value delivery zones you can target the entire delivery zone or you can break it down and target residential areas during certain times and offices during other times if you're in a tourist town and popular hotels and airbnbs are within your delivery zone you can also use landmark targeting to hone in on those hot spots and convince visitors to place an order if you are a store that also offers delivery you can also use geotargeting to create a radius around your storefront or around your competitors in order to steal their customers depending on your ad platform you can target a variety of demographics to help you reach your ideal audience so if you have a more millennial focused delivery service you can target people of by that specific age group this really lets you get more specific with your ads how granular you can get will really depend on the ad platform you're using but in some cases you can segment by age gender location education income interest and many more behavior targeting is when you show ads to people after they complete a certain action for example if someone went to your site and then left without placing an order you can target them with display ads to try and get them back on your website by doing this you can stay top of mind with customers you will need to install a pixel on your website to track visitors behavior for this type of targeting so check with your web developer to be sure that you can actually do this or we can actually handle this for you as well also known as affinity targeting this type of targeting is done by creating a new audience or a look-alike audience based on the audience information you already have so let's say you have all of this demographic and behavioral information on your customer you can use that information to target people with similar characteristics in order to expand your customer base this is all about reaching new people with similar habits as the people that already enjoy shopping with you this type of targeting is most relevant to google ads when creating google ads you will need to be a bit more particular on keywords this is actually the reason why many dispensaries think that you can't do google ads they put in the keyword like marijuana and then boom their account gets shut down because of the nature of our industry if you want to advertise on google ads you will need to do some keyword research and analysis to identify which keywords and phrases you should build your ads around and target ideally these are the types of keywords and phrases people are using to find you online now this can be pretty hit or miss so it's extremely beneficial to work with an agency that has been doing this for many years at foot traffic we understand the ins and outs of google ads and we have ways to work around banned cannabis keywords so that our clients can extract the maximum value from their particular ad types i want to mention that not all of the ad types allow for all of these types of targeting different ad types will have different targeting capabilities but our team can actually help you better understand how each of the ad types works and how they can actually be customized to help you grow your delivery service so now that we know the different types of targeting you can do let's talk about how you can stand out in a crowded marketplace i've already covered the advantages that digital marketing has over traditional marketing when it comes to cannabis advertising so let's talk about the actual content of the ads themselves this is where your branding your voice and your mission will help you connect with potential customers first up your brand every visual ad you make should include your logo you want potential customers to remember your delivery service and identify with it whenever they want to place an order in addition your messaging should align with your brand voice while you want to use different words or phrases when advertising to different segments of your target audience the overarching voice should be in line with what you're outlining in your brand strategy so if you're a medical marijuana delivery service it doesn't make sense to start talking about getting stone right the same thing goes with your mission if your goal is to help people with wellness-centered products you want to make sure that your messaging is aligned with that specific goal getting your brand messaging out there will help you build relationships with the people who are most interested in your services while targeting is a great way to get your message seen by people most likely to buy from you how you do know who how do you know who they are if you have already been operating make sure to take a look at your cim crm to identify patterns are you are your orders primarily from particular areas within your delivery zone if so you may want to focus on that specific area with the type of campaigns to convert more people into customers and then begin advertising in other parts of your delivery zone you can also run a b tests to help determine what type of messaging works best and to keep improving your ads if you want to be sure that your ads are actually working then you need to measure and you need to measure again and then measure a third time we're really big believers in tracking everything so that you can get the full picture of what's going on with each of your campaigns we offer real-time reporting on our display ads and monthly reporting on google ads and seo so you always know how well your campaigns are performing after all this is your investment ultimately we want to help you make the most of your investment so we pay attention to the following metrics we track impressions for display ads and google ads so you can see how many times people have seen your ads we track clicks to determine whether the call to action is enticing and whether the graphics and copy are getting people's attention by dividing your clicks by your impressions and then multiplying that by 100 you get your click through rate which is the percentage of ads that are getting clicked on with google analytics we can see how many people visit your site how they got there how long they actually spent on your site and where they went and whether they finished their purchase we track how many orders your digital advertising generates and the actual revenue on those orders by dividing your revenue by the amount you invest in a particular strategy you get your return on ad spend this is a big one because we want to make sure that you're getting as high of a return as possible these metrics help paint a picture of how well your campaigns are performing and they help highlight opportunities as well and by consistently tracking these metrics you can determine the effectiveness of your campaign and pinpoint areas of improvement and when you work with foot traffic we're always taking a look at these metrics so that we can improve upon them we use them as a baseline as we test different campaigns and as we monitor them regularly to make sure that our clients can easily see the value in an advertising campaign we provide regular reporting here's an example of a page from one of those reports in addition to providing overall numbers we go into the different ad types to provide an a more comprehensive breakdown of what's happening so here you can actually see in this page all about mobile banner ads which is another type of display ad we're able to link our display ads with our clients menu to let them know not just how many people saw and clicked on the ads but how many people actually ordered or stopped by after seeing one of their ads and how much revenue did those ads actually resulted this type of revenue attribution has made it easier for our customers to share the impact of their delivery service digital ad campaigns with other decision makers it's also a useful tool for really understanding the data which is crucial for continuing to make wise advertisement investments these numbers here are for a physician-led medical marijuana delivery and dispensary chain in new york they wanted to further advertise their marijuana delivery service as more competitors were moving into their area they chose to invest about fifteen thousand dollars in display ads to target their delivery zone throughout new york city and other surrounding areas and we're able to transform that 15 000 investment into over 139 thousand dollars in revenue that's a return on ad spend of 9.63 for every dollar spent plus they now have the contact information of those 900 orders and can remarket to those customers time and time again via other methods without having to pay to capture their information again this is outstanding right so i really want just i can't say enough about the value of digital advertising for delivery services in such a heavily regulated industry it has really helped countless cannabis delivery services grow their reach and connect with more customers than other advertising methods as a digital advertising agency solely focus on camp on the cannabis industry we have tried to make getting started with these types of campaigns fast and easy we handle everything from the process for our clients and we can focus on their businesses and provide an exceptional customer service we create the graphics write the copy and get your ads placed on popular websites and apps and plus we will run everything by you so you always have the final say very easy right and to make this worth your while i want to make it even simpler to make getting started we have a couple special deals to get your first digital advertising campaign off the ground and fast and first up get 200 off your first month of display ads for your delivery service or if you prefer to start with google ads we'll cover your management fee for the first month ultimately both are great and easy ways to get started with we'll take care of all of the heavy lifting and run everything by you before publishing and going live let's just talk about what these type of campaigns would look like for your delivery service so i encourage you to schedule a call with myself at foot traffic dot me forward slash call and we can go into more details and discuss how to make the most of these campaigns i want to take a moment here once again to thank you for joining us today and please don't forget to schedule a call with myself at foot traffic dot me for slash call and we'll put that link once again here on the chat window so you can have it have a wonderful rest of your day and if there are any questions by all means you feel free to ask them here and or you can also schedule a call with me i'm happy to address those on a one-on-one level as well ]