Case Study Dissection: See How These Dispensaries Increased Their Revenue

[ good morning or good afternoon if you're joining us from the west coast or the east coast really excited about the webinar we have in store for you today today's webinar is focused around case studies this is really where the rubber meets the road real facts surrounding uh in-depth uh campaigns that have been run uh throughout all of our partners in north america that we're gonna be sharing with you and how they actually amount to real success stories and increasing their overall overall revenue uh in addition to that we're going to be covering how you can use these strategies to grow your sales so we're really really excited about today's webinar and thank you so much for taking the time to join us so once again on our agenda for today the strategies that one dispensary chain use to reach one million dollars in monthly revenue which digital marketing tools has the highest return on ad spend and how to quickly start increasing your sales month over month a little bit about myself my name is eduardo silva i am your host for today i'm also the chief revenue officer here at foot traffic i have over 20 years experience in both startup technology sales marketing and spearheading initiatives to drive sales expand lead generation and develop intuitive strategies to drive advertising campaigns in the cannabis space foot traffic is a laser focus dispensary advertising and marketing agency focused on compliant scalable digital strategies that are designed to increase foot traffic and boost e-commerce sales at any given time we're working with over 400 cannabis dispensaries brands and delivery services throughout the united states canada and more before we kick it off here today please do us a quick favor and turn your cell phones face down on your desk while we do this presentation we're going to be covering a lot of information in a very short period of time also take a moment to familiarize yourself with zoom by this point most of us are fairly familiar with how to use zoom however this is a webinar so you're gonna find a q a button at the bottom of the zoom interface feel free to ask any questions throughout the webinar you will not be interrupting me because we do have panelists in attendance today that will be helping field those questions in real time we're really here to make this experience as uh intuitive and informative for you as possible and then finally do make sure to stick around as we do have special offers for those in attendance today that we'll be sharing at the end of the webinar and you will not want to miss this so our industry is still pretty new and because there's plenty of competition there isn't a lot of information sharing if you visited our website or watched one of our previous webinars you know that we are all about sharing resources very different we have created a foot traffic academy that highlights the different ways you can reach and connect with your customers we have also a free ebook that covers everything you need to know about digital marketing for cannabis a blog that we contribute to four times a week with tons of information and of course these webinars which we host on a weekly basis not only do we host these broadcasts live for the webinars throughout social media channels but we've also built up a library of all of our previous webinars that you can also watch or listen to whenever you would like to and you can access those on our website as well so in the spirit of sharing what we know to help advance the cannabis industry forward and support dispensaries delivery services and brands as they begin their journey of scaling their operation i want to walk you through some case studies that we've put together highlighting our highest performing campaigns we know that getting started with digital marketing can be confusing it's not always obvious what kind of services you should be using to reach your target audience and there's never a guarantee that any ad you run is actually going to work so my hope here is that by walking you through some of these case studies you will see what's possible and be able to identify the strategies that are going to help you connect with potential customers and generate more sales in alignment with your overall goal before jumping into those case studies however let me tell you why these case studies are so important as part of our goal to consistently deliver great results we set up revenue attribution for all of our clients this allows dispensaries deliveries and brands to see which marketing campaigns are bringing in the most revenue by directly tying sales to specific marketing channels our clients can see their return on advertising spend as well as their customer acquisition costs think about it when you are investing money into different advertising channels don't you want to know whether it's working and how much revenue it's driving for you most advertising companies in our industry do not do this so we've made it our standard not only do our clients appreciate it but they often end up increasing their advertising budgets when they see how well their different campaigns are actually working on their behalf revenue attribution also helps highlight challenges as well as opportunities our team has been working hard to help dispensaries deliveries and brands grow and sell more online for years so when we're faced with the results of your campaign we can easily spot areas of opportunity and address any challenges so we can deliver even better results all of these case studies i'm going to present to you today are possible because of our commitment to tracking our efforts and sharing that reporting with our clients in real time we believe in transparency and revenue attribution and regular reporting allows us to share as much information about the effectiveness of our advertising efforts as possible so let's dive right into it first up let's talk about websites this case study is for a recent website built for cloud cannabis with four locations and more planned to open soon cloud cannabis is a fast-growing michigan dispensary chain that has made a splash in the wolverine state helmed by a former police software the chain focused on wellness and helping their customers and patients live higher and reach their goals before coming to us cloud had a different website but they were preparing to scale and they wanted a website that would grow with them and represent their brand in an exciting way their previous website wasn't attracting enough people and too many people were bouncing off as they visited as a relatively new player in the michigan cannabis industry they wanted to highlight their mission and draw more traffic to their website to boost their website performance foot traffic created a conversion-focused copy that also featured keywords to improve their search rankings we customized one of our website design themes with the branding of cloud cannabis and created separate landing pages for each of their locations to help them rank higher for local searches aka seo not only does their website look great but he also performs well in organic searches before launching their new site in november 2020 cloud had 50 000 new users over 4 months in the 4 months following the launch of the new website they increase users to over 135 000 a 270 percent increase in such short period of time that means that the new cloud cannabis website helped the dispensary reach 170 percent more people plus their website visitors checked out 67 percent more pages on their site and stayed on their website for 42 percent longer in other words we address some of the low-hanging fruits bounce rate ctas and more so what did it take to achieve these amazing results a good website is really the intersection of a few different things attractiveness user experience and performance first up let's talk about the design if you were to go to cloud's website and look around you would easily be able to tell whose website it is their branding is clear and recognizable and they have their information in all of the right places you will also notice that it's easy to use a new website visitor can easily find a nearest location and go directly to the manual all of their buttons and manuals are clear and makes sense which helps make it user friendly and it is part of the search engine optimization there are call to actions in all the right places and they are clear and obvious if you were to visit the website on your phone or tablet you also notice that their design is mobile responsive and that it remains attractive across all different platforms this is really important because more people are using their phones to shop at dispensaries and google prioritize websites that are mobile responsive all of these features are part of our wordpress themes and are customizable so that we always deliver beautiful functional and easy to use websites for all of our clients now these things alone won't draw more website visitors just because you create a great site doesn't mean that google is going to start ranking you so in addition to creating a beautiful website as part of our website design service we also optimize the site for google crawls and indexes for the website this is going to help ensure that it starts showing up in google search results and to ensure that it ranks well we populate the website with relevant copy metadata and alt tags that feature the keywords their target audience is searching for i mentioned website themes but this isn't just some cookie cutter formula each website takes a whole team to build our seo specialists do extensive keyword research to for each website we build we have a dedicated web developing uh team who works to get everything set up in just the right way our copy writing team focuses on the text that will help get people to buy from you and our project manager keeps the website on track for the launch time we also have the website migrations if needed and most of our websites are done within a 30-day window turn key once the website is launched it can take a couple months to start seeing organic traffic roll in so we always recommend that clients launch google or programmatic ads to help generate some quick traffic to their website your website is already you know it's ready for show time now it's time to think about how to get customers to your website and start driving sales from your online menu and to showcase how to do that i'm going to share case study from ethos with you ethos is a modern medical and recreational dispensary chain serving patients in maryland pennsylvania and massachusetts they focus on helping patients understand how cannabis can be a healthy part of their lives through their three e's expertise empowerment and experience when they came to us ethos needed to build brand awareness and drive sales to grow the company had purchased and rebranded some dispensaries in new markets and they needed to make sure people recognized the ethos name as a high quality dispensary brand they wanted to grow their online presence and expand the reach of their online menu i'm sure the story sounds very familiar to you it's a popular way to grow a dispensary chain and the challenges are similar to those that have some of these uh challenges facing them as well now to help ethos grow and create more brand awareness we created a strategy featuring several of our services including our google ads management service this service combines the expertise of foot traffic enterprise google ads engineers along with the analytical capabilities of our artificial intelligence software our ai software pulled in historical data from previous campaigns trending information from the news and social media and even weather reports we use this vast amount of information to create a variety of google ads including dynamic tax ads smart campaigns non-brand campaigns and product campaigns our experts managed the ads and used a b testing to maximize effectiveness during march 2021 the 89 000 invested from ethos and google ads led to seven thousand eight hundred and fifteen online orders totaling one million dollars they paid just 11.76 to acquire each new customer this is staggering let's take a peek behind us these numbers first up if you weren't sure exactly what google ads are let's define them i know at this point all of you know and have seen google ads at the top of the google search results and they are called pay-per-click ads to use google ads you have to bid on particular keywords that people may search you create an ad that features that keyword and tell google how much you're willing to pay per click and per day then google determines when your ad will pop up at the top of the search results based on whether they think it will be of interest to the searcher google only gets paid when someone clicks on the ad so they do their best to show the most relevant ads to the right audience members a lot of dispensaries still don't leverage google ads because the ads can be difficult to get approved or they think they aren't allowed so i'm here to tell you that yes dispensaries brands and delivery services can run compliant google ads you can't however use words like cannabis or marijuana in your ad or else you will be taken down and you risk having your google app counts shut down altogether we've been running cannabis google ads for five years now and we have been able to troubleshoot the most common problems so that we can get our clients above the search results in addition to improve upon these ads and help our clients get higher click-through rates and conversions we introduced our google ads machine learning software last year our machine learning software makes our google ad service even better by collecting and analyzing vast amounts of information and data there's no way a team of humans could sort so much information so that's that has really become a key distinguishing capability uh of what we do here at foot traffic which will actually lead to more click-throughs so display as is another service our clients have had great success with these numbers are from our client virio health viro health is a physician-led multi-state dispensary operator in marijuana cultivator and process they operate 16 dispensaries in five states and are licensed to grow and process in eight states virio health aims to push the limits of scientific innovation when it comes to cannabis and provides safe high quality products to qualifying patients virio health partnered with us because they wanted to engage both new and existing customers and drive additional traffic to their new york locations with more dispensaries popping up they needed to stay top of mind and ensure that people knew about their delivery service and their different locations to help them with this goal we implemented a programmatic display ad strategy and in april of 2021 they the display ad campaign gross 109 000 in revenue with an investment of just shy of 14 000 the foot traffic team was able to create distinct ads to target multiple nyc neighborhoods and other areas surrounding various dispensary how we ran the ads through MediaJel which has a programmatic advertising network that includes a variety of cannabis friendly sites and apps used by compliant 21 and up age groups those ads resulted in 963 orders being placed and generated a return on ad spend of 20 for every dollar spent display ads are targeted visual ads that show up on websites and apps these ads are great for brand building 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 because display ads can be geo-targeted they are super effective for sharing your message with the right people at the right time this is crucial for securing a high conversion rate and seeing the impact on your revenue when your audience is targeted properly your ads can be up to five times more effective than non-targeted ads targeting really helps you get the perfect messaging in front of the people who are ready to shop with you they are already primed to buy cannabis and by having your ad show up at the right moment they're more likely to shop with you than with your competitor so how can you take advantage of this tool to reach more people well the first way is to focus on proximity this is when you target consumers within a certain radius around your business operation or your delivery area this is an excellent way to reach everyone that's visiting shops nearby or other tourist hot spots in your vicinity basically you set a perimeter around a specific point like your dispensary if you are in an urban area you may want to set a smaller perimeter like two miles in a suburban area five miles will work better your perimeter acts as an on switch if people who meet your demographic requirements enter that perimeter that you have set when your ads are running and they check an app or an in-network website they will see your ad simple right this is a great way to remind potential customers that you are just around the corner and encourage them to visit your store you can also use this method to encourage people to order ahead of time next is competitor targeting which is the ability to target competing retailers to gain more market share this strategy is essentially trying to lure people away from the competition instead of drawing a perimeter around your dispensary or your delivery service or a particular neighborhood you focus on the area surrounding your competitors you can then create a special offer to score new customers and draw them away from your competition this is especially useful in high density areas where there are a lot of dispensary options and then finally we have landmark targeting this is the ability to draw on a map around the areas where you can actually want to target this is perfect for targeting tourists in certain locations for example if you want to start advertising to people the moment they step off a plane you can set a geofence around the nearby airport you can also target train stations public transportations popular dining spots and of course the closest tourist attractions the beauty of all three of these methods is that they are all targeted advertising and this is where the strategy really provides value to you you can share your message where you want to and when you want to do so the last case study i'm going to share with you today is for seo which is also known as search engine optimization exclusive was michigan's first licensed dispensary with four stores around the state the popular provisioning center helps make cannabis fun and affordable for everyone their focus on on one-of-a-kind products has helped them create a legion offense while popular exclusive knew that they weren't seeing the amount of website traffic they should be with the popularity of online ordering and the increase in cannabis use during the pandemic they wanted to drop more organic traffic to their website and ensure they were reaching their target audience in all of the right markets exclusive partner with foot traffic to boost its search engine optimization they invested twenty four thousand dollars in tailored search engine optimization strategy in q1 of 2021 after conducting an audit of their website we created a strategy that included on-site fixes like adding metadata descriptions fixing headlines and heading tags and creating keyword focus copy and off-site activities like link building and google my business profile optimization our strategy helped them expand their market reach to 103 000 new customers and 87 000 total users from organic searches thanks to our revenue attribution we were able to see that the boost in traffic led to 28 849 transactions totaling at 4 million in revenue during this period that's a row as for a return on ad spend of 172 dollars for every dollar invested which is an amazing return on investment search engine optimization isn't anything new it's a crucial strategy that focuses on ensuring that your website shows up when someone runs a search it's the practice of increasing the quantity and quality of traffic to your website through organic search engine results this is unpaid traffic that comes from google or bing let's talk about the obvious when customers want to find a dispensary near them they turn to google and if you want to show up in those search results then it's crucial that you have a robust seo strategy and a team that knows what they're doing to implement it otherwise searchers will go right to your composition why because they will be easier to find seo is all about findability it shows that your website is relevant for particular keywords for us that means boston dispensary detroit provisioning center or sacramento marijuana delivery optimizing your site around these key terms makes it more likely that people who are looking for your services will find you and shop with you when you have a good seo strategy two things will happen one you will show up higher in search results and two you will get more organic qualified traffic these are the hot leads of the world not every click will lead to sale but many of them will if you want to capture those potential customers then you need to create a local seo strategy that helps you own your market segment if you have a website you should be doing seo otherwise you're just letting your competition take the top spot on google so foot traffic is committed to constant improvement and as a company we strive to do things better every day and that shows in the results we achieve for our clients as a forward looking company we focus on implementing long-term solutions that our clients can use to reach their goals and as a digital advertising agency solely focused on the cannabis industry we have tried to make getting started with these type of campaigns fast and easy we handle every part of the process for our clients so they can focus on growing their business and providing exceptional customer service our goal is to make working with us as easy as possible so that you can focus on the heavy lifting of running your business so on that note i hope that these case studies gave you some insights into what's potential uh for you in the digital marketing round and how we can actually help you grow your business if you want to look at more case studies i do encourage you to check out our website at foot traffic dot co you will also find some testimonials there that highlights what it's like to work with us and thank you so much for joining us today and as i promised i want to make this worth your while and i want to offer a special deal to those who have joined us today in help to supercharge your growth and right now you can get a free website when you sign up for a six month digital marketing plan that's a four thousand dollar value and you can schedule a call with us by navigating to foot traffic dot me forward slash chat and you will speak to our client success manager jason who will actually fill you in on the details now if you already have a website that's okay as well we can refresh it for you or build you out further so you can make sure that you actually have all of the types of pages in site hierarchy that are going to help you rank higher on google and get more visitors to your website and many and let's talk more about what you need to take your sales to the next level once again i do encourage you to take a moment to schedule a call with us foot traffic dot me forward slash chat and with that i want to thank you so much for your time today have a wonderful rest ]