How to Get Started with Targeted Dispensary Mobile Ads

[ {How to Use Geo Ads to Get More Online Orders}

good morning good afternoon if you're joining us from the east coast we will be getting started here in just a moment thank you so much for taking the time out of your day to join us all right we're going to get underway here thank you so much once again for taking the time out of your day to join us um today we're going to be talking about how to use geo ads to get more online orders so today we're going to be covering the art of geo advertisement i appreciate once again you're taking your time to join us um in today's webinar we'll be covering what mobile ads are and then also the techniques that will make your ads more effective and how to start using uh this platform to see results very very quickly okay there are numerous ways you can leverage uh geo ads we have employed several techniques here that are a lot more profitable at the end of the day so we have master the art if you will of driving additional results a little bit about myself my name is eduardo silva i am the vp of sales here at foot traffic and i've been with the organization since december after attending the mj biz con in las vegas i noticed just how amazing this industry was and have been certainly playing a pretty significant role here in the organization for the last three years but once again a little bit about foot traffic we are a digital marketing agency fully focused only in the cannabis space and have been doing so for the last five years um so we actually got our start around five years ago out of southern california during the medicinal push for cannabis in california and ever since then helping dispensary clients delivery clients as well as medicinal clients around the country as well as in canada drive additional customer engagement so new customers as well as more sales everything that we do is really geared at one customer acquisition and two tracking of revenue attribution meaning being able to actually give you a very very clear picture of where your money is going and how much uh revenue that money of yours is actually generating which is beyond important for growing your business so once again really excited about being able to speak with you today before we get started i always like to take a moment to just prepare ourselves i'm gonna provide you a lot of insight today and we're gonna do those in a very timely fashion we have only 30 minutes to go through a lot of content so i do ask you to take those cell phones and put them face down even though those cell phones are very important for marketers they do take a lot of attention away so as we're moving fairly quickly through a lot of content we want to make sure you have an opportunity to engage with this content and take away as much as possible familiarize yourself with the zoom interface so at the top of the screen you're going to see a little bar there for zoom there is a q a section go ahead and get just get familiar for a moment there the q a section is where you can ask any questions throughout the webinar here we do have panelists on standby ready to address any questions you have so ask any questions ask away and we'll be able to address those to you at a moment's notice here and then do stick around till the end we do have a promotion that we want to share with you uh for attending the webinar today so once again thank you so much uh for your time this morning or afternoon if you are on the east coast today's topic is geo advertisement what is it let's get started right if you've played around with words with friends or browse websites on your smartphone you've seen mobile ads you know exactly what i'm talking about these ads are display ads that show up on mobile websites and mobile ads okay mobile apps i should say mobile websites and mobile apps now imagine using that valuable real estate to connect with new customers re-engaged old customers and drive people to your website website or storefront okay with geoads a targeted mobile ads this is totally possible and it's what we do for our clients so geoadvertising allows dispensaries to show messages to people depending on where they are physically in real time instead of just casting a wide net and hoping that you know for the best right geo targeted ads actually can help you spend your marketing dollars more effectively by servicing the ads to the people who are more likely to spend with you okay so the the key difference here and differentiator i want you to walk away is billboard on the side of a highway or billboard directly on somebody's mobile device right which one is more effective and being that that individual holding a mobile device is a cannabis consumer which one is going to be more effective so keep that in mind that's what geo ads

{How does it work?}

is all about how does it work so geo ads work by showing your display ad on mobile sites and apps when your perimeters are met so this means that if an individual's checking espn.com on their smartphone and they meet your demographic and geographic requirements they will see your ad geo advertising is possible thanks to the popularity and accessibility of smartphones wherever people go you can bet they have their smartphone with them we know this right it's like impossible to get rid of our phones never has there been so many smartphones in use and never has the average person spent so much time on their mobile devices so research has indicated that the overwhelming majority of americans have their smartphones with them 24 by 7 that means that you can easily reach your ideal audience especially when you target your ads now the main component of working mobile ads strategy is having a network of viable sites and apps on which to advertise for dispensaries this can be a huge hang up and if you've ever tried to find compliant places to advertise you know exactly what i'm talking about it can be hard enough to find cannabis friendly sites and apps that will let you market your dispensary and to that right regulatory concerns about the site's audience and whether they are old enough to view your ads and you've got yourself plenty of obstacles without a clear path forward so we've taken the time to create a compliant cannabis-friendly network of mobile sites and apps where dispensaries can advertise to an audience of adult cannabis consumers in a little bit we're going to cover three different ways to target your ads for maximum effectiveness you can use all three of these methods that we're going to share with you or just focus on one or two we'll provide you with help determine your strategy based on your past successes but first let's get into the why

{Why?}

so why right why go through the trouble creating running these ads why not just cast a wide net and try to grab the attention of as many people as possible well with geo ads click through rates can be as much as five times higher with geofence ads than normal prospecting ads now this isn't a pro a promise or a guarantee of any kind here the reason these ads have a higher click-through rate is because careful planning okay having a team that understands how to get the most from your geo advertising strategy can help you create and run ads that get noticed and drive sales a higher click-through rate isn't the only reason to run these valuable ads though geo ads provide spend efficiency because they are targeted ads better ad targeting means less money wasted showing out to the people who are unlikely to be interested in your product or services so instead of casting that wide net right the billboard geo targeting lets you spend your marketing dollars more effectively by focusing on the specific geographic areas where potential customers may be concentrated if a customer sees your ad and they are far away they may consider purchasing or learning more at a later time however if a potential customer sees an ad when they are near by your store they're much more likely to convert meaning click on your ad and actually take action a lot quicker quickly a lot quicker right so simply by targeting your ads to someone's geographic location right you're more likely to show them something more relevant and less likely to throw away valuable marketing dollars on ads that won't get clicked on right so it's really important that targeting consumers using both geographic and demographic data so you can actually get the most of your advertising so this is called spend efficiency so basically more of your ad dollars are actually leading to conversions the second way that targeting ads can really help you get more sales is through a geo ads platform that allows you to determine what customers are doing when they see your ads are they clicking on them how long are they staying on your site are they placing an order right this is called revenue attribution it's something we focus very heavily on here foot traffic right marketing analytics is the backbone of what we do so what we do with revenue attribution is create an even better ad for you so it allows us to really test different photos texts and deals to create ads that have a higher roi for you overall so let's talk about a couple case studies here to kind of illustrate what it is that i'm talking about so here's a case study of a

{Investment $5,000}

medical marijuana dispensary based out of new york they invested five thousand dollars in geo ads for the month of july and targeted competing dispensaries and known cannabis consumers right their investment resulted in 184 visits to their dispensaries okay with an average order value of 170 once again this is all metric that's tracked overall they generated a 31 000 in revenue which is a return on ad spend of 6.25 for every dollar spent now this is amazing because geo ads allows us also right track their geographical locations so this allows us to know exactly when they enter a store or where they're in that store right after having clicked so we can track all that information it's great let's talk about proximity right let's take a look at different ways you can target your ads to drive traffic the

{Proximity}

first way to focus on proximity proximity this is when your target customers within an area of your dispensary or your delivery area if you're a delivery um you know uh cannabis delivery firm right this is an excellent way to reach consumers that's uh that's at home browsing on the web or playing apps on their phones or hanging out right near a park or a boardwalk so basically you set a perimeter around a specific point like your dispensary and if you're in an urban area you may actually want to set a perimeter let's say two miles and if you're in a suburban area you may want to stretch out a little bit right five miles will work a little bit better so your perimeter acts as a on switch when people who meet your demographic requirements enter your perimeter they and when they actually when you're running the ads right and they check on their in-network sites or apps they will see your ad it's just that simple um it doesn't get any more complicated than that so proximity is a great way to remind people that you're just around the corner and you drive more foot traffic right to your store you can also use use this to encourage people to order a head right so that you can avoid lines especially now with covet another uh strategy here is geofencing geofencing is the ability to draw on a map around the areas where you want to target so with less mobility and more people working from home these days this is an opportunity to target specific neighborhoods let's say you are delivering uh you're offering delivery in la with so many different neighborhoods um excuse me here i'm actually on the wrong slide there it is so geo fencing uh so with so many different neighborhoods right you can set your millennial ad to run within one geofence and then have another ad aimed at boomers running it in in its own geofence so you know what the demographic of those different neighborhoods are so for example right if you're targeting a popular area within a spec within a specific audience um like a wellness focused dispensary right we'll be able to actually draw a fence around like yoga studios or natural food stores things of that nature uh during covert a lot of our clients have actually been focusing a lot on health food stores and or parks right because this is the only time that people are actually out and about but also different neighborhoods demographics right individuals that are also looking for a little bit of escape so they're mostly on their phones so let's talk a little bit about geoconquesting and this is the last

{Geo conquesting}

method in which we're going to share with you today uh geoconquesting your competitor targeting which is the ability to target competing retailers to gain market share now this tactic is essentially trying to lure people away from your competitor basically instead of drawing a perimeter around your dispensary or a particular neighborhood you can focus on an area surrounding a competitor you can then create a special offer to score new customers and draw them away from your competitor this is especially useful in high density areas where there are a lot of dispensaries so by combining your ad with sms opt-in for example in a special deal you can actually start converting your cop competition's customers into your own loyal customers so it's a great strategy here let's talk about uh consumer data now that you know about about some of the methods you can use geo ads right to actually get more targeted right so how can you do this well in addition to having access to compliant network of apps and mobile websites you also need to understand who your customers are who is that that is trying to reach or who is who is it that you're trying to reach and where are you most likely to reach them what kind of messaging and offers will make them convert right your ads themselves will also provide you with additional data that you can then use to make your ads even better as long as you're tracking the right metrics this information will help you better target your ads so that you can reach the right people so retargeting right let's talk about

{Retargeting}

retargeting a little bit you can also use this information to retarget individuals who are already shown interest in your dispensaries so for example maybe they've visited a website before but didn't place an order so by reaching out to these individuals who are already interested in your dispensary you can create extremely effective ads with a higher conversion rate one popular way to enable retargeting is to install a tracking tracking pixel on your website when an individual with that pixel visits a site or app in our geo network right they will see your ad and you will be in front of that individual and front of mind really once again so it's really important to be strategic and re-target individuals right within your active network of prospects and additionally we can create look-alike audiences as well based on your current customer data so that you can target individuals with similar interests as your current customers so once you have this set up which is something we do for all of our customers you will want to target or retarget right you need to work on the ad itself and that's where it gets into the design

{Design}

so here's a great some great uh visual examples right of some of the geo ads and graphics that have been run for some of our clients before which means in in you know the big takeaway here is the design matters and let's let's talk a little bit about what that means you essentially when you're doing geo advertising you're essentially interrupting someone from doing something that they're already looking at so you want to prompt them to actually engage with your ad instead so customers are on their phone but many have trained themselves to ignore these ads so you need to snap them out of that zone very quickly right and your ad needs to actually have the design to actually compel them to do so so you're actually actually draw their eyes and then once they are actually paying attention to your ads you need to offer them something so they will actually take you know the next step and engage with it at the same time you don't want to create an eyesore stick to three colors no more than two of them being very bright use your brand style guide to make sure your imagery and fonts are brand appropriate and don't forget to include your logo okay this is your opportunity to build brand awareness as well even if they don't click on your ad the first time they see it customers will start recognizing your logo and then your brand right keeping you top of mind when they are ready to purchase when designing an ad you need to work with certain size constraints as well right that means that whatever you choose to put on your ad needs to look great at the size and resolution for all of those different devices remember people will be looking at these on their mobile devices so you will need to maximize the space you have while still working within the ad size limit you will also want to consider how your ad will look on different mobile devices because some devices as we all know have different screens as a different marketing as a digital marketing agency this is something that we do for all of our customers right and you know help them um to add another item to your long to-do list right so we we take that away from from another uh you know necessary item that you want to undertake right and just help you through it something else that you're actually going to notice on these ads here is compliance compliance is beyond important we're going to talk about that momentarily but i just want to highlight since we are looking on these copies here the license number on the bottom right right so different states have different compliance requirements so pay very close attention to that or work with us will help you

{Copy}

in addition to the design uh of your ad you need to consider the text that you will go um you know actually be placing directly on your ad to get those valuable clicks you need to convince the the actual prospect to stop what they're doing and click on your ad at the same time you don't have a lot of space to work with so you do need to go light on the actual copy itself so customers are more likely to skim an ad so make sure that your copy uses few words but that the words that you use are very powerful that means get to the point quickly if you're sharing a deal make it obvious if you want them to click through to your menu make it obvious as well right don't bury up bury up the uh call to action or your deal somewhere so they don't see it otherwise you're going to see you're not going to see as good of a results let's talk about the offers right so what should you your copy say we advise sharing a great deal increase the clicks by offering a deal to your customers so they can't pass up on it right discounts can help encourage people to pull the trigger and purchase from you when they see your ad remember this this is really important you're not giving away product here by offering a discount okay you are investing in new customer acquisition it's a very different concept creating a unique landing page for your offers and encourage people to sign up for your sms list this will also help you better track the effectiveness of these campaigns you can also lead customers directly to your menu through this though this is only ideal if you actually have a hosted menu on your website right so you don't want to be leading to a separate website that's not within your brand and then you know beyond important we talked about tracking

{Tracking}

as being one of the cornerstones of what we do here at foot traffic but once your ad is ready it's time to set up the tracking and to run the test to determine what's the most effective for your market a b testing and revenue attribution are crucial to determine the effectiveness of your ads for a b testing create multiple variations of of your ads in different colors text imagery and deals so you can determine which one helps you best meet your goals it may be that one ad is better at driving sales while another helps you capture more customers phone numbers you won't know this though unless you're running a b testing and that is something once again that we do for every single one of our customers you should also have revenue attribution enabled revenue attribution is the process of matching customer sales to specific advertisements right in order to understand where revenue is coming from and optimize how advertising budgets are being spent in the future now foot traffic specializes in revenue attribution and we can track your marketing campaigns with the most popular online manuals like dutchy weed maps jane timber ola and even woocommerce so for all my revenue attribution you want to track impressions clicks transactions and transaction amounts you can also track the success of your campaigns with in-store visits since we have access to mobile location for customers through the geoads platform we can actually track the a visitor all the way to visiting your store so this is very powerful and this data will also help you troubleshoot your ad and determine the roi on different ads and geofences so you can create more effective ads very important let's take a quick break to peer into another case study here uh here's another case study of american marijuana

{Investment $3,500}

dispensary based out of minnesota for this client we targeted competing dispensaries and known cannabis users they invested a total of thirty five hundred dollars in geo ads over the month of july the investment resulted in 121 visits to their dispensary with an average order size of 242 now this to me seemed a little high but believe me it is fully verified 242 average store purchase per customer very very profitable right so they generated over 29 000 in revenue which is a return on spend of eight dollars and 36 cents for every dollar okay beyond powerful so let's talk about how to get started um you know you you you're tired of probably putting out ads and not seeing the results right are you ready to get more from your advertising budget if you want to get the most from your marketing budget then you need to actually implement a tested strategy that includes revenue attribution right our geo ad service will help you build brand awareness and increase your sales with compliant ads and best of all we do everything for you so keep skip that learning curve and put the sales uh directly on fast track right we want to help you get up and running with geo ads so you can start seeing the returns right away so we're offering a special deal here for your first time um only right so first time customers only and normally we offer and fifty thousand ad impressions for a thousand dollars budget so this week we're going to be giving you 200 off your trial month for geo ads so that's right you're going to get 150 000 impressions that is individuals viewing your mobile ads through a compliant ad network for only a hundred dollars but you need to move fast because this offer is only good for one week so by the end of next week we're going to be closing this out i'm going to go ahead and stop for any questions you may have once again we do have a q a panel here so any questions you may have please

{Question?}

do feel free to ask happy to address those now and or also set up some time so we can talk offline first question here how long does it take to set up a campaign great question normally we would like to ask for a week turnaround time right we do have creative uh the design that we need to put in place for you for each one of these campaigns we also want to make sure that we are setting the right um targets with our customers in mind so in other words we're going to explore your demographics we're going to explore uh what has what have what types of marketing initiatives you have done prior so we can really get a good sense of how to get the best impact for you and um so i would say one week's turnaround time is uh minimum from time of um of initiating right the engagement with us um and then you know it's pretty self-explanatory after that how long does it take to actually see results well results can be fairly immediate uh however with geo ads remember it is impression-based strategy so that means that the more people recognize your brand the more chances there are to engage so normally you know we recommend at least a three month cycle so that you can really see those individuals um those prospects in your area really kind of building that mind share and engaging with your brand however as i mentioned results can be fairly immediate well i want to thank everybody for your time thank you so much for the questions as well do you engage with us we have um we have a link that we're going to put here in the chat window for everybody foot traffic dot me forward slash call once again foot traffic dot me for slash call we can get a conversation started offline here very quickly and help address any other questions you may have specific to your organization and what your business goals are thank you so much for sticking around and once again look forward to the opportunity to speak with you have a great day ]