Dispensary Marketing Plan in 7 Steps

Dispensary Marketing Plan

If you own a dispensary, you need a comprehensive marketing plan to increase visibility, build customer loyalty, and drive sales.

A dispensary marketing plan is a document that outlines the advertising and marketing efforts for a dispensary. It should include goals, strategies, target markets, and tactics.

Creating a dispensary marketing plan can seem daunting, but it doesn’t have to be. Start by thinking about your goals and what you want to achieve. Once you have a good idea of your goals, you can begin to brainstorm strategies and tactics. 

Keep in mind who your target market is and what they are looking for. Dispensary marketing plans should be tailored to fit the specific dispensary and its products or services.

Let’s take a closer look at the most important factors to consider when crafting your dispensary marketing plan.

What Are Your Objectives?

Before you can create a dispensary marketing plan, you need to know what your dispensary’s objectives are.

For example:

  • What are you trying to achieve?
  • Are you looking to increase foot traffic, online sales, or both?
  • What are your goals for the next three months, six months, or year?

Once you know your dispensary’s objectives, you can begin to brainstorm strategies and tactics that will help you reach those goals.

What to Include in Your Dispensary Marketing Plan

Each plan will look a little different depending on the dispensary, but there are some key elements that you should include in your plan.

Executive Summary

The executive summary is a brief overview of your dispensary marketing plan. It should include your goals, strategies, target markets, and tactics.


Be specific and realistic in defining your goals. For example, if you’re looking to increase online sales, set a goal of 10% month-over-month growth.


Your dispensary marketing plan should include several different strategies for achieving your goals. For example, if you’re looking to increase online sales, your strategies might include SEO, content marketing, and email marketing.

How to Make a Marketing Plan

Here’s our step-by-step process to create a comprehensive marketing plan for your dispensary:

1. Define Your Dispensary’s Goals and Objectives

What do you want to achieve with your marketing efforts? Write down specific targets, such as increasing brand awareness or generating more leads.

2. Research Your Target Audience

You’ll want to know:

  • Who your potential customers are
  • Which strains they like and dislike
  • Their buying habits
  • The types of promotions that are most attractive to them

The more you know about your target market, the easier it will be to craft a marketing strategy that resonates with them.

3. Set a Budget

Your budget will dictate the scope and scale of your marketing efforts. Make sure to factor in all costs, including advertising, website design and development, content creation, and social media management.

4. Choose Your Marketing Channels

There are many different marketing channels you can use to reach your target audience. The most popular channels among dispensaries include:

  • Website
  • Email
  • SEO
  • Content marketing
  • Social media
  • Paid advertising

5. Create Compelling Content

Your dispensary’s content should be informative, engaging, and relevant to your target audience. Make sure to include calls to action that encourage your readers to take the next step.

6. Promote Your Dispensary

Once you have a plan in place, it’s time to start promoting your dispensary. Use the marketing channels you’ve selected to reach your target audience and generate interest in your products or services.

7. Measure Your Results

Use Google Analytics or a similar tool to track website traffic, leads, and sales. You’ll gain insight into what’s working and what isn’t.

How HIGHOPES Can Help You Create a Strategic Marketing Plan

If you need help creating a dispensary marketing plan, our team at HIGHOPES can assist you. We specialize in digital marketing for the cannabis industry and have a deep understanding of the unique challenges and opportunities that exist in this space.

We’ll work with you to understand your goals and objectives, research your target audience, and develop a comprehensive marketing strategy that will help you achieve your desired results. Contact us today to get started.

Patrick Toste from HIGHOPES

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