Connect with Your Customers: A Guide to Targeted Cannabis Marketing
Targeted cannabis marketing strategies are the best way to increase your sales and beat your competition.
The legal cannabis industry is booming, with increasing market acceptance and evolving consumer demographics that matter when building your marketing strategies. To truly connect with potential customers for your cannabis business, you need to understand the nuances of your target audience and tailor campaigns accordingly. This article will explore various consumer segments, crafting tailored marketing messages, and successful brands that did it well. Let’s dive in.
Identifying Diverse Cannabis Consumer Groups
Cannabis consumers are not a monolith; they represent a diverse group with varying consumption habits, preferences, and motivations. Understanding these details is vital for effective brand management and advertising strategies. As we’ve previously learned, auditing your previous marketing efforts helps improve your results when combined with an understanding of your target audience. Let’s take a closer look at each demographic.
Age and Gender
Although cannabis usage spans across age groups, it is the most popular among Millenals and Gez Z. The usage decreases until we reach the older generation past retirement who primarily use it for medical purposes. A recent survey found that 34% of 21-24-year-olds and 24% of 25-34-year-olds are replacing alcohol with cannabis. This data shows us that the younger audience is beginning to use cannabis in a more social way, destigmatizing the herb. There is also an increasing number of women opting for cannabis usage which was previously a more male dominated substance.
Geographic Location
Established cannabis markets like Canada, California and Colorado have more informed and loyal consumers due to their longer history with legal cannabis. While newer markets present the opportunity to educate canna-curious consumers about cannabis use and products. It’s important to remember that geographic location is an important factor when marketing your dispensary as the legal status of cannabis determines the type of clientele you will see. You want to ensure a seamless experience for first time legal buyers if your state recently legalized cannabis.
Socioeconomic Status
Cannabis use differs based on socioeconomic status in both Canada and the USA, with those having a high school or less education showing the highest rate of frequent use. Usage is also higher with those who have a lower income when compared to those with a higher income. Consider including deals to cater to your clientele and using terms that are friendly rather than formal as this will help your brand feel more retable to your customers.
Consumption Habits and Preferences
Cannabis users have various consumption preferences, from flower to edibles and vapes, and it's crucial you cater to these differences. We know that pre-rolls remain the top choice for consumers in 2025, it’s also important to note that edibles are beginning to gain popularity with items such as chocolates seeing a spike around the holidays. Gen Z, heavily influenced by nicotine vapes, prefer vapes and cartridges when compared to millennials who opt for flower for a more traditional consumption method. When building your campaign for each product, consider your audience and cater to their specific communication preference.
Motivations for Cannabis Use
A survey found that the primary use of cannabis in the United States is recreational, although there is a trend of increased mixed and medical usage recently. We also see more customers report cannabis use during holiday family gatherings as many begin to replace it with alcohol. During your holiday promotions you can leverage this information and create promos around family gatherings. Many also use it for pain management (48% of consumers), anxiety reduction (52%), and sleep improvement (45%). Interestingly, 14% of consumers use cannabis to help them exercise which give you the opportunity to market strains for their effects based on user preference. For example you can market high THC vapes to provide stress relief while high CBD pree-rolls for their anxiety reducing benefits.
Crafting Tailored Marketing Messages for Diverse Audiences
Segmenting your diverse customers based on demographics, psychographics, and behavior allows for targeted marketing messages. This approach can increase customer lifetime value by fostering loyalty and engagement. Effective segmentation involves the following:
Developing customer personas: Create profiles of typical customer segments based on shared characteristics and behaviors. For example, you can create personas for “Social Sarah,” “Wellness Warren,” and “Medical Mel.”
Tailoring marketing messages: Address the specific needs and interests of each segment with targeted messaging and relevant content. You can include a quote for each persona and list messages that will resonate with them to help you create faster marketing messages.
Offering personalized recommendations: Suggest products based on individual preferences and purchase history, enhancing the customer experience and encouraging repeat business.
Your marketing strategy should also include considerations for cultural sensitivity to effectively engage these diverse consumer groups. By incorporating personalization in your messaging, you demonstrate an understanding of your audience's unique backgrounds, values and how these relate to cannabis use.
Importance of Developing Inclusive Messaging
As we begin to see societal shifts, you want to ensure you remain inclusive of people from all backgrounds. To develop inclusive messaging in your cannabis marketing efforts, consider gender neutral terms and careful consideration of peoples of different ethnic groups.
Conducting surveys can help you gather information about your audience’s preferences, ensuring that the content aligns with community standards and cultural expectations. You can do this by providing QR codes on your promo TVs in store or displaying digital signage near your checkout stations.
Addressing Specific Needs and Preferences
To effectively engage diverse consumer groups in the cannabis landscape, it is essential to address their specific needs and preferences regarding medication or recreation. For example, consumers using cannabis for therapeutic purposes may seek products that align with their health goals and offer clear information about dosage and strain effects. By providing case studies that outline how specific cannabis products have improved customers' quality of life, you can build trust and demonstrate your commitment to their well-being.
Additionally, considering the energy levels and lifestyle preferences of different demographics can improve your product management strategies. If you identify that a segment of your audience prefers low-energy products for relaxation while another seeks invigorating options, tailoring your messaging to these preferences increases engagement.
Channels for Reaching Cannabis Consumers
Effective marketing channels are essential for reaching diverse cannabis consumers. Social media platforms provide valuable insights into audience preferences and behaviors, enhancing your engagement strategies. Although advertising on these platforms is still a struggle, you can post organic content and reach your audience. Partnering with influencers from varied backgrounds can also expand your reach and establish trust. Moreover, community engagement and local marketing initiatives create meaningful connections, promoting understanding further and reducing social stigma.
Social Media Platforms
Leveraging social media platforms effectively allows you to analyze consumer behavior and preferences through social media analytics. Facebook, Instagram, Tiktok, Twitter (X), and Youtube are the most popular platforms with slightly different user experiences. Tailoring your content to reflect the values and concerns of your customers can enhance your brand's visibility and foster a loyal customer base. Let’s break down each platform and how you can use it.
Best for: Community building, education, long-form posts, events, and customer interaction.
Audience Expectations: Engaging posts, customer service responses, informative content, and occasional promotions.
How Dispensaries Can Use It:
Share blog posts, news, and educational cannabis content.
Post customer testimonials and behind-the-scenes stories.
Create Facebook groups to build a community.
Host Facebook Live sessions for Q&As or product showcases.
Best for: Visual storytelling, branding, aesthetics, and influencer marketing.
Audience Expectations: High-quality images, engaging captions, short-form videos (Reels), and Stories.
How Dispensaries Can Use It:
Post high-quality images of products, packaging, and store aesthetics.
Use Instagram Reels to show product benefits, customer experiences, or “Day in the Life” at the dispensary.
Leverage Stories for polls, FAQs, and promotions.
Partner with cannabis-friendly influencers (while following platform guidelines).
TikTok
Best for: Viral content, trends, and short-form videos.
Audience Expectations: Entertaining, fast-paced, and trend-driven content.
How Dispensaries Can Use It:
Create educational videos (e.g., “5 Cannabis Myths Busted”).
Use humor to engage audiences (memes, skits about dispensary life).
Participate in trending sounds and challenges related to wellness, lifestyle, and cannabis culture.
Showcase behind-the-scenes clips of your dispensary (without directly selling products).
Twitter (X)
Best for: Quick updates, news, conversations, and industry trends.
Audience Expectations: Witty takes, industry news, educational threads, and direct engagement with brands.
How Dispensaries Can Use It:
Share industry news, cannabis legalization updates, and advocacy content.
Tweet daily cannabis facts or tips in an engaging way.
Engage in conversations with cannabis brands, influencers, and customers.
Use Twitter (X) Spaces for discussions on cannabis topics.
YouTube
Best for: Long-form educational content, tutorials, and brand storytelling.
Audience Expectations: In-depth information, tutorials, and engaging narratives.
How Dispensaries Can Use It:
Create “Beginner’s Guide to Cannabis” videos.
Showcase product deep dives and strain reviews.
Interview cannabis industry experts.
Share customer success stories or educational explainer videos.
Influencer Partnerships
Partnering with diverse influencers can significantly enhance your cannabis marketing strategy. These individuals often have established trust within their communities, making their endorsements highly effective. Influencers can also include experts in the cannabis industry that conduct research or promote wellness.
When you collaborate with influencers who resonate with specific demographics, you can create tailored content that directly addresses their interests and concerns. This approach not only fosters a deeper connection with your target audience but also expands your reach across social media platforms.
Here are a few types of influencers to look for:
Cannabis Lifestyle Creators – Focused on education, wellness, and cannabis culture
Micro-Influencers (10K-50K followers) – Higher engagement, local audiences
Cannabis-Friendly Wellness & Fitness Influencers – CBD & holistic health advocates
Comedians & Entertainers – Relatable cannabis humor
Industry Experts – Budtenders, scientists, or cannabis journalists
Example: A micro-influencer in LA who posts “CBD for Anxiety” content would be perfect for a wellness-focused dispensary.
Content ideas for influencer partnerships
Educational Content – Influencer explains cannabinoids, terpenes, or product benefits (without selling)
Behind-the-Scenes Tours – Influencers visit your dispensary, showcasing the experience
Lifestyle and Wellness Integration – “How I Use Cannabis for Sleep and Recovery”
Strain and Product Features – Influencers try new strains or CBD products and discuss effects
Funny Skits and Memes – Relatable cannabis humor (Example: “First Time Trying Edibles”)
Live Q&A Sessions – Influencer hosts an Instagram Live about cannabis benefits
Compliance Tip:
Influencers cannot promote sales, pricing, or discounts due to some state regulations. Focus your content around education, entertainment, and personal experiences.
Community Engagement and Local Marketing
Engaging with your local community can significantly enhance your retail cannabis business's reputation and reach. By hosting events such as educational workshops about cannabis and its benefits, you provide valuable information that resonates with potential customers. Looking for local businesses to collaborate with, such as coffee shops and yoga studios, will increase your reach within your community. To build trust and show your human side, look for charities and causes to support within your area.
Here are a few event ideas:
Cannabis Education Nights – Invite local cannabis experts or budtenders to talk about terpenes, strains, and responsible consumption.
Wellness and CBD Workshops – Partner with yoga studios, massage therapists, or nutritionists to discuss CBD and holistic health.
"Meet the Grower" Sessions – Bring in local cultivators to share insights about their strains.
Networking Mixers – Host industry meetups for cannabis professionals and enthusiasts.
Art and Music Nights – Feature local artists or musicians to create an interactive experience at your shop.
Themed Holiday Events – Host 4/20 or Green Friday (Black Friday for cannabis) celebrations.
Example: A dispensary in San Diego could host a CBD & Yoga Morning at a local park, providing free samples and educating attendees about CBD benefits for relaxation.
Case Studies of Successful Targeted Cannabis Campaigns
This section highlights innovative brand strategies in cannabis marketing by examining successful targeted campaigns. Here are a few examples:
Canada
LivRoll by Stoked Cannabis: This campaign cleverly bypassed Canada's strict advertising restrictions by appearing to advertise a bookstore while subtly promoting the dispensary next door. The campaign used out-of-home ads and social media posts that featured the bookstore prominently, with subtle hints towards the dispensary. This approach generated significant buzz and demonstrated creative problem-solving within regulatory constraints.
USA
Black Market Killer: This billboard campaign in the USA directly addressed the issue of illicit cannabis sales, positioning the dispensary as a safer and more reliable alternative. The bold and straightforward approach resonated with consumers seeking legal and trustworthy sources for their cannabis products.
Cann: This cannabis seltzer brand effectively promotes inclusivity and social acceptance through diverse campaigns and influencer partnerships. Their Pride campaigns, featuring LGBTQ+ representation and messaging, have been particularly successful in reaching this demographic.
MedMen: The "Forget Stoner" campaign challenged stereotypes by showcasing diverse cannabis users, including athletes, professionals, and seniors. This approach normalized cannabis consumption and expanded the target audience beyond the traditional "stoner" stereotype.
Questions
How can Budvue integrate with these channels to ensure a consistent and compliant brand message?
While Budvue doesn't directly manage your social media, our platform can be a central source of truth for consistent product information and branding. By integrating our menu data with your website and other online platforms, you ensure that all your channels display the same accurate details, including cannabinoid profiles, terpene information, and clear product descriptions. This is crucial for building trust and avoiding misinformation. Our promo TVs can also be used to showcase custom content such as influencer testimonials, amplifying your online efforts within a safe and controlled environment.
How can Budvue's technology support in-store events and promotions aimed at different customer segments?
Budvue’s Promo TV feature allows you to create targeted promotions based on customer demographics or purchase history. For example, you can offer a discount on CBD products to seniors on certain days, or promote a new vape cartridge to younger customers who frequently purchase similar items. Our digital displays can also be used to advertise upcoming events, such as educational workshops or 'Meet the Grower' sessions, highlighting the specific focus and target audience for each event.
How can Budvue help showcase visual assets effectively?
Visuals are everything in capturing attention, especially with a visually-driven audience on platforms like Instagram. Budvue's digital displays – Menu TVs, Promo TVs, and even our Tablet App – are designed to showcase high-quality images and videos of your products, store ambiance, and lifestyle imagery. Our platform makes it easy to update these visuals regularly to keep your content fresh and engaging. You can use Promo TVs to run slideshows of professional product photos, behind-the-scenes shots of your dispensary, or even customer testimonials in video format. The Tablet App provides an interactive experience for customers to see up-close images, learn about product details, and get a real feel for what you offer, even before they buy. Budvue also has a web solution with click and collect, which will allow you to create an immersive shopping experience for all users.
Conclusion
Targeted cannabis marketing strategies are essential for effectively engaging diverse consumer groups and fostering brand loyalty. By understanding demographic nuances, cultural differences, and lifestyle preferences, you can create tailored messaging that resonates deeply with your audience and build brand loyalty. Utilizing data-driven insights and leveraging social media can enhance your outreach, building trust and community connections. Prioritizing these strategies not only enhances customer satisfaction but also positions your brand as a leader in a competitive industry, ensuring long-term success with increased sales.
Want to take your dispensary to the next level? Book a demo today.