Vici is a full-service digital advertising technology company. We specialize in white labeled solutions for media groups and advertising agencies including sales training, media planning, online ad buying, reporting, and optimization of campaigns. We do this by utilizing a multi-platform approach to digital advertising with best-in-class partner support.
When the first conditional adult-use cannabis dispensary in a newly legalized state was preparing to open, they needed a marketing strategy that would educate the community and bring in new customers. With a product that was brand new to both the state and consumers, it was crucial for them to introduce themselves in a way that felt approachable and informative
The Strategy
Understanding that recreational marijuana was still a novel concept in the state, the dispensary wanted to ensure their messaging was subtle yet impactful. The goal was to emphasize that their staff included friendly, knowledgeable budtenders ready to guide consumers through their choices, making the experience less intimidating for new customers
To achieve this, we employed Native ads, a format that blends seamlessly into the content of the websites or apps they appear on, offering a more organic and less intrusive advertising experience. Alongside Native ads, we implemented Behavioral Targeting to focus on cannabis-related categories, alternative and natural medicine, and cannabis/CBD shoppers. We also utilized Keyword Targeting, Artificial Intelligence (AI), and Retargeting to ensure we were capturing the most relevant audience
The Results
The dispensary’s grand opening took place in early spring, and during the initial four-month campaign, the results were outstanding. The campaign delivered 555 click conversions and 866 view-through conversions, highlighting how effective the strategic use of Native ads and advanced targeting was in reaching the right audience
Impressed with the results, the dispensary decided to extend their campaign for another four months and increased their budget to further amplify their reach
The Takeaway
Launching a dispensary in a newly legalized state comes with its own set of challenges, but by using subtle yet effective Native ads combined with smart targeting strategies, this dispensary was able to engage the community and build trust. Vici’s mix of Behavioral Targeting, AI, and Retargeting played a key role in helping them make a strong entrance into the market
If your business needs a high-impact, cost-effective marketing strategy, contact Vici Media today to learn more about our white-label digital solutions. For more information, email support@vicimediainc.com.
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