December 10, 2024
The cannabis retail landscape continues to evolve, and with it, the ways dispensaries can effectively market their businesses. While traditional influencer marketing faces regulatory constraints in the cannabis industry, there are numerous innovative approaches to building authentic relationships with community leaders and industry tastemakers that can help grow your dispensary's presence and reputation.
Moving Beyond Traditional Influencer Marketing
The most effective cannabis industry relationships aren't built on follower counts or paid promotions. Instead, success comes from developing genuine connections with respected voices in the cannabis community. These individuals might be:
Instead of traditional paid promotions, focus on creating mutually beneficial relationships:
Position your dispensary as a community hub by:
Establish authority through knowledge sharing:
Understanding regulatory requirements allows dispensaries to develop effective, compliant marketing approaches:
While traditional social media presents challenges, there are numerous compliant ways to build your digital presence:
One effective way to build your digital presence is through cannabis-specific platforms like Poof, which offers:
Look for connections with:
Develop offerings that benefit the community:
Track success through:
By joining Poof's free marketplace, you gain access to our growing community of cannabis enthusiasts, industry tastemakers, and early adopters who actively engage with and review their favorite dispensaries. These influential consumers, who often maintain significant local followings and industry respect, regularly use Poof to discover and share their retail experiences. When you list your dispensary on Poof, you tap into this network of engaged users who not only leave detailed reviews but actively contribute to building your store's online presence and reputation. These authentic interactions from respected community members carry significant weight in both Google rankings and peer recommendations, helping establish your dispensary as a trusted destination in the cannabis retail landscape. Best of all, these organic connections and reviews come at no cost to retailers—Poof's platform and all its community-building benefits are completely free.
The Cannabis Act places significant restrictions on cannabis promotion in Canada, particularly in the realm of social media and influencer marketing. Section 17 of the Act prohibits the promotion of cannabis, cannabis accessories, or related services unless steps are taken to prevent those under 18 from accessing or viewing such promotions. This presents unique challenges for social media marketing, as even private accounts with follower approval processes may not meet the required age verification standards. The Act also creates potential liability issues for shared content—once promotional content is reshared by other users, the original poster may remain liable even if they lose direct control over that content. Additionally, the Act extends liability to those who publish or share cannabis-related promotions. Traditional influencer marketing is particularly problematic under Section 17(1)(c), which explicitly prohibits testimonials or endorsements. The Act also prohibits content that could be viewed as appealing to young persons, making typical influencer-style content especially risky. These regulations necessitate careful consideration of marketing strategies that move beyond conventional social media influencer approaches.
As the cannabis industry matures, building authentic relationships becomes increasingly important. Success comes from:
While traditional influencer marketing may face restrictions in the cannabis industry, there are numerous opportunities to build meaningful relationships that drive business growth. By focusing on authentic connections, community building, and compliant engagement strategies, dispensaries can develop effective influence within the industry.
Join Poof today to start building your professional cannabis network and connecting with industry leaders in a compliant, age-gated environment.