By Koushi Sunder, CEO of Stemless Co.
Embarking on the journey of MMS marketing? Allow us to be your reliable compass! In the world of digital marketing, MMS (Multimedia Messaging Service) has emerged as an effective and engaging way to connect with your dispensary customers.
A powerful blend of text, images, and even video, MMS marketing can breathe life into your campaigns like never before. But to navigate this terrain successfully, you need a well-planned strategy.
Welcome to your roadmap to a winning MMS Marketing Strategy! Here, we’ll explore the secrets of creating impactful MMS campaigns, from understanding your audience to creating compelling content that resonates. Ready to unlock the full potential of MMS marketing? Let’s dive in!
Building Your MMS Marketing Strategy
Building an effective MMS marketing strategy involves many layers, but it all starts with understanding the foundation – your audience.
The Power of Personalization
In the world of marketing, personalization is king. According to a Salesforce report, a staggering 84% of customers value being treated as individuals rather than just another number. At Stemless Co., we believe that understanding your audience is the first step towards creating an MMS marketing strategy that truly resonates.
Demographic Insights: More Than Just Numbers
Before sending your marketing messages, it’s really important to have a good grasp of the different types of target audiences you want to reach out to. For example:
- Millennials: Often passionate about organic and eco-friendly products, they might be interested in sustainable cannabis options.
- Baby Boomers: Many are exploring the wellness benefits of cannabis, so information about CBD oils and other health-focused products could be of interest.
- Generation Z: As the youngest group of consumers, they are likely to be interested in the latest trends and innovative products.
By identifying these key demographic characteristics, you can tailor your messages to align with your audience’s interests and values.
Interests and Preferences: Crafting Messages That Resonate
We believe that truly understanding your customers’ interests and preferences is the cornerstone of crafting messages that genuinely connect. So, how can you create an MMS marketing campaign that resonates with your target audience? Here are some strategies:
- Simplicity is Key: Use language that is simple and concise. Your message should be easy to understand, leaving no room for misinterpretation.
- Highlight the Benefits: Make sure to emphasize the unique benefits your products can offer them. Show your customers how your products can enhance their cannabis experience.
- Engage with Humor and Emotion: Don’t be afraid to use humor and emotion to capture attention and engage your audience. A well-placed joke or a heartfelt message can make your brand more relatable and memorable.
- Strong Call-to-Action: Include a compelling call-to-action that encourages customers to take the next step—whether it’s signing up for a newsletter or checking out a new product drop.
By investing time in understanding your audience’s interests and preferences, you can create an MMS marketing strategy that truly resonates with them. This approach will not only engage your customers but also help you reach your business goals.
Staying Current: Be the Dispensary That’s in the Know
To be a favorite among your customers, you need to stay on top of the latest trends in the cannabis world. Here’s how:
- Follow Relevant Accounts: Keep tabs on influential social media accounts and news outlets in the cannabis industry.
- Stay Informed: Be aware of the latest products, legislation, and technologies.
- Engage with Your Community: Participate in local events and online discussions to stay connected with your customers and the broader cannabis community.
Benefits of Real-Time Segmentation
Real-time segmentation is a game-changer for dispensaries looking to grow repeat business and revenue. It allows you to send targeted messages to customers based on their spend, purchasing frequency, age, and products purchased mix. This ensures that the right message reaches the right customer at the right time, leading to more impactful connections and increased customer loyalty.
The Grass Shack: A Case Study in Strategic MMS Marketing
The Grass Shack leveraged Stemless Co.’s automated segmentation to optimize their marketing efforts. Here’s how they did it:
The Challenge
The Grass Shack was already using text message marketing, known for its impressive 96% average open rate. However, they wanted to delve deeper into the impact of their campaigns, examining how different variables such as message content, timing, and recipient selection affected their success.
The Solution: Segmentation
The Grass Shack realized they could generate greater spend per customer and keep their customers more engaged by sending more targeted messages. Leveraging our POS integrations, The Grass Shack was able to identify customers who had purchased edibles in the past 60 days and create a targeted text campaign promoting a 15% sale on Wyld Gummies.
The Results
This targeted campaign was sent to just 20% of their customer list, but it generated an average customer spend of $4.66 – an increase of over 300%! Additionally, they were able to decrease their opt-out rate from 3.43% to only 1.71% and drop the cost of their campaign from $60 to $12 by targeting a much more focused list.
Key Takeaways
By leveraging Stemless Co.’s automated segmentation, The Grass Shack was able to:
- Increase revenue
- Grow customer base
- Save on marketing spend
Tips for Using Segmentation in Text Message Marketing
If you’re looking to incorporate customer segmentation into your text message marketing campaigns, here are a few tips:
- Encourage repeat purchase behavior by reminding customers when it’s time to buy again or offering incentives for repeat purchases.
- Increase customer spend by targeting customers interested in deals within particular categories and brands.
- Decrease opt-out rates by building trust with your customers. Remember, when a customer gives you their phone number, they’re giving you their trust.
Make sure your messages are relevant and timely by segmenting customers based on their purchase history, geography, and other data points.
Defining Your MMS Marketing Campaign Objectives
The next crucial step is defining your campaign objectives. What are your goals? Are you aiming to amplify brand awareness, launch a new product or perhaps cultivate customer loyalty?
When planning an MMS marketing campaign, common objectives often include:
- Boosting Brand Awareness: Leverage the power of MMS to introduce your cannabis brand to potential customers and ensure it remains top of mind for your existing clientele.
- Promoting Products: Use MMS to spotlight the unique benefits of your cannabis products. Creative and compelling MMS messages can effectively showcase your offerings.
- Fostering Customer Loyalty: Engage your current customers with exclusive offers that enhance their experience and fosters a sense of community.
Navigating the path of an MMS marketing strategy may seem complex, but with meticulous planning and strategic steps, it can lead you to unparalleled success. At Stemless, we’re dedicated to helping you chart this course. Our solutions are designed to make your journey smoother and more effective, ensuring that your MMS marketing campaigns hit their mark every time.
Ready to take the first step? Contact Stemless today to get started on developing your unbeatable MMS marketing strategy. Our experts are ready to assist in unlocking the full potential of your cannabis dispensary’s MMS campaigns. Let’s pave the way to success together!