Driving Growth and Loyalty for Connected Cannabis through Strategic Digital Marketing

Connected Cannabis a prominent cannabis brand, sought to enhance its digital footprint, attract new customers, and build lasting customer relationships. By partnering with Tuff Ghost Media and leveraging AlpineIQ and IHeartJane platforms, they crafted a comprehensive digital marketing strategy that delivered impressive results.

Goals

1. Increase Brand Visibility: Strengthen online presence through targeted digital advertising and strategic partnerships.
2. Boost Customer Acquisition: Attract new customers through innovative marketing campaigns and personalized digital experiences.
3. Enhance Customer Loyalty: Foster long-term customer relationships by leveraging personalized engagement tools and loyalty programs.

Industry Trends

The cannabis market is increasingly shifting towards online shopping, with mobile devices driving most of the traffic and sales. Engaging content and strategic use of digital platforms are crucial for capturing customer attention and driving engagement. Keywords like ‘weed near me’ are gaining traction, presenting opportunities for brands to optimize their digital presence.

Key Platforms for Digital Marketing

AlpineIQ (AIQ)

AlpineIQ provides personalized digital experiences and scalable marketing solutions through email and SMS campaigns. Its benefits include:

• Personalized Experiences: Tailored communications based on customer behavior.
• Loyalty Building: Rewards and incentives to encourage repeat purchases.
• Scalable Marketing: Large-scale targeted campaigns to increase brand reach.

IHeartJane (IHJ)

IHeartJane is a digital menu platform that allows cannabis retailers to display products online. It offers:

• Increased Brand Visibility: Ensures the brand appears prominently on digital menus.
• Enhanced Customer Engagement: Seamless interaction with the brand throughout the shopping process.
• Convenience: Simplified purchasing process leading to higher conversion rates.

Implementation and Results

AlpineIQ for Customer Engagement

Using AlpineIQ, Connected achieved:

• Customer Segmentation: Data collection and segmentation based on behavior.
• Targeted Marketing: Personalized email and SMS campaigns, push notifications.
• Loyalty Programs: Implementing rewards and incentives to drive repeat purchases.
• Analytics and Reporting: Performance tracking and customer insights.

Results from May

• New Product Launches
• Targeted Promotions for Flower and Edibles
• Loyalty Program Enhancements

These initiatives led to increased engagement, higher open rates, and improved conversion rates.

IHeartJane for Brand Visibility

On IHeartJane, Connected saw:

• Top Placement: Ensuring the brand appeared at the top of menus.
• High Traffic: Increased exposure from IHJ’s shopper base.
• Seamless Shopping Experience: Enhancing customer satisfaction and loyalty.

Key Ad Metrics

• Ad Investment: $10K
• Ad GMV: $43K
• ROAS: 4.1x
• New Customers: 265
• CAC: $39
• Share of Voice: ~4-7%

These metrics demonstrate the effectiveness of IHJ advertising in driving new customer acquisition and generating high returns on ad spend.

Conclusion and Next Steps

With Tuff Ghost Media's expertise, Connected successfully:

• Increased Brand Visibility: Strengthened its online presence through targeted advertising.
• Boosted Customer Acquisition: Attracted new customers with innovative marketing strategies.
• Enhanced Customer Loyalty: Fostered long-term relationships through personalized engagement and loyalty programs.

Upcoming Key Launches

• New Strain Introductions
• Exclusive Collaborations
• Loyalty Program Expansion
• Mobile App Integration for Enhanced Customer Experience

Connected Cannabis continues to refine its digital marketing strategy, leveraging insights and performance data to stay ahead in the competitive cannabis market. With a focus on customer-centric approaches and continuous innovation, the brand is well-positioned for sustained growth and success.