The Challenge for Cannabis CBD Marketing

Cannabis and CBD brands are rapidly emerging across the nation. Despite the growing acceptance and legalization of cannabis, major advertising platforms like Google, Facebook/Instagram, and YouTube still impose restrictions on promoting these products. Consequently, cannabis marketing often relies on traditional methods like billboards, print media, and a few digital platforms that allow such advertising.

Given these constraints, several programmatic display platforms are stepping in to help cannabis advertisers reach their target audiences online. While Facebook/Instagram has recently permitted limited advertising for certain hemp and CBD products, cannabis promotion remains restricted.

Faced with these challenges, a Colorado-based cannabis company, GreenLeaf Naturals, approached our agency to explore our geofencing advertising capabilities. We devised a comprehensive programmatic strategy to target individuals either in-market or fitting the profile of a cannabis consumer.

Marketing Mix for Cannabis CBD Geofencing Campaign

Our team developed a detailed three-to-four-month strategy incorporating geofencing, keyword contextual targeting, and site retargeting. It’s essential to understand that programmatic display serves as a top-to-middle funnel strategy, allowing us to build an audience, generate interest, and leverage retargeting to drive purchases at various stages of the customer journey. Below is our tactical breakdown:

Geofencing Marketing – We created geofences around competitor dispensaries and wellness centers. We believed their primary audience was already frequenting these locations. Our goal was to make this audience aware of GreenLeaf Naturals.

Keyword Contextual Targeting – We utilized specific keywords based on search queries and online content consumption. We targeted keywords like Cannabis, CBD, Hemp, Medical Marijuana, and Weed.

Site Retargeting – To maximize brand recall among website visitors, we implemented a site retargeting campaign with a frequency of six ads per day per person. This strategy ensured that our brand remained top of mind, complementing other offline marketing efforts that directed traffic to their website.

Results of the Cannabis CBD Geofencing Campaign

Our partnership with GreenLeaf Naturals yielded impressive results. Here are the outcomes during the campaign period:

• Impressions and Clicks: We delivered over 400,000 impressions and garnered over 500 clicks. The click-through rate (CTR) was 35% above the industry average, demonstrating high engagement with our ads.
• Online Conversions: We tracked 165 online conversions, defined as visits to the purchase and checkout pages. This metric indicated strong intent and progress among consumers who were interested in buying directly from the brand.
• Brand Awareness: The geofencing strategy significantly boosted brand awareness among consumers frequenting competitor dispensaries and wellness centers, translating into increased website traffic and online store visits.

Conclusion

This case study highlights the potential of geofencing marketing to overcome traditional advertising limitations and effectively reach targeted audiences. By leveraging precise location-based targeting, our client saw substantial growth in brand awareness and online conversions.

If you’re looking to explore innovative marketing strategies like geofencing to drive more leads, enhance engagement, and boost brand awareness, we can help. Contact us today to discover how our geofencing services can elevate your marketing efforts.