Five Tips for Hosting the Perfect In-Store Cannabis Product Demo
In-store pop-ups and product demos are a powerful tool for cannabis brands and dispensaries that create customer loyalty and boost sales.
In-store product demos, also known as cannabis pop-ups, are a great way to build brand awareness while also cultivating relationships with customers. People love learning about products before they buy, especially in the cannabis industry where free samples are non-compliant and returns aren’t always possible.
It’s important to make sure your in-store product demos are targeting the kind of customers you’re trying to attract. If you’re going to go to the expense and effort of putting on an in-store product demo, you want to guarantee it will be a great success for your customers and your brand.
Here we’ve put together five best-practices are for hosting the perfect in-store product demo.
1. Set the scene
A great in-store product demo is going to grab customers’ attention right off the bat by addressing their problems and piquing their curiosities. It’s important for customers to know what the product does, why it’s unique, and why they need it.
The cannabis industry is growing quickly and is still in its infancy, and as a result, new products are hitting the shelves all the time.
It’s possible that customers have never seen some of the products your cannabis business is displaying, so be sure to explain how your product is unique among your competitors and how it will benefit your customers’ lives.
2. Engage store customers
Now that you’ve set the scene, make sure to engage each person that walks through the dispensary door.
A big mistake is to flaunt your products and assume customers will be receptive. You can’t assume every customer is going to walk up to your table and start asking questions. It’s important to involve them and evoke a positive relationship between your brand and your customer.
What’s the best way to do this? Asking questions, actively listening to your customers concerns, and customizing each demo and sales pitch to the person in front of you.
Customers tend to respond positively when store employees and brand representatives take a diagnostic approach and take the time to hear out their problems and concerns. Being able to quickly understand customers’ pain points and articulate why the product being demoed is the best possible solution is a skill that takes time and practice, but is something that can make a world of difference in the success of an in-store pop-up demo.
3. Highlight product value
So, you’ve grabbed customers' attention with your attractive display, shown them that you know how they’re feeling, and started engaging with them. The next step is showing them how valuable your product is.
It’s here that you want to focus on why this product is better than all the others. It’s best if this is also something you can let customers see for themselves. Now’s a great time to show how your product is better than the competition. Using marketing materials, graphs, data, and well-designed collateral will help to win over customers and convince them that your product is truly unique and a worthwhile purchase.
4. Remember the wow factor
It’s a well-known marketing fact that customers base most of their buying decisions on their emotions. How do you get customers to tap into their emotions? You highlight how your products are going to make them feel.
Once you’ve highlighted the benefits of your product, now ask them how they feel about that specific product. Do they think they might like it? Using personal anecdotes about the amazing flavor, fast uptake, and duration of effects will help customers to paint a picture of what it will be like for them. Depending on the product, explaining how it was the perfect complement to an evening concert or afternoon hike will help to deepen the emotional connection and aspiration.
Of course, it doesn’t hurt to add how amazing your prices are and what great value your customers are getting.
5. Make the sale a no-brainer
A sale is a no-brainer when it’s super simple. Make the transaction effortless.
Things like in-store promotions and discounts, newsletter sign-ups, and swag will make it easier for the customer to buy your product. Plus, creating a sense of urgency with your discounts will often help to push someone considering a purchase over the edge. If your cannabis brand is active on social media, offering a discount in exchange for a follow can be a powerful way to build the lifetime value of your customer.
The worst thing you can do is end your product demo and not talk about the sale.
Customers have just seen how amazing your products are, it’s the perfect time to close the deal. Asking them what they’d like to purchase today and offering more value than they expected (today only: buy-one-get-one-free!) is the perfect way to encourage more sales.
From setting the stage to making the sale, these five tips will help you host the perfect in-store product demo every time.
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