Insider Strategies on How To Better Run Your Cannabis Retail Store

On this episode of the Dispensary Marketing Podcast I’m joined by Reeves Tsang & Daniel Lynes. The founders of The Bakery Cannabis.

We get an inside look at what it actually takes to run a dispensary. Including tons of ways you can both get new customers in the door and ensure they keep coming back without fail.

You don’t want to miss it!

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Cannabud Marketing is the top digital marketing agency for Cannabis Dispensaries. Our specialized expertise will put you in the best position to succeed when working with us.

Curated, accurate products.

The cannabis industry is a rapidly growing and ever-evolving space. As more and more countries and states legalize the use of cannabis, it is essential that dispensaries provide customers with curated, accurate products. Reeves, the founder and manager of Bakery Cannabis, is an example of how to do just that.

Reeves and his longtime high school friend, Daniel, started Bakery Cannabis in 2020. Reeves explains that they wanted to be part of something that had not been established yet and that they were both enthusiastic about cannabis. In order to provide customers with the best experience, Reeves and Daniel wanted to have a selection of products that were hand-curated and accurate.

Reeves explains that he has tried 80-85% of the products in their store, from flower to pre-rolls to concentrates and drinks. This allows him to accurately describe the products to customers and provide them with the best experience. He also notes that he has received good feedback from customers about his descriptions of the weed.

Reeves and Daniel’s approach to curating and accurately describing their products is essential for the success of their business and the cannabis industry as a whole. In order to provide customers with the best experience, it is important that dispensaries provide curated, accurate products. Reeves and Daniel’s approach is a great example of how to do just that.

Provide personalized customer experience.

Reeves and Daniel have created a system that allows them to accurately describe the products they are selling. They have a team that tests the products to ensure they have the right information. Daniel, who has a lower tolerance, tests the lighter weed, while Reeves, who has a higher tolerance, tests the heavy indica products. This way, they can provide customers with the right information and advice based on their personal experiences.

In addition to providing accurate product descriptions, Reeves and Daniel go above and beyond to provide personalized customer experience. They offer pre-roll services, where customers can purchase buds and have them rolled for free in the backroom. They also offer ross and pressing services for customers who want to get the most out of their products.

This level of customer service is essential for the success of any business, and especially for the cannabis industry. It is important for customers to feel like they can trust the products they are buying, and that they are getting the best advice and information. By providing personalized customer experience, Reeves and Daniel are ensuring customers have the best possible experience.

Provide quality service and value.

By offering pre-rolls and ross and press services, Reeves and Daniel are providing customers with an added value. Not only do customers get to choose the strain of their choice, but they also get to save money by having the store roll and press for them. This is beneficial for customers who don’t want to spend the time or money grinding and rolling their own product. Additionally, the store is taking extra precautions to ensure the safety of their customers by providing free masks and gloves.

Reeves and Daniel understand the importance of providing quality customer service and value. By offering pre-rolls, ross and press services, they are showing their customers that they care about their experience and are willing to go the extra mile to make sure they get the best product. By providing extra value, they are ensuring customers will keep coming back. Additionally, they are taking extra safety precautions to ensure their customers feel safe and secure.

Providing quality customer service and value is essential for the success of any business. Reeves and Daniel have taken the time to understand what their customers need and are willing to go the extra mile to make sure they get the best products and services. By offering pre-rolls, ross and press services, they are showing their customers that they care about their experience and are committed to providing them with the best possible experience.

Provide engaging customer service.

Reeves and Daniel have implemented a marketing mix to get people to come into their store. They have a sandwich board on the store that has weed jokes of the week. This is a great way to break the ice and get people to laugh and feel comfortable. They also have three display cases on the right side of the store, with Indica on the left, hybrid in the middle, and sativa on the right. This makes it easy for customers to find what they are looking for and understand the different types of products.

Reeves and Daniel also go the extra mile to make sure their customers are getting the best product for their money. They provide pictures of the product on their phones and videos of them smoking it so customers can get a better idea of what they are buying. This shows customers that they are transparent and willing to provide them with the best possible experience.

Reeves and Daniel are setting an example of how to provide engaging customer service. They understand their customers’ needs and are willing to go the extra mile to make sure they get the best products and services. By offering pre-rolls, ross and press services, they are showing their customers that they care about their experience and are committed to providing them with the best possible experience. With their marketing mix, they are able to attract more customers and provide them with a great experience. By providing pictures and videos of the products, they are providing their customers with the transparency they need to make an informed decision.

Providing quality customer service and value is essential for the success of any business. Reeves and Daniel have set an example of how to provide engaging customer service. They understand their customers’ needs and are willing to go the extra mile to make sure they get the best products and services. By offering pre-rolls, ross and press services, they are showing their customers that they care about their experience and are committed to providing them with the best possible experience. With their marketing mix, they are able to attract more customers and provide them with a great experience. By providing pictures and videos of the products, they are providing their customers with the transparency they need to make an informed decision.

Honest truth leads to better experience.

Reeves and Daniel understand that honest truth is the key to providing a better experience. They understand that customers don’t just want the cheapest products, but rather they want the best products for their money. By guiding customers through the buying process, they are able to provide them with the information they need to make an informed decision. They are also willing to be honest about their products, even if it means losing a sale. They understand that by being honest, they build trust with their customers and that trust leads to better experiences.

Reeves and Daniel understand that knowledge is power. They both have an in-depth knowledge of the products they are selling and are able to provide customers with accurate information. By being knowledgeable and honest, they are able to provide customers with the best experience possible. They understand that customers want to know that they are getting the best product for their money and that they are getting the best experience possible.

Reeves and Daniel have set an example for other businesses to follow. They understand that honest truth leads to better experiences and that knowledge is power. By being honest and knowledgeable, they are able to provide customers with the best possible experience. In doing so, they have set an example for other businesses to follow and have shown that honesty and knowledge lead to better experiences.

Ask customers for reviews.

One way that Reeves and Daniel have been able to provide customers with the best possible experience is by asking them for reviews. Reviews are an important part of any business, as they are a way for customers to share their experiences. Reviews can also help businesses gain more customers and increase their visibility on search engine results pages.

Reeves and Daniel understand the importance of reviews, and have implemented a system for asking customers for reviews. They remember customers who come in frequently and engage them in conversation. They then ask customers if they would be willing to spare a few minutes to leave a review. This is a great way to get honest feedback from customers, as they are more likely to be open and honest when asked directly.

Asking customers for reviews is a great way to get honest feedback and increase visibility. It also encourages customers to be more engaged with the business, as they are more likely to leave reviews if they feel appreciated and heard. Additionally, it can help businesses gain more customers and increase their visibility in search engine results pages.

In conclusion, Reeves and Daniel have set an example for other businesses to follow by asking customers for reviews. This is a great way to get honest feedback, increase visibility, and encourage customers to be more engaged with the business. By being honest and knowledgeable, Reeves and Daniel have shown that honesty and knowledge lead to better experiences.

Be positive and friendly.

Being positive and friendly is an important part of any business. It sets the tone for customer interactions and can make or break a customer’s experience. In the podcast, Reeves and Daniel discussed how they use positive language and friendly conversation to make customers feel welcome and appreciated. They also discussed the importance of asking customers for reviews, as this can help increase visibility and provide honest feedback.

Reeves and Daniel also discussed the importance of staying positive, even when customers may be difficult. They emphasized that it is important to stay positive and be friendly, as this can make customers feel more comfortable and open to engaging with the business. Additionally, they explained that it is beneficial to use social media to reach out to customers, such as tagging locations or using hashtags.

Overall, Reeves and Daniel provided some great advice on how to be positive and friendly when interacting with customers. By being honest, knowledgeable, and positive, businesses can create a positive atmosphere that encourages customers to be more engaged and satisfied with their experience. Furthermore, businesses should take advantage of social media to reach out to customers and build relationships. By following these strategies, businesses can ensure that customers have a positive experience and are more likely to return.

Consistent sales for weed.

When it comes to selling weed, consistent sales are essential. While offering discounts on certain days may draw customers in, it is not necessarily the most effective way to increase sales. Instead, businesses should focus on offering a variety of products and services that will keep customers coming back. Additionally, businesses should use Alpine IQ to track customer behavior and send out targeted emails or SMS campaigns to customers who have purchased from them in the past. This will help businesses stay top-of-mind with customers and encourage them to come back.

Finally, businesses should use offline branding campaigns to reach out to customers. This could include billboards, magazine ads, lawn signs, stickers, posters, and flyers. These campaigns can help increase awareness of the business and encourage customers to come in. Additionally, businesses can use QR codes to track how many people opened the advertisement and convert some of them into sales.

Overall, businesses should focus on creating consistent sales for weed by offering a variety of products and services, using Alpine IQ to track customer behavior, and utilizing offline branding campaigns. By doing so, businesses can ensure that customers have a positive experience and are more likely to return.

Know your products and scent.

One way to ensure consistent sales for weed is to make sure that employees know their products. As Daniel from the Bakery Cannabis said, “It doesn’t matter if it’s 200 kills, 400 kills. If you don’t know about it, maybe have a few friends to sort of, you know, spread the word with you.” Knowing the products in the store will help employees answer customers’ questions and provide helpful information. Knowing the products is also important when it comes to promoting them. Employees should be able to explain the features and benefits of each product and be able to suggest products to customers based on their needs.

Another way to ensure consistent sales for weed is to use Alpine IQ to track customer behavior. Alpine IQ can help businesses understand what customers are looking for and how they are interacting with the store. This information can help businesses tailor their promotions and services to better meet the needs of their customers.

Finally, businesses should use offline branding campaigns to create a positive experience for customers. This includes playing music that is slow and chill, and using scent diffusers to make the store smell pleasant. Additionally, businesses should use displays to showcase their products and make them look more appealing.

Overall, businesses should focus on creating consistent sales for weed by offering a variety of products and services, using Alpine IQ to track customer behavior, and utilizing offline branding campaigns. By doing so, businesses can ensure that customers have a positive experience and are more likely to return.

Call for store availability.

One way businesses can ensure customer satisfaction is by making it easy for customers to call and ask what products are available in their stores. This can be done through providing a phone number that customers can call to inquire about store availability. For example, Daniel and his team at Alpine IQ provide a phone number of 647-349-9333 so customers can easily call and ask what products are available in their stores.

By providing customers with a phone number, businesses can ensure that customers have an easy way to inquire about store availability. This will also help businesses better understand their customers’ needs and preferences and can help them create better products and services that meet their customers’ needs. Additionally, it can help businesses build loyalty and trust with their customers, as customers will feel more comfortable knowing that they can easily reach out to the business with any questions or concerns.

Furthermore, businesses should also focus on creating consistent sales for weed by offering a variety of products and services. This can help businesses attract more customers, as customers are more likely to purchase from businesses that offer a variety of products and services. Additionally, businesses should use Alpine IQ to track customer behavior, as this can help businesses better understand their customers’ needs and preferences and can help them create better products and services that meet their customers’ needs.

Finally, businesses should also utilize offline branding campaigns to increase customer awareness of their products and services. This can be done through utilizing traditional marketing techniques such as billboards, flyers, and radio ads. Additionally, businesses should also focus on creating engaging content such as videos and blog posts that can be shared on social media platforms. By utilizing these offline branding campaigns, businesses can ensure that their customers are aware of their products and services and are more likely to purchase from them in the future.

Overall, businesses should focus on creating consistent sales for weed by offering a variety of products and services, using Alpine IQ to track customer behavior, and utilizing offline branding campaigns. By doing so, businesses can ensure that customers have a positive experience and are more likely to return. Additionally, by providing customers with a phone number to call for store availability, businesses can ensure that customers have an easy way to inquire about store availability and can help them build loyalty and trust with their customers.

Transcript

00:00 Brandon Quan What’s going on everyone? Welcome to the Dispensary Marketing Podcast. I’m your host, Brandon Quan, the founder of Cannabod Marketing, the number one marketing agency for dispensaries all over both Canada and the United States. And I’m here joined with the founder of Bakery Cannabis, Reeves, and he is not only the founder, he is the manager, he’s the owner, he wears all the different hats. And he’s here to give us some really, really awesome insights on how you can better, you know, manage your dispensary, do better marketing and all that fun stuff. So without further ado, here we go.

00:30 Reeves Tsang Welcome Reeves to the chat. Pleasure. Awesome, awesome. So really, really happy to have you on the call. So I guess just to get started, you know, why don’t you tell us a little bit about yourself. So, I pretty much just graduated university, not even my graduation is in June 8, but I’m turning 24 this year. I’m originally from Hong Kong. Now I’m living in Toronto. So, I started this company with my longtime high school friend, Daniel, back in 2020 October, I would say. That’s when we sort of got our own retail spot, and then going forward with the application. So, even Daniel always had envisioned ourselves like doing business together ever since high school because we saw the characteristics in each other, but it was just wasn’t the right time yet, given that we were too young to inexperienced to naive. And because of the COVID and stuff, like, we made some money in there from the stock market, we took advantage of it. And but obviously we also have a little bit support from a family. And then that’s how we made this possible. And now we have a store running for seven months now. So, yes. Well, congratulations on, you know, almost graduating. That’s really, really cool. So, what kind of made you want to go into like the cannabis industry specifically, or I guess even more specifically opening up like the dispensary? What kind of, sorry? Like, what was the reason for you wanting to join the cannabis industry? I wanted to be in some, I wanted to be part of something that has not been established yet, essentially, because I find that a lot of industry has already been done many times. There’s a lot of existing brew prints out there and stuff. I’m a kind of guy that likes uncertainties, you know, to a certain degree, obviously. But I just wanted to do something that has, you know, that hasn’t been done before, like, worldwide, which, you know, I would say Canada is sort of like, the only country that’s sort of legally like everywhere. And the second thing is really just my enthusiasm towards cannabis. Me and Daniel would go to dispensaries all the time, and we will find these problems. And we think that we have the solution. We can offer the solution and therefore, we were sort of incentivized and motivated to go forward with it. Yeah, what were some of the problems that you know you saw that other dispensaries are doing? I would say the first thing that I see in a lot of stores is that a lot of times people get misguided. As an example, I remember, I’m not going to say the name of the store, but I remember I went to one store where I was looking for a specific product. And I think it was a fake cottage. And I asked the bartender, do you have this product here? They’re like, I don’t think so. And they just walked away. And I used the iPad, it took me like 20 seconds to find it. So I just find that a lot of customers are sort of getting mistreated in a way. Also, since Daniel is really good at growing genetics, and I’m pretty much interested in smoking everything, we find that it might be the best to sort of use ourselves as a reference to sort of describe the weed instead of going off a piece of paper. Because, you know, it could always end up different. I find that at least at the very least, like, if I use my own experience to customers, like, perhaps there would be more credibility there. And, you know, a little bit more personal with the customers, stuff like that. Yeah. So it sounds like a lot of the things you’re talking about on, you know, is on that, you know, having a good customer buying experience or having a good, you know, customer experience as a whole, right? Yeah, that’s sort of one of the outer focus of our business model. I would say the other thing is that we wanted to make sure we wanted to have like a selection of products where it’s sort of hand curated, that’s sort of like a fancy way to put it, but it’s more so just like a lot we know about our products. I would say that in our store currently, like 80 to 85% of product in the store I’ve tried, doesn’t matter if it’s flour, pre-roast, concentrates, drinks. I’ve pretty much tried like most of it, which is probably one of the reasons why I have good feedback from customers saying that my description of the weed is accurate, that kind of stuff. Yeah. So you’re giving, like you said, instead of like whatever healthy they’re saying the description of the product, you’re actually giving your own personal experience on what you actually think is going on, and then you can properly relay that to the customers from a more personal basis, not like, hey, this feels like this, but no, like, when I took this, you know, I actually felt like this from a personal perspective. Is that about right? Yeah, that sounds about right. So how it works in our team is essentially, you know, Daniel is not as high in tolerance, so he’s going to be testing the lighter weed. You know, I’m sort of the reference for the customer who comes in and asks for heavy indica where they’re like, oh, I need the strongest hit. And I have a, I would say I have a pretty high tolerance myself, which is a good reference point to the heavy indica customers. So I know what’s strong enough and stuff like that. Obviously, if they are like, you know, years of smokers, then I can’t really give them an insight. But for the most part, I could. Yeah.

07:00 Brandon Quan Right. Right. I mean, it makes a lot of sense. And like, it’s just, just like as if, and I make tons of analogies to the restaurant business, right. But it’s just like, you know, you’re the chef that’s cooking your food, that’s creating the product, or at least, you know, selling the product. They’re tasting it at every single step of the way. Right. Whereas I do believe that, like, you know, the products that you’re selling, if you’re, if you’re saying, hey, this does this, you should at least have some sort of information, even if it’s not you personally testing and trying the products, you have someone in the store that can properly recommend whatever is going on, which makes sense.

07:37 Reeves Tsang Yeah, I wouldn’t, I find that like, I don’t really like it when, you know, when I, I personally don’t like it when I go to a store and asking for knowledge and it doesn’t matter what industry it is, I would expect a little bit of insights instead of just like, oh, it’s a good product, or like, it’s an excellent product, or it’s a nice brand. I would want a little bit of personal experience. There are some products in a store that we, I don’t personally use, like, to be honest. But for those products, I try my best to get feedback from customers. How did you like this drink? That kind of stuff. And then, you know, use those as reference points. If a next customer comes in, I could be like, hey, I never had this or I’m not really a big CBD butt smoker, but I have a few customers who do.

08:28 Brandon Quan I have a few customers who do, who took this and these are their feedback. And that should give them a little bit more confidence on the product because, you know, at least I’m using a real life example here. Yeah, that’s good. I think that’s a really good nugget. I think you said it in passing, but you know, on the topic of like even okay, let’s just say, you know, you don’t want to, you know, try your own products or you think it’s too much, whatever it is, right? Yeah, getting feedback from customers on a daily basis or a weekly basis on products that you, if maybe you can’t try it or you know, like you said, if it’s one of the heavy hitters and you have a lower tolerance, it might just might not be feasible for you to be trying all these different things. But by you getting feedback from your customers and saying, hey, customer A said this and you can then relay that to customer B, I do think that’s a very good way that people can come in and essentially provide additional value for, you know, the customer buying experience is what I like to call it, right? And I think that’s a really good job of what you’re doing right now. Yeah, thank you. So I guess on that topic, like, you know, kind of segueing into some of your key differentiators. So I’d like what you’re doing with the whole trying the product, tasting the product and figuring out what it is and relaying that to other people.

09:41 Reeves Tsang But do you have any other kind of key differentiators that you pride yourself on as you know, bakery cannabis does this, or is it mostly geared towards that whole product curation portion? I would say, other than service, quality service and stuff, knowledge is also a key. But other than service and knowledge, I would also say that we kind of go up, try to at least try our best to go above and beyond. So we do have like pre-roll services. So how that works is that essentially, if a customer comes in, and they bought, let’s say, half quarter of Kush, and they were saying, hey, I don’t want to roll these or the reason why I’m not buying pre-rolls is because I want fresh buds, but I don’t want to roll it, then we would have a pre-roll station in a back room.

10:34 Brandon Quan So in the back room, essentially, we’ll use cones to roll the joints for the customers for free, which is one of the things that we do that sort of differentiate ourselves. The second thing we do is essentially ross and pressing. So, and again, the reason why we do this is because there’s not really that much concentrates available on the legal market right now. And I’m sure that will change over time. But there are options, but for dabbers, sometimes they find they’re lacking. Secondly, sometimes some people would want a specific strains ross. As an example, some, I had a customer the other day, he literally likes triangle Kush from BC Black, but he wanted to dab it. So just, you know, press it for him. And, yeah, that’s sort of the two things we’re doing right now that, you know, we try our best to go above and beyond and provide whatever the customer needs. Okay, I really like that. So walk me through that then. So, the pre-rolls and I guess ross and press, I’m assuming they’re similar in terms of offering. So is this something you use as a marketing tool to say, hey, you know, if you want fresher bud, or if you want pre-rolls of a different strain or, you know, concentrate of a different strain, we will kind of like press it for you, or we will go ahead and roll it for you. How does that work? It’s like, do you have to buy specific amount? Do they walk in the store the first time to purchase that they get it for free? Like, walk me through that process.

12:08 Reeves Tsang For now, there isn’t really that much like complicated mechanism like that. It’s more so just if you bought, it doesn’t matter if you bought one gram or 3.5 grams or seven grams. So, we will just, and the cost, we have a little logo sign somewhere in our store that says free joint rolling service. And essentially, if they request for it, we’ll ask, hey, this is 3.5 grams, how many joints would you want? If they say, hey, we want big fat joints, then, you know, we’ll roll them like, try to roll them like three king size and then one half grams and be like, here you go. But if they’re trying to look for like a smaller joint, we try to roll them in six, seven joints. In terms of like ross and pressing, like, it wouldn’t make sense if someone bought one gram and or half quarter to press. So I think for now like the minimum requirement is to buy seven grams or above for us. But that could change essentially. We’re still sort of trying to finalize everything. But for now, those are the mechanisms for us.

13:18 Brandon Quan Yeah, that makes sense. And like, I think there’s also like a cost benefit, you know, because you’re like, because if somebody were to go in, and let’s just say they only buy cones, they have to buy, you know, whatever pack of cones, and they have to grind it up and do it themselves, right? But you’re alleviating some of that cost because the pre rolls are obviously slightly more expensive than just buying the bud by itself, especially at the higher volumes, right? So I do think if you’re not doing that already, I do think that like, it’s an awesome thing that you’re doing. But if your customers know that it does add to that key differentiation portion, right? You know, you have the good customer stuff, all that stuff, you know, works.

13:54 Reeves Tsang Yeah, yeah, it also just sort of, you know, makes a customer feel more like appreciative and stuff. You’re not really just here to sell buds and try to dismiss them. You’re really just trying to help them in the best way possible. And I find I think that’s super important because, um, especially in Western countries, I find that customer service, you can’t just be like, you can’t just be thinking, oh, people out there in the market are doing these, I’m going to do a slightly better version of it. I don’t think that’s going to differentiate yourself too much in the customer’s perspective. I think that you have to do something that’s above and beyond that may perhaps not a lot of people are doing, perhaps it’s something innovative in order for you to stand out. So we find that that’s sort of like also correlates and, you know, integrate with like quality service because essentially, you know, we’re doing quality service, we’re going above and beyond and we’re sort of providing, you know, value as well. And just like you mentioned, pre-rolls are a little bit more expensive. We sort of like save them a couple bucks here and there and, you know, help them roll the joint and stuff like that. So sort of like a, I would say like it’s a double win.

15:15 Brandon Quan Yeah, I mean, look, I’m on that. I think you’re at least the person that I spoke to because I know some businesses do like the Rosin Press. I wasn’t sure about the pre-roll services and I think that’s a really cool way that you can get people through the door because I do know a few people that are like, hey, you know, I’m going to buy the bud because it’s a little bit cheaper. But then like, I’m not really interested in doing the pre-roll stuff. You know, like there’s so many ways you can kind of go about doing it. But I do think that this is a really, really good value as that, you know, I think makes a lot of sense. And it’s not super hard to implement, right? Just something easy to do.

15:48 Reeves Tsang Yeah, the only thing is that some customers would think that we’re liking the paper. Yeah, especially with COVID, right? Yeah, but then I’m just like, hey, no worries. Like we wore gloves. We use cones. We don’t really have a mouth on the paper. Yeah, yeah, no, that’s good. That’s good. So now the next thing, talk about your marketing mix. So how are you getting people to come into your store? Like what is that mix of the things that you’re doing? I would say a combination of a lot of things, which I’m not sure can I really list them all, but I would try to say, you know, things that sort of I would prioritize on. So the first thing is that I would say, do you mean like marketing as in like how when this person comes in the store, how we sell stuff or? Well, let’s segment this into two ways. How do you one, get people to come into your store, right? And then how do you two, I guess, generate the most amount of sales in terms of how you’re interacting with the customers once they get it? And we can split it up that way. So what is your marketing mix on? How do you get people to physically come into your store or order online for any of your products? Yeah, so we have a sandwich board on a store outside of a store that would do like a sort of like weed jokes of the week on a blackboard. And we sort of have this like, you know, very cringy weed jokes. There’s cringe, but hey, they work. They get people laugh because they’re cringe, right? And some people would come in and be like, hey, the jokes outside is fun and stuff. And that’s boom. That’s sort of like breaking the ice, right? Because they come in and talk. And then, you know, you obviously got to keep a good face, good attitude towards them. And then we’ll be like, hey, like, thanks for checking us out. What kind of sparked your interest in coming in and stuff? And we sort of just go along with the conversation. And the name, the bakery cannabis, sort of has served us good and bad, I would say. So because of the name, a lot of people sort of have a presumption that we have a lot of edible selection. But also because of the name, people think that we’re an actual baked goods store where they come in and be like, oh, I thought this is a bakery. So we even have, you know, as far as some lady come in and asking us to make them a cannabis birthday cake. We don’t do that. Sorry. Yeah, we wish. But yeah. The second question to answer your second question, like how do we market stuff? And so essentially in our store, we have we try to distinguish things to make it very simple to understand. We and we think that we should the customer should never have to ask, what’s this or worst is that it should be very like crystal clear. So we have three display cases on the right side of a store essentially, Indica, and then hybrid in the middle of sativa. So the more left leaning you go towards to it’s going to be more indicate the more rightly and you go to is going to be more sativa that sort of like the mechanism. And when a customer is sort of like asking us for a specific product, like, let’s just say a very common question. Hey, what’s the highest TXC percentage, but for the lowest price, you don’t always have to go to the cheapest flower because, you know, that’s sort of, I find that that’s sort of the rocky mistake I made in the first place. I always thought that, hey, this customer asked for cheapest flower and must give him the cheapest option. Right. Sometimes, like, you can sort of do a little bit of introduction to customers like, have you had this flower yet. Maybe a little bit more expensive than the most cheapest one, but it’s definitely worth it. And I sort of just go off with my own feedback and stuff. Right. Sometimes I would have pictures in my phone with the buds videos and stuff, just because you know, the packages sealed, they can’t do as much. So I try my best. Essentially, I try my best to break that barrier of like, lack of transparency. Right. You know, because I find that there’s a lot, there’s a lack of transparency between the product and the customer. Like, they buy a jar, they don’t know what the bud looks like. They don’t know what it smells like. They don’t know anything. So it’s not that I can actually take out a bud and be like, hey, smell these. But the best I can do is at least show them pictures.

20:45 Brandon Quan Sometimes I even have like a fun little funny video to show them like when I’m smoking it. Yeah. And you know, just try to keep it entertaining. Try to keep it like a bootlifting. Like, don’t try not to make it dull and just say like it’s a good product. Yeah. Yeah. It sounds like you’re crushing the customer service game, because these are all like really, really good things. Like even like you said, you know, having pictures on your phone. Like, it’s just a super small thing. But when you have a package that’s just literally all branding and you can’t really see the actual product itself. By you having the pictures, I think it’d be really good. You know, maybe you have the top five most popular products that people come in all the time and ask and say you have pictures. Right. But not only that, like you’re, you know, and I think this is a good thing. Yeah. You know, and I think this comes with experience, of course, it’s you are now guiding customers through the buying process versus just immediately giving them what they think they want. Right. It’s like high THC, low cost. Great. But what does low cost mean to that? Right. What is a value exchange in terms of the products that you can offer? Because a lot of times I’m finding, you know, when people do selling, it’s like, hey, you know, how do we just price this product super, super low so that people will come in and buy it so it’s super cheap. Right. But what a lot of people miss out on is like, you know, you’re missing out on a lot of, I wouldn’t say a lot of margin, but you’re missing out on a couple dollars here and there because you instead of guiding the customer through the process, you’re just saying, hey, boom, pick that cheap, cheap, but, but if you’re now going in and walking them saying, hey, I know you wanted this, this is only $3 more expensive, but I do think that the experience that you’re going to get when smoking this or consuming this is going to be a lot higher. Why don’t you give this a shot. Right.

22:32 Reeves Tsang And I think you’re crushing it that way. Yeah, sort of just open up people’s mind a little bit. If at the end of the day, if they’re like, no, I still, I just want the cheapest, then we know we will just, okay, like, we can do it. But I think that you shouldn’t, you sort of just shouldn’t like submit to the customer right away. You sort of, you know, it’s have to be more confident with your own stuff. That’s why like, I find that like, if you’re working in this store, you have to know what the hell you’re talking about. Like, you can’t just, you know, go on papers on theory. It can, it cannot be based on theoretical perspective. I believe it has to be based on real life experiences. So, you know, my confidence of product knowledge is really gained from just trying different stuff out like all the time. And I find that’s pretty important because like, we eat is not like food where, you know, everyone would just think it’s good just because it tastes good. Like we sort of react to wheat differently like because of different genetics, yada, yada, yada.

23:41 Brandon Quan But there’s also different things in wheat too, right? Like TXC percentage is only one out of 100 kind of anoids. And there’s also like terpenes, you know, very popular right now, obviously. There’s also like, how, how is the wheat harvest? Like, how long have they been cured? That all determines the harshness of the smoke, the smoothness of smoke. And, you know, even the high, like, I would say that terpenes sort of, I don’t really have evidence to prove that terpenes makes your high higher. But I would say that from my personal experience, different terpenes sort of distinguish different kind of high. So, you know, I think that it’s very important to also have a little bit of terpenes knowledge as well. Right, right. Like I said, you know, these, these kind of small things, you know, from my side, like obviously I’m on the marketing side of things, right? But I really do think that having a deep in-depth knowledge about whatever product that you’re selling, not even just in the cannabis space, but like in whatever other space you’re in, super, super important. And, you know, again, cannabis, a lot of people’s like, I just want to get high for like not a lot of money. And that’s pretty much it. But when somebody like you comes in that has a knowledge on ABCDEFG, right, I think it really helps on the loyalty side for, you know, to get people coming back over and over again, 100%.

25:11 Reeves Tsang Yeah. And, and what if your accuracy is sort of like, very accurate, like, I’m sorry, like if your description of the week is very accurate. And also, sometimes you have to be more honest. Sometimes like, you can’t just say everything is good if you know something is not good. Like, if the customer is asking like, wow, like, this is a very cheap price for 27% TXC, how’s the smoke? You could say, it’s amazing, like best cheap flower in the market, that stuff. But then when they smoke it, if they’re disappointed, then you lose credibility there. So what I would do is usually, hey, it is 27%. I personally tried it, it gets the job done, it got me pretty high. But the price is reflective, like, it is a little bit harsher. Perhaps the flavor is not my preference flavor is not something I like, but it gets the job done. And if that’s all you care about, I would say go for it. But if you want a little bit smoother smoke, or a little bit more, you know, not as harsh and you know, nicer looking buds, then you know, for a couple more dollars, there’s these options. Yeah, you know, that kind of like strategy, I find that works best for me right now.

26:39 Brandon Quan And it’s coming from a place of value to write it’s not you’re not like just trying to upsell them into something that costs a little more, a little bit more you’re telling them the honest truth right you spend a little bit, you know, your overall experience is going to be a lot better right which you know I think like you said it’s a win win for everyone. You get a little bit more money, they get a much better experience compared to the amount that they would have paid before and you know, everything, everything is pretty good.

27:01 Reeves Tsang Yeah. So on the so I like the sign side, you know the the jokes, the sign that you have outside and stuff like that. So, is there anything, I guess, either more so on the online space that you’re doing to try and you know I guess generate more awareness for your brand or at least get some additional traffic to your website or anything like that. Um, right now we are trying to get more people to go on a website and stuff to check us out and stuff so um, we did we did try to like expand our variety on like sales, like item that’s on sell. We did try, we did recreate the looks of a website on March, which now looks much better. It’s not, you know, I, it’s not where I want to be at but sort of you know at least it makes that forward with doing with did a bunch of like SEO stuff, and

27:58 Brandon Quan we also added recently has been trying to increase the domain authority citations all that kind of stuff to sort of you know climb on rankings and stuff. Um, but, um, on the website, I would say that, um, I would say that’s probably, I gotta be honest, that’s probably one area that I find we’re lacking, because conversion rate, sometimes could be very up and down. So, um, was, I can, I don’t really want to lie and say like, hey, like, I go to an amazing website and we’re still, this is probably where we are not struggling, but still, you know, trying to climb. Right. Yeah. So, you know, obviously the website the conversion stuff the SEO is definitely something you want to touch on. And you know I, you know, unbiased opinion aside I definitely do think like SEO is like the biggest unlock for any cannabis dispensary just because of, you know, just how powerful it is.

29:02 Reeves Tsang Yeah. Um, but, you know, I would love to hear your reasons why you think SEO is like one of the best ways to advertise for your dispensary. Well, firstly, I would say that, since ads is not really available for like cannabis for in many ways. Secondly, I think I find that like, like, it’s better to sort of just, you know, find keywords to sort of like implement your website that’s sort of, obviously the top numbers, like dispensary near me all that stuff that’s the most popular stuff. But we sort of also go in this to this subcategory and look at like the lower, lower search keywords or like the less relevant keywords. And perhaps we could capitalize that by going in there early enough and be the top dogs of those keywords. So I find that’s pretty important. And secondly, you know, like, even myself sometimes I will search certain product on Google, and then there will be, you know, dispensary pops up. And that is a very good thing because, you know, customer can just directly go into your store, click into your store and buy that product. And without the without the SEO, I don’t think that’s possible. Or at least it will be very difficult. So, yeah, that’s why SEO is very important because it’s sort of just, you know, make that hook, make that connection a little bit stronger in between the keywords and your store. Because at the end of the day, like there’s so many stores out there, like nobody’s going to specifically search your store out of nowhere.

30:51 Brandon Quan So, yeah, they’re going to look for whatever is most convenient. Exactly. Yeah. On the review side. So I’m a big pusher of trying to generate as many reviews as possible as well. Because like, let’s face it, like, whenever you make any decisions to buy anything, both on the service side and on the product side, right, you go to Amazon, you look at the reviews, you buy the one with the best reviews that resonates best with you.

31:15 Reeves Tsang Offline, you go to a physiotherapist, you know, a restaurant, and like anything you look at the reviews and then you know you kind of go by there, right. Yeah. So how are you, you know, generating reviews for your business? So, we sort of have this, like, I have a pretty strong memory of like remembering faces. So, if I see a customer comes in frequent enough, like maybe three or four times in a row, you know, I try to have a little chit chat with them. I try to be like, you know, ask them a little bit like, hey, how did you like the product last time, right. If they were like, wow, like, that was there some really good weed or like there was some really good pre-roast, then, you know, that’s, I sort of try to make a segue to be like, hey, We’re very thankful that you support us and that we’re happy to see that you’re happy. Would you mind to just spare like 30 seconds to a minute to sort of give us a review? It would greatly help us. You sort of just have to be more shameless about it and don’t assume that the customer will say no, because, you know, if some customers, they’re just a little bit more passive, you sort of have to be the role to open up the conversations.

32:48 Brandon Quan So I would say that just, you know, shameless is the first key. Secondly, you have to sort of be on top of, you know, knowing which one is sort of a new customer and stuff, or sometimes even the first time customer, if they have very possible experience with us, like, you know, they’re all like at the end, they’re like all smiling and we’re all like joking around and stuff, then, you know, we’ll be like, hey, Here’s a QR code that you can scan to our to go on our Google Maps. And if you could give us a positive feedback, it would greatly help us. Yeah, that’s that’s sort of how I go on it for now. But yeah, I know that that makes sense. Yeah, that makes sense. Like, I, you know, and I, again, not to over complicate things. I do think like just asking is a huge portion of how you can generate a lot of reviews because like, I also used to do some, you know, work with like restaurants and stuff. Yeah. And one simple unlock was just like, hey, at the end of the meal, if you think that the patron had a good meal, all you just just ask like be friendly and be like, hey, because the default of someone isn’t to write reviews for your business, right. But if you can go in and you have a conversation and be like, hey, really appreciate your support, you know, thank you know, I thank you for coming in multiple times. I see multiple times every single week I see more than some of my friends. Be really awesome for you to to write a review for us because it’ll help us out, you know, as a business and really appreciate it. Something as simple as that, and you add that to just kind of the general conversation, you’re organically just want to get more and more.

34:29 Reeves Tsang Yeah, I find that like, it’s best to. There’s there’s definitely, you know, it’s a retail at the end of the day, there’s definitely going to be some people who just come in and not really trying to buy anything and sort of bring you down. Right. I’m staying positive is super super important. So, you know, you just have to be mentally very positive, you have to be happy yourself. And make everyone happy and it’s very like, um, fake what I’m saying but I would say that I’m sure everybody gets what I’m saying is that like, the vibe is very important. If someone comes in and see the dole face and be like, hey, how may I help you. Do you really want that person help know you want to leave, but if they come in, and, you know, you’d be like, hey, how’s it going. Yes. Oh, awesome t shirt, you know, like, you know, just try to break the ice like don’t don’t be too scared to break the ice because you know it’s your job to make the customers comfortable in your store.

35:33 Brandon Quan Right, not completely 100% agree on that for sure. So what about on the social media side of things like, yeah, sure as you know there’s a bunch of issues, compliance wise and algorithm wise getting shut down and banned and stuff like that. Are you using social media like is that a big part of your marketing strategy or using it in passing

35:51 Reeves Tsang like, what’s your strategy with social media right now. Um, you know, Facebook, obviously it’s not really going to show up Twitter is not usually we just use Instagram for the most part.

36:03 Brandon Quan So, we sort of put ourselves in the location, when we put a post that we add location to it just so that local residents can see us. Firstly, that’s, I think that’s a pretty key thing. Secondly, like sometimes you could tag, like I just say you if you were if you were if you were sort of uploading a picture of a product and trying to promote a product. You could, you know, keep a good relation with these LPs and sort of just tag. I think Daniel might be has joined me a second. Okay, well Adam in a celebrity vest midway in the chat. For sure. Well yeah we’ll revisit the social media. I’ll see when he’s done. Hey Daniel, how’s it going. Good. Are you not too bad happy happy you able to join the chat. Thank you. Thank you. Yeah. So yeah, I mean, just to kind of pick up where we left off sort of thing that reasons just talking about kind of, we’re talking on the, sorry, the marketing portion of things. And we’re just talking about how you guys leverage social media the best and you know that’s essentially what we’re jumping into right now. Sweet.

37:24 Reeves Tsang All right. Yeah, go for it on the, the Instagram I think the tagging of the locations and the hashtags. Yeah, hashtags, but I find hashtags, sort of era and sometimes nowadays, they could still work sometimes I find that one of the better ways is really keep a good relation with these LPs and then whenever you want to upload a product, you could sort of message Right. We are big supporter of your product. It will be really awesome if we can get a shout out on your Instagram account, because they have a larger followings than you. Right. Right. So, you know, that’s sort of helps, I would say.

38:04 Brandon Quan It’s really just, you know, you also want to try to get featured in other accounts as well. And I think the most relevant thing to do is to get featured on their account like that if they repost us on their story, or anything like that, that would, you know, confer some followers in there. Nice, nice. Look, you’re sharing a bunch of really good nuggets here. Appreciate it. So now I guess on the you mentioned you’re using Alpine IQ for some of your loyalty stuff. So how does that mix look between I guess SMS and email like what are you finding the most effective in terms of, I guess, generating the most amount of sales and stuff like that

38:44 Reeves Tsang and how are you, you know, kind of generating and building up that database of phone numbers and emails. So frankly, like our Alpine IQ is not, we still have another meeting with them like in order for us to unlock everything. But, yeah, but in terms of like, they have really awesome statistics, I would say. Very, very sophisticated statistics. It goes as far as, you know, predictive programming, that kind of stuff, like as far as some, you know, if a customer comes back frequently enough, like Alpine IQ algorithm would sort of predict if the customer is going to come back in a certain time, and if they don’t, there’s the campaigns, emails, campaigns, stuff like that, that we can do. And we can also look at the records of what they have bought before. That’s an example. If a customer came in and bought wedding pie, flower buyback 40 or something like that, like, repeatedly, then perhaps it’s a good idea to, you know, send out an email or sort of send out a tax campaign that’s from this company, perhaps like a new product or something like that. I find that’s really helpful, but I can’t really say much yet because I haven’t really, it’s not really that deep in yet with our Alpine IQ. So, but that’s all I can say for now.

40:16 Brandon Quan So you’re not, you’re currently not doing any SMS or email, or are you using an email marketing with the… Not yet because they sort of want us to do like a final call with them today, like later today, before we proceed. So, yeah. Okay, cool. I mean, yeah, that’s, that’s, you know, we’d love to kind of hear updates on that for sure because the loyalty end, the loyalty piece is really interesting to me, because you get customers through the door. How do you keep them coming back over again and make sure you don’t lose them to kind of customers that are down the street or whatever it is. Exactly. So, touched on SEO, Alpine IQ almost, social media, generating reviews. Was there anything else that you guys kind of do? You know, billboards, magazine ads, lawn signs, anything like that? Anything we do with that? Yeah, of course. So we put up stickers, posters, that kind of thing. I know we’ve been using around different areas we thought might be good for 420 sales. So we printed out a bunch of different kind of flyers and that kind of thing and put those up, as well as more permanent general stickers. Okay. How are you finding that working? Like, were you able to, like, I guess, detect a significant increase in terms of like the customers that you brought in after you ran the campaign? So, there’s specific link on the QR code. So we can see via that how many people opened it and there was a decent uptick after we put those up. Right. And do you know if that translated then into sales or do you think this is more like an awareness? It did convert some into sales. I’d say not the best percentage, but the on-page time was longer than our normal one though. Okay. I mean, that makes sense because, you know, it’s curiosity, right? I’m sure people are like, ah, QR code, check it out. Because I would be interested in seeing what the long-term effects of doing a campaign like that is, because what I’ve typically found is that for your offline branding campaigns, like, you know, like I said, the billboards and magazines, the flyers, the posters, all these certain things, it’s not necessarily like a one-time push that puts it out. It’s more so that, oh, I’ve seen this flyer, you know, the past 10 times I’ve walked through this neighborhood. Okay, what gives? I’m going to check them out. And then they’re like, oh, this is really, really cool.

42:52 Reeves Tsang So I don’t know if you have any longer term plans to run those campaigns consistently. But if, you know, I guess my next question is, do you have any plans to run those things consistently or more so like on an event or like a special holiday sale basis or something like that? Daniel, you want to go ahead? I think we were talking about more constant sales recently, a bit more. Yeah. Oh, okay. Yeah, I can kind of answer that. So, um, we used to do this thing where we thought it was a good idea, like, yo, Flower Monday, Flower 10% off Monday or Euro Tuesday and this kind of stuff. But then this is just sort of my opinion. I find that weed is not really, you can’t really use same methods as like restaurants sometimes just because or even shopping because you’re not going to be like, hey, I want to smoke Kush, but let’s wait till Sunday to go buy Kush. Like if you want to smoke, you would go and go buy right away. So recently, this is, this has not been implemented yet, but recently we’re talking more about like sort of like constant sales, sort of more variety of selection here and there. And then also, you know, on slow days, perhaps at throwing some like happy hours, some stuff to sort of pick up some traffic in this slow times like maybe during Monday, 2 to 5 p.m. if I find that sort of the slowest time, like, hey, if you’re walking a door from this amount of time to like in this certain timeframe, like you can get like, you know, certain, you know, off or maybe, you know, just maybe, you know, extra value stuff like that. So that’s sort of one thing we do. But other things we’re sort of still planning out, you know, in a sense.

44:50 Brandon Quan Okay, cool. I mean, yeah, I was just again, the, you know, the fundamental stuff that everyone does, social media reviews, Google SEO, that stuff. But I find it super interesting to hear kind of like what are the, maybe the smaller kind of nuanced things that different dispensaries do, right? Because everyone knows you got to go get loyalty, you have to do this SMS email, like those are the things you have to do. But in terms of just like interesting things on the side, I think it’s pretty cool to see, or to just kind of get insight on what, you know, different dispensaries are doing, which I found, you know, really interesting.

45:24 Reeves Tsang So I guess just to kind of taper off, to ask the last couple questions is that like, so, you know, what would you say to a dispensary owner that’s like looking to take it to the next level, whether that’s someone that’s looking to start a dispensary or one maybe that has one, and you think that they should implement this to kind of like, you know, take it to the next level? This might sound cliche, but I do still have a strong belief that in order for you to take to the next level, you should know every single product in your store. Right, okay. It doesn’t matter if it’s 200 kills, 400 kills. If you don’t know about it, maybe have a few friends to sort of, you know, spread the word with you. By work I mean smoking. Yeah, but you know, try to try to know. And the second thing is that a lot of times I find that we have to so focus on vision. But, you know, we’re humans, we don’t just have vision, we have eyes, we have nose and we have ears. So I find that having good music on is super important. Try not to play something that’s too fast, try to play something slow, chill to make people slow, because, you know, the longer a customer stays, you know, the, you know, the more likely it’s going to be a conversion. And secondly, I find that scent is also super important. Something that I find perhaps a lot of people miss out on is that you might want some aroma in your store, like those wreath diffuser, whatever the case may be, because when a store smells good, like people naturally want to stay longer. And yeah, that kind of stuff.

47:19 Brandon Quan You get complimented a lot for that. That’s like, you know, you’re the second person that told me that like, you know, music plays a big role. Because I had a chat with the manager of another dispensary. And she was like, yeah, like, between this time and this time, they have an older demographic coming in. So she changes the music a little bit. But like later on in the day, it’s like, it doesn’t really matter. It’s not for grabs. But you’re not the first person that told me about like the diffuser in the store, which yeah, you want to increase conversions, you want to increase the number of purchases you have versus people coming in the store, which I think, again, is super smart. I think, again, it’s super super important. Daniel, do you have anything that you know you might want to share in terms of golden nuggets? Well, we do also have those display for the buds, so you can actually look at and smell them. That’s pretty good. If you ever have a product that’s not moving well, if you throw it in the display and it has a good look, people might have been hesitant before for whatever reason, maybe the name or some other factor. Right. But if something looks really crazy, they’re a lot more likely to pay whatever for it. Yeah, it makes sense. I mean, Riz is talking about that same thing you said sometimes for the products that are not available, right? Yeah. Like a picture of it or something like that. Say, hey, no, I know this is in a jar or whatever packaging. But just so you have a better idea of what this looks like, you know, you can take a look and you know, get a better idea of that stuff. So that’s really cool.

48:52 Reeves Tsang And last question is, you know, where do people, where can people find you if they want to get in touch? You mean through like in person or? I guess, you know, if you want to answer questions, you know, you can have your email. But if you want to just show everyone just about the bakery cannabis, you can talk about social media address, you know, where you’re located. Yeah. So we pretty much respond. Doesn’t matter how people reach out to us, we try our best to respond ASAP. So you can, people can reach us out by searching the bakery cannabis on Google Maps and message us there. Or if they are Instagram user, they could reach us out on Instagram or if they’re a little bit like old school or formal, they want to use email, they can reach us on the bakerycannabisatgmail.com. So there’s a lot of ways, like any sort of way you want to reach out at. But if even more old school, if people want to sort of just call and ask what we have in the stores available, our phone number would be 647-349-9333, I believe.

50:00 Brandon Quan Yeah. So those are the, we try to provide as many methods for people to reach out as possible because there are different people out there. So, yeah. I’m on that. I completely agree. But look, just want to say thank you for the awesome chat. This is really, really awesome. I wrote down a lot of like kind of golden nuggets and some notes that you’ve had that I’m definitely going to take back to the lab. But, you know, again, really appreciate you guys taking your time. Daniel, I know you’re able to hop on a little bit at the tail end of the call, but again, I really appreciate you guys being able to hop on. And yeah, so that’s about it. And yeah, take care. Thank you.

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Brandon Quan

About The Author: A digital marketer with over 7 years of experience, Brandon Quan is wildly known as the top marketing expert within the Cannabis Industry.

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