Cannabis use and legalization is a hot topic these days. With the recent legalization of recreational cannabis in Canada, businesses are scrambling to try to make sense of the new legislation and incorporate safety measure into their organizations. But has anyone stopped to consider the market opportunities that exist for seniors? There’s no doubt that the younger generation will be able to find and buy cannabis on its own, but for seniors who might not have access to online headshops or distribution centers, how will you reach them?
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Here’s how you can promote your cannabis business to seniors.
Go to Them
Unlike traditional forms of online shopping, online cannabis sales are a bit trickier because of regulations and verification of age. While seniors don’t have to worry about verifying their age in most places, doing so online is an important part of the process. Rather than have to rely on technology to get access to the recreational and medicinal cannabis that could help a senior live a more fulsome life, cannabis distributors and retailers should be thinking about ways to connect with seniors in a more direct way. You might not have thought about direct mail, or using the postal service to promote your online store, but it might be something to consider if you want to include the senior demographic in your target market. You could also reach out to community centers and host an information session so that seniors have an opportunity to ask questions or get more information. It’s traditional yes, but if you want to service this market, you might have to go out of your way a little bit to reach them.
Speak Their Language
A senior is not the same as a millennial and any content you push out is going to have to be carefully targeted to the right group. So while you might be publishing blogs for your millennial or Gen-X customers, you may consider publishing a column in a local newspaper. Seniors still read the newspaper, and of course, some younger people do as well, but for the most part, the generations of today are seeking their information online. So, find out how much reach your local newspaper has and talk to them about an education piece about cannabis for seniors or about promoting your services for seniors in the area. You might consider a delivery service or something more personalized than shipping through the postal service to cater to that demographic.
Don’t Rely on Word of Mouth
Sadly, many seniors spend a lot of time alone and don’t have a great deal of contact with family or people their own age, unless they are in a home or group setting. So relying on your usual word-of-mouth marketing tactics might not result in the kind of sales you are hoping for. Rather than sit around and hope that the young generation educates the older generation about how cannabis can help reduce pain, inflammation, and improve some cognitive function and provide focus, prepare some literature about such benefits and get the literature in front of the seniors. You may partner with a local pharmacy to provide pamphlets or rack cards about your services. Not all retail outlets will let you do this, but you never know unless you ask. Using grassroots tactics to reach the senior citizens of today is always a good idea, especially if your products are found mainly online and you are trying to break down the barriers to access for seniors who would benefit from recreational or medicinal cannabis.
Whether you are just starting out or you have been in business for a while, it’s always a good idea to go back and review your marketing efforts. This is especially true when you have decided to shift focus to a new target market. You’ll want to learn as much as you can about how seniors use cannabis and how it helps them so you can offer them a product and delivery service that fits their needs and lifestyle.