Marijuana, like any consumer product, is a competitive business. Companies are competing every day for business and customers. If your company wants to come out ahead of all the rest, then it is extremely important that you know the ins and outs of your client base. In order to get the most return on your marketing investment, you need to be focusing your marketing strategy and resources on the people who are actually buying your product.

The first thing you must do as a dispensary owner is determine who you are targeting. The demographics of recreational users are different from the demographics of medical users, and it’s important to know who you are selling to in order to focus your efforts correctly. Medicinal users are typically middle aged, and two thirds of them are men. The bulk of medical users have used marijuana before, and are looking primarily to relieve pain rather than smoking for recreational use. Therefore, if your dispensary is medically focused, your marketing should focus on middle aged users who have experience smoking, with a slant toward men.

Recreational users, however, have a much different demographic breakdown in terms of potential sales. Recreational marijuana users in Colorado, for example, are distributed across all ages. Colorado recreational marijuana users who use every day or nearly every day account for only 30% of users, but make up 85% of overall sales. Your business must therefore focus on the acquisition of long-term customers.  When selling recreational marijuana, the repeat customer is absolutely integral to your business.

There is another important marketing focus when it comes to recreational cannabis. In Colorado, a large portion of the sales not made to repeat customers in cities are made instead to tourists in the mountain counties. Tourists are an important demographic to market to because people on vacation are already prepared to spend money on recreation. If your marijuana website and other marketing tools are enticing tourists, you will be well on your way to cashing in on this important clientele.

With all of this information in mind, it’s important to figure out what to do with it. The demographics of marijuana users demand that a business present itself as clean, professional, and accessible to a variety of clients of various usage frequencies. A marijuana marketing agency can be a great tool to help build your business through focusing on the needs of your clients to drive sales, and your business will be much stronger for it.