Latest posts by Delton Childs (see all)
- How I’m Selling Vaporizers That Cost Over $100 - October 26, 2015
- Bernie Sanders Wants To Reform Cannabis Prohibition - October 14, 2015
- My First Smoke Shop Disaster - October 7, 2015
- How Was The eJuice Manufactured? - October 2, 2015
If you’re not the only smoke shop in town you have some competition. And if the market is split there will be winners and losers. You can’t solely depend on “location based” marketing and think to yourself that all the people closest to your smoke shop will come to your smoke shop forever no matter what. Too many times we’ve seen shops that have a strong customer base get surrounded and drown by up and coming shops that split their market share.
All businesses deliver a product and the experience associated with that product. Head Shop hero focuses on working with businesses, a Business to Business relationship. However, the businesses we work with, The Smoke Shops, don’t have that same focus. They have a Business to Consumer relationships & with consumers people don’t purchase items because of the logical business sense behind it, people make purchases (or don’t make purchases) based upon the emotional experience associated with your product. Yes, your products need to be competitively priced but those factors can be considered stable, of course you can’t charge double your competitor. Additionally most smoke shops are competing with rivals who carry almost exactly the same product line at prices that vary nickels and dimes.
Prices being generally equal a consumer will make a choice about which smoke shop to go to based upon the emotional experience associated with visiting that place. The dark crack pipe smoke shop with slacker clerk or the smoke shop whose marketing is focused on the true values real people appreciate like Creativity, Laughter & Health & Harmony.
People Don’t Buy WHAT You Do, They Buy WHY You Do It – Simon Sinek
In the legendary TED Talk Given by Simon Sinek he lays out one of the fundamentals of effective long term marketing. The goal isn’t to see to people who need what you have, the ultimate goal is to sell things to people who believe what you believe. That is how you create loyalty in your customers.
Here are a few ideas of what your smoke shop customers might believe about smoking:
- Reduces My Stress / Helps Me Relax
- Should Be Decriminalized
- Helps Me Creatively and To Be More Inspired
- Helps Me Laugh More Freely
- Health Benefits & Reduces Headaches
- Smoking Helps Promote A Healthy Appetite (Eating Right is Another Story)