What’s Your Story?

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April 11, 2019

© Joe Skodzinski

As industry media professionals, it’s our duty to share your stories—highlighting the best your dispensaries have to offer your unique marketplaces, including novel approaches to consumer experiences, new technologies as well as business models—in hopes we all can learn from each other.

However, it’s equally important for you, as a cannabis business owner, to share your story and the value you bring to market with your customers, your communities and the industry at large, and to do so with confidence and pride. The more you can communicate your unique background, company values and mission, the more you will be able to propel your business to the next level. This issue of Cannabis Dispensary explores just a few of the benefits of sharing your story both internally with your employees as well as externally with the public, including:

The ability to sell more.

This month’s cover story subject, Maryland-based, vertically integrated company Curio Wellness, didn’t make its way into 63 of Maryland’s 71 dispensaries by keeping mum about its dedication to high-quality cannabis. Nor was it quiet about its vision for its retail location being “your total wellness destination,” with spa services and more. The company also appears regularly in local radio, TV and print news reports as part of its marketing strategy. Through these collective efforts, the Curio team has increased its brand awareness, and it shows: In its first year of operation, Curio’s patient numbers doubled initial projections, reports contributor Thom Lieb.

Employee retention.

HRHQ columnist Maria Denzin says new hires are more likely to remain with your business for the long term when you develop a comprehensive onboarding plan. One important part of that onboarding plan is sharing your dispensary’s goals and values—and how your employees specifically contribute to achieving those goals and maintaining those values.

The opportunity to raise money.

The first step to successfully raising capital for your business from outside investors, Quick Tips contributor Sara Batterby explains, is to recognize your value as a business and be able to communicate that effectively without chasing or sucking up.

With social media companies and tight regulations muzzling cannabis-related marketing, getting the word out about your company can be challenging. That is why it is important to be creative in your storytelling and marketing efforts. It’s also valuable to stay connected with your industry peers, to not only learn from their efforts, but to share your struggles, and solutions, with them as well. As an industry, the more we share, the more we can advance the market as a whole—and finally end the stigma surrounding cannabis.

Noelle Skodzinski, Editorial Director | nskodzinski@gie.net