Guillermo Bravo, Founder & CEO
With a growth-rate fueled by increasing consumer demand, the cannabis industry shows no signs of slowing down. According to a recent report released by Arcview Market Research and BDS Analytics, worldwide consumer spending on legal cannabis is projected to reach $57 billion by 2027.
Given the potential revenue on the line, it's essential for cannabis dispensaries to understand where they should be investing their advertising funds. Plus, dispensaries should be able to readily leverage the multiple benefits that e-commerce has to offer, especially in the wake of the COVID-19 pandemic where retail visits continue to decline.
That’s where Foottraffik comes in.
Based in San Francisco, Foottraffik is a dispensary eCommerce growth agency that specializes in driving online sales through its dispensary advertising software. Through the use of data, analytics, machine learning, and revenue attribution from digital advertising channels, the Foottraffik team is able to craft unique digital advertising strategies to propel their clients’ eCommerce growth.
“We’re pushing the cannabis industry forward by helping dispensaries and delivery services identify and understand their return on ad spend and the effectiveness of their advertising across all digital channels,” says Guillermo Bravo, the founder, and CEO ofFoottraffik.
According to Bravo, dispensaries often lack the relevant expertise and resources to develop, execute, and manage their digital marketing strategies. With so much of our lives online because of the lasting disruption of the COVID-19 pandemic, dispensaries are finding it hard to attract new customers and build loyalty among the existing ones while increasing revenue. Ultimately, consumer behaviors have changed— and so must dispensary marketing.
To this end,Footraffik offers a three-pronged solution. The company offers a first-of-its-kind Google Ads AI solution for dispensaries. Their unique machine learning pulls in real-time information from Google News, Bing News, Facebook, Instagram, Twitter, LinkedIn, weather APIs, CRMs, e-commerce data repositories, and other sources.
We’re pushing the cannabis industry forward by helping dispensaries and delivery services identify and understand their return on ad spend and the effectiveness of their advertising across all digital channels
“We leverage AI logic to identify new keywords, create new ads, and adjust bids within Google Ads to help our clients increase their revenue through smarter campaigns. We can update the geolocation and content of the ads quickly thanks to our machine learning data gathering and analysis and even change the timing of the ads to improve performance and draw the most online sales,” says Bravo.
The second prong of their solution is mobile banner display ads, which enable clients to advertise on numerous mobile websites and apps, targeting specific customer segments by location and purchasing behaviors. Foottraffik has a network of more than 3,000 websites and mobile apps across the U.S and Canada that allow cannabis ads so they can get their client’s messaging right into the hands of potential customers. This includes TheRolling Stones, Zynga, Zillow, Fox, CNN, and many more.
Thirdly, Footraffik utilizes effective search engine optimization to help its clients improve their Google rankings organically. “Our goal is to build trust and authority for our clients’ websites. Our SEO strategies are customized for each client and include on and off-site optimization, content creation, reputation management, and link building. We help our clients rank higher while improving their website performance,” says Bravo.
The team at Foottraffik always points to its numbers to back up their claims, and it’s easy to see why. In Q3 of 2020, the team worked with a Maryland medical dispensary to run Google Ads, mobile banner ads, and SEO. Their Google Ads service generated sales worth $84,000 in 90 days, a return on ad spend of over $8. The 90-day mobile display banner ad campaign drew upwards of 272,000 impressions, resulting in $63,000 in revenue. Lastly, by leveraging Foottraffik's SEO services, their client generated a whopping $1.1 million in revenue.
It’s clear that Foottraffik has carved a niche in the cannabis advertising space with its comprehensive offerings and customer-first approach. Looking ahead, the company plans to focus on business intelligence, machine learning, marketing automation, and expanding its mobile banner ads reach.