It is important to divide your customers into groups (or segments) with similar characteristics based on their needs, behaviors, and demographics. Then you can select and target the group that you think your product best serves. Always start by outlining the customers’ needs, then behaviors, then demographics. If you start with just demographics, the group might have too many differences within the group, which will make for a difficult marketing strategy. If you are a dispensary, here are some questions to consider based on this segmentation framework:
What do your customers need? Are they looking for cannabis products for health reasons like muscle aches or chronic pain? Are they looking for cannabis products for social reasons?
When do they usually use cannabis?
What age group are they? What generation are they? What is their income level?