Recognizing Budtenders as Industry Allies
Budtenders are frontline educators who hold the key to consumer preferences, product knowledge, and ultimately, sales. In an industry with restricted marketing avenues, engaging with Budtenders and retail decision-makers is a strategic imperative. By understanding and leveraging insights from Budtenders, Canadian Licensed Producers can position themselves for success and bridge the gap between consumers and cannabis products.
Tether, a Canadian Budtender community of close to 5,000, recognizes the vital role that Budtenders play in driving the success of cannabis operations. This is why every year, Tether surveys 200+ Budtenders from across Canada to learn more about their unique perspectives that are critical for the industry's development.
Invest in Budtender Education
Educating Budtenders about your products is essential. 34% of Budtenders surveyed identified terpenes as the area of cannabis they want to learn more about, with genetics coming in second at 18%. Equipping Budtenders with training materials that include detailed product information, recommended usage guidelines, and potential effects, empowers them to offer informed recommendations to consumers. In Tether’s 2023 survey, Budtenders identified that the most common customer questions are around dosage and potency, strain selection, product type, and total/dominant terpenes.
In-store visits, virtual sessions and pop-ups can keep Budtenders well-educated, not only enhancing customer satisfaction but also strengthening the credibility and reputation of your brand. Engaging with Budtenders provides opportunities for feedback and also demonstrates your commitment to supporting their success. Outside of personal sampling, the top ways Budtenders learn about new products are by brand ambassadors and LP reps (up 31% from 2022) and by attending brand pop-ups and events (up 15% from 2022).
From Budtenders to Brand Advocates
Sampling has emerged as a powerful tool for Budtender education, with 95% of those surveyed requesting to experience products first-hand. Sampling empowers Budtenders to become authentic advocates who are capable of conveying the unique qualities of your products to consumers. Plus, tastings and sampling events allow growers, LP reps, and brand ambassadors an opportunity to discuss product education in a relaxed environment and showcase the team behind the brand - it’s the perfect mix of community building and knowledge sharing. Budtenders thrive in community-centric environments with 90% of those surveyed interested in building community.
What’s important is getting the most out of educational sampling. Encourage Budtenders to share their experiences and insights through product reviews, feedback surveys, and social media. Facilitate knowledge-sharing sessions or forums where Budtenders can provide feedback directly to your team. This collaborative environment fosters a sense of community and benefits both them and your brand.
Budtender Preferences and Consumer Behaviour
The preferences of Budtenders reflect broader shifts in consumer behaviour with traditional consumption methods like pre-rolls and bongs still favoured by 80% of surveyed individuals. However, dabs and extracts are gaining popularity year after year. Capturing and understanding Budtender and consumer insights through sales trends, B2B surveys, and demographics helps drive product development, branding, and marketing efforts. As cannabis consumers evolve, they become increasingly brand-loyal, seeking out products tailored to their specific needs and preferences.
Green Revolution
Budtenders' insights shed light on the pressing need for sustainability in the Canadian cannabis industry, with 64% of Budtenders surveyed saying it's an area the industry can improve on and 84% mentioning packaging specifically. It’s clear the industry thinks this is a goal worth achieving, however, the challenge lies in establishing a clear definition of sustainability and devising a strategy to achieve it.
Sustainability measures could include eco-friendly packaging, waste reduction, responsible cultivation methods, and sustainable sourcing, and while they may initially appear costly, in the long run, they are not only morally right but also economically beneficial. Government entities and industry players must collaborate to adopt a forward-thinking approach, prioritizing education and encouraging sustainable practices across operations. Sustainability initiatives are investments in the future of the industry and the planet.
Join the Movement
Budtenders are more than sales associates; they are brand ambassadors with the potential to shape consumer perceptions and drive market trends. Invest in them and empower them to drive mutual success.
