In today’s digital landscape, most business owners and marketers find themselves with a laser-focus on online advertising and digital marketing campaigns. From social media to SEO, it seems like everyone’s talking about the best ways to make connections with online users. All this talk about web marketing might leave you questioning if live cannabis events are worth your time. The short answer? An unequivocal yes.

For cannabusiness owners, cannabis events offer a unique opportunity for face-to-face connections and networking. With the right approach, you can reach new customers, generate solid leads, and forge valuable industry connections – but the wrong approach can leave you burned out and over budget.

Here’s everything you need to know about how to harness the potential of cannabis events and make it work for your marijuana-focused business.
 

Why are cannabis events useful for a marijuana business owner?

Cannabis events like trade shows and conferences come with a unique array of opportunities that you aren’t going to find in online marketing. There’s no doubt that digital marketing is critical to your cannabusiness success, but the value of in-person networking shouldn’t be underestimated. At a cannabis event, you’ll have a few distinct advantages that will work in your favor:
 

You’ll be surrounded by your ideal target audience

At a cannabis event, it goes without saying that most attendants have a focused interest in the marijuana industry. This means you’ll have access to a wealth of potential customers, many of which walk in the door ready to hear about your products and services. Virtually every event attendant is a potential lead, saving you a considerable amount of legwork and setting you up for success.
 

You’ll be face to face with your prospects

The direct interaction possible at a cannabis event opens the door for high-quality leads because you’ll be able to communicate your products and services in face-to-face conversations. Not only will this allow you to clearly evaluate the needs and wants of your prospects, but it will also make it easier for potential customers to understand your brand. The casual interactions and friendly conversations that take place on the event floor often have a way of organically developing into excellent leads, with a higher success rate than traditional cold calling.
 

You’ll be able to gather real-time feedback on your products, services, and brand

As customers view and interact with your displayed items, don’t be surprised if they offer casual comments that contain invaluable feedback. At a cannabis event, you can often learn a lot about your target audience by gauging the reaction to your products. Ask questions and keep an open-minded attitude to encourage attendants to give you honest feedback, which you can use to refine your marketing approach and materials, make changes to your products, and more.
 

You can get a great return on your investment

While participating in events typically comes at a cost, it’s one of the smartest investments you can make in your cannabusiness. If you approach the event with the right plan, you can turn your dollars spent into excellent leads and invaluable professional relationships. The money invested in display and marketing materials can directly translate into future profits in the form of new customers and growth in your brand recognition.
 

You’ll grow as a business owner – and have fun while doing it

In addition to being an excellent way to gain new customers, cannabis events are an enjoyable way to learn about the industry and expand your business skill set. It’s likely that you’ll be working the event alongside countless other cannabusinesses, giving you an opportunity to learn from your competition in a positive environment. Getting to spend time with like-minded business owners, members of the cannabis industry and potential customers who share your passion for marijuana can be a fun way to nurture your own professional growth.
 

Tips for Attending Cannabis Events as a Cannabis Business Owner

Before you sign up for the next cannabis event you see advertised online, there are a few key ideas to keep in mind to maximize your success. With these handy tips, you can take full advantage of everything a cannabis event has to offer.
 

Choose the right event

Not all events are created equal, so don’t be afraid to be selective about which ones you attend. Especially if you’re working with a tight budget, you’ll want to home in on events that suit your business goals. Narrow down your options to the events that will offer the best opportunity to connect with your target audience, translating into improved odds for scoring great leads.
 

Get the word out

Once you’ve decided on a cannabis event, make sure to let the right people know you’ll be going. Many trade shows will release their attendee list a few weeks in advance, giving you the chance to connect via email and social media. Make sure you reconnect with past prospects to let them know you’d love to meet up again and don’t forget to share your booth number or location. If you’re headed to a conference where attendance is open to the general public, let your current customers know that you’d love to see them there. Share the date and location via social media and other methods to boost attendance and encourage both new and existing customers to stop by your booth.
 

Perfect your pitch

Nailing your elevator pitch is key to making a good impression at any cannabis industry event, so take the time to practice your messaging. Avoid delivering a canned, overly-rehearsed pitch; instead, keep a few key points in mind that you can communicate in a couple of quick sentences. Working an event means you’ll need an attention-grabbing pitch that will make someone want to learn more about your business. You should also be prepared to politely end conversations with attendees that are either uninterested or not qualified leads, keeping the tone positive while wasting minimal time.
 

Create an attractive, eye-catching booth

It should go without saying that most event attendees will judge your business by the appearance of your booth. You want your booth to stand apart from the crowd (in a good way), and clearly represent your brand. That doesn’t mean you need to blow your budget on flashy visuals or over-the-top displays; keep things affordable but effective with a well-designed background, extra lighting, unique seating options, and attractive tablecloths. Even just a few pops of color can go a long way in a drab expo hall, but keep the overall look professional and tidy.
 

Bring enough business cards and marketing materials

The last thing you want to do is run out of business cards halfway through the event, so make sure to bring plenty of extra. With a well-designed business card and informative marketing materials, attendees will walk away with a tangible connection to your brand that will outlast the event.
 

Master Marketing with Marijuana Marketing Xperts

Looking for smart strategies to fuel long-lasting marijuana customer growth? Marijuana Marketing Xperts specializes in results-driven cannabis marketing, helping your cannabusiness find success in this unique, rapidly growing industry. We’ve earned a reputation as a top cannabis marketing agency thanks to our industry expertise, comprehensive marketing approach, and tech-savvy strategies that outpace the competition in our digital world.

Marijuana Marketing Xperts can help you refocus your approach to lead generation, brand identity, website design, SEO, and more, setting your cannabis business up for long-term success and growth.