After a long halt of in-person events for about a year and a half, the retailers and cannabis fans are excited to launch their new offering and get on Facetime with each other. During such a stressed period, companies have completely revamped their marketing and branding strategies to improve their customer targeting techniques and have become more intentional regarding organizing events that can boost their brand identities.
The Cannabis industry has been striding the whole past year tremendously toward transforming into a full-fledged CPG Sector. Companies have nuanced the brand focus and interactive events that highlight their ability to become the nexus of commerce and cannabis culture.
In this article, Hall of flower, which is the most exclusive conference in California, is used as a blueprint to showcase some vital factors that cannabis companies need to consider while choosing the potentially lucrative opportunities and how the organizers can develop more practical and worthwhile events.
The cannabis industry can only establish its foothold in the market if stakeholders emphasize building consumer brands that are skilled, mission-driven, engaging, and organically putting themselves into the cultural zeitgeist.
Let the strong bands take the show.
Of course, the regulated Cannabis space is saturating, and most companies are seeking their foothold in cultivating strong brand affinities for the long term. But brands with approachable voices are more targeted and integral to the success of the consumer-facing sector owing to their ability to connect personally with consumer lifestyles and forge long-lasting & valuable relationships. Cannabis events that process high branding standards for exhibitors bring more value to the industry and attract more mainstream customers.
Cannabis event experience should revolve around center stage.
Most cannabis trades showcase the prohibited consumption, and many state regulations restrict cannabis companies from offering free samples and therefore, it is vital to understand that cannabis products are needed to be experienced with all the senses of humans. Events permit people to battle the test exhibitors in real-time and cultivate trust between the audience and the brands. For instance, at the Hall of flowers, the audience bought the sample of exhibitors products at the onsite dispensary for about $2.
Such an approach elevates brand discovery to the very next level. It not only overcomes the financial barriers but also offers direct-to-consumer retail experiences at these trade shows.
Fosters need to copy-paste the connections over conventional networking events.
Most brands come to trade shows to encourage meaningful business relationships at the end of the day. The huge volume of the audience that goes to conventional trade shows permits only superficial and brief interactions that may or may not be fruitful in the long term. However, companies that are truly dedicated to offering great experiences can, of course, spend a good time together and deeply understand the values of both parties.