Hosting a cannabis-friendly event at a dispensary can be a bit tricky. On one hand, you want everyone to feel welcome, but on the other hand, there are strict rules and regulations on how customers may consume cannabis legally and dispensaries must maintain strict compliance.
There are currently no states that legally allow public consumption of cannabis, which can put a cramp in the plans of most cannabis parties. However, if there’s one takeaway from using marijuana, it’s the wonders of cannabis creativity being put to good use. Dispensaries should consider throwing events like customer appreciation days, launch parties, and other celebrations at their location. Not only is it a marketing win, it’s a fun way to give back to the community.
Let the Music Play
A key to any great event is an awesome soundtrack. Whether this means enlisting local bands or perusing the local house DJ scene, make sure that your event is rocking to spice up the party. If the band or DJ is also a hit with the cannabis crowd, all the better!
A great example of this stands out from the 420 pre-parties Leafly hosted in Southern California. DJ Francesca was on the scene to keep things grooving at Evergreen, Western Caregivers, and Airside Wellness during the days leading up to 4/20.
Offer Great Deals
Nothing entices customers like a screaming deal, and if you’re gearing up for a big event in-store, spread the word on your upcoming sales. Send out flyers, update your Leafly deals, and let your regular customers know about the big day. Advertise in the local papers or just use word of mouth to let the market know you’ve got an event coming up and it will be worth their time to attend.
Greenworks sponsored Leafly’s 420 Comedy Show in Seattle and boosted their pre-sales with a 4/19 Stock-Up Sale where everything in the store was 50% off, causing enough buzz that on 4/19, the store was overflowing with customers.
So Much Room for Activities!
Admittedly, this is not always a possibility if you’re working with a limited floor plan. However, making full use of the space you do have, whether indoor or outdoor, is a great way to magnify your dispensary’s appeal with a whole lot of fun and creativity.
This was perfectly displayed when Dockside SODO celebrated its one-year anniversary and went all out with fun activities–they had a bouncy castle, live glass-blowing demonstrations, several bands performing, stoned yoga, henna tattoos, and even a planetarium yurt! Not only was the event a raucous success, customers were enticed to stay long after they’d made their purchases due to the fun and creative activities available. Who doesn’t want to go jumping in a bouncy castle?
Don’t Forget the Munchies!
If there’s anything that goes hand-in-hand with cannabis, it’s great food. Free food is even better. For those who are concerned about cost or the mess involved with onsite food services, food trucks are an easy, affordable solution.
At Dockside SODO’s one-year anniversary celebration, not only were there food trucks available, they also offered free scoops of ice cream and free cupcakes. There’s no better way to a person’s heart than through their stomach.
Expand your event reach by inviting a top influencer to visit your dispensary. Influencers can be anyone from a celebrity in the cannabis realm to a popular Instagram or YouTube star. They often have thousands of followers and their popularity can give your event a boost.
This was exemplified recently when Snoop Dogg made an appearance during the grand opening of the Jardin Cannabis Dispensary in Las Vegas. He met with fans, signed autographs, and posed for pictures while budtenders educated customers about the various medical cannabis products available.
Educate Your Audience
Join with local industry folks and educate your staff on the best products, best practices, and latest innovations in the cannabis industry. Customers trust budtenders to help them choose the best strains and products for their needs, and these events serve as an opportunity to spread knowledge and keep your staff up to speed.
Leafly is now offering the Budtender Sesh, designed for newbies and veterans alike, aimed at bringing together the best and brightest leaders to network and learn about the latest cannabis trends. This includes vendor demonstrations, happy hour, and an exclusive Cannabis 201 Master Class from Leafly’s strain experts.
Brand Your Customers
Swag for days! A great way to ensure that folks remember your event and your brand is to deck them out in branded merchandise. This can be a bit tricky because many states prohibit cannabis giveaways. However, branded accessories are fair game and can include sunglasses, lanyards, lighters, rolling papers, shirts, stickers–the possibilities are nigh endless, so long as there’s no cannabis product involved. Customers love freebies, and giveaways can help encourage them to return to your business.
If you’ve got the overhead available, creating your own line of branded merchandise is a great way to make an impact on your customers and nurture loyalty for returning consumers. The investment will easily be paid off in the new customers you’ll acquire and the brand affinity you’ll inspire. A little bit goes a long way!
Have you hosted a successful event at your dispensary? Share your tips and tricks in the comments!