As we dive into the cannabis event and tradeshow season, let’s take some time to review best practices for getting the most out of the events you attend. Trade shows, conferences, and other industry events can be powerful tools for your brand—when utilized properly. Preparation is key to getting the most return on your investment, and it doesn’t have to be complicated. Cinch up a few critical elements before you hop on the plane and you’ll be ready for success at the next event. Here are our tips for cannabis trade show success:
Get your communications in order
If your team can’t easily talk to the general public about what you do, why would anyone trust your business to meet their needs?
Clear key messages and a team that’s well-versed in your communications and talking points are necessary for success at these types of events. Make sure everyone knows how to quickly and effectively communicate the who, what, and why of your brand to demonstrate value to interested attendees.
Roleplay with your team, designating one person as an interested attendee and the other as your brand’s spokesperson. Keep practicing until you feel confident that everyone can answer questions and communicate your key messages with confidence.
Prepare your collaterals ahead of time
We’ve all seen it before: empty booths, bare branding, even handwritten contact information in place of business cards. It doesn’t exude professionalism, but it’s not uncommon to see a brand fail to prepare their collaterals before a big event.
Prepare your banners, table covers, business cards, pamphlets, and other marketing collaterals to ensure a professional appearance. Eye-catching materials and solid visual aspects are key drivers for attendees to stop and talk to your team.
Set big and small goals
Setting a few top goals can help you stay focused at your next event. Few things are certain at cannabis events, but one truth never fails: you won’t have time to do everything. Make a list of your must-attends and organize it by priority, accepting that the lower list items may or may not occur. Review your goals regularly each day, assess your progress, and adjust your strategy accordingly.
Schedule meetings ahead of time
Cannabis conferences and trade shows are all about community and networking. You’re sure to meet dozens of new people and reconnect with familiar faces from past events. While this can be exciting, it can also get out of hand quickly, leaving you scrambling to meet key prospects before time runs out.
When reasonable, reach out to others you know will be attending and ask to set up a meeting before you even arrive. People get booked fast at these events, so try to meet with your most important prospects early on.
Share contact information and follow up
If you find yourself chatting with someone who could be a potential asset to your company, be sure to exchange business cards before parting. You often won’t have time to dive deep into logistics, but if there is synergy, be sure to follow up later.
Business cards quickly pile up at these events, so it’s a good idea to make a note of the context so you can determine your follow-up approach after the event. Be sure to note the context when you
reach out, as it’s easy to forget specifics when meeting so many people in a short amount of time.
Bad example: “It was great meeting you at the event. Do you have time for a call this week?”
This message is too vague and doesn’t provide any details to help the reader remember your conversation.
Good example: “It was great chatting with you about packaging materials at the afterparty. Are you up for a call this week to continue our discussion about a potential partnership with [name of your brand]?”
This message reminds the reader of the key details of your conversation without being pushy or too promotional.
Prepared brands get the buzz
Beyond improving your return on investment for trade shows and events, having clear, defined communications and prepared collaterals can also help your brand get more coverage from journalists.
In previous Meet the Cannabis Press Panels hosted by Proven Media, journalists and editors made it clear that well-packaged, intentional communications get more press. Providing clear talking points, prepared images, and any other additional information a journalist may need to cover your brand will make their job easier and increase the likelihood of coverage.
Catch us at our next Meet the Cannabis Press panel at Lucky Leaf Expo in Minnesota on April 26th, 2024 at 2:05 p.m. This unique opportunity will allow you to ask questions and learn more about how to get coverage from the experts in cannabis journalism.
Prepare for cannabis trade show success with Proven Media
Need help getting your communications in order for upcoming events? Proven Media can help.
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