Written by Victoria Meiler, Director of Marketing Operations at NisonCo
In the connections-driven cannabis industry, events are among the best business development and marketing opportunities. There’s no better way to connect with current clients and network with potential customers and partners.
If you’re a small company, have a limited budget, or work as part of a remote-first team, you might think that hosting your own in-person event is out of reach. With a little careful planning, that doesn’t have to be the case.
Small cannabis business events may look slightly different, but they can still be engaging and effective. Keep reading for four tips on how to host a cannabis event to market your business — and how to make it a big success, no matter the size of the event.
1. Keep Your Cannabis Event Simple
First and foremost, don’t get carried away and overextend yourself or your company. Instead, be aware of your limitations and turn them into selling points for your event.
Thoughtful, well-planned events like mixers and meet-ups are far better venues to connect with people since there are fewer distractions than on a cannabis conference floor or at an extravagant industry party.
Plus, if you’re hosting your event during a larger conference, like MJBizCon, a low-key event will be a refreshing change of pace for your attendees and allow them to recharge productively. Consider requesting to be listed as an official associated event for lower-cost event-based lead generation.
Keeping things simple is especially important for remote teams as it’s more challenging to coordinate moving parts or manage extensive setup when you’re operating virtually.
2. Emphasize Exclusivity at Your Small Business Cannabis Function
We all know that networking isn’t just a numbers game. You must be intentional about who you connect with and how you do so. Why should we approach events any differently?
When hosting a cannabis event to market your small business, make the guest list exclusive. Prioritize adding highly qualified leads and existing connections to the guest list instead of admitting everyone in your LinkedIn contacts.
Prioritizing exclusivity and trimming the guest list makes attendees feel special to be included. Again, like keeping your event simple, it’s much easier to have real conversations and potentially land a deal or two when you’re mingling with a few dozen people instead of rushing through the event trying to say hello to everyone. Short guest lists are also an excellent way to help keep costs lower!
3. Embrace Alternative Events Like Cannabis Mixers and Meetups
Not all events require renting a venue, booking a DJ, and sponsoring an open bar. Get creative to curate an event that will match your budget and goals while feeling authentic to your brand identity.
A small, selective guest list opens up nontraditional possibilities for your cannabis business function. You want the space to feel full but not crowded, so consider less-common venues for your event, like a local cafe or art gallery.
Don’t feel like you need your cannabis event to fit the mold of all of the other events you’ve been to. Chances are, the ones that stand out in your memory have been unusual in some way, so embrace that ethos when planning your own event. Attendees will likely feel the same way—a nontraditional event is a way to stand out among the noise.
4. Partner With Another Business to Increase the Impact of Your Cannabis Event
Joining forces with another business is an incredible way to take your marketing event to the next level.
When you partner with another cannabusiness, you can dramatically increase your reach by capturing both audiences, effectively multiplying your budget and resources for the event.
By partnering with a company that offers complementary products or services, you will cater to a broader range of customer profiles, tap into the cannabis community, and make your mixer feel more authentic.
For example, my company, NisonCo, has historically partnered with the Cannabis Marketing Association to host the cannabis marketing mixer during MJBizCon. We began with a suite-style throw-down in 2019 and simplified over the years until finding our stride with the unique Cannabis Marketing Mimosa Meetup and Bagel Bash of 2023. There, we connected with other professionals and cannabis industry journalists, answered marketing questions, and enjoyed a laid-back brunch spread.
Make Your Next Event as Special As Your Small Cannabusiness Is
Though your small business might not be able to throw an all-out cannabis industry extravaganza, you can host a more unique, memorable, and effective event by embracing your company’s strengths and bringing them to whatever event you host.
With these tips, you can throw a cannabis event to promote your company to prospects and make your mark on the industry without overextending your budget or resources.
Victoria Meiler, Director of Marketing Operations at NisonCo
