So you want to organize your own cannabis event?
Maybe you have a concept you feel passionate about. Maybe there is a niche you feel is not being currently offered. Maybe you feel (or even know, thanks to the internet and social media) there are others out there who feel as you do, are looking for the same experience you are, and you want to create something for them as well as you.
Whatever the reason, whatever your motivation, you want to organize an event. Specifically an event that features or revolves around cannabis in some fashion. This alone could be for any number of reasons. Perhaps you want to increase networking between certain cannabis-related businesses that you feel can benefit from such heightened connections. Or perhaps you see potential in organizing an event wherein people watch movies while enjoying edibles. The possibilities range between recreational and economical.
However, organizing an event is not as simple as planting yourself somewhere with a sign and some banners and expecting people to come. They might, you never know, and weirder things have happened. But the chances (especially in these current times) of that working in any fashion are practically impossible.
There are steps, processes, and realities with which you will have to contend. Venues to find. Assistants and employees to hire. Permits and paperwork as needed. All together a source of headaches and stress even in the best of times. Speaking of which, there is still the ongoing pandemic. Even with the vaccine rollouts cases are still rising. Depending on where you live or plan to host the event there may be limitations on gatherings of any kind, much less any events related to cannabis.
With this guide you will hopefully have a better idea of what to do and what to be prepared for as you organize your first cannabis event.
Step 1- Experience Value & Building it Up
As Bridget Renee of KindTyme points out, “The first step in event planning is defining a purpose for the event.” Namely, what is the experience you are going to offer attendees?
Is it a recreational event? A cultural artistic one? An event for other cannabis-related business owners?
Before even thinking about marketing and trying to get as many attendees as possible (a difficult and possibly dangerous prospect at these times) you should set your sights on a niche. On a specific selection of potential customers that you want to attract. Have a brand identity for your event that you feel (or even know) specific groups or categories of potential attendees and participants will respond to.
Depending on who you want to partake in your event could affect the kind of event you are organizing and the experiences you are offering.
B2B Events
A B2B event that targets businesses and their owners cannot simply promise “networking opportunities.” That would make it blatantly clear to everyone who hears about it that you are throwing a B2B event. In addition, B2B networking events are already a densely populated pond with some big fish already swimming there, such as CWCBE or MJBiz Con.
What you want to do instead, according to Renee, is “focus on specific niches or opportunities.” Specialize.
If you host a cannabis conference that emphasizes science it might be especially popular with physicians and extractors. It would similarly be the case for events that each specifically focused on cultivation, investing, retail, and technology. The more specialized the better. The greater you can target your future marketing and the experience you design.
B2C Events
B2C or B2B Cannabis Party events are more about having fun. Offering recreation and a fun experience which can be especially attractive in these times. In this case your main competition will likely consist of concerts, clubs, and the like. Depending of course on gathering restrictions in your area. Even if you host an event online you will to a degree be competing with streaming services like HBOMax, Netflix and Disney Plus.
You will need to think about what your event provides that those other sources of recreation and entertainment cannot. An example of a unique B2C event is the Cannabis Cup wherein cannabis products compete to be recognized as among the best.
There’s the competition aspect itself of course, but the entire event is a chance for brands to showcase their products and network. At the same time consumers get to enjoy the “shared appreciation” of marijuana while simultaneously giving producers feedback on their products.
Try to design an experience that both caters to your goals for your event and appeals to the people you specifically want to attend and participate.
Step 2- The Right Venue
As the old saying goes, it all comes down to “location, location, location.”
Well maybe not all, but a good location and venue can go a very long way to helping your event.
When looking for and picking a venue for your event (unless you decide to go completely digital) there are four factors you need to keep in mind: price, atmosphere, schedule, and location.
Price
You should have a budget for your event and that budget will determine the absolute limit of what you can spend on a venue’s location. That already places big, sweeping limits on what locations you will have to pick from. But do not worry as you can likely find the venue right for you at a reasonable cost.
If you find a location that you feel works perfectly and suits your event’s goals and needs but it is somewhat over your budget you will need to make cuts to other things that budget might go to. So always keep the price in mind.
Atmosphere
The atmosphere a venue inspires goes a long way towards affecting attendees’ impressions and memories of your event. The kind of experience you want guests to have can in part be determined by a venue’s atmosphere. A B2B event might call for more typical convention style large open rooms with wall to wall carpeting and sterile lighting. A small B2C event meant to be more personable and intimate might need homey decorations and upholstery.
Atmosphere also refers to things like music, signage, food & drink, as well as signage (you wouldn’t want guests to get lost or miss the things they came for). Atmosphere is one of the things you have the most control over so use that advantage to the max. Tweak the venue towards your event’s goals.
Schedule & Location
These two are listed together because often enough they go hand-in-hand when it comes to venue picking.
The schedule and location of your event should be a consequence of your event’s goals. Who your target audience will be. Thus you will need to find out where the most of your target audience are either located or can easily reach. Keep in mind that the more specialized and unique your event (and thus the audience it caters to) the more likely people will consider traveling to reach it.
In addition to the timing surrounding your venue’s availability you will have to consider the timing of competition. Keep track of the schedules of similar events. Know where and when they are taking place. Should you host an event while a similar such event is taking place at around the same time (say the same weekend) even just one state over you risk losing potential guests.
That said you can also take advantage of much larger cannabis events. As they bring in people from all around interested in cannabis you could also attract some of those attendees with your smaller, fresher event. Though make sure your event “complements” rather than competes with the larger event that might eclipse yours in scale.
Step 3- Marketing
Of course it does you no good to go through all the hassle of planning an event, devoting time and resources to secure a venue if nobody hears about it.
Brand Design
But before you get down to the actual marketing strategies and campaigns you need to design your brand. This brand and the various ways you have of displaying it will affect the impressions people- especially your target attendees- have of your event.
Figure out the brand design of your event. Make sure it is not only attractive but also consistent.
The Imperious Expo is an excellent example of good brand design with its desert imagery coupled with bold use of colors. Make sure your brand designs are consistent across ads, websites, and the decoration of your event. Even the signs you put up should be in line with your brand design.
Marketing Strategy
Once your event has a brand identity with its distinctive design you can get the word out that your event is happening. Of course you will need a website as well as some ads that can run on platforms most relevant to your target audience (platforms and ads that work on mobile devices are especially important).
There are also marketing avenues you should consider. Such as:
Social Media- having a solid social media presence is both ubiquitous in this day and age and a great way to interact with potential guests, creating a sense of community and personability.
SEO- Search Engine Optimization can be vital to helping make sure your event pops up when people search for it or events like it.
Public Relations- try to have an active campaign that drums up interest and guides people towards your event or at least your website.
Try to market your event as ahead of time as possible. Rene says that a first-time event should have marketing going more than 8 months before it is scheduled to take place. Especially as it can be 6 months before Google finally indexes a website.
After that first event you will hopefully have a solid, fairly consistent base to go off of in the future, so long as your event’s experience was a positive one.
Step 4- Surprise!
It may or not be possible but try to surprise the guests who make it to your event. A little wow factor can go a long way. Try to have performers or speakers or some sort of activity that was not advertised to make your guests feel all the more like they are having an experience just for them.
In Conclusion
Event planning can be arduous and stressful even in a time when there isn’t a pandemic sweeping the globe. But it can also be incredibly rewarding to connect with people and connect them with each other over shared passions and shared experiences.
Try to look into how other industries have been adapting to covid and see if you can work that into your cannabis event.
Good luck on planning your first event!