Navigating Cannabis Conferences: A Comprehensive Guide for Companies

LOS ANGELES–If your company is gearing up to attend a cannabis conference, it’s crucial to approach it with a well-thought-out strategy. The earlier you start your preparations, the better the results you can expect. My team and I started this SOP for MJBizCon, and I wanted to share it with any other teams planning to attend MJBizCon.

I’ve actually lost track of the cannabis conferences I have attended but one thing I can say is that a cannabis conference involves more than the event itself. It requires a comprehensive approach before, during, and after the conference. 

Here’s our step-by-step guide to ensure your participation in a cannabis conference is a resounding success.

Conference Selection

Determine how the conference aligns with your overall cannabis industry strategy. Schedule your attendees and ensure their availability for the conference. Prepare a budget for your conference-related expenses and communicate it to the relevant team members.

Start Early: Plan Ahead!

In the world of cannabis conferences, early planning is key. Don’t leave things to the last minute; begin your preparations well in advance. This will give you ample time to generate buzz around your brand and maximize your conference experience.

Define Clear Objectives

Before you dive into conference preparations, it’s essential to define your objectives. Are you looking for brand exposure, lead generation, or something else? Setting clear, measurable goals is crucial for evaluating your success.

Advance Book Meetings

Review the list of conference attendees to identify key contacts. Send personalized LinkedIn messages to individuals you should meet with to arrange meetings. Download any conference-related apps and start connecting through the event app. Schedule meetings with potential contacts in your Outlook calendar. Build excitement on social media in the lead-up to the conference.

Leverage Social Media

In the cannabis industry, social media is a powerful tool. Use your platforms to promote your involvement with the conference. Build anticipation among your followers with exciting content leading up to the event. Share teasers, updates, and behind-the-scenes moments to keep your audience engaged.

Engage with Attendees

Engaging with your target audience is vital. Interact with conference attendees on social media platforms. Respond to comments, answer questions, and encourage engagement on your posts. Make your brand approachable and relatable in the cannabis community.

Create Shareable Content

Document your journey as a conference participant. Share behind-the-scenes moments, interviews, and exciting updates. Craft content that’s worth sharing. Engaging and shareable content can help you expand your reach in the cannabis industry.

Utilize Event Hashtags

If the cannabis conference has an official hashtag, use it in your posts. It’s a fantastic way to tap into the conference’s social media conversation and ensure your content reaches a broader audience.

Leverage User-Generated Content

Encourage conference attendees to share their experiences and tag your brand. Repost and share user-generated content to increase your visibility. Harness the power of word-of-mouth marketing within the cannabis community.

Live Streaming

Consider incorporating live streaming during the conference. Live broadcasts are an engaging way to bring your audience into the action, even if they can’t attend in person. It’s an immersive experience that can generate excitement around your presence at the conference.

Network and Collaborate

A cannabis conference isn’t just about showcasing your brand; it’s also an opportunity to connect with other industry players. Collaborations can lead to new opportunities and mutually beneficial relationships within the cannabis space.

Follow Up

Your engagement with the cannabis conference doesn’t end when the event concludes. After the conference, it’s crucial to follow up with leads, connections, and new followers you’ve gained. Continue the conversation and cultivate lasting relationships within the cannabis industry.

At the Conference

Attend scheduled meetings with potential partners, clients, or contacts in the cannabis industry.

Collect business cards and contact information for future follow-ups. Participate in parties and events associated with the main conference to foster valuable connections.

After the Conference

Send the collected business cards to your designated point of contact in your team tasked with this job. Log the collected cards into your contact spreadsheet for easy reference.

Initiate connections with new contacts via LinkedIn to maintain relationships within the cannabis industry.

CRM

Add the new contacts to your CRM, we use Constant Contact for our email communication.

More Meetings

Schedule follow-up meetings and discussions with the leads you’ve generated.

Craft and send personalized follow-up emails to the individuals you’ve interviewed or met during the conference, maintaining a professional and personal touch.

The Devil is in the Detail

In the world of cannabis conferences, success hinges on meticulous planning and active engagement. By following these steps and staying organized throughout the process, your company’s participation in the event is more likely to yield significant results. 

So, start early, plan carefully, and be prepared for a journey that extends far beyond the conference itself. While you may not be able to hit all these items in your preparation, even preparing a little will go a long way at MJBizCon, or any conference in cannabis.

Editor: We’d like to thank Rachel Wright, Co-Managing Director of 420CPA /AB FinWright, LLP for her insights here in the planning of events. For tickets to MJBizCon use coupon code 23HCN10 for a 10% discount on your ticket. MJBizCon is 28th November-1st December, 2023 in the Las Vegas Convention Center.