1. Map Out Key Cannabis Holidays & Events
While 4/20 is the cornerstone, other important dates include Green Wednesday (the day before Thanksgiving), 7/10 (a celebration of concentrations), and various regional events (like hemp festivals or local cultural celebrations). Each “holiday” or special occasion calls for a customized marketing plan, so identify which ones align best with your products and customer base.
Action Steps:
- Create a Promotional Calendar: Mark each key date on a shared calendar.
- Set Launch & End Dates: Plan a marketing ramp-up a week or two prior to the event and decide how long post-event promos run.
- Assign Responsibilities: Ensure each team member (marketing, inventory, finance) knows their role in the campaign.
2. Tailor Your Promotions to the Occasion
Generic discounts might move some products, but you’ll see far better engagement if your offers match the spirit of the holiday. For instance, 4/20 dispensary promotions could include special “four items for $20” deals, limited-edition product bundles, or charitable donations tied to cannabis advocacy.
Examples:
- Green Wednesday: Encourage early holiday shopping by offering buy-one-get-one deals on edibles for potluck gatherings.
- Concentrate-Focused Events: Highlight exclusive shatters, waxes, or budder with special tasting sessions or bundle pricing.
3. Use Competitor Audience Retargeting to Capture More Shoppers
During peak cannabis holidays, nearly every dispensary is battling for consumer attention. Standing out can be tough, but competitor audience retargeting offers a clear edge. By focusing on consumers already browsing other dispensaries, you can serve them timely ads that showcase your holiday-specific deals—potentially luring them away from a competitor’s sale.
Rival Response marketing strategies make this process seamless. Rival Response identifies competitor site visitors, letting you deliver hyper-relevant messages—like “Why settle for the same old 4/20 special when you can try our brand-new limited-edition strain?”
4. Engage Customers with Interactive Experiences
If regulations allow, consider hosting in-store or virtual events. People love the communal vibe of cannabis culture, so experiences like live music, product tasting, or Q&A sessions with brand reps can elevate your campaign above the usual discount-driven promotions.
Ideas:
- Vendor Pop-Ups: Invite top brands you carry to set up booths with freebies or product demos.
- Themed Scavenger Hunts: Hide product clues around your store, rewarding the first to find them with exclusive discounts or limited merch.
- Online Giveaways: For states where it’s legal, run a social media contest that ties into the holiday theme.
5. Don’t Forget Post-Holiday Follow-Ups
Once the main event passes, it’s easy to drop your marketing efforts. But post-holiday follow-ups can convert occasional shoppers into regulars. Summarize the event’s success—like total funds raised for charity, new product highlights, or upcoming launches. You could also send thank-you emails with a small bounce-back offer.
Pro Tip: Check which items sold best and which didn’t meet expectations. Use these insights to tweak your inventory strategy for the next holiday.
Measuring Success
Every cannabis holiday campaign should have clearly defined KPIs (Key Performance Indicators). These might include:
- Sales Volume: Compare holiday sales to regular daily averages.
- New vs. Returning Customers: Gauge how many first timers visited during your promotions.
- Conversion Rate from Ads: Specifically track how well your competitor audience retargeting performed.
Customer Feedback: Collect feedback through surveys or social media comments to refine future strategies.
