Patient Appreciation Days or PADs are coming back in a big way since restrictions have fallen across the country. There are tons of awesome ways dispensaries and vendors alike can show their gratitude for patients, and in this article, we’ll dive into a few of them!
What’s Poppin’ In Cannabis Retail Spaces
Cannabis pop-ups have been an industry staple for years and were one of the most popular methods of client engagement and advertising within industry spaces. These fun and creative events are hosted by cannabis brands and can range from a simple stand to more theatrical displays.
California-based cannabis company Luchador, which calls itself “The Heavyweight Champion of Cannabis,” holds free Mexican wrestling shows at dispensaries to promote its line of THC-infused gummies and drops regularly. Their last event, hosted on 4/20 in Los Angeles, reportedly drew an audience of about 1,500 people!
“Word-of-mouth is really where it’s at,” says Andreas Neumann, chief creative director of Jushi Holdings, a multistate cannabis company based in Boca Raton, Florida. “You have to create those stories that people talk about at home. You cannot advertise cannabis. It’s like music – you have to come up with the goods, and you have to provide a good product. It doesn’t matter what category it is.”
Events like Mexican wrestling are certainly a great way to get the word out, but not the only way! “Every pop-up is that little event which tells your story,” says Neumann. His brand, Jushi Holdings, recently rebranded its cannabis gummies to fit a theme of tarot and astrology. Esotericism has become increasingly popular among Gen Z, and Neumann has seen great success with this new image.
You don’t need elaborate events or a total rebrand to be successful either: hosting in-store pop-up events has been demonstrably profitable in cannabis spaces. Vendor events are good for stores, brands, and consumers alike.
“Doing these pop-ups has been a great entry point to building strong relationships with our vendors,” says Alex Parker, head of marketing at Ohio-based Terrasana Cannabis Co.
While some companies experience about a 17% spike in sales of the products featured at vendor events, they aren’t just revenue drivers.
Not only can events like these strengthen bonds between brands and stores, but customers get the unique chance to speak directly with vendors. Customer education is important, especially in the cannabis space where so much innovation occurs on a daily basis.
When customers are afforded the opportunity to speak directly with producers at a vendor event like this, they get new opportunities to try products and can make more informed decisions in the future.
Inviting The Community To Make A Difference
Partnering with community organizations is another fantastic way to show appreciation for not just patients, but the cannabis industry as a whole.
Colorado-based edibles company Wana is currently partnering with the League of Women Voters to drive voter registration. Last year, they collaborated with the Colorado Department of Public Health and Environment at its pop-ups to offer vaccinations as well.
Ohio medical marijuana company Terrasana selects a charity each month to benefit from the Day of Giving events it stages at its dispensaries across the state. In April, Terrasana raised $11,000 for WomenCann, and this month their partner will be the Last Prisoner Project, a cannabis reform non-profit demanding the release of over 40,000 people incarcerated on cannabis charges in the USA.
For more information on cannabis, check out our article Nobody Gets Left Behind – Part Two – Solutions For Cannabis Prisoner Reform.
Vendors and dispensaries alike can take inspiration from companies like Terrasana and Wana by allying themselves with local organizations working to enact drug reform policies across the country. By doing this, customers will be able to become politically informed and hopefully inspired to contribute to cannabis justice and nationwide reform.
PAD’s can take on a variety of forms, all of which can greatly benefit all players in the cannabis industry. Hosting engaging and educational events can drive business and create loyalty while also increasing customer education and strengthening industry relationships. Now that restrictions are falling, hosting in-person events is certainly the best way to market!
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