I’ve witnessed firsthand how the cannabis industry is built on community and innovation, and nowhere is this more evident than at cannabis conferences and events. The industry’s lineup of conventions to cater to every niche grows yearly, as do the attendee lists of existing conferences.
In 2023, MJBizCon, one of the most well-known cannabis events in the United States, brought over 35,000 attendees together. The potential for business development and technological growth through cannabis conferences is unmeasurable.
As the founder of the country’s oldest cannabis PR firm, NisonCo, I want to share two of the most significant ways that cannabis conferences have helped my company and clients’ companies grow and transform. With potential cannabis rescheduling on the horizon and cannabis legislation on the ballot in virtually every recent election, there’s no better time to get involved with the larger industry by attending conferences.
Cannabis Conferences Provide Opportunities for Business Development
Most foundationally, cannabis conferences are incredible opportunities for business development. As the industry grows and more cannabis companies enter the scene, building a solid network of professional connections is more important than ever, especially for small- to medium-sized businesses.
In-person events like cannabis conferences are especially important in a product-centered industry like cannabis. We discuss and build connections at conferences centered around the products, services, and experiences our industry is built upon. The sector has seen incredible innovation over the past years, with formerly niche products like beverages taking off and new technology hitting the scene, and in-person events are undeniably the best environments to showcase these advancements.
Over the years, I’ve discovered that while online networking on websites like LinkedIn can be great for connecting with new contacts and checking in with established contacts, in-person connections are essential in building stable and mutually beneficial long-term partnerships. At cannabis conferences, you can feel confident that all other attendees are also there to network and connect with the industry. In an open, collaborative atmosphere like this, it’s easy to make introductions and build rapport with new and old contacts alike.
Cannabis Conferences Drive Industry Innovation
I’ve observed that conference attendees consistently bring their A-game, eager to share innovative ideas and learn from their peers. Brands can present these exciting products and services and, most importantly, receive immediate feedback to help them reach new heights.
Both business-to-business (B2B) and business-to-consumer (B2C) events can help drive innovation and industry in the cannabis sector. MJBizCon and CannaCon are two of the most well-known B2B cannabis conferences, but dozens of other events cover varied niches. At B2B conferences, cannabis professionals can share ideas, brainstorm new approaches to shared problems, and develop innovative ideas, all while receiving direct input from other industry professionals.
B2C cannabis conferences aren’t limited to simple sales events. More than ever, consumers are interested in the culture, technology, and science behind the cannabis plant, and B2C conferences are an incredible way to cater to curious customers. Events that combine education, entertainment, and often a healthy dose of competition, like The Emerald Cup and the Alternative Products Expo, allow industry players to connect directly with consumers who are passionate about the industry. They’re great places to debut new products and services, gauge customer reactions, and get immediate feedback in an exciting environment.
How to Make the Most of Upcoming Cannabis Conferences
If you’ve ever attended a cannabis conference, you know that they are fun, rewarding, and often overwhelming. I follow a few best practices to ensure that our team achieves all of our goals at each conference or event we attend.
First, prepare for the conference ahead of time. Make a list of all the people, booths, and vendors you want to visit and prepare for your interaction with each contact. I like to divide that list among relevant teammates to disperse the workload. Next, familiarize your team with a map and event schedule to make your time at the conference as streamlined and efficient as possible.
Throughout the long event, remember the basics when you attend cannabis conferences: You must have comfortable shoes, extra water, and nutritious snacks to keep you fueled and ready to network.
Finally, if providing interviews and building your company’s press portfolio are goals, invest in cannabis media marketing guidance from a cannabis PR firm to ensure your conference experience goes smoothly. A cannabis public relations agency will help you decide which conferences are most relevant to your business and land you coverage and connections before, during, and after the conference.
Cannabis Conference Marketing Must Be a Part of Your 2024 Strategy
I’m confident that the cannabis industry’s continued growth will create even more opportunities for businesses to thrive. Attending conferences is essential to staying ahead of the curve, and I strongly recommend attending at least two industry conferences per year to maximize your networking opportunities.
Cannabis conferences are one of the best ways to grow your company and contribute to the sector’s growth as a whole. To participate in the conversation, ensure your company attends cannabis events — with a solid plan of action in place — in 2024. Maybe I’ll see you there.
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Photo by Julian V
