High Returns: Last-Minute Marketing Magic for a Buzzworthy 4/20

Creating a buzz around the 4/20 holiday can significantly impact your cannabis business, attracting both loyal customers and curious newcomers. It is an important day for the cannabis industry and needs to be a focus for every cannabis business. If you find yourself scrambling for last-minute marketing ideas, fear not. There are plenty of strategies you can deploy to make the most of this day. Here are some innovative, last-minute marketing ideas that can help elevate your 4/20 promotions, increase foot traffic, and boost sales.

1. Leverage Social Media Countdowns

Build anticipation with a countdown to 4/20 on your social media platforms. Highlight exclusive products, specials, or events you're hosting each day leading up to April 20. Use engaging visuals, teasers, and daily reminders to keep your audience excited and informed about what’s coming. Many of your local vendors should be able to provide you with content that you can share on social. Instagram stories, Facebook posts, and X (Twitter) updates can be powerful tools to create buzz quickly.

2. Doorbusters, Flash Sales and Exclusive Deals

Everyone loves a good deal, especially on a day like 4/20. Consider offering doorbusters, flash sales, or special discounts on popular products and/or exclusive items to your store. By creating a sense of urgency, you can bring crowds into your dispensary. Make sure these promotions are time bound! Consider creating exclusive bundles of products for 4/20 to encourage larger purchases. Promote these deals heavily on your website, via email newsletters, and on social media to attract customers looking for unique 4/20 specials.

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3. Collaborate With Local Businesses in Your Community

Team up with local businesses to cross-promote. This could be anything from a local bakery offering munchies-themed treats to a nearby art studio hosting a cannabis-friendly painting class. Partner with a yoga studio for sunrise yoga on 4/20 and work with local restaurants to provide food. Collaboration not only helps to widen your reach but also strengthens community ties and supports fellow businesses.

4. Offer Educational Workshops or Q&A Sessions

Education is key in the cannabis industry. Offer last-minute workshops, webinars, or live Q&A sessions to educate your customers on various cannabis products, consumption methods, and the benefits of cannabis. This positions your business as a trusted authority and encourages engagement.

5. Implement In-Store Experiences

Creating an immersive in-store experience can make a big difference. Decorate your store, play themed music, and offer snacks or non-alcoholic beverages, if permitted under your state regulations. Partner with your vendors to have in-store pop ups with free giveaways (if for cannabis, again, where allowable per state regulations) and a local glass blower to build excitement. Schedule meet-and-greets with local cannabis influencers to draw in more customers and use the content for your social media.

6. Engage With Email Marketing

Send out a last-minute email blast to your subscriber list with a catchy subject line to grab attention. Highlight your 4/20 sales, promotions, events, or any exclusive products that you’re offering. Personalization can go a long way here; segment your emails to target different groups of customers based on their purchasing history or preferences.

7. Host an End-of-Day 4/20 Party

Cap off the 4/20 celebrations by hosting a party at a local establishment where cannabis consumption is legal. Partner with a "Sesh Bus" or a local cannabis lounge to offer a unique social experience. Customers who show a receipt from your store can gain free entry, making this a fantastic incentive to drive sales earlier in the day. Promote this event on all platforms to ensure your customers are aware and excited about winding down their 4/20 with a community-centric celebration.

Even at the last minute, there are numerous strategies you can employ to capitalize on the 4/20 holiday. From leveraging social media and offering exclusive deals to hosting educational sessions and creating unforgettable in-store experiences, the key is to engage your customers and community in creative and meaningful ways. (Of course, always check local and state regulations and/or with your compliance team to ensure that you are within state and local guidelines.) Remember, the goal is not just to increase sales for a day but to build lasting relationships with your customers that keep them coming back. Happy 4/20!

Laurie Parfitt is the CEO of LKP Impact Consulting, LLC, a premier Fractional CMO firm that delivers comprehensive marketing solutions across the cannabis, CPG, and other highly regulated industries. With her extensive experience, Parfitt guides brands, operators, technology providers, and ancillary services through the complexities of digital marketing, social media, consumer insights, branding, activation, and public relations. Additionally, she is a Partner at Avicenna, a restructuring group specializing in the cannabis sector. She is a sought-after speaker, regularly sharing her insights at key industry events across the cannabis landscape.