After almost a year since New York State legalized the recreational use of cannabis, dispensaries have started using pop-ups to bring in customers.
A pop-up is an unexpected event held in dispensaries or other locations. They “pop up” randomly, maintaining the element of surprise. These events can last for days, weeks, or even months before “popping down,” helping businesses to get their brands out there. These pop-ups are a great marketing tool to help dispensaries promote their products and any collaborations they may have with other businesses.
Most of these pop-ups have a certain demographic they seek to cater to, and this influences the products they’re trying to push out. The events can be something as simple as a class on how to roll a joint or an event in celebration of the upcoming holiday 4/20 on April 20.
These pop-ups can also help facilitate face-to-face conversations between these dispensaries and their customers, thereby helping sellers to better understand their customers and creating a platform for their customers to interact with them. When a customer can talk to these sellers, they’re able to learn new things and might even become more loyal toward a certain dispensary. When a customer likes a certain dispensary after participating at a pop-up, they will be more inclined to buy from them, especially if they already know they like their products and business.
Some of these pop-up events may even feature some free samples or prizes, which are important in bringing in potential customers. By giving out free samples, customers can determine if they like a certain business’s products and if they should go back. Little things like free samples can produce happier and more loyal customers in the future, allowing a business to grow and expand.
From a business perspective, pop-ups are a great way for a dispensary to learn more about the people they aim to serve. They can obtain great marketing information and get an understanding of the demographic they want to appeal to. It’s also a great way of determining which locations are best to spread the word about a certain business and promote certain products.
When planning a pop-up, dispensaries must be strategic in determining which location is best. Location matters, from how many customers to the type of customers a business will be able to attract. For example, a dispensary probably doesn’t want to stage their pop-up right outside an elderly home. They will want to place their pop-up in a busy area with ample foot traffic, ideally in a wealthier location, as to attract the most profits.
It's important to understand not every pop-up will be successful. When a pop-up isn’t successful, that is a great time for a business to learn from their mistakes and how to improve. Was the location an issue? Was the event itself not interesting enough? Should they have chosen different products to push out? After failed pop-up attempts, these questions are vital for gaining more information about their targeted audience and implementing a better marketing strategy.
Regardless of if the pop-up went well, it’s important for a business to discuss with their team what worked and what didn’t and how they can apply the information they gained to future endeavors. Each new pop-up provides more experience, which helps the business overall.