What's the buzz behind 420?

420 is one of (if not the) biggest sales day of the year for cannabis businesses.

Last month, Headset (the leading market research firm for cannabis data), released statistics on customer purchasing patterns on 420.

The metrics showed that last year on April 20th Americans spent 86% more than the previous 4 weeks of sales. Canadians weren’t far behind, spending 52% more than previous weeks.?

In an industry that’s highly saturated and has its share of roadblocks this is the time to lean into 420 marketing - big time.?

Special promos, events, or increasing advertising budgets before 420 are some initiatives to get customers to fill their shopping cart.

Check out some of the campaigns Spark&Spur helped bring to life for Canadian cannabis retailers below ??

But first. A little history lesson.

What’s the real story behind 420?

There are lots of half-baked stories behind how 420 started. But probably the most credible tale traces back to Marin County, California.

In 1971 a group of five students from San Rafael High School would meet at the statue of Louis Pasteur to smoke cannabis at 4:20 p.m. Just enough time to get high before their folks got home.?

They used 420-Louie as a code word for smoking cannabis. Eventually, they dropped the Louie and began referring to it as 420.

But code 420 hit it big thanks to the Grateful Dead. In the 90s, fans of the band started handing out flyers inviting people to smoke cannabis on April 20th at 4:20 p.m. One of these flyers ended up in the hands of a reporter for High Times Magazine and was printed in one of its issues.?

420 found its way into the mainstream and became the worldwide code for cannabis. Now April 20th, became the day people celebrate cannabis culture.

Creative Campaigns for Cannabis Retailers

Cannabis retailers are smart to plot their marketing campaigns early.?It increases the chances of being seen, maximizes visibility for promotional efforts, and gears up audiences.

Here are just a few of our favourite campaigns we helped bring to life for our cannabis clients this 420.

Create Community by Hosting an In-Store Event

Client: The Woods

Food trucks, DJs and photo booths ... the sky’s-the-limit when it comes to throwing a cool event in store.

Drawing a crowd is a great way to create brand awareness and get people in store and spend.?

We know what you’re going to say. Events can be costly. But try to think about the offset earnings, not just day-of sales, and the value in acquiring new customers and future business.?

There’s a lot of opportunity in planning a 420 event. Ensure you’re promoting your loyalty program and push membership sign ups. Capture emails at checkout, and encourage Social Media follows. Get as much customer engagement as you can while they’re on site.

Partner with Brands on Giveaways and run a Social Media Contest

Client: Leaf Lab?

Contests and giveaways remain the best way to get engagement on Social Media.?

This initiative definitely takes some pre-meditation though.?

Instead of forking out your own inventory, reach out to partner with brands early on to secure swag, merchandise or product to create a special 420 giveaway.?

–> Brand sponsors are happy for the extra promotion and tags on Social Media.?

–> Retailers are happy to grow their page engagement, followers and visibility.?

–> People are happy to throw in their info for a chance to win.??

It’s a win/win/win.?

Offer Special 420 Promotions and Bundles

Client: Cannabis Bazaar?

People get excited when they see headlines like “Shop our BIGGEST sale of the year”.?

Cannabis lovers come to expect this is a huge day for retailers, and are looking for ways to spend. On new products, on old favourites, and stocking up when the promos are on.

Here’s a few ideas to get you started:

• Run a week-long sale, or 4 days of 420. Each day offer a promo on select items like vaporizers, flower or prerolls.
• Reveal-The-Deal is a smart tactic to keep audiences coming back (or opening their email) to check the daily deal.
• Retailers can package up special 420 product bundles and conveniently place them near checkout. Market products to customers in an all-in-one package to create “the perfect smoke”.?

With any campaign we recommend running email marketing, SMS messages, Social Media and blog content to support your events and promotions.

If? you’re running display advertising now is the time to switch up your creative for the week ramping up to 420.

Celebrate 420 in Style

While you're at it, don’t forget the photo ops 420 brings with it.

This is the time to create content that will serve you all year long. If you don’t have budget to get a photographer on site, have one of your staff on site capturing photos, videos and content for your social media.?

Happy 420 from the team here at Spark&Spur.?