ROI-Focused Event Planning & Optimization

Last Updated: 6/1/2023

Purpose:

Ensure that all events are conducted in a prepared and organized manner while optimizing participation by engaging in promotional activities to increase ROI.

1. Identify Event

This will generally be easy, as the industry doesn’t have too many annual large conventions. Examples: NECANN, Harvest Cup

2. Purchase Exhibitor Pass

If we have attended before, the earlier the better as there may be discounts offered. You can find the best contact for these questions on the event page.

3. Organize staff

Confirm your booth staff 3 months prior to the event. All marketing staff are required to attend per Mac’s request.

4. Organize shifts

Ensure the booth is adequately manned for engagement, and that load in and load out are staffed well to avoid physical and mental strain.

5. Organize lodging

Purchase any hotels or air bnb’s same time as exhibitor pass is purchased. Usually there are discounted rooms available if you contact the event organizers.

6. Organize display

Ensure that everything you need for the event is organized and accounted for 1 week prior to the event. During this time you should create a checklist by referencing the Event Materials Guide *Please click “Materials” at the top of this lesson to access this link.

7. Display upgrades

If you wish to make any upgrades to the display, aim to have these upgrades COMPLETED 2-3 months before the event so you have time to test and troubleshoot as needed.

8. Promotions

Spend time thinking about how you can drive traffic to surrounding dispensaries using promotions. Connect with dispensary partners to drive sales.

9. Boosting sales

Advise sales to connect with all dispensaries in the vicinity of the convention so that they can be fully stocked for the influx of buyers sent from the event booth.

After thoroughly reviewing this SOP, kindly click the ‘Mark Complete’ button to confirm your comprehension and completion of the SOP.