10 Strategies to Convert Trade Show Leads in 2024

Here’s how to turn cannabis trade show contacts into customers:

Follow up within 48 hours
Score and rank leads
Use multiple communication channels
Create targeted cannabis content
Leverage CRM and marketing tools
Build relationships on social media
Offer post-show deals
Host online events
Start a referral program
Analyze data to improve

Strategy	Key Benefit
Fast follow-up	Strike while interest is high
Lead scoring	Focus on best prospects
Multi-channel outreach	Meet leads where they are
Targeted content	Address specific pain points
CRM tools	Automate and track follow-ups
Social media engagement	Stay top-of-mind
Special offers	Incentivize quick decisions
Virtual events	Provide ongoing value
Referrals	Expand reach organically
Data analysis	Refine approach over time

These tactics help cannabis companies maximize ROI from trade shows. The key is to act quickly, personalize outreach, and provide ongoing value to nurture leads into customers.

What is Trade Show Lead Conversion?

Trade show lead conversion turns contacts made at cannabis events into paying customers. It’s crucial but often overlooked.

Definition and Importance

Lead conversion starts when you collect contact info and ends when that person buys. It’s about building relationships and closing deals.

Why it matters:

Reason	Impact
ROI	Converts event costs into sales
Competitive edge	Faster follow-up beats competitors
Customer insights	Learn about buyer needs
Brand building	Keeps your company top-of-mind

Cannabis Industry Challenges

Legal gray areas
Banking restrictions
Stigma
Rapid market changes

To overcome these, cannabis companies need to be smart and fast. MJBizCon saw over 35,000 attendees in 2022. With so many leads, a solid conversion strategy is a must.

"Understand why these leads are coming to your website in the first place. What is the underlying problem they are trying to solve?" – Jordan Pritikin, HubSpot

1. Quick Follow-Up After the Show

Time is money in cannabis. Fast follow-up can make or break a new customer opportunity.

Contact Leads Quickly

Reach out within 48 hours. Here’s why speed matters:

Benefit	Impact
4x higher conversion rate	When following up instantly
Beat competitors	Many take days or weeks to respond
Keep interest high	Leads may lose interest if you wait

Custom Email Templates

Use personalized emails like:

"Hey [Name], Great connecting at XYZ show. Let’s chat about [topic] on [date/time]. All the best, [Your Name]"

Use Automation Tools

Use a CRM to organize and score leads
Set up automated email sequences
Integrate your tech stack

Create a workflow that extracts lead data, uploads to CRM, and triggers follow-ups.

2. Sort and Rank Leads

Sort and rank leads to focus on the most promising prospects.

Lead Scoring System

Create a simple scoring system:

Score	Description
A	Ready to buy, ideal customer
B	Interested, needs more info
C	Potential future customer
D	Not a good fit

Assign points based on job title, company size, budget, timeline, and engagement.

Group Leads by Interest

Sort into hot, warm, and cold groups:

Hot: Multiple contacts, asked for pricing
Warm: Showed interest, requested info
Cold: Minimal interaction

"It can help you determine who is most worthy of your attention." – J. David Green, PipeAlign

Use your CRM to track and update lead status.

3. Use Multiple Communication Channels

Reach out through different platforms to connect with prospects where they’re comfortable.

Use Various Contact Methods

Email: Set up automated sequences
Phone: Use for high-priority leads
Social Media: Connect on LinkedIn or Twitter

Adjust Messages for Each Platform

Platform	Message Type	Example
Email	Detailed, personalized	"Thanks for stopping by our booth. Here’s more info on our CBD products…"
Phone	Brief, focused on scheduling	"Hi [Name], do you have 15 minutes to discuss our conversation at the show?"
LinkedIn	Professional, industry-focused	Share an article about cannabis regulations

"40% of internet users utilize ad blockers. Cannabis businesses should focus on strategic communications to establish credibility."

4. Create Targeted Content

Make content that speaks directly to your leads to stay relevant and build trust.

Cannabis-Specific Content

Educational blogs on compliance, quality, or trends
Product reviews
How-to guides for cannabis businesses

"We’ve found success by engaging on LinkedIn and maintaining a presence on Instagram." – Marissa Black-Smith, NisonCo

Scheduled Email Series

Welcome email
Educational content
Case study
Offer

Tips:

Segment your list
Use clear subject lines
Keep emails short
Include a clear call-to-action

5. Use CRM and Marketing Tools

Choose the right tools to manage and convert your cannabis trade show leads efficiently.

Choose Cannabis-Friendly CRM

Look for platforms like:

Set Up Automatic Follow-Ups

Import trade show leads
Create lead scoring system
Design follow-up sequences
Use segmentation
Track engagement

"We’ve found success by engaging on LinkedIn and maintaining a presence on Instagram." – Marissa Black-Smith, NisonCo

Keep in touch with leads after the show using social media.

Connect on Professional Networks

Focus on LinkedIn:

Optimize your profile
Join cannabis-focused groups
Personalize connection requests
Engage regularly

Post helpful content like:

Industry news
Legal updates
Product education
Safety tips

"We’ve found success by engaging on LinkedIn and maintaining a presence on Instagram." – Marissa Black-Smith, NisonCo

Tailor content to each platform.

7. Offer Special Deals After the Show

Turn leads into customers with post-show offers.

Limited-Time Offers

Create urgency:

Set clear expiration dates
Use phrases like "Exclusive post-show discount"
Consider flash sales

Personalized Offers

Tailor deals based on lead interests:

Offer Type	Description	Example
Tiered Discount	Bigger savings for larger purchases	10% off $100+, 15% off $250+, 20% off $500+
Bundle Deal	Combine related products	Buy 3 edibles, get 1 free
Loyalty Reward	Special offer for repeat customers	Double points for a month

"The excitement of 4/20 doesn’t have to end when the day is over." – Laurie Parfitt, LKP Impact Consulting

8. Host Online Events After the Show

Keep momentum going with virtual events.

Informative Online Sessions

Plan webinars or meetups on:

Industry trends
Product deep dives
Regulatory updates

Solve Common Problems

Address challenges through:

Q&A sessions
Case studies
Expert panels

Event Type	Description	Benefits
Webinar	Live online presentation	Wide reach, Q&A
Virtual workshop	Interactive session	Deeper engagement
Online panel	Multiple experts discuss	Diverse perspectives

Record events for leads who can’t attend live.

9. Start a Referral Program

Turn new contacts into ongoing leads with a referral system.

Ask for Referrals

Make it easy and appealing:

Ask when leads are most engaged
Simplify the sharing process
Explain the benefits

Referral Rewards

Choose motivating incentives:

Reward Type	Example
Discounts	10% off next purchase
Cash	$50 for successful referral
Free Products	Free gram of cannabis
Upgrades	1 month premium membership
Charitable Donations	$25 to local charity

Consider a dual-sided reward system.

10. Use Data to Improve

Track and analyze your efforts to refine strategies.

Measure Important Numbers

Focus on key metrics:

Metric	How to Calculate
Lead Conversion Rate	(Conversions / Total leads) x 100
Cost Per Lead (CPL)	Total costs / Number of leads
Close Rate	(Total sales / Qualified leads) x 100
Projected Business Value	Qualified leads x Close rate x Added value

Test Different Approaches

Use A/B testing:

Pick one element to test
Create two versions
Send to similar groups
Compare results

"Use that data to increase conversion rates among newly subscribed targets." – Zach Santarsiero, VP Digital Marketing

Keep testing as market trends change.

Conclusion

To succeed in 2024, cannabis companies must follow up quickly, use data-driven strategies, engage across channels, and continuously improve. The future of trade show marketing includes more virtual components, hybrid events, and data-driven approaches. Stay competitive by developing engaging brands, preparing for various event types, and investing in high-tech solutions.