Cannabis companies often make these 6 branding mistakes at trade shows:

1. Mixed brand messages
2. Overusing old stereotypes
3. Ignoring digital tools
4. Poorly trained booth staff
5. Messy booth design
6. Not following ad rules

Here’s how to fix them:

With U.S. cannabis sales set to top $40 billion by 2024, fixing these issues is crucial for standing out in a crowded market. Good branding helps cannabis companies gain recognition, build trust, and boost sales. But strict regulations and lingering stigma make it challenging.

This guide covers common branding pitfalls and practical solutions to help your cannabis company shine at trade shows.

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1. Mixed brand messages

Mixed brand messages at trade shows can harm your cannabis company’s image. When your booth, materials, and staff say different things, it confuses potential customers and partners.

For example, a cannabis edibles company at a 2022 MJBizCon had inconsistent messaging across their booth. Their banners emphasized "organic ingredients", while their brochures focused on "potency."

Fix: Create a clear brand plan

Develop a clear brand plan for all your trade show materials. This plan should outline your core message, values, and unique selling points.

Here’s a simple table to help structure your brand plan:

To create a brand guide:

1. Define your brand voice
2. Choose your color palette
3. Select your fonts
4. Design your logo
5. Set image guidelines

2. Overusing old cannabis stereotypes

Using outdated cannabis imagery at trade shows can turn off potential customers and limit your brand’s appeal. Many companies still rely on clichés like pot leaves, Rasta colors, and "stoner" characters.

Fix: Update brand images

Refresh your visuals to attract a wider range of customers. Focus on creating a professional, modern brand identity that reflects the evolving cannabis market.

To create effective branding:

1. Conduct surveys
2. Analyze competitors
3. Consider your product
4. Highlight benefits
5. Educate your audience

3. Ignoring digital tools at trade shows

Many cannabis companies still rely on basic booth setups at trade shows, missing out on the benefits of digital tools. This approach limits customer reach and interaction in today’s tech-savvy world.

Fix: Add digital features

Incorporate digital elements into your booth design:

• QR codes
• Social media integration
• Interactive touchscreens
• Virtual reality demos

To create tech-friendly booths:

1. Use large, interactive displays
2. Implement lead capture technology
3. Create a social media wall
4. Offer virtual or augmented reality experiences
5. Provide charging stations

"If you’re going to invest the money in a trade show, you should do it right." – Maxxie Goldstein, Vice President at A.P. Keaton

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4. Poorly trained booth staff

Untrained booth staff can harm your brand image and customer interactions at trade shows. 52% of companies rarely or never train their staff for trade shows.

Fix: Train staff well

To fix this issue:

1. Set clear goals for the trade show
2. Teach staff about products and services
3. Practice engaging visitors and answering questions
4. Explain the brand’s values and key messages

To effectively train your booth staff:

1. Use role-playing exercises
2. Give product knowledge quizzes
3. Set up a mock booth
4. Use video training
5. Provide feedback sessions

5. Messy booth design

A cluttered, disorganized booth can quickly turn away potential visitors at cannabis trade shows.

Fix: Plan booth layout

To create an engaging booth:

1. Identify main focal points
2. Create a logical flow for visitors
3. Use simple, easy-to-read graphics
4. Incorporate different display types

To organize your booth effectively:

1. Create clear focal points
2. Use simple color schemes
3. Implement a cohesive design
4. Organize products logically
5. Use signage effectively
6. Incorporate different materials
7. Keep it fresh

6. Not following cannabis ad rules

Cannabis advertising laws are complex and vary widely from state to state. Breaking these rules can lead to severe penalties.

Fix: Make flexible brand plans

To navigate this tricky landscape:

1. Create a base brand identity that works across markets
2. Develop market-specific variations to meet local rules
3. Use age verification for digital ads and communications
4. Work with legal experts to stay updated on changing laws

To create adjustable brand parts:

1. Build a modular design system
2. Craft versatile messaging
3. Use flexible imagery
4. Create compliant digital assets
5. Design scalable warning statements

Conclusion

We’ve explored six common branding mistakes cannabis companies make at trade shows and how to fix them. With U.S. cannabis sales projected to exceed $66 billion by 2025, addressing these branding mistakes is crucial for standing out in a competitive landscape.

To stay relevant and compliant, cannabis companies must:

1. Regularly review branding strategies
2. Stay informed on regulations
3. Invest in market research
4. Embrace innovation
5. Educate consumers

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