Marijuana Business Magazine February 2020

Marijuana Business Magazine | February 2020 66 Setting up a temporary sales outlet, or pop-up, in a marijuana retail store can give cannabis product suppliers an opportunity to introduce their merchandise to consumers. Edibles makers, producers, vape companies and others can use pop-ups to: • Promote sales by offering in-store specials and discounts. • Hold launch events that introduce new items to brand loyalists and newcomers. • Educate retail staff on how to talk about products. • Collect data to understand who is buying certain items. • Evaluate the number of customer interactions relative to product purchases. C annabis producers, edibles makers, vape companies and other suppliers seeking to make their products stand out on marijuana retailers’ shelves often turn to pop-up displays within stores. Creating a pop-up—or temporarily setting up a sales outlet inside a marijuana retailer—gives product suppliers a way to build brand loyalty by dealing directly with customers. From a product supplier’s standpoint, the benefits of pop-ups include: • Introducing new products and ex- plaining their features to customers. • Promoting sales by offering in-store specials and discounts. • Educating retail staffers on how to talk about their products. Pop-ups are important because they give a supplier the opportunity to speak directly to its target audience, said Jessica Kaiser, founder of Denver-based Canna Demos, which has conducted more than 2,200 product demonstrations for a variety of cannabis brands. “When done correctly, (pop-ups) can create brand loyalty and build trust,” Kaiser said. “Having a brand provide a value directly to potential and current customers in the form of education, a discount or even a good conversation can open up lines of communication. If someone has a question or problem with a product and feels comfortable communicating with a manufacturer, this can lead to lifelong brand loyalty.” TARGETING CONSUMERS Canna Demos collects data that helps the supplier determine the best days, times and locations for events in relation to brand and product type. The data also helps the company get a better idea of who its target audience is and where to find those consumers. Marijuana companies often offer consumers stickers and other swag when hosting pop-up events at retail stores. Courtesy Photo