Marketing in Cannabis – Issue 2
I know, it took me a week to write this article, but MJ took my last power, so I was sick after this happening! Back in time, when the bass shakes the exhibition hall, the sun hits your face, and clouds of vapor drift over crowds holding tote bags full of merch, you know it’s Mary Jane Berlin.
But beyond the party vibes and booming beats lies a serious strategic question for brands:
How do you want to be remembered?
Are you building community or just giving away keychains? Does your booth reinforce your identity—or dilute it in the noise?
Two Strategies, Two Signals: Givers vs. Sellers
On one side, you have companies like GIZEH, known for giving away clever and practical merchandise—often in branded boxes so well-designed, they’re likely to find a permanent spot in consumers’ rooms.
On the other side, brands like CANNA are monetizing everything—selling logoed ashtrays for €2.50, lighters, t-shirts, and more. Their goal? Position the brand as premium and protect value perception through pricing.
Both approaches work—but they send very different signals.
The Best Campaigns Do More Than Stand Out—They Spark Participation
At Mary Jane 2025, the brands that truly resonated were the ones that went beyond noise and into interaction. Here are some standout tactics:
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📸 “Take a photo, get a reward!”
At The Original Cones, the deal was simple: “Take a photo with our product at Mary Jane and get a surprise!” It sparked real emotion—and created a lasting memory tied to the brand. -
🧠 “Guess how much fits in this GIANT cone!”
A fun quiz on-site: “How many grams fit into this massive cone?” — clever, playful, and educational. It brought people closer to the product and got them talking. -
📲 Hold the QR Cone high:
Forget paper flyers—just hold a giant branded cone with a scannable Instagram QR code above the crowd. Easy to spot, hard to ignore. A great way to gain new followers and measure success instantly. -
🎡 Spin the wheel, win a vibe:
Whether you give away rolling papers or shirts, interactive mini-games like prize wheels keep traffic flowing and smiles coming.
What’s the Goal on Instagram?
It’s not just about growing your follower count. The smartest campaigns work in layers:
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Awareness – QR codes, live videos, tagged moments
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Engagement – Quizzes, challenges, or small giveaways for likes/comments
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Conversion – Collecting emails, sending DMs, or creating repeat visits to your digital content
A bonus tip: Use your Story feed actively during the fair, tagging fans, showing quiz winners, or even reposting booth photos. Let the real-time vibe extend far beyond the event.
Conclusion: Be Loud, Be Bold—but Be Clear
Cannabis expos like Mary Jane are a playground—but also a battlefield of brands. Those who win are not the loudest, but the most intentional.
Whether you give away everything or sell it all—your real job is to create a moment people remember, a feeling they share, and a brand they trust.
