Trade shows remain one of the most effective ways for cannabis businesses to build relationships, promote products, and generate leads in a space where digital advertising is still heavily restricted. Whether you’re a brand, distributor, or retailer, in-person events are a chance to connect directly with buyers, partners, and consumers.

In the cannabis industry, where trust and visibility matter more than ever, a successful trade show presence can unlock major growth. But too many businesses treat trade shows like a branding exercise—setting up a table, handing out a few freebies, and hoping for the best. That approach wastes time, money, and opportunity.

To truly crush it at trade shows, you need a strategy that starts before the booth goes up and continues long after the show closes. This guide walks you through every phase of the trade show marketing process—from choosing the right events and setting goals, to designing offers that convert, training your team, and building follow-up systems that turn leads into customers.
And while this guide focuses on the cannabis industry, the principles apply to any brand working in a restricted or emerging market where customer acquisition still depends on strong, in-person experiences. We’ll also break down the crucial differences between B2B and B2C shows and how to adapt your strategy for each.

Ready to make your next event your most profitable one yet? Let’s get started.

Choosing the right trade shows is one of the most important decisions you’ll make. Not all events are created equal—and picking the wrong one can waste time, money, and momentum. The best shows align closely with your goals and put you in front of the right audience.

In the cannabis space, it’s critical to first understand the difference between B2B and B2C events.

B2B Shows focus on retail buyers, distributors, investors, and other business professionals. Your goals at these shows might include:

• Generating qualified leads
• Growing your wholesale pipeline
• Forming strategic partnerships
• Showcasing new product lines to decision-makers

B2C Shows attract end consumers, influencers, and brand enthusiasts. Your goals here are different:

• Building brand awareness and loyalty
• Expanding your email or SMS marketing lists
• Distributing samples to drive product trials
• Increasing your social media following

Some well-known examples include:

• B2B: MJBizCon, CHAMPS Trade Show, CannaCon
• B2C: High Times Cannabis Cups, Kushstock (CA), 420 Festivals

Before committing to any event, ask yourself a few critical questions:

• Who is attending? Review past attendee lists and demographics.
• Does this show match my goals? Make sure you’re not showing up to a B2C festival hoping for wholesale orders.
• What’s the real cost? Factor in booth fees, travel, staff expenses, shipping, and materials.
• What do other brands say? Reach out to previous exhibitors and check online reviews.
• How much prep time will I need? Larger, national shows usually require more planning and logistics.

Pro Tip: Avoid the Vanity Trap

Some shows “look” great on social media but deliver poor quality leads or low ROI. Focus on substance over flash—shows that attract your real target customers are always the better investment.

Choosing the right show sets the foundation for everything else—from your booth setup to your follow-up strategy. Pick wisely, and you’ll be miles ahead of your competition.

You can’t hit a target you haven’t set. Walking into a trade show without clear goals is like setting up a booth and hoping “something good” happens—it’s vague, it’s risky, and it’s a recipe for wasting time and money.

The brands that win at trade shows define success before they even step onto the floor. Setting smart, measurable goals guides everything: booth design, staff training, lead capture strategy, and post-show follow-up.

Why Goals Matter

Clear goals:

• Focus your team’s energy
• Shape the booth experience you create
• Help you measure ROI after the show
• Inform your follow-up and sales strategy

Different Shows, Different Goals

The type of show you attend influences your goals.

At B2B trade shows, your goals often include:

• Collecting qualified leads (buyers, distributors, investors)
• Booking meetings and demos
• Growing your wholesale or partnership pipeline
• Securing purchase orders or sample requests

At B2C trade shows, the focus shifts toward:

• Building brand awareness
• Expanding your email and SMS marketing lists
• Driving product trials through sampling
• Increasing your social media following

Key Metrics to Track

Make sure you can measure success. Depending on your goals, you might track:

• Number of qualified leads captured
• Number of meetings booked
• Email or SMS opt-ins collected
• Samples distributed
• Engagement levels at your booth (scans, games, contests)
• Immediate sales or wholesale orders written

Pro Tip: Set Targets

Don’t just say “we want leads.”

Say “we want 100 qualified leads” or “we want to book 20 meetings.” Specific targets allow you to adjust during the show if needed—and give you real numbers to analyze afterward.

Setting clear goals turns your trade show from a gamble into a strategic growth opportunity. It’s one of the simplest steps you can take—and one of the most powerful.