Promoting events and product drops is one of the best ways for cannabis dispensaries to generate buzz, increase foot traffic, and strengthen relationships with their customers. But in a space where traditional advertising is limited or off-limits, online promotion becomes even more important—and strategic.

Whether you’re launching a new strain, hosting a vendor day, or planning a weekend pop-up, a well-executed digital marketing plan can help you maximize awareness, drive attendance, and turn casual interest into loyal customer engagement. In this post, we’ll walk through the most effective ways to promote dispensary events and product drops online.

Start with a Landing Page or Featured Section on Your Website

The foundation of any online promotion is a dedicated place to send your audience for details. A simple landing page or homepage banner announcing your upcoming event or product drop gives people a centralized place to learn more and take action.

Your landing page should include:

• The event name, date, and location
• Details on what to expect (discounts, vendors, product features)
• Any requirements for attendance (age, RSVP, membership)
• A strong call to action like “Save the Date” or “Join the Drop”

Include photos or graphics related to the promotion and optimize the page with local keywords such as “cannabis event in [City]” or “[Brand] drop at [Dispensary Name].” This helps your page rank in local search results and creates a destination you can link to across all other platforms.

Promote Early and Often on Your Email List

Your email subscribers are already familiar with your brand and interested in your products, making them the most likely to attend events or respond to new releases. Use your email list to build anticipation, provide updates, and drive last-minute RSVPs or sales.

Plan a simple three-part email sequence:

1. Announcement: Let customers know what’s coming with an eye-catching subject line and key details.
2. Reminder: Send a follow-up closer to the date, highlighting what’s new or exclusive.
3. Final Push: Send a day-before or day-of message with event logistics and any incentives to act quickly.

Make your emails mobile-friendly, keep the message focused, and include a clear link back to your website, online ordering menu, or RSVP form.

Leverage SMS for Real-Time Reminders

Text messages are one of the most effective ways to reach your audience quickly, especially for last-minute event updates or product launch notifications. Many dispensary customers opt in to SMS alerts because they want to know when new strains or limited drops hit the shelves.

When using SMS, make sure to:

• Keep messages short and direct
• Include the name of the event or product
• Add a link to more info or your online menu
• Mention urgency when appropriate (e.g., “Just dropped,” “Only 50 units available”)

Always follow compliance rules by gaining permission and including opt-out instructions. Used wisely, SMS can drive instant traffic both online and in-store.

Build Buzz on Instagram and Social Media

Social platforms like Instagram are ideal for building visual excitement around an upcoming drop or dispensary event. While direct advertising is limited, organic posts, stories, and reels can showcase your product lineup, tease behind-the-scenes prep, and highlight the people behind the brand.

For effective promotion, post regularly in the days leading up to the event:

• Teaser posts with countdowns or blurred product images
• Staff talking about what they’re excited for
• Branded graphics with event details
• Stories featuring delivery arrivals, vendor partners, or setup footage

Use hashtags that include your location, brand name, product names, and cannabis community terms. Encourage your followers to share the event and tag friends, and engage with comments to keep the momentum going.

Use Retargeting Ads to Re-Engage Visitors

Many customers will visit your site to check out an event or drop, but not everyone takes action right away. Retargeting ads allow you to stay in front of these interested users by showing them ads on other websites, apps, or social feeds.

Use display or native ads to show countdowns, event reminders, or key product features to people who already visited your event page or online menu. These ads are typically more affordable than first-time ads and convert better because the audience is already familiar with your brand.

Just make sure your creatives match the visuals from your website and emails so the experience feels cohesive.

Partner with Brands and Influencers

If you’re launching a new product from a well-known cannabis brand, get their support in spreading the word. Many brands are happy to co-promote events that involve their products, especially if you tag them on social media, mention them in email campaigns, or include their logo on flyers and graphics.

You can also reach out to local influencers, reviewers, or cannabis advocates who are active in your area. Offer early access, branded swag, or a feature at your event in exchange for a post or shoutout. Just be mindful of compliance and disclose any paid partnerships as required.

Collaborations add credibility, expand your reach, and show that your dispensary is connected with the broader cannabis community.

Create an Event on Google and Cannabis-Friendly Platforms

List your event on your Google Business Profile by using the “Add Update” or “Event” post option. This helps boost your local search visibility and lets customers who find your business listing see what’s happening at a glance.

Additionally, list your event on platforms like Weedmaps, Leafly, and Eventbrite if relevant. These platforms allow you to reach users who are actively browsing for cannabis products or dispensary events. Be sure to include a strong headline, engaging description, and direct links to RSVP or shop.

Offer Incentives to Attend or Act Fast

People are more likely to engage when there’s a reason to do so now. Add urgency or value to your event by offering:

• Exclusive product bundles
• Free merch with a purchase
• Limited-quantity drops
• Early access for loyalty members
• Doorbuster pricing for the first 50 visitors

If you’re promoting a product drop online, use time-based language like “Available now,” “Drops Friday at noon,” or “Only while supplies last.” This creates a sense of urgency and encourages immediate action.

Recap the Event to Keep the Momentum Going

Once your event is over or the product has launched, don’t stop the promotion. Share photos, testimonials, and recap content across your platforms to show what people missed and keep the brand excitement alive.

Use the opportunity to:

• Thank attendees or customers
• Promote remaining stock or accessories
• Invite followers to the next event
• Share stories or reels from the day

This kind of content builds credibility and encourages more participation in future events.

Final Thoughts

Dispensary events and product drops are powerful tools to grow brand visibility, drive foot traffic, and deepen customer loyalty—but they only work if people know about them. With the right digital marketing strategy, you can turn your next event or drop into a major success.

From your website and email list to Instagram and retargeting ads, every online channel plays a role in telling your story, generating excitement, and getting customers to act. Stay consistent, stay creative, and make every promotion count.

Promoting cannabis products online can feel like walking a tightrope. While interest in legal cannabis is higher than ever, the platforms most marketers rely on—Google, Facebook, Instagram, YouTube—still have strict policies around cannabis-related content. One wrong word or image, and your post might be removed, your account suspended, or your ad denied.

Still, cannabis brands have found ways to thrive without getting flagged. It all comes down to understanding the rules, creating smart content, and building an authentic brand presence that stays within the lines while still getting results. In this guide, we’ll break down how you can market your cannabis brand safely and effectively, even in a restricted digital environment.

Know the Platform Rules Before You Post

Every platform has its own guidelines, and they are constantly evolving. What’s acceptable on one app may lead to a flag on another. To stay compliant, you need to read and follow each platform’s advertising and content policies carefully.

Here are some general rules to keep in mind:

• Avoid making medical claims about your products
• Don’t promote the sale of THC-rich products directly
• Refrain from showing consumption or paraphernalia in use
• Do not target minors or use youth-oriented imagery
• Do not include pricing, sales language, or direct purchase links in ads

Always check the most current community guidelines for platforms like:

• Facebook and Instagram (Meta Advertising Policies)
• Google Ads (Healthcare and Medicines)
• TikTok (strictly limits cannabis content)
• YouTube (allows some education and discussion, not promotion)

Knowing what is allowed helps you plan content that keeps your account safe and your brand visible.

Focus on Education, Not Sales

One of the most effective ways to stay compliant is by shifting from a sales-first mindset to an education-first approach. Instead of pushing products directly, teach your audience about the plant, the process, or the lifestyle around it.

Educational content ideas include:

• Differences between CBD and THC
• How to choose the right strain or product type
• What terpenes are and how they affect experience
• History or legal background of cannabis in your state

This type of content builds trust, keeps your content within guidelines, and positions your brand as a helpful resource. It also encourages shares and saves, which improves your organic reach.

Use Creative Language and Visuals

Direct references to cannabis, THC, or product sales often trigger automated moderation. To avoid this, many brands have adopted more subtle language and creative phrasing that still resonates with their audience without setting off red flags.

For example:

• Instead of saying “Buy our THC gummies,” say “Explore our infused treats available in-store.”
• Use visuals that show packaging, lifestyle imagery, or mood-based content rather than close-ups of flower or smoking.

Your captions and descriptions should be engaging but careful. Avoid slang, avoid overpromising effects, and do not include words like “sale,” “discount,” or “shop now” unless you are working with a cannabis-friendly platform.

Promote Your Brand, Not Just Your Products

A strong cannabis brand is more than what it sells. It has a voice, a mission, and a personality. Focusing your content on brand storytelling, community involvement, and lifestyle alignment helps you stay compliant while also building loyalty.

Some ideas for brand-forward content:

• Behind-the-scenes looks at your grow operation or team
• Profiles of employees, budtenders, or founders
• Photos from local events or community partnerships
• Customer spotlights or testimonials (without implying medical results)

By building a brand experience rather than focusing only on transactions, you deepen your customer relationships and avoid promotional language that may trigger platform scrutiny.

Use Email and SMS Marketing to Promote Products

While public platforms are heavily monitored, direct marketing channels like email and SMS are far more flexible. Once you have a list of subscribers who have opted in, you can promote product drops, discounts, and events with fewer restrictions.

With email or text messaging, you can:

• Send updates about new arrivals or limited releases
• Promote loyalty programs and exclusive member deals
• Share educational content or blog posts
• Invite customers to private in-store or online events

Just make sure you are following all local and federal privacy laws, including opt-in requirements and unsubscribe options. Use professional platforms with compliance tools built for cannabis businesses to stay protected.

Consider Cannabis-Friendly Ad Networks

Mainstream platforms may be restrictive, but several cannabis-specific ad networks exist that welcome compliant advertising. These networks allow you to promote your dispensary, delivery service, or cannabis brand to qualified audiences browsing cannabis-related content.

Examples include:

• Mantis
• Safe-Reach
• Traffic Roots
• BudsFeed
• Weedmaps and Leafly sponsored placements

These networks offer display advertising, retargeting, and audience segmentation tailored for the cannabis industry. While they may have a smaller reach than Google or Facebook, they provide higher relevance and fewer restrictions.

Build an Engaged Community

Community-based marketing is powerful in the cannabis space. Instead of pushing products, focus on fostering a conversation and building connections with your audience.

Ways to build community without getting flagged:

• Post interactive questions or polls
• Run comment-based giveaways (follow all local contest rules)
• Share user-generated content with permission
• Host educational livestreams or Q&As

Encourage your followers to engage with you across platforms, sign up for your newsletter, and tag your brand in their content. This creates a network of brand advocates who help amplify your message in authentic and organic ways.

Use SEO and Content Marketing to Drive Long-Term Visibility

Search engine optimization (SEO) is one of the safest and most sustainable ways to grow your cannabis brand online. By creating helpful, well-structured content on your website, you can attract organic traffic without relying on social platforms or paid ads.

Start by building a blog with content like:

• Product guides and comparisons
• How-to articles for beginners
• Legal updates and dispensary news
• Staff picks and best-of lists

Optimizing your website and content with local and product-based keywords helps you rank for search terms your customers are already using. Over time, this builds authority and drives traffic directly to your site, bypassing third-party restrictions entirely.

Track Performance and Adjust as Needed

Finally, monitor your campaigns, posts, and website traffic to understand what’s working and what isn’t. If a post gets flagged, look at the language or imagery used and make adjustments. If your reach drops, try new content types or change your posting schedule.

Use tools like:

• Meta Business Suite for Instagram and Facebook insights
• Google Analytics for website traffic
• Email platform reports for open and click-through rates

Pay attention to comments and feedback from your audience as well. Often, the most effective marketing happens when you listen and adapt to what your community actually wants.

Final Thoughts

Promoting a cannabis brand online requires a thoughtful, creative approach. While many of the standard advertising tools are off-limits or heavily restricted, there are still plenty of ways to grow your audience, increase brand awareness, and drive product interest—without getting flagged.

By focusing on education, storytelling, and direct channels like email or SMS, you can build a strong foundation for long-term success. Stay compliant, stay consistent, and keep finding new ways to share your brand with the right people at the right time.

With more cannabis dispensaries opening across the country, standing out in your local market is more important than ever. While online ordering and delivery are growing fast, in-store visits still play a major role in customer engagement and revenue. The key is making sure nearby customers know who you are, where you are, and why they should stop in.

Local marketing focuses on reaching the people closest to your location—those who are most likely to visit your shop, tell others about it, and become regular customers. It’s not just about promotions; it’s about presence, consistency, and community connection. If you want to grow your dispensary’s walk-in traffic, here are the most effective local marketing tactics to put into action.

Optimize Your Google Business Profile

Your Google Business Profile is often the first thing people see when they search for cannabis near them. It shows your address, hours, contact info, and reviews—all in one place. An optimized profile improves your visibility in local searches and increases your chances of showing up in the Google Maps 3-pack.

To get the most out of your profile:

• Make sure your name, address, and phone number match your website exactly
• Choose the right primary and secondary categories like “Cannabis Store” or “Herbal Medicine Store”
• Add high-quality photos of your storefront, staff, interior, and products
• Keep your hours and holiday schedule up to date
• Post updates weekly about events, specials, or new product drops
• Encourage happy customers to leave reviews and respond to them promptly

Appearing in local search results gives nearby users a quick way to find you and learn why they should visit.

List Your Business on Local and Cannabis-Specific Directories

The more places your dispensary appears online, the more credibility and visibility you build. Start with general directories like Yelp, YellowPages, and Apple Maps, then focus on cannabis-specific platforms like:

• Weedmaps
• Leafly
• Where’s Weed
• Cannawayz
• AllBud

These sites allow you to list your location, update menus, and run promotions. They’re often used by cannabis consumers looking for dispensaries near them, making them a valuable source of foot traffic when optimized correctly.

Make sure your information is consistent across all listings. Discrepancies in name, address, or phone number can confuse both customers and search engines.

Host In-Store Events and Vendor Days

Nothing brings people through the door like a well-planned in-store event. Vendor days, educational sessions, or themed celebrations not only attract foot traffic but also build relationships and keep your brand top of mind in the community.

Popular event ideas include:

• Vendor pop-ups with product reps and giveaways
• Patient education workshops or strain tastings
• Holiday-themed sales or celebrations
• Local artist showcases or music nights
• Loyalty member appreciation days

Promote events in advance using your website, email list, and social media platforms. On the day of the event, capture content for future promotion and encourage visitors to tag your dispensary on Instagram or Facebook to extend your reach.

Use Geo-Targeted Advertising

Digital ads can be a powerful way to target people in your service area. Use geo-targeting tools in platforms like Google Ads, Meta, or cannabis-friendly ad networks to reach users based on location, age, and interests.

For example, run ads that appear to people within five miles of your shop who have searched for cannabis, CBD, or wellness products. You can also serve display ads on mobile apps or websites people in your area visit frequently.

Keep your messaging simple and locally focused. Phrases like “Visit Us in [City]” or “Now Serving [Neighborhood]” help reinforce your location. Link directly to your menu or a map with directions to encourage action.

Partner with Local Businesses

Collaborating with other local businesses is a great way to reach new audiences and create win-win relationships. Think beyond cannabis and look for partnerships with:

• Coffee shops and cafes
• Fitness studios or yoga instructors
• Tattoo parlors, art galleries, or barber shops
• Clothing boutiques or lifestyle brands

You can cross-promote through flyers, social posts, bundled giveaways, or shared events. These partnerships show that your dispensary is active in the community and help attract like-minded customers.

You might also consider sponsoring local events or causes such as food drives, community cleanups, or neighborhood festivals. Supporting local initiatives helps build goodwill and brings attention to your brand.

Use In-Store Signage to Encourage Referrals

Your in-store traffic is also one of your best local marketing tools. Encourage satisfied customers to refer friends, leave reviews, and follow your social accounts.

Some effective in-store promotions include:

• “Refer a friend, get 10 percent off your next visit”
• QR codes that link to your Google review page
• Instagram check-in contests or giveaways
• Loyalty programs with in-store exclusive perks

Make sure your signage is visible, easy to understand, and consistent with your overall branding.

Engage With Local Social Media Communities

Your social presence should feel like a reflection of your neighborhood. Engage with local hashtags, tag other nearby businesses, and share content that resonates with your local audience.

If your city or region has cannabis-friendly Facebook groups, Reddit threads, or neighborhood forums, participate respectfully and offer value when appropriate. These spaces are great for soft promotion, answering questions, and getting to know your customer base beyond transactions.

Avoid overly salesy posts and focus on building trust and awareness through storytelling, education, and consistency.

Send Targeted Emails With Local Offers

Email marketing remains one of the most effective ways to bring people into your store. Use location-based segments within your list to send relevant updates and local promotions.

Ideas for location-driven emails:

• “This Weekend in [City]: Vendor Day + 20% Off Select Brands”
• “New Arrivals at Our [Neighborhood] Location”
• “Just Dropped in [Zip Code]: Exclusive Edible Packs”

Highlight in-store exclusives to give people a reason to stop by in person. Include your address, store hours, and a link to directions so readers can act right away.

Track What Works and Adjust Your Strategy

Every market is different, and your approach should evolve based on what your audience responds to. Use tools like Google Analytics, your POS system, and customer feedback to understand:

• Where foot traffic is coming from
• What promotions drive the most in-store visits
• Which events or campaigns led to spikes in activity

Over time, this data will help you invest more in the strategies that actually bring people through the door and less in those that don’t deliver results.

Final Thoughts

Local marketing is about more than just visibility—it’s about connection. When customers feel like your dispensary is a part of their community, they’re more likely to support you, visit often, and bring their friends.

By combining digital tools with real-world presence, your dispensary can attract consistent foot traffic, build stronger relationships, and stand out in a crowded market. Start with a few tactics, stay consistent, and keep showing up for your local audience in ways that matter.