Blog

The conference circuit can really take it out of you. You exchange endless business cards, shake a ton of hands (but remember nearly no names), and drag home a bag overflowing with free branded swag.

But for all that time spent making small talk, are you seeing valuable connections come out of conferences? If the answer is “not really,” you’re not alone. That’s why more modern brands are using experiential events to make lasting impressions that actually move the needle.

As a non-traditional cannabis networking event, you can certainly say this topic is in our wheelhouse. To help you make the most of your marketing dollars, we’re breaking down why an engaging brand activation beats a branded pen at a conference booth every time.

The Problem With Networking at Traditional Conferences

We’ve all been there. You’re at a conference, standing awkwardly by an exhibit booth, waiting for a rep to be available to talk. The conversation is finally flowing, but then you have to cut it short to run across the entire convention center and catch the next speaker. It’s all hustle, little heart. And all too often, it feels more like checking boxes than building real business relationships.

Let’s be honest…these ways of traditional conferences haven’t changed much in the past couple of decades. That’s why more and more modern brands (especially in trailblazing industries like cannabis) are shifting away from the stale, fluorescent-lit convention centers and forced networking happy hours.

The Modern Networking Solution: Experiential Events

Enter: experiential marketing. Let’s learn more about what experiential events are and how they can empower your brand to make deeper connections and ultimately, better business opportunities.

What are Experiential Events?

Experiential events are immersive, interactive, branded experiences. It boils down to this: rather than just telling people about who you are and expecting them to buy in, you show them.

Experiential events come in many forms. Think hands-on demos, intimate VIP workshops, pop-up art installations, wellness activations, curated tastings, or even a cannabis-friendly golf tournament. These types of events invite people to truly step into your world, not just browse it from the sidelines.

And the payoff? More engaged conversations that lead to deeper relationships, and ultimately, brand loyalty that lasts long after the event is over. In fact, according to a Motista study, customers who are emotionally connected to brands have a 306% higher lifetime value (5.1 years) than purely satisfied customers (3.4 years).

How Experiential Events Create Better Business Opportunities

While “experiential events” may sound like another marketing buzzword, the concept is rooted in human psychology. People tend to form stronger connections through shared experiences than passive encounters, and experiential events create those two-way shared experiences for your brand.

According to HubSpot, 77% of marketers already use experiential marketing as a vital part of their advertising strategy. It’s not hard to see why, as these kinds of interactions can break through all the advertising noise and give attendees something real to connect with. For cannabis brands, particularly, this approach can be a great way to overcome barriers to traditional advertising and reach your audience in real life.

The Benefits of Experiential Events

While experiential events are supposed to be a good time, it’s not all fun and games. They’re also driving real, measurable results for your business. Here’s how:

• Stronger brand recall: People are far more likely to remember your brand after a meaningful, personable interaction than another robotic elevator pitch.
• Better lead quality: Experiential settings attract people aligned with your brand who actually want to connect and crave that personal touch.
• Deeper engagement: You get quality time and real conversations rather than a passing handshake or exchange of business cards.
• Content Creation Opportunities: Events provide material for videos, photos, and testimonials that can be used on your website or in other marketing campaigns across social and email.
• Organic social sharing: In addition to creating in-house content, unique experiences are highly shareable. This extends your brand’s reach well beyond event attendees. Pro tip: Never miss a chance for a branded event hashtag!
• Opportunity for real-time feedback: Attendees can interact with your brand and provide immediate, honest reactions. Even just seeing how people interact with your products in a natural setting can provide invaluable feedback.
• Valuable data capture: With the right tech (think QR check-ins or an automated post-event email series to all emails captured), you can track ROI and continue to nurture potential customers.

See Experiential Events in Action: The TeeHC Open

Need proof that experiential marketing works? Look no further than the annual TeeHC Open, hosted by Cannabis Creative Group with support from Joint Venture & Co.

This non-traditional networking event brings together cannabis industry professionals for a day of fun and good vibes on the golf course. However, the event goes far beyond golf with a variety of branded activations and consumption stations throughout the event. We have laid-back activities on each hole so that even non-golfers can get to know each other and participate in a fun, no-pressure environment.

Last year, attendees couldn’t get enough cuddles with pups that were up for adoption in support of Safe With Us Animal Rescue. Another popular station was the terpene tasting experience, where you could choose your favorite fruits, herbs, and optional dabs to craft your own unique flavor. We also had henna tattoos, a tie-dye station, sound baths, and more in conjunction with brands and sponsors. These types of experiences create deeply personal, memorable, and shareable moments for attendees.

Have Your Brand be Part of the 2025 TeeHC Open

The TeeHC open is not just about scoring birdies, but about building bonds. We’re hosting the event for the fourth year on September 12, 2025, and would love to have your brand be a part of it.

Ready to join the RSVP list? Buy tickets now to attend, or contact our team to discuss sponsorship opportunities.