Key Takeaways

• Think Like a Journalist: To secure effective media coverage, understand journalists’ needs and challenges at crowded events like MJ Biz. Develop content that highlights industry trends and unique perspectives, and engage in proactive media outreach leading up to the conference.
• Maximize Expo Activations: Utilize creative strategies like sponsorships, private events, and guerrilla marketing to enhance visibility at cannabis conferences. Engaging attendees through memorable experiences, such as treasure hunts or unique stunts, can attract media attention and create buzz around your brand.
• Invite and Inform Journalists: Create a schedule of booth activities to attract journalists, offering them a sneak peek of what to expect. Provide valuable resources like quotes and visuals in advance to facilitate their coverage, making it easier for them to report on your brand during the event.

Today’s cannabis industry is more challenging than ever before. There are more players, and a regulatory environment that continues to drag on the industry’s growth. For B2B cannabis and B2C cannabis companies, this means any investment, like travel to a conference or exhibiting at a trade show like MJBizCon in Las Vegas, needs to work harder. With this intense economy for attention, earning meaningful media coverage at a cannabis trade show is rarely accidental. To make the most of your event marketing investment—and truly stand out in a sea of booths—use these updated PR strategies designed specifically for crowded cannabis expos.

Updated for 2025: We’ve refreshed this post with new strategies for a post-pandemic, AI-enhanced PR landscape at MJBizCon.

Think Like a Journalist and Plan Ahead

Your cannabis marketing calendar probably revolves around product launches, sales cycles, and customer touchpoints—but to earn press at MJBizCon, you’ll also need to think like a journalist. That means considering what’s genuinely newsworthy and how your brand can make a reporter’s job easier.

Journalists today are under more pressure than ever to file fast, publish frequently, and find fresh angles in over-saturated categories. When they step onto the MJBizCon show floor, they’re scanning for trend-driven stories and distinctive points of view that will hook their readers. Like you, they need to stand out—and the best way to help them do that is by showing up prepared with timely insights and clear angles.

We’ve helped clients break through the noise at MJBizCon and other cannabis conferences by giving journalists exactly what they need: professionally shot photos, current data, original insights, and on-site experts who are media trained and interview-ready. The easier you make it for a journalist to cover you, the more likely they will.

Get ahead by tracking macro trends shaping cannabis and adjacent industries—think retail innovation, sustainability, regulatory shifts, or consumer behavior. Connect your brand to these conversations early. A well-run MJBizCon PR campaign doesn’t start on the show floor; it starts weeks before, with a mix of direct journalist outreach, thought leadership content, and—when appropriate—a timely press release.

And don’t forget to engage and monitor your social media when you’re at the conference. Journalists use social media to better understand a company, its leadership and it’s place within the industry. Now is the time to put your best foot forward. Use your social media as the connection point and stay active in the hashtag feed.

Double Down on Expo Activations

 

At MJBizCon, visibility is currency—and creative activations are how you earn it. From stunts, sponsorships and pop-ups to immersive events and brand ambassadors, cannabis companies have more tools than ever to turn heads and spark conversations in a crowded space.

Since cannabis samples are still a no-go on the expo floor, many brands extend their footprint through invite-only events across Vegas, sometimes hosting multiple micro-events nightly. But because this tactic is now commonplace, standing out takes more than just hosting a party.

Go beyond the booth. Guerrilla marketing can drive memorable impressions—think branded treasure hunts, digital experiences, or mobile installations that follow attendees offsite. These creative touchpoints don’t just attract attention; they give journalists something fresh to cover and talk about. Many budget-friendly activations with word-of-mouth marketing and a media-friendly twist can be your PR secret weapon.

Invite Cannabis Journalists

A booth schedule isn’t just for logistics—it’s a magnet for attention. Plan appearances, product reveals, or limited-edition giveaways at specific times to encourage foot traffic and create visual buzz. Crowds attract curiosity—and journalists love a good scene.

Be prepared to give journalists a sneak peek a week or two before the conference with a short, compelling pitch: what trend you’re speaking to, what’s happening at your booth, and why it matters. Include assets like pull quotes, visuals, or even short video snippets they can use. The goal? Make their job easy, your brand relevant, and the story too good to skip.

MJBizCon is a powerhouse—but it’s just one of many cannabis industry events worth your time. We maintain an up-to-date list of cannabis conferences across the U.S., so you can plan your PR strategy year-round.

Want a tailored expo PR strategy built around your brand, goals, and budget? We’d love to help. Reach out today—because the most impactful campaigns start long before the conference doors open.