Project Description

Cannabis Store Promotion

OBJECTIVE:

Peace Pipe Cannabis Co. is an Indigenous-owned cannabis store located in Peace River Alberta. The top mission of the company is to educate the community about responsible cannabis consumption and make cannabis approachable. Their first year of business has been successful and a positive ride as they have thrived during the COVID-19 pandemic being one of only two cannabis stores in the area.
The goal of the 1 year anniversary party was to celebrate their loyal Peace Pipe clients. The invitations to the party were all done using word of mouth and insert cards as regulations permit any advertising of the store. The insert card promised the clients logoed Peace Pipe swag and party experience.

STRATEGY:

The day of the event was made special by the staff wearing custom Peace Pipe t-shirts in purple, red, and black – celebrating the colors and diversity of the brand and staff! The same t-shirts were given out to the first customers, who arrived that afternoon to a music-filled store supplied by a DJ. The store was decorated with custom purple biodegradable balloons to create the party atmosphere and the clients were given tasty lip balms in flavors: green tea, acai berry, pina colada, and strawberry banana. Many supplier reps also attended the event to give out swag in order to help educate on the many options on the menu.

RESULTS:

The event was a smashing success as the number of clients that came into the store was 75% more than a regular Friday. Some clients even brought the staff flowers to celebrate the achievement of the 1 year anniversary and their contribution to the community. Peace Pipe Cannabis has managed to create a welcoming culture and is achieving its goal of smashing cannabis-related stigmas through education and awareness.

PROJECT LEAD:

Lisa Reid Photo

Lisa Reid, B.Ed, CAS
Senior Promotional Marketing Consultant

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