420 Cannabis Brand & Dispensary Marketing Guide

3 Best Ways to Drive Traffic Around 4/20 for Your Brand or Dispensary

The origins of 4/20 as a cannabis holiday are a bit hazy, but the most popular theory traces it back to a group of high school students in California in the 1970s. According to the story, a group of friends who called themselves “the Waldos” would meet at 4:20 pm to smoke weed after school. They used “420” as a code word for cannabis, and the term caught on among their circle of friends.

Today, 4:20 is celebrated around the world as a day to celebrate cannabis and advocate for its legalization. In some places, it’s an official holiday, while in others, it’s a more informal celebration among friends. But wherever and however it’s celebrated, 4/20 remains an important cultural touchstone for cannabis enthusiasts and businesses around the world.

 4/20 month is here, and cannabis brands and dispensaries are gearing up for the biggest cannabis day of the year. We see retailers and brands prepping to run promotions and incentivize potential customers to spend their money with them over their competitors using the Holiday as a promotional tool. With the right paid media strategy, you can drive quality traffic to your website or retail dispensary and make the most out of this holiday. 

Here are the 3 best ways to drive traffic around 4/20 for your brand or dispensary:

Programmatic Advertising

With the ability to reach highly targeted audiences at scale and optimize campaigns in real-time, programmatic advertising is the perfect way to drive traffic around 4/20. By leveraging programmatic advertising technologies, you can serve ads to the right person, at the right time, on the right device, with the right message. 

Timing is critical during 4/20, when people are actively searching for cannabis products and services. Plus, with the right programmatic advertising strategy, you can maximize your ROI and grow your business like never before. 

Here are a handful of beneficial targeting strategies:

  • Contextual Targeting: Reaching consumers who have engaged with Cannabis content across a host of websites over some recent period of time. If someone is living around your store AND is reading about cannabis, we want to be talking to them.
  • Lookalike shoppers: Analyze data on existing customers to identify key characteristics and preferences, then target individuals who share those traits to increase the likelihood of conversion. You’ll need a partner to help activate the programmatic space.
  • Geolocation Targeting: Use location-based data to target ads and promotions to consumers in specific areas, such as those near a dispensary or in a particular city or state where cannabis is legal.
  • PMP (private marketplace): Targeting publishers whose audience has a high propensity to engage and convert with Cannabis advertisements. The term PMP refers to a “private marketplace” which means higher quality ad units that the publisher makes available via separate purchase paths, usually at a premium CPM.
  • Retargeting: Use data on consumers who have previously visited your site or engaged with your brand to serve them ads or promotions that are tailored to their interests and behavior.
  • Cart abandoner retargeting: Use retargeting strategies explicitly targeting users who abandoned their carts without making a purchase, to entice them back to the website and complete the transaction.


Twitter Advertising

Twitter advertising is a brand new option for the cannabis industry, and it offers a great opportunity to reach a highly engaged audience leading up to 4/20.

With over 187 million daily active users, Twitter is a highly engaging platform where people come to learn, share, and connect. By leveraging Twitter advertising, you can reach a highly targeted audience and promote your products and promotions leading up to 4/20.

One of the key benefits of Twitter advertising is the ability to target based on user interests and behaviors. For instance, you can target users who are interested in cannabis or who follow other cannabis-related accounts. This means you can reach people who are already engaged with your industry and are more likely to engage with your brand.

With the ability to target based on user interests and behaviors, as well as use retargeting tactics to stay top-of-mind with potential customers, Twitter advertising can be a highly effective way to promote your brand and drive traffic to your website or dispensary.


Clear Reporting

No matter which paid media strategy you choose, clear reporting is critical to ensure you’re getting the most out of your advertising dollars. You need to know what’s working and where to allocate your budget to maximize your ROI. With clear reporting, you can understand which channels are driving the most traffic and which campaigns are driving the most conversions.

Having a dedicated account manager to go over your reports with you is also critical. A dedicated account manager can help you make sense of your data and provide recommendations for optimizing your campaigns. They can also help you stay on top of industry trends and adjust your strategy accordingly.



In conclusion, clear reporting is a critical aspect of any successful paid media strategy. By understanding which channels and campaigns are driving the most traffic and conversions, you can allocate your advertising dollars more effectively and maximize your ROI. And with a dedicated account manager to help you make sense of your data and optimize your campaigns, you can ensure you’re getting the most out of your 4/20 paid media strategy.

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