Rhythm & Roots Festival
Led Sweetspot's activation at a multi-day music festival. The goal was to differentiate ourselves from other vendors.
We ran a raffle for a vinyl record player paired with records from top festival artists, drove loyalty sign-ups, and dropped branded disposable cameras in limited batches to create demand. On site we had merch, discount cards, and product education to drive store visits.
Attendees came from across the east coast. We built a segmented audience from it and used it to drive communication about our other locations after the event.
Every year at the festival we see people wearing merch from the year before. They come up to tell us they still have it. That's the kind of brand impression that doesn't show up in a report.
Dreamies | Product Naming
Dreamies was designed for the customer who is curious but maybe slightly intimidated by cannabis. That's the customer worth winning.
Kiosk Experience
The kiosk is Sweetspot's primary ordering method and one of my main projects to own. It is our main in-store customer touchpoint.
Kiosk orders consistently outperform budtender-assisted transactions in average cart size. I am constantly thinking about how to make the ordering process faster, smoother and more intuitive. Every decision is a chance to reduce friction and increase conversion.
It is also a branding opportunity. We update the creative for holidays and seasonal moments, and use it as a key touchpoint for loyalty enrollment and customer data capture.
You only have a person's attention for so long. You have to be intentional about what you choose to feed them in that time.
420 | Take The High Road
420 is the biggest sales day in cannabis. The goal was to drive revenue all of April without relying on blanket discounts.
I came up with two concepts that anchored the campaign. "Take the High Road" for the weekend. "April Showers Bring May Flower" for the month-long loyalty push.
I rebranded the kiosks, updated in-store graphics, and created limited edition merch. Loyalty members got a free eighth on 420. A bounce-back coupon in every exit bag drove traffic into May.
The name came from a saying everyone already knows — “April showers bring May flowers”. Showers meaning deals and earning. Flowers meaning, well, flower. High traffic days are an opportunity. The goal is always to give people a reason to come back.
