Cue the tissues because we’re so proud of our baby. Just a little over a year ago, we took the leap into cannabis marketing full-time—not entirely sure what the journey would bring, what challenges we’d face, or how much trial and error it would take to figure things out. But here we are, wrapping up 2024 with a year that we can only describe as transformational.
From helping clients generate jaw-dropping revenue to crafting campaigns that keep customers coming back for more, we’ve grown in ways we couldn’t have imagined. At The TOKE Agency, it’s always been about more than just marketing. It’s about empowering cannabis brands to connect with their audiences, break down stigmas, and lead the industry forward. And 2024 was proof that anything is possible with collaboration, creativity, and a lot of hustle.
Here’s a look at what we’ve accomplished this year. (Spoiler: it’s a lot.)
Meet-Ups That Made an Impact
At the foundation of TOKE are three women who know the power of coming together—virtually or in person. This year’s meet-ups were game-changers. Sometimes, it was as simple as tossing around ideas and seeing what clicked. Other times, it was about building deeper connections and igniting bold, new directions. Every conversation added something meaningful, reminding us why collaboration is at the heart of everything we do.
Virtual Meetup
Our virtual meetup proved that great minds don’t need to be in the same room to make magic happen. Over three days, we revisited our strategy, dug into how we wanted to show up for clients, and mapped out plans for 2025. The session was packed with collaborative energy, from brainstorming creative campaigns to sharing insights about the industry’s future. We walked away with fresh perspectives, a clear game plan to finish the year strong, and a renewed energy to take us into the New Year.
Benzinga Cannabis Capital Conference in Chicago
Chicago gave us more than deep-dish pizza—it marked a milestone as TOKE’s first conference with all three of us together! The Benzinga Cannabis Capital Conference was perfect for inspiration, connection, and bold conversations. From networking with some of the brightest minds in cannabis to showcasing what TOKE brings to the table, it was a whirlwind of big ideas and meaningful moments.
A true highlight was watching Lisa Williams take the stage as a panelist, sharing her expertise and representing TOKE with passion and insight. Meeting clients and partners face-to-face, talking shop, and toasting to the exciting future ahead made it an experience we’ll never forget.
Brainstorm Sesh in Texas
Everything’s bigger in Texas—including the ideas from this three-day brainstorming session. We dove deep into strategies, celebrated wins, and mapped out even bigger goals for the future. But don’t worry—it wasn’t all work. Between sessions, we made time for delicious meals, laughs, and just the right vibe to keep the creativity flowing. This meet-up was the perfect blend of collaboration, innovation, and dreaming big for our clients and TOKE.
Where It All Started: Miami
Let’s not forget where it all began—Miami, baby! In January 2024, The TOKE Agency team met in person for the first time after years of collaborating via Zoom. It was more than a meetup; it was a milestone. Having launched TOKE the previous year, this was our chance to take the agency from a bold idea to a thriving reality. We rolled up our sleeves, refined our strategy, and set ambitious goals to deliver exceptional results for our clients. Miami gave us the perfect setting to get down to business and lay the foundation for an incredible year ahead.
These gatherings solidified our passion for TOKE and fueled our excitement for what’s ahead. They reminded us why we love what we do and reinforced that collaboration is at the core of everything we accomplish.
TOKE Overview
TOKE’s first full year in business proved that there is a need for its services. As our clients expanded, we grew with them, bringing results to new stores and markets.
Five States
In 2024, we took things up a notch, expanding our reach to five major cannabis hotspots—Arkansas, Louisiana, Missouri, Massachusetts, and Mississippi. Each state brought its quirks (hello, compliance chaos), but we handled it like pros, helping dispensaries thrive and grow. New markets? No problem. We brought our A-game and made big things happen.
57 Dispensaries
This year, we partnered with 57 dispensaries—from single-location shops to multi-store operations and even a delivery-only dispensary with no physical storefront. Each partner got the complete TOKE treatment with tailored campaigns and strategies designed to engage customers, build loyalty, and drive serious revenue growth.
Total Revenue
Our efforts brought in a jaw-dropping $91,991,642 in total revenue for our clients—not too shabby for a year’s work. From innovative lifecycle campaigns to personalized incentives that hit just right, we delivered results that didn’t just meet expectations—they set a new bar. With strategies that drive real growth and loyalty, we’re not just proud of what we achieved—we’re fired up for what’s next.
Results That Count
Numbers don’t lie, and the results speak for themselves at TOKE. From sky-high open rates to jaw-dropping ROI, we’ve been absolutely crushing it with campaigns that don’t just perform—they deliver. Let’s dive in and show you exactly what we mean.
Killer Open Rates
You’re doing a good job if your email open rates are above 20%. With an average open rate of 32% across all campaigns, we’re outperforming (and absolutely crushing) the 20–25% industry standard for retail email marketing. These numbers prove that our messaging doesn’t just land—it resonates, grabbing customers’ attention and pulling them in immediately.
From engaging subject lines to personalized content, we’ve mastered creating emails customers want to open. Whether it’s a targeted lifecycle campaign or a personalized incentive, we make every click count.
Groovy Conversion Rates
With a 5% conversion rate across all accounts, our campaigns are way ahead of the average of 2% for retail email marketing. Translation? Our strategies don’t just spark interest—they drive real action.
Whether perfectly timed text brings customers back or a landing page seals the deal, every step of the customer journey is built for results. These numbers prove what we already know: tailored campaigns and data-driven strategies don’t just work—they deliver serious ROI.
Rockin’ ROI
With an average ROI of 1,361x across all our clients, The TOKE Agency isn’t just hitting the mark—we’re transforming the game. These results blow past industry standards, showing the power of personalized campaigns, innovative lifecycle strategies, and creative execution.
ROI like this doesn’t just happen. It takes precision, collaboration, and a clear understanding of what drives customer engagement and loyalty. Ready to see this kind of success for your brand? Let’s make it happen.
What Sets TOKE Apart?
- Personalized Campaigns: Whether it’s a birthday discount or a lifecycle email, we craft personal and relevant offers that increase the likelihood of engagement.
- Strong Subject Lines: Our subject lines are designed to stand out in crowded inboxes, driving those high open rates.
- Smart Segmentation: By segmenting audiences based on behavior and preferences, we target the right people with the right message at the right time.
- We Know What We’re Doing: Duh. With a proven track record of high ROI, strong engagement, and happy clients, we’re not guessing—we’re executing strategies that work.
Why It Matters
We don’t want to brag, but with results like these, we think we’ve earned the right to—a little. TOKE knows what we’re doing. It starts with understanding your brand, digging into your data, and refining your strategy to deliver measurable results.
High open rates and strong conversion rates aren’t just impressive stats—they’re the backbone of high ROI. They lead to loyal customers, increased revenue, and a brand that truly stands out. When smart strategy meets bold execution, the results are undeniable. The TOKE Agency continues to deliver outcomes that speak for themselves in a competitive industry.
Lessons Learned
We didn’t just focus on delivering results this year—we also paid attention to what we could learn along the way. Every campaign, meet-up, and project taught us something new about how to grow, adapt, and do better.
Inclusivity: Learning as We Grow
Enter the Brand Archetype Quiz—a bold new idea designed to showcase what makes TOKE stand out. We worked hard to align the quiz with our Girl Next Door archetype, crafting engaging questions and choosing visuals that reflected our vibe. But when we tested it with partners, something unexpected came up: male participants felt disconnected. The quiz, while empowering for women, unintentionally excluded men.
It wasn’t a failure—it was a lesson. As women in a male-dominated world, we’re no strangers to underrepresentation, but this reminded us of the importance of creating spaces where everyone feels seen. Instead of doubling down, we took it as an opportunity to grow, refine, and ensure our work reflects the inclusivity we stand for.
Because here’s the truth: representation matters. And when building a brand that resonates, everyone deserves a seat at the table.
Women Rule
Let’s get one thing straight—women aren’t just part of the cannabis industry; they’re rewriting the rules. Young women are now outpacing men in cannabis consumption, driving demand for wellness-focused products like edibles, beverages, and topicals.
But it’s not just about what they’re buying—it’s about what they’re building. Women drive innovation, creating brands and products that address real needs, from sleep to stress to menopause relief. TOKE is proud to pave the way for women in cannabis everywhere, showing that female leadership redefines success.
Still, the industry has some catching up to do. Women hold only 16% of ownership positions and 39% of executive roles. For an industry shaped by women’s influence, we’ve got more glass ceilings to shatter—and we’re ready to lead the charge.
Data Holds the Key
If there’s one thing 2024 taught us, it’s this: data is everything. Behind every successful campaign is a story that numbers try to tell—you just have to know how to listen.
By examining engagement metrics, purchase behaviors, and customer preferences, we unlocked insights that helped us refine our strategies and deliver results. Whether tweaking subject lines to boost open rates or optimizing lifecycle campaigns to win back customers, the data showed us exactly where to focus.
At TOKE, we don’t make guesses—we make moves backed by numbers. And when it comes to creating campaigns that perform, data always holds the key.
Moving Forward
While this year brought incredible wins, it also brought valuable lessons that we’re carrying into 2025. We’re committed to growing, pushing boundaries, and creating space for everyone—women and men alike—because the journey doesn’t stop here. We’ll keep learning as we go, and we’re just getting started.
Looking Ahead
We’re ready to level up, and here’s how: We’ve got plans to expand our reach, partner with even more game-changing brands, and tap into new markets ripe for disruption. Growth is just the beginning—we’re all in on evolving our strategies to stay ahead of the curve and keep pushing the boundaries of what’s possible.
New Markets
Growth is the vibe for 2025, and we’re here for it. We’re gearing up to expand our client roster and dive into new markets, helping even more dispensaries crush it. Whether breaking into untapped regions or leveling up established players, we’re ready to bring the TOKE magic wherever needed. Buckle up—it’s going to be a big year.
Innovation
Staying ahead in cannabis marketing means never settling for “good enough.” We’re doubling down on innovation, crafting strategies that push boundaries and deliver serious results. From fresh campaign ideas to data-driven insights and new software, we’re all about keeping our clients one step ahead in this ever-evolving industry.
TOKE Takeover
Next year, we’re hitting the road for a TOKE Takeover, visiting dispensaries, meeting clients face-to-face, and exploring each location’s unique needs. Nothing beats in-person time for sparking ideas and building connections. Keep your eyes on Instagram to see if we’re stopping by a dispensary near you—we’re bringing the energy and the ideas straight to your door.
Wrapping Up: A Huge Thank YOU!
As we wrap up 2024, we’re feeling all the gratitude vibes. Thank you to our clients and partners for trusting us with your vision and letting us work some serious magic together. To our team, you’re the heartbeat of TOKE. Your creativity, hustle, and dedication keep us moving forward.
While we might not have the crystal ball for 2025, one thing’s for sure: TOKE is kicking ass and taking names. We’re bringing even bigger ideas, bolder strategies, and results that’ll blow minds.
To all the cannabis brands out there, if you’re ready to level up and make your mark, now’s your time. Join us as we go bigger and bolder and help more clients rake in revenue.
Key Takeaways
- Collaboration is Key: Collaboration drove our success this year, whether virtual or in person. Working closely with clients and partners led to creative breakthroughs and major wins.
- Women Are Leading the Way: Women are redefining the cannabis industry. From product trends to leadership, we’re proud to help empower women who are shaping the future of cannabis.
- TOKE is Ready for 2025: With a year of growth behind us, TOKE is geared to crush it in 2025. We’re ready to keep pushing boundaries, crafting bold strategies, and delivering even bigger results.