Keeping the Buzz Alive: 7 Tips to Sustain Customer Engagement Post-4/20

The annual 4/20 celebration can be a significant event for cannabis businesses, drawing in crowds and boosting sales. But the real challenge lies in maintaining that momentum long after the celebrations have ended. Here's how you can continue to engage and inspire your customers, turning the excitement of 4/20 into long-term loyalty and making your business their go-to all year round.

1. Follow Up with a Thank You

Start by thanking your customers for their participation in your 4/20 events and promotions. A simple thank you email, social media post, or even a direct mail piece can make customers feel appreciated and more likely to return.

2. Share the Highlights

Post highlights from your 4/20 events on your social media channels and website. Photos, videos, and customer testimonials create a story around your brand that extends beyond the event itself. This content serves as social proof, showcasing your community involvement and large following, which can attract new customers and keep the existing ones engaged.

3. Continue the Education

Education shouldn't end with 4/20. Continue to offer workshops, webinars, and Q&A sessions to educate your customers about cannabis products, consumption methods, and benefits. Regular educational content positions your business as a trusted authority in the industry and keeps your customers coming back for insights they can't get elsewhere.

4. Focus on Loyalty

While you can't have a 4/20-level sale every day, you can keep customers interested with basket-building promotions, loyalty rewards, and exclusive member offers. Having a robust loyalty platform is key to ensuring your customers come back again and again. Rewards for “bringing a friend” are also great ways to expand your customer base.

5. Host Regular Events

Don't wait for another 4/20 or 7/10 to roll around to host your next big event. Regular events, whether they are product launches, customer appreciation days, or partnerships with local artists and entertainers, can keep the community spirit alive. Events give customers a reason to visit your store and engage with your brand on a regular basis.

6. Engage on Social Media All Year

Keep the conversation going on social media by regularly updating your content and engaging with your followers. Run polls, ask questions, and respond to comments to create a dynamic two-way communication channel. Highlight new products, share behind-the-scenes content, and feature customer stories to keep your feed interesting and engaging.

7. Customer Experience Is Key

Ultimately, the secret to maintaining momentum is to consistently provide a great customer experience. This means high-quality products, knowledgeable and friendly staff, and a welcoming store environment. Ensure that every touchpoint with your business is positive, from browsing your website to visiting your store to engaging with you on social media. Make every customer feel special. As Maya Angelou said, “… People won’t remember what you said or did, they will remember how you made them feel.”

The excitement of 4/20 doesn't have to end when the day is over. By following up, continuing to engage customers through education, loyalty, and regular events, and maintaining a high standard of customer service, you can keep the momentum going. 4/20 provides a great opportunity for trial, but repeat customers are what make a dispensary successful.

Laurie Parfitt is the CEO of LKP Impact Consulting, LLC, a premier Fractional CMO firm that delivers comprehensive marketing solutions across the cannabis, CPG, and other highly regulated industries. With her extensive experience, Parfitt guides brands, operators, technology providers, and ancillary services through the complexities of digital marketing, social media, consumer insights, branding, activation, and public relations. Additionally, she is a Partner at Avicenna, a restructuring group specializing in the cannabis sector. She is a sought-after speaker, regularly sharing her insights at key industry events across the cannabis landscape.