How to Create Customer Loyalty with Company Events
When was the last time you hosted an event to promote your dispensary?
Yeah, that’s what I thought.
Running a successful dispensary means you’re ridiculously busy. You’ve got a million things on your mind at all times, and events are just one more pain in the ass to add to ever-growing To-Do list.
Plus, they cost money.
I’m sure you can come with a whole list of reasons as to why you can’t or shouldn’t host events for your customers:
- Not enough money.
- Not enough space.
- Your customers wouldn’t be interested in that.
- No time to promote, let alone host one.
- Your staff isn’t big enough.
- You can’t think of any WOW ideas.
- You have no idea how to even start.
Do these sound familiar?
It’s time to change that mindset.
Hosting company events is a SUPER EFFECTIVE way to get more foot traffic into your dispensary.
It gives your customers a chance to see your dispensary as more than just some faceless brand. It builds the consumer-brand trust you need to create happy clients and customers. It helps you sell products. It increases exposure. IT’S JUST PLAIN FUN.
Company events are well worth the time, money, and effort that goes into them. So, let’s get started so you can mark some events on your calendar and keep your dispensary in the forefront of your customers’ minds when they need to pick up some new strains.
Here are a few tips for getting started hosting events for your business:
Stand Apart From Competition
Don’t worry about what everyone else in the cannabis industry is doing right now. It’s time to shake things up. It's time to stand out. It's time to BE DIFFERENT.
Consumers are always looking for new, fun, and different ways to shop and decide which dispensary is best to hit up when they need new bud.
So, it’s time to think outside the box – and give them a chance to do so as well - so you can stand apart from the competition.
When you get your customers excited about your company event, they’re going to talk about it. They’ll Tweet about it. They’ll post on Facebook. They’ll Snapchat about it. They’ll advertise FOR you.
Give them something to get excited about.
Talk to your team and brainstorm ideas for your event:
- What’s a major event going on in your area? Can you piggyback on this event, or find a way to incorporate it in to your own?
- What major and minor holidays are coming up? (Remember 4/20??) Do a quick online search for “[industry] holidays” and see what comes up. You can use these days to highlight some of your related products and services!
- What are some of biggest interests of your target audience? What services or products can you highlight that are relevant to these interests?
- What is your area is known for? Tacoma's got a ton of breweries and bars. Craft beer tasting is a big thing, so offer product tasting! Offer a few edible samples, or maybe some samples of your newest strains.
You Don't Have to Break the Bank
You don't have to spend a ton of money in order to show your customers you're a dispensary that truly cares about them and their cannabis needs.
You can still throw a fun event on a budget.
Hire an experienced, affordable DJ to handle the sound and create a fun and inviting atmosphere that will make your customers want to buy your products or services.
Stop by the closest dollar store, craft store, or even thrift store to get some decorations, props, or even materials for signs. You can find great things that would work for sending out direct mailers, to use for prizes, or to make a raffle even more exciting.
You don't need to spend a ton on advertising, either.
Post about it on social media to create excitement and anticipation. Offer a free raffle ticket for those who share your posts. If they post a selfie during your event, and tag your business, they can earn a chance to win a big prize or just get a free raffle ticket.
Remember: Quality Over Quantity
Just as with anything else pertaining to your running your dispensary, you want to focus on providing the best customer experience possible in order to keep your customers coming back.
This means focusing on quality of company events, rather than quantity.
Sure, you could have tons of things going on during your event. You could host numerous events, as well.
But, that won't help your dispensary sell more product one bit if these events are lacking in quality.
You want people to take something away when they leave. That could be a valuable product, helpful information or answers questions for newer smokers, a service that provides a solution to their issues (such as delivery), or anything in between.
This shows existing customers they made solid purchasing decisions, and reaffirms their choice to pick your dispensary over that of one of the hundreds of others in Tacoma.
For new customers, first impression is everything. Show them you are more than just a marijuana peddler. You're a dispensary run by humans, and you care about your customers just as much as you care about gaining their business.
Provide an unforgettable experience, teach them something, and provide value. That's how you build that brand trust and gain customer loyalty.
Have you ever hosted a company event for your dispensary? Tell me about it in the comments below and, while you're here, don't forget to share this post!