Marketing is a significant force in most industries, and the cigar industry is no exception. There are several different ways that marketing can help to build and shape an image of cigars as a desirable product and drive sales among new and existing cigar smokers.
First, at the most basic level, marketing reminds consumers that cigars exist as an option. In a world where vaping may be more visible, smart and well-targeted marketing can keep cigars in front of people as a different and potentially superior choice.
The cigar industry can use marketing to position itself as a more exclusive alternative to vaping or smoking cigarettes. Advertising that associates it with other luxury products and locations can elevate the image of cigar smoking so that consumers begin to understand it as a high-end product. Other elements, such as packaging, price, and where the cigars are sold can all contribute to this perception. Influencers whose brands are also more exclusive can also help connect cigar smoking with a sense of indulgence.
Not every brand wants to create this air of exclusivity, and marketing is helpful here as well. These same choices in advertising, packaging, price, and collaboration with influencers can establish a brand’s identity and help reach the right audience.
Education is another useful function of marketing. Younger consumers might be less familiar with many different aspects of cigars, including how to choose the right ones, how to store them, and how to smoke them. Marketing can incorporate education about cigars into their promotion. This can lower the barrier for interested consumers who might feel intimidated about getting started with cigar smoking and can help them take the steps that will ensure they are getting the experience they want.
Education can also mean teaching the consumer more about the history of cigars and their place in the culture, which can help establish cigars as a luxury. In addition, education can show consumers how a particular brand of cigars is made and what kinds of tastes and aromas to expect. This will enhance their overall experience.
Marketing can show consumers the types of occasions where cigars may be particularly appropriate. This can remind existing cigar smokers of their versatility and can help new smokers make the most of their product.
The availability of personalized data makes it possible for marketers to specifically target consumers and tailor advertising based on a number of factors. Those factors might include whether or not the individual is already a cigar smoker, the person’s age, income, interests, and what other brands they engage with regularly.
A key element of marketing is storytelling, and storytelling as a way of marketing cigars can incorporate all of the above points, using both words and visuals to establish them as a high-quality but accessible product even for people who might not have smoked them before. Marketing can introduce the experienced cigar connoisseur to new brands. For new and longtime consumers, marketing is an important force in the cigar industry that connects them to the products they will most enjoy.