Do you need help figuring out how to promote your retail business properly? If you answered yes, then you are not alone. Tobacconists need help with marketing and growing awareness for their stores. While some retailers can use paid advertising on social media to quickly reach local customers, tobacconists must get creative as many modern tools and platforms used to grow brand awareness have strict rules against tobacco-related businesses advertising using their services and platforms.
Gabriel Pineres, principal at Creativas Group Public Relations & Branding, has some uncommon advice for tobacconists struggling to get more attention on their business–get help from a public relations specialist.
“Unless they have an in-house professional, reaching out to a professional PR specialist can help a retailer to create stories, narratives, and look for angles to show off their business in new ways,” Pineres explains.
In addition to working with premium cigar brands like C.L.E. Cigar Company, Pineres and his wife, Liza Santana, have also worked with retailers to strengthen their brands and earn more attention from their customers and the media. Pineres says retailers struggle with a common issue: they usually don’t know how to collaborate with other brands.
“For example, many retailers fail to realize that they can promote events together with brands,” Pineres states.
Stay in Touch
Communication is also another area that many retailers tend to overlook when putting together their marketing strategies. E-marketing continues to be a big part of the retail business. Programs and software like iContact, Constant Contact, and Mailchimp offer free and paid options that make staying in touch with customers easy. Also, don’t be afraid to communicate with customers that leave a bad review. Pineres states that bad reviews are inevitable, and store owners should not be scared to reach out and address issues brought up in an unfavorable review.
“Unfortunately, bad reviews spread faster than good news. Get ahead of it and change the narrative,” says Pineres. “A simple apology or a complimentary cigar will go a long way.”
Invest in Your Marketing Collateral
Another area retailers need to invest more in is their branding and marketing collateral design. “Most brands work with professional designers. Store owners should inquire and not be afraid to ask how brands can help create artwork and help promote events via social media,” Pineres says.
Speaking of design, there are some visual assets Pineres says every retailer must have. A good quality logo for event artwork, ads, websites, and social media can make a big difference in the impression your potential customers get. Also, budget for quality photography and hire a professional photographer for your store events and to take photos of you and your store.
“People are visual. So much work is put into a retail location! You must honor it with quality images that will be used online, on social media, in ads, and to promote events,” Pineres says.
Due to social media’s strict rules surrounding the posting of tobacco products, Pineres recommends engaging with your customers on social media using quality photos of the store or from events. Also, don’t forget to be “social” on social media. “One must stay active and engage with those who comment or direct message you on social media. Accounts that engage and engage consistently are rewarded. This is how you can grow your page.”
Tap into the Community
If you’re wondering if some more traditional means of marketing and promotion still work, Pineres assures us that they do–when approached and implemented correctly. If getting media attention is your goal, he encourages tobacconists to contact tobacco magazines and bloggers, who are always looking for fresh content and photos, especially of events. Also, get involved with local charities and support your community’s public servants, including police and firefighters.
“Be part of the community and give back,” Pineres encourages retailers. “Local media are always looking for feel-good stories.”
In addition to a good selection of products, offer your customers incentives such as a membership program. These programs can offer discounts on products, early access to big releases, also invites to member-only events. Memberships, when designed correctly, can create a sense of community and turn your store into a home away from home for your customers.
Gabriel Pineres is a principal at Creativas Group Public Relations & Branding, a PR company based in Miami, Florida, that works with several premium cigar brands and retailers. Learn more at creativasgroup.com.
This story first appeared in PCA The Magazine, Volume 4, 2024. To receive a copy of this magazine you must be a current member of PCA. Join or renew today at premiumcigars.org/membership.