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TOBACCO BUSINESS INTERNATIONAL
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is optimized for members to hang out and socialize.
“We provide lockers, and members receive 15 percent off of
everything in [the] store,” explains Alberto. “Probably 30 to 40
guys come in here every day to play chess and cards or watch
a game on TV. We even have a quiet place to sit for members
who sometimes are seeking sanctuary and don’t want to deal
with anyone. There’s a free espresso machine, free WiFi for
easy Internet access, and a printer. Basically, we’re providing
members with all the amenities of home without them having to
worry about getting anyone upset with their smoking.”
The cushy lounge is obviously inviting for regular customers
to come in, sit back, and enjoy a good smoke. However, the
lounge wouldn’t be nearly as attractive a destination without
Fumé’s extensive selection of hand-rolled boutique cigars on
display in standing cases, including Perdomo, Tatuaje, Ashton,
Illusione, Oliva, Alec Bradley, Espinosa, Montecristo, Romeo y
Julieta, Gurkha, Rocky Patel, La Flor Dominicana, Fonseca and
PDR, just to name a few. The store also carries a wide array of
lighters, cutters and associated accessories, including brands
like Lotus, Prometheus and Colibri, among others, and even
carries fragrant lamps from Ashleigh & Burwood.
Social Media Drives Business
Alberto also looks to run regular events to draw existing and
new customers into the store. “We typically host something
at least once monthly from April through December,” he says.
“Our most popular event is a special three-course dinner we do;
it’s sold-out every year. Basically we charge $200 per person
and cap the invitation list at 50 people. Each attendee receives
40 to 50 high-quality cigars so that they can try out products that
they might not otherwise be inclined to sample on their own.”
But what ties it all together is Alberto’s use of social media
tools—his store’s website, Facebook page, and regular mail
blasts play an ever-increasing role in Fumé’s success and
popularity by keeping his customers constantly updated on
special offers, upcoming events, and his own unique insights
on cigars.
His current website (fumecigars.com) has long been a
reliable source of basic information for his customers about
membership and monthly specials; however, the new
interactive site he’s launching in early spring will encompass
more information about the store and enable Alberto to
proactively develop the content—both text and photos—on a
daily basis without having to depend on any other resources
for support.
“I also want to develop a mobile app[lication],” he says, “that
lets my customers receive pushes and notifications. Maybe it’s
‘This week’s special on Romeo y Julieta is buy four, get one
free,’ or a rep comes in and wants to run a spontaneous event.
It’ll be well worth it [to pay for development of the app]. At best,
you get a customer who lives in the area[…to] come in and
download the app, [and] when they see a cigar they love on the
trench marketing
