ENGAGING WITH CUSTOMERS
In order for its events to take off and for its cigars to be sought out by smokers, Camacho must engage with its retail partners and its consumers to help drive demand. When it comes to reaching the coveted cigar consumer, social media allows the company to deliver fresh, authentic and timely visual-driven messages on an ongoing basis. Emails are also key in Camacho’s marketing efforts to consumers. In-store, it’s Camacho’s merchandising that is designed to not only grab potential customers’ attention but also highlight key visuals, product features and benefits. For retailers, Camacho takes a similar approach, but with a few tweaks.
Kolesaire points out that none of Camacho’s marketing efforts would be successful without training and education. Camacho’s brand ambassador, George Rami, spends a good amount of time traveling and providing in-depth brand and product training aimed at both retailers and consumers. “The ability to educate both sides directly provides a huge benefit,” says Kolesaire. “The more knowledge the staff possess on our products, the more likely they will recommend it to the consumer. Same is true for the consumer. If they understand what they are smoking, what makes it unique and what it will deliver for them, they will be more likely to pick up a Camacho cigar versus something different.”
BOLDLY FORGING AHEAD
For other tobacco businesses, there are several lessons that can be learned from Camacho. First, don’t be afraid to be different—your brand will not only find its place, but it will also find its audience. While Camacho serves a different audience than Davidoff’s white-label products, it still fulfills the company’s overall focus—“time beautifully filled”—except with a bit more flare and intensity, and that’s OK. Camacho has also reinvented what a cigar event can be, taking it from a small, intimate gathering to large, loud, lively celebrations that engulf the entire U.S. in boisterous, unforgettable experiences. By treating the brand more like a lifestyle than a product, Camacho is able to better communicate the brand’s distinctive features, personality and benefits to retailers and consumers, while also creating a unique branding and marketing experience around its products.
For the new year, take a cue from Camacho and shake up your marketing. You may be surprised what insights and following you’ll garner by ditching formalities and instead “living loud.”
This story first appeared in the January/February 2018 issue of Tobacco Business magazine. Members of the tobacco industry are eligible for a complimentary subscription to our magazine. Click here for details.
– Story by Antoine Reid
