While Jonathan Lipson was attending college at Boston University, he met a cigar rep at a local cigar shop who set him on a different career course. The rep was well-dressed, personable and handing out samples (this was prior to the development of U.S. Food and Drug Administration regulations, when such an action was still legal and common practice).
Today, Lipson serves as director of sales and marketing at Alec Bradley Cigars. As evidenced by the early encounter he had in Boston with the cigar rep, Lipson has always understood the value of networking and influence, and he continues to leverage both in selling and marketing premium cigar products. Since the biggest challenges to the sales and marketing efforts of premium cigar products are now government regulations, smoking bans and taxes in both the U.S. and international markets, it’s increasingly important for brands to be influential. Companies like Alec Bradley Cigars tap into influencers and collaborate with other brands so that their own brands remain at the forefront of customers’ minds.
Experiential Marketing
Lipson is part of a team that works hard to push and promote Alec Bradley Cigars’ brands both in the U.S. and beyond. There’s company founder and president Alan Rubin, George Sosa, the vice president of global sales, and Ralph Montero, the company’s executive vice president. Together, this group continually comes up with new ways and opportunities to grow the company and its brands globally, something they can do best by thinking of Alec Bradley Cigars as an experience rather than merely a product.
“We are big proponents of experiential marketing,” says Lipson. “We have, and seek out, partnerships in other industries that complement Alec Bradley to create mutually beneficial cross-promotion. Alec Bradley’s mantra is that our cigars are the best supporting actor. Alec Bradley, our partners and the consumers all win when we are all engaged in an enjoyable experience, where our cigars just happen to be there to complement the ‘main event.’”
How does Lipson define a good sales year? It’s not a certain figure in the accounting books or a monetary goal. To him, a good year in sales builds on the experiential marketing he’s doing and means the company and its brands are being talked about. When Alec Bradley’s cigars are being identified and talked about by influencers, the company typically sees other good things happen that lead to a better year overall. Lipson recalls his boss and mentor Alan Rubin’s unique take on success in the cigar business, which he paraphrased as, “If you’re on their lips figuratively, you’re on their lips literally.”
Building awareness and expanding the company’s network of brand advocates is key to Lipson’s overall marketing strategy for the company. With the help of advocates and influencers, Lipson’s main goal is to help consumers understand that Alec Bradley has many products and different blends within its portfolio. In addition, although the company certainly wants to be spoken about and has a large portfolio of products available, the sales and marketing effort goes back to that fateful meeting Lipson had in the cigar shop back in Boston—the company never wants to be seen as unapproachable.
Family Culture
The small, close-knit family mentality has helped Alec Bradley Cigars scale up over the years and has helped prevent the company from reaching beyond its abilities and capabilities. Rubin’s sons are now part of the business and are helping to grow what their father began as second-generation cigarmakers. The corporate culture at Alec Bradley Cigars is actually an extension of this idea of the business as a family. Every member of the staff is part of the family and is essential to the success of the company and its brands. The company has someone in place to help identify opportunities and talent to join the company, but each venture and new hire must fit into the family culture that has been established by Rubin and the others on his team over the years.
