Tobacco Business

[ 16 ] TOBACCO BUSINESS [ MARCH / APRIL | 21 ] STARTUP / MARKETING L Like many companies, the coronavirus has affected, if not changed, your business entirely. Marketing strategies have had to change, right on the heels of changes with company processes (and budgets). The word “pivot” has been used numerous times, ultimately referring to companies shifting direction due to the COVID-19 pandemic. These points will ultimately help position your company and brand. If your cigar company does not have an in-house team of marketing professionals or an agency helping with your marketing and communications efforts, these are some particularly important things to consider. Fair warning: Do not take a do-it-yourself approach to marketing and public relations if they are not your main profession. As experts with knowledge of the cigar industry and a true passion for its products and the businesses that work within it, here are some things to consider and advice to get more eyes on you and your brands. Connect Communication is key! With all the changes going on in our world and businesses, it is important to connect using e-marketing, social media and any other opportunity to reassure your clients and customers of your brand and what you are offering. You need to have a clear idea of who your brand is talking to and the right messaging to position your brand. Using your company’s voice through powerful tools like public relations, you can introduce—or reintroduce—your products or services in a multitude of ways. From press releases, articles and interviews to partnerships and collaborations with media, this tool can elevate your brand exponentially. Working with those who have relationships in the industry can move mountains. Be Creative As much as it’s great to be straightforward about who you are and what products or services you offer, you must have a message, a brand voice and proper representation of your brand. Every brand has a “personality.” This comes through visually through all of your communication. All of your creative—advertising included—should be cohesive. Many companies work with agencies or freelance professionals, and others “have a kid studying marketing in school” or have someone “who knows Photoshop.” Leave the way your brand is being communicated to those who are experts in their field. After all, this is your brand. If you do collaborate with an outside agency, choose one that understands the tobacco industry, your brand, its history, your direction and your goals. Boost Social Media Prior to the pandemic, it was a known fact that social media was the most powerful tool in your marketing mix. As a result of the effects of COVID-19 on the marketplace, a plethora of companies and their efforts went virtual. With so many still working remotely and people embracing the “virtual era,” social media has become even more important. But one thing to remember is that just because everyone has access to social media does not mean you are using it correctly. You can hurt your brand by using this medium without proper knowledge. There is a formula. Trust us. Strengthen Relationships Online and Off People are doing all they can online, from business communication to shopping as well as staying in contact with friends and family. Make sure that if you do see customers and clients you are truly making time to listen to them. If you are selling in person, visit your customers just so they can see you, as it’s likely been a minute. Online, make sure you are paying attention and answering inquiries and reviews in a timely, friendly and professional manner. Use this opportunity to remind them how you appreciate their support as well as their trust in you and your brand or retail shop. Nowadays, people have also gone back to the old ways of doing things. Phone calls versus texting and emailing (when you can) go a long way. Focus on Your Online Presence Now is the time to launch, enhance or fully update your website. Make sure people can find you easily when searching on the web. Pay attention to industry websites where you are featured or included, and make sure you keep up with any review sites. You want to be well- represented in cyberspace and use it to your advantage to move your customers and sales for your retail store or brand(s). TB Contributed by Gabriel Pineres and Liza Santana, principals at Creativas Group Public Relations, Branding & Events, a leading full-service multicultural communications and public relations firm based in Miami, Florida. Creativas Group has been providing marketing and public relations services to tobacco industry clients for over a decade. Follow us on social media @creativasgrouppr on Instagram and Creativas Group on Facebook. Giving Your Tobacco Brand a Public Relations Refresh