66 TOBACCO BUSINESS | MARCH / APRIL | 22 The responses to these “getting to know you” questions allows the company’s sales team to in turn allow insight into whether or not Aganorsa’s products would be a good fit for that retailer’s store. “We focus on creating medium-bodied, full-flavored Nicaraguan cigars with a clear Cuban influence and provide an incredible value at any price point because we are vertically integrated,” Reilly proclaims. “We are great at what we do, but we aren’t for everyone and we want to make that determination first before we start trying to fill your humidor.” Once a retailer is part of Aganorsa’s network, there is an opportunity for them to be part of a special program called Aganorsa Select. Currently there are about 125 retailers that are part of this special program. These retailers commit to a certain level of support of Aganorsa’s core line brands, and in return Aganorsa offers them a yearlong discount and exclusive access to special cigars like Rare Leaf and limited edition vitolas such as the Aganorsa Leaf Aniversario Maduro Short Churchill. These retailers also have the opportunity to receive new releases before other retailers. Strength of the Leaf With the company’s rebrand still progressing, Aganorsa Leaf is continuing to look at ways to strengthen its business. It is currently working to streamline and improve its packaging so that Aganorsa is both easily recognizable and enticing to consumers walking through any humidor. While the company’s production and marketing efforts are key to its growth strategy, it’s the retailers that Aganorsa ultimately relies on to recommend its products to their customers. Reilly and his team understand there are limitations to how much retailers are able to do, thus improved packaging and overall branding all are seen as ways Aganorsa can help with customer acquisition. The best brand awareness comes from the company’s impressive portfolio of premium cigars blended with tobacco grown by the company. Outside of the packaging and beyond the many high ratings the company has received over the years, the motto of the company succinctly and perfectly captures the true appeal of Aganorsa Leaf—“Our leaf is our strength.” TB Is your company or product in need of a refresh? Terence Reilly, vice president of sales and marketing at Aganorsa Leaf, offers the following tips for executing a great rebranding effort. 1. Identify the unique selling point (USP). Find out what makes your company special and make that the focus of your brand. 2. Rally the team. Once you have pinpointed what makes you stand out, make sure everyone in your company from top to bottom as well as your retail partners understand this unique quality, are convinced that it is genuine and can convey the message to others. 3. Design a campaign. If your sales team, office staff or retailer partners have different views that don’t align with the image you are promoting or are uninformed about what’s special about the company and its products, it is going to be very difficult to develop brand awareness among the public. REBRAND LIKE A PRO Terence Reilly, vice president of marketing and sales at Aganorsa Leaf We focus on creating medium-bodied, full-flavored Nicaraguan cigars with a clear Cuban influence and provide an incredible value at any price point because we are vertically integrated. –Terence Reilly, VP of marketing and sales
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