TOB Magazine

18 / 50

40
TOBACCO BUSINESS INTERNATIONAL
MAY/JUNE 2015
I f you’ve been trying to figure out
how to bring more pipe smokers
into your store, it may be time to
consider starting a pipe club. Retailers
who host cigar clubs or cigar events
understand the important boost their
businesses receive by offering a social
environment where aficionados can
share their passion for great cigars. Pipes
are no different—there’s something
compelling about sharing a passion for
pipes and tobaccos with friends and
peers.
As a retailer, you have the hardest
part of launching a pipe club covered:
the perfect venue for such a gathering.
Your store can serve as a friendly, easy-
to-find environment with plenty of
tobacco from which to choose. Now all
you need to do is follow a few steps to
get a thriving pipe club going:
1) Set a Date and Time
It might sound premature, but
it’s hard to get people excited about
something that doesn’t actually exist
yet. So go ahead and set a time for your
first meeting, preferably soon enough
that it’s worth putting on the calendar
but far enough in advance that you have
time to promote it. Six to eight weeks
should do the trick.
2) Spread the Word
You’ll need to go beyond the obvious
move of posting a sign in your store
for your communication efforts. If you
have a customer email list, send out an
invitation to your list and encourage
your pipe-smoking customers to bring
their friends. A good inexpensive way to
get the word out is through social media.
Create a Facebook Group that interested
customers can join to find out about
meetings. Be sure to encourage them to
invite their pipe-smoking friends to join.
Other great options are pipe forums
hosted by websites like pipesmagazine.
com or
3) Plan Your First Meeting
Make sure your store looks welcoming
and inviting, and that there is adequate
seating for the crowd you anticipate.
If you aren’t sure how many to expect,
place chairs in small groups so that those
who attend can congregate without
sitting among empty chairs. Consider
providing snacks and beverages and/or
a promotion on pipe tobacco. You may
also want to ask one of your vendors to
sponsor the event by offering product
samples or a special discount.
4) Be a Good Host
When the day is at hand, greet your
new pipe club members at the door. Be
prepared to facilitate conversation by
asking attendees about their favorite
tobacco and where they most often
enjoy their pipe. Also be sure to have
flyers with the date and time of your
next meeting available to hand out.
4) Keep Your Pipe Club Growing
Once you have held a few events, the
pipe club should take on a life of its own.
However, you’ll still need to keep the ball
rolling by holding meetings regularly
and updating your social media sites.
Posting comments and photos is a great
way to continue the momentum of your
group’s growth, as is asking questions to
get feedback from fellow pipe smokers
about the group and about when you
meet. It’s best to find a time and date
that works well for everyone. TBI
The Power of
Pipe Club Camaraderie
A pipe club can be a great way to boost sales.
By Jennifer Gelfand