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lagher maintains. “I also think it has helped the over-
all premium market for all brick-and-mortar stores in
the front range of Colorado because it brings a greater
awareness to the lifestyle in the market.”
With these and all events, Gallagher believes that it’s
imperative to approach manufacturer relationships as
“always being a two-way street. The deals we offer at
the events and more have to be good for both sides. I
don’t think we have ever taken a heavy hand to leverage
something from any manufacturing partner because we
are in this business for the long haul.”
Another way to “go bigger” is to think outside the
event box as Troy, Michigan-based Wild Bill’s Tobacco
has done. The chain partnered with several cigar ven-
dors so that customers experience a “wow” presentation,
similar to an event, every time they walk into the stores,
thanks to special cigar gift boxes that are continuously
on display.
“They’ll put maybe three or four cigars, with a cutter or
a lighter, in a box with special pricing and packaging,” ex-
plains CMO Justin Samona. “We teamed up with about
seven or eight manufacturers—Rocky Patel is one—to fit
our customers’ needs. Many gift packs come with five or
ten cigars, but we changed that to three with an accessory,
and kept the price under $50 for most of them.”
Wild Bill’s makes these gift boxes available year-round,
many geared toward holidays and events such as birthdays,
Father’s Day, Veteran’s Day, Labor Day and more.
TB
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We teamed
up with about
seven or eight
manufacturers–
Rocky Patel is
one–to fit our
customers’
needs.