TOB_Magazine

[ 12 ] TOBACCO BUSINESS [ MAY / JUNE | 18 ] STARTUP / IN THE FIELD Oliver Hyams , Altadis U.S.A.’s trade marketing director, reveals how developing unique trade programs and leveraging new media can give your marketing a much-needed boost. BY ANTOINE REID Romeo y Julieta, Montecristo, H. Upmann and Henry Clay—these are all well-known premium cigar brands within the Altadis U.S.A. port- folio. Though these brands have been on the market for years—even generations for some—there’s a calculated strategy and effort that goes into making sure these brands are at the forefront of the minds of cigar consumers worldwide. Altadis U.S.A. is just one of many premium cigar manufactur- ers that have well-known, established brands in their portfolios. Throughout the tobacco industry, brands with notable histories are common—as is the question of how one should go about marketing a product with a lengthy presence or one that’s steeped in tradition. It’s a problem that Oliver Hyams, Altadis U.S.A.’s trade marketing director, deals with on a regular basis. Hyams and his team develop the tools and programs that will help Altadis U.S.A.’s sales team and retailers sell the company’s many products. In addition to developing all the promotional and incentive activities, Hyams also manages the trade programs, event activations and trade shows. Another crucial part of Hyams’ duties involves creating and develop- ing all the visibility, assortment and product cycle planning for Altadis U.S.A.’s portfolio of products. According to Hyams, when developing a marketing plan for any product, the key is to have an objective behind the plan and a hook that will entice retailers and consumers alike. “I think the No. 1 factor is to have a good story and reason behind the campaign or promotion,” he explains. “From a B2B perspective, the main objective for a promotional campaign is to give retailers exciting initiatives that increase their business and offer further opportunities to increase trade margins.” In a recent conversation with Tobacco Business , Hyams delved in deeper into Altadis U.S.A.’s untraditional approaches to marketing, including the company’s unique trade programs, its handling of historic brands and how it’s tapping into new media platforms to promote its products and connect with customers. ➤ Photos courtesy of Altadis U.S.A. A Trade Approach