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32TOBACCOOUTLETBUSINESSNOVEMBERDECEMBER2011thatwithourwholefanbase.7ishasreallygrownquiteabit.x1dSmokeSTackx19SSocializingOnesuchretailfriendofDrewEstateisRubenAbreupresidentandownerofRubenx19sSmokeStackinHackensackNewJerseyinbusinessfor16yearsandintosocialmediaforthepastthree.x1cWethinkitx19sprettyneattobeabletocommunicatewithpeopleallovertheworldaboutcigarsx1dsaysAbreu.Hesaystheconnectionstobothcustomersandsourceshavebeeninvaluableingrowinghisbusiness.x1cSocialmediabasicallygivesusaccesstonewbrandsnewarrivalsweputapictureupwithawrite-upandthatgeneratesbuzzandprettysoonpeoplearecallingfromeverywhereaboutourcigarsx1dAbreutellsTobaccoOutletBusiness.HugesocialmediabuzzwascreatedaroundthisOctoberx19sfourthreleaseofTatuajeMonsterSeriescigars7eWolfmanwhicharehighlylimitedwith13x1cunluckyx1dretailersbeingchosentocarrythedressed-upboxesRubenx19sSmokeStackwasoneofthem.x1cAll31boxeswereceivedsoldoutondayonex1drelaysAbreu.x1cItwascrazyweweregettingcongratsonFacebookforbeingoneofthechosen13peoplewerecallingitallhappenedsofast.x1dAbreualsosaysthatsocialmediahasgivenhimaccesstoreachouttosmallcompanieshemightneverhaveheardabout.OneexampleofthatisAlbertoMedinaaverylimitedboutiquecigarmanufacturerinMiami.x1cImethimthroughFacebookandlearnedabouthisPIOResurrectionbrandanddiscovereditwastheNo.2cigarin2009inCigarAfcianadowhichcomparedittothePadrn26whichIlovesoIreachedouttohimhesentmesamplesandthenextthingIknowIx19monthephonewiththeguyandnowthebrandhasbeeninmystoreforthelastsixmonthsx1dAbreurelays.x1cHex19salsocomingtotheNewYorkareaanddoinganeventforme.7isallhappenedthroughsocialmediaitx19sacoolwayofreachingouttomanufacturersofsmallboutiquecompanies.x1dorienTingouTlawTheOutlawCigarCompanywithits6agshipstoreinKansasCityMissouriandax1csouthx1dstorelocationinOverlandParkKansasisdex1enitelyhavingalotoffunwithsocialmediathanksinparttothecreativityandspiritofownerKendallCulbertson.7ecompanyisknownforitsplayfullyx1cbadx1dattitudex14tellingcustomersonitswebsitex1cdonx19tleaveyourattitudeatthedoor.Youx19llbeneedinx19itinside.x1dRegardingFacebookandTwitterfollowersitdarescustomerstox1cbecomeafanorelsex1dWhileithasbeeninvolvedinsocialmediaforawhileithasgoneafteritaggressivelyforthepasttwoyearsaccordingtoCulbertson.x1cx18Aggressivelyx19meansIhaveafull-timesocialmediamarketingguywhox19soutthereandveryinvolvedinthecigarcommunityx1dheexplains.x1cItx19snotjusthimandourbloggerstalkingabout7eOutlawandwhatweo4eritx19saboutgettinginvolvedinthecigarcommunityknowingwhatx19shotandwhatx19sdrivingthemarket.Tobesuccessfulwehavetounderstandwhatx19sgoingonandIdonx19twanttogettherestandingonthesidelines.Wehavetobeinvolvedineverythingsocialmediax1erst-hand.x1d7atmeanstheusualbloggingandpostingofeventsproductsandissuesonFacebookandTwitter.Butitalsomeanssomethingmorex14whateverCulbertsoncandreamuptogetpeopleinterestedandtorespond.Oneofhisrecentsocialmediatravelingx1cstuntsx1dinvolvedhimtweetingaphotoofhimselfstandingunderalegitimateroadsignthatsaidx1cFU.x1dCulbertsonaskedhisfollowersx1cWhereamIx1dando4eredafreecigartothex1erstthreepeopletorespondcorrectly.7eanswerwaswhereHighwayFintersectswithHighwayUinthesmalltownofColeCampMissouri.Culbertsonalsoutilizestweetandtextprogramswherebywhennewproductscomeouthewilltextcustomersando4erthema25percentdiscountiftheycomeconTinueDonpage36