Friday, October 02 2009
The ingredients for a successful in-store cigar event
By Gary J. Arzt
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"601 CIGAR EVENT," says the poster in the window of one of my favourite tobacconists; and there are the photos of Eddie Ortega and Erik Espinosa, clad in jeans, tee shirts and flip flops standing, apparently, on a street corner in some third world country..."Buy Three Get One Free," "Purchase a
Box Get Five Free Cigars." It could be
Alec Bradley,
La Flor Dominicana, Rocky Patel, et al - the format is basically the same: This is an "in store event."
This marketing/promotional concept is a product of the "cigar boom" of the mid-1990s. Believe me, neither Ramon Cifuentes, H. Upmann nor Morty Annis (Gradiaz, Annis - makers of Gold Label and Shakespeare, and former owner of Macanudo, before selling the brand to General Cigar) never visited a tobacconist to promote their cigars, chat with smokers, autograph boxes, or be photographed with customers. I have been trying to determine, for more than four months, when the first in-store event took place, what manufacturer staged it, and at which tobacconist it was held. I have consulted all sorts of people in the industry...all to no avail.
These events have become a serious part of cigar marketing, as the smoking public really clamors to meet cigar makers. The ability to talk to a maker about his cigar, and about cigars in general, is something smokers look forward to. With all due respect to the 'cigar stars,' this is, in part, symptomatic of the fact that our nation has no real heroes anymore. Our heroes used to be sports figures and Hollywood celebrities, but they're either getting busted for drugs or leading bizarre lives (well, at least a good number of them, allegedly). And that is to say nothing of many politicians and their personal conduct. Cigar makers are real guys that create something real, therefore, cigar store customers have an instant connection.
These events can and do affect the preferences of smokers, in that, they may smoke a cigar for the very first time that has been on the shelves for months. Smoking it at the event is the point; and the real objective is for the smoker to 'fall for the cigar' and smoke it regularly.
Today's stars are Rocky Patel, Erik Espinosa & Eddie Ortega, Pepin Garcia, and Nestor Miranda. When any of them are doing an in-store event, there is always a huge turnout. They are, obviously, different people, and they bring their respective individual styles to the task.
Then there is the question of how the individual tobacconists stage these events. Some, unfortunately, just have the rep come in, hand out samples, offer the deal, and hope for the best!
The essence of a great in-store event is involvement. It doesn't become memorable if all it is about is handing the shop customers a robusto and giving them five free with a box.
Some of the elements that make for a very successful in-store event include domino tournaments, raffles, food and drink, lots of people, and good music, for example, create an atmosphere that lends itself to tremendous camaraderie.
As for the event formats themselves, here's one that goes the extra mile: The Zino Platinum Red Carpet event, produced by Davidoff, is a very elaborate event - with a real red carpet. Each attendee is photographed, on the red carpet, as they enter the store. Photographed with each guest, mind you, are two exquisite women who are there to welcome them and assist them all evening. The event includes a lot of smoking, adult beverages and a serious raffle - usually including a $2,500 humidor!
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A Be Kind Rewind
I regret that I omitted a few very significant items in my review of the 2009 IPCPR Convention and Trade Show in New Orleans, which I feel compelled to correct:
Perhaps my most serious omission was not mentioning ProCigar '10. The third annual event focused on Dominican cigars; factory tours, lunches and dinners with the likes of Henke Kelner, Manolo Quesada, Guillermo Leon, Jose Seijas, et al, along with trips to the tobacco fields is a fantastic experience. It also is focused on Dominican culture. Last year they added a trip to Santo Domingo to visit the Altadis factory at La Romana. There is also a golf tournament at Casa del Campo to play the Teeth of the Dog.
This is an event not to be missed, and since they limit ticket sales, to maintain the intimacy, get on their web site www.procigar.org and order your tickets.
You can even splurge on a couple of $25 raffle tickets and win a trip being offered by Famous Smoke Shop, which includes round-trip air fare at www.famouscigartrip.com.
I also forgot to mention the presence of Berta Bravo at IPCPR, Miami's own "Guayabera Lady!" Every self-respecting cigar smoker, Cuban or otherwise, should own a guayabera shirt, and the place we all get them is The Guayabera Lady in Coral Gables, FL or at www.theguayaberalady.com. The shirts, both off the rack, or custom made, are beautifully tailored, and she has a large selection of styles, patterns and fabrics.
It is worth a visit to the shop just to meet Berta.
There was tremendous activity at the Reyes Family Cigars booth, driven by their new, well regarded and very enjoyable MIAMI series. Carlos Diez, president, Frankie Santos, Marketing Manager and Jose Ortega, VP Sales were busier than one armed paper hangers!
Regrettably, Roland Reyes, Sr., the dean of cigar makers, was not present due to the political turmoil in Honduras at the time. I didn't know if he was guarding his property, or mediating the dispute between Zalaya and the new government that shoved him onto a plane a couple of weeks prior to IPCPR (Zalaya, not Reyes). In either event, his absence was noted and he was missed.
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Another Cigar Festival
Last spring the cigar manufacturers in Estelí, Nicaragua, formed an association to fight the, then, proposed S-Chip cigar tax.
Frankly, I have forgotten the name of the organization, but I am aware that they intend to create a Nicaraguan Cigar Festival, to be held in Estelí. The dates have not been locked in, but they are thinking the 4th thru the 7th of December, or some dates in that area.
Understand that Estelí is not Santiago, DR (Where ProCigar holds their, now, annual festival). But it is still home to many, many of the best cigar makers, and that's what these festivals are all about.
There should be an announcement very soon; then we'll see what they have in mind; how they will deal with hotels and venues for dinners, etc.
In any event, I'm going to attend, and you should give it serious consideration.
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In closing...
My friend, George Rico of Gran Habano and G.A.R cigars., invited me to his office the other day to smoke a cigar he is 'playing' with. He handed me an elegant, beautiful looking cigar with beautiful wrapper. I enjoyed it thoroughly, but still do not know what, if anything, George intends to do with the blend.
I did leave his office with a bundle of the Lanceros that George has made for himself...for which I was grateful, as I am, like George, a great fan of Lanceros.
The smoking lamp is lighted!
