I remember the first time I went to a cigar event at a store they had almost 100 people there for Tatuaje. At that time, my local b&m used to only have an event every three months. When I moved to South Florida the in-store events brought in good crowds. However, the last year or two I've noticed the crowds are getting smaller, and I wonder if it's due to the fact there are just too many in-store events. Part of this is due to the fact that there are more cigar lounges and stores opening where I live, but also I noticed stores went from having maybe 4-6 events per year to having as many as 12. I was curious if other members of BOTL feel there are too many cigar events.
Too many cigar events?
- Thread starter ar2381
- Start date
I feel like there was a large push to have more events to help drum up business in the wake of tobacco tax hikes in many places the last few years. It helps the B&M's but at the same time it creates kind of a following in certain areas and not in others. Drew Estate fans will flock to any event (which is cool lol) but then Alec Bradley events don't really bring people out. BUt then at the same time places like Casa De Montecristo will bring a crowd out every time due to its awesomeness where a smaller lounge wont have as large of a crowd. I like those B&M's that have awesome events that aren't necessarily cigar related like music and drinks or dancing; there should be more of those!
What would be a good way to make a cigar in-store event unique, and bring in more people? What do consumers want at events, and how can they be improved? I am curious as a consumer, and also as someone who works in the business.
I see this question asked a lot on boards by B&M owners looking to drive buyers into their stores. I agree that DE has achieved cult like status and having JD or some other company rep will probably draw a crowd, same could probably be said for Pete Johnson and Crowned Heads. The events that draw me in are usually those that offer a free smoke. Not really interested in a buy 3 get 1 free promotion, which is the hook I see most often, if I have never tried the stick. I remember being in Napa on vacation and had no interest in cigars back then, but the flyer for the event said a free cigar for all attendees. I convinced my wife to attend the event where we each had a freebie and a glass of wine and sat outside enjoying the evening. After the event I bought 4-more of the sticks for the remainder of that week's golf. IMHO freebies go a long way and they are lot cheaper for the manufacturer than giving away swag.
There do seem to be an increasing number of events. Our local B&M has one almost every weekend. That being said, I enjoy going, meeting people, trying new sticks, etc. It just gets me in trouble with the wife some times 
I agree with MDS that in most instances, especially if it is a stick I've never tried or a new one being released, offering a free stick will get me in the door and I'm more likely to make a purchase. Offering 15% off something I've never tried or a buy 5 get 1 free don't have the same impact...
I agree with MDS that in most instances, especially if it is a stick I've never tried or a new one being released, offering a free stick will get me in the door and I'm more likely to make a purchase. Offering 15% off something I've never tried or a buy 5 get 1 free don't have the same impact...
My lounge has an event every month...
Only about 50% of them are "sponsored" by cigar companies though.. We've had DE, Oliva, 7-20-4, and a couple of others come in this year.. but the rest of the events are simple, theme related "nights".. where the associated B&M offers free drinks, light food, and usually a plussed up discount on everything in the store for lounge members (this past thursday they offered 30% off everything in the store to lounge members for a 3 hour window)..
Makes for a nice balance...
Only about 50% of them are "sponsored" by cigar companies though.. We've had DE, Oliva, 7-20-4, and a couple of others come in this year.. but the rest of the events are simple, theme related "nights".. where the associated B&M offers free drinks, light food, and usually a plussed up discount on everything in the store for lounge members (this past thursday they offered 30% off everything in the store to lounge members for a 3 hour window)..
Makes for a nice balance...
no problem where I live - there's only one real cigar shop/lounge. They have an event every few months.
Boobs and shiny poles.
The problem with events where you just give away a free cigar is sometimes you get people who only want the free cigar, and buy nothing else.
I think you are probably more/less open to this risk depending on the event, and the intended audience...
When my B&M/Lounge hosts "give away" events.. typically the "give away" is exclusive to lounge members..
Anyone can walk in off the street and get a discount on whatever cigar is being featured, get SWAG, etc thats being provided by the manufacturer... etc..etc..
But the "great" deals are reserved for lounge members...
For the most part.. lounge members arent going to just show up and take the freebie.. just about everyone is going to buy at least a little something.. some of us (Im usually guilty of this) will end up making large scale purchases (motivated by the discounts being offered)..
But even if the lounge member doesnt buy a thing.. the lounge/B&M doesnt really take a loss.. at the end of the day the member pays $250 a year to have access.. and will continue to pay $250 a year (most of our members have been members for a LONG time..).. just to have a place to smoke some sticks, have an occasional single malt with friends, etc..etc..
small price to pay for the lounge owner (5 or 6 "freebies" a year) to keep 500 people coming back and paying $250 a year, year after year.. for access to a private room...
True... This is the constant complaint of the local B&Ms here. Sometimes the stick isn't worth buying a box of...
And how is this different than spending a lot of money on food, drinks and entertainment and no one buys anything else? To me, one freebie cigar is less expensive and less of a hassle for a B&M with the same potential outcome, buy or no buy.
I am talking more from a manufacturer's side. When we have an event at a store, generally the free cigar comes from us not the B&M. It's why at cigar fests you rarely if ever will get a free Padron 1926 Series, because giving out 400 of them would be quite costly.
My biggest concern is that manufacturers have too many events too close to each other, so they seem insignificant when Perdomo does three events in Broward country in a week.
Also, what type of swag do you guys like as giveaways besides free cigars?
My biggest concern is that manufacturers have too many events too close to each other, so they seem insignificant when Perdomo does three events in Broward country in a week.
Also, what type of swag do you guys like as giveaways besides free cigars?
I don't attend events because they're not worth attending, IMO. Buy 4 sticks get 1 free or 10% off on a box isn't making me get in my car and drive to the B&M. I can get these deals all day long on the internet and I don't have to be a lounge member. Also, I don't wear swag, so that doesn't draw me in either.
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I see stuff all the time for a free t shirt or hat, but that has one small problem: I don't give a shit and I will never rock that stuff for anything other than beating around the house. I'd like to see more cigar related merchandise being given out whether that be free lighters, free cutters, or free ashtrays. Make it something nice and not something cheesy and when I pull that stuff out other people will ask about it and I'll be more than happy to share what it is and how I got it.
Individual places don't do enough to bring in customers. Sundays at most local cigar bars are dead here in the Detroit area. 2 weeks ago, I met a friend up at a local place for a cigar while the Lions played, and it was dead. It was me, my friend and maybe 5 other people total in the place. I heard the owner of the B&M bitching about the place being mostly empty. I can understand the problem, but he was indignant about the whole situation. Here's an idea: give discounts on your $4 a bottle beer, and get NFL Sunday ticket. As soon as the Lions are done playing I'm gone because I don't want to stick around for the regional broadcast snoozefest of Jags vs. anyone or Steelers vs Ravens. Hell at least get RedZone. If Sundays should be a good day for you and they are broke, then fix it. Give up some profit on beer or offer a promotion other than 50% off some obscure or house blend that sucks ass, because no one is showing up for that. At my place I've got a 60" flatscreen, NFL RedZone, a fridge full of beer and a good pizza place right around the corner. As a B&M, you have to put something out that is going to trump the situation that I already have going on.
Individual places don't do enough to bring in customers. Sundays at most local cigar bars are dead here in the Detroit area. 2 weeks ago, I met a friend up at a local place for a cigar while the Lions played, and it was dead. It was me, my friend and maybe 5 other people total in the place. I heard the owner of the B&M bitching about the place being mostly empty. I can understand the problem, but he was indignant about the whole situation. Here's an idea: give discounts on your $4 a bottle beer, and get NFL Sunday ticket. As soon as the Lions are done playing I'm gone because I don't want to stick around for the regional broadcast snoozefest of Jags vs. anyone or Steelers vs Ravens. Hell at least get RedZone. If Sundays should be a good day for you and they are broke, then fix it. Give up some profit on beer or offer a promotion other than 50% off some obscure or house blend that sucks ass, because no one is showing up for that. At my place I've got a 60" flatscreen, NFL RedZone, a fridge full of beer and a good pizza place right around the corner. As a B&M, you have to put something out that is going to trump the situation that I already have going on.
I wouldnt make a special trip to my lounge for 10% either... (as lounge members we get 15% off anything we buy in the store anyway..)...
But.. for example.. we just had our monthly "event" last thursday night.. no manufacturer.. just another "theme" night...
and everything in the store.. sticks, accessories, etc.. was 30% off... plus SWAG.. plus door prizes.. etc..
Im guessing 200+ people showed up...
This a a good topic. As a retailer, I'm not on board with free sample cigar events. I get the idea of having a membership program though, which eliminates the very real problem of freeloaders.
I think people who frequent online communities like this are less likely to want to come to B&M events because you have fellow BOTL to talk and trade with and are more educated and can avoid the bad cigars disguised as good deals online.
There is still a group of people who rely on their shop to give them recommendations and facilitate friendships. That's what we try to do at our events while also increasing sales.
I think people who frequent online communities like this are less likely to want to come to B&M events because you have fellow BOTL to talk and trade with and are more educated and can avoid the bad cigars disguised as good deals online.
There is still a group of people who rely on their shop to give them recommendations and facilitate friendships. That's what we try to do at our events while also increasing sales.
Basic stuff like ashtrays, lighters, T-shirts, baseball hats. Would really like to see cigar label lapel pins as well that we could put on hats, jackets, etc.