You see and hear about electronic cigarettes everywhere you go. From corporate offices to nightclubs and newly converted tobacco shops, consumers are riding a hurricane cloud of vapor. A growing faction of vapers have spoken, and the industry has heard the message loud and clear.
E-cigs and vaping are shunning traditional tobacco in favor of vaping. For an example of how transformational this industry is, you need only look at a dramatic announcement from CVS Pharmacy. They committed to no longer carry tobacco products. Dropping $2 Billion annual revenue was not something taken lightly by CVS. The endgame is to transition to selling only e-cigs and vapor products.
How We Got Involved
The first year we began marketing for vaping was in 2008. At that time, it was a challenge to find a retailer that carried the products. That is when we knew that something had to change and we approached Logic Technologies, the manufacturer of the Logic Electronic Cigarettes. The company was new, as was the industry. The opportunity to help smokers was the driving force behind this collaboration.
The Retail Response
Initially, the hurdle was about educating the consumer about the product as a whole because nobody knew what e-cigs were or how they could ever quit smoking using them. However, that changed very quickly, as we started developing campaigns for trade and online marketing. Consumer’s begun to speak up, and the demand began to rise. We saw the influence immediately as early adopters started bombarding Facebook and Twitter, asking, “Where can I find a local store to buy my refills?” The customer was engaged, but retailers lagged behind the demand.
Convenience store owners needed training about the benefits of carrying e-cigs and nationally. Early-stage e-cig brand marketing targeted trade shows and local retailers with marketing packages, search engine optimization traffic, and social media buzz. The progress with retailers was slow at first, but the customers pushed for more availability creating the snowball effect. From the local pharmacies to the gas stations, owners saw the transitional impact of customers refueling on both coffee and a new disposable e-cig with that iconic light-up tip.
Trendy Tech Attraction
Trendy and cool, the e-cig had arrived, guaranteeing its future when the iPad generation said, “Yes.” From a marketing standpoint, we started putting together comprehensive online strategies, as well as developing materials for our clients to penetrate the market and expand reach. Here are some of the services we rolled out:
- Packaging Design
- Social Media
- Truck Wraps
- Trade Show Gear
- Loyalty Programs
- Referral Networks
- Web Design/UX
- E-Mail Marketing
- Display Cases
- Counter Mats
Walking into the local retailer became a stress-free experience for the new consumer who wanted an e-cig over a pack of Marlboro’s. With abundant availability, the viral effect took hold. Advertising was in full swing, from nightclubs to the tops of NYC Cabs.
With the e-cig industry booming, the vaping consumer began to evolve just as the manufacturers did. Taking everything we learned about the market, the next step was to help the ecig-turned-personal vaporizer vertical. Today the shift is clear, but back then it wasn’t. E-cigs in the pencil-style format was how the consumer met the product. However, they soon demanded more options.
Soon manufacturers were coming up with new flavors of vape juices and customized equipment that vapers could create. The innovation floodgates had opened.
Eventige brought an entirely new perspective to vaping and today has helped revolutionize the marketplace in both innovation and sales volume.
At the start of the vape craze, it walloped us. Brands and brand teams spent many long weeks of design and coding just to keep up with the demand.
Today the story is clear that the vaping industry has created a whole new generation of consumer, industry, and lifestyle living. We help many brands in the e-cig and vaping vertical, but the impetus for us remains the same. We want people to kick the tobacco habit. We want to improve our lives.
More than marketing, backing this industry is saving lives. We take our role very seriously. We are here to help mitigate a global healthcare epidemic one e-cig and one vaping brand at a time.