Many e-Cigarette (e-cig) companies are promoting contests, giveaways and sweepstakes in an effort to build brand loyalty and to add to their existing database. The sweepstakes and prizes offered are designed to be attractive to the brand’s target audience as well as other potential consumers.
Unlike in the case of conventional tobacco products, sweepstakes and competitions are largely marketed through social media sites such as Facebook, Instagram, and Pinterest instead of direct mail. The use of social media offers makes it easier for e-cig companies to target younger audiences, who are usually extremely price conscious, and also more active on social media sites.
International Vapor Group, a leading e-cig company that owns brands such as SouthBeach Smoke, Ever Smoke and VaporZone, frequently uses sweepstakes and giveaways as a marketing strategy across all its brands. Some of the exciting offers made by the company include a 1,000 cash award from SouthBeach Smoke, a five-day paid trip to Las Vegas from VaporZone, and an all expenses spa trip from Ever Smoke. Other companies like White Cloud frequently market new flavors or sample kits giveaways through its social media channels.
By entering the sweepstakes and other competitive offerings, e-cig companies are able to gain more information on their existing audience targets as well as potential consumers. This enables them to tailor their marketing efforts in the future to reach out to specific audiences.