In an industry that appears stagnant, how can new-media marketing strategies help turn the corner? Many companies turn to social media and Internet marketing as a cost-effective strategy, but do they really work as well as traditional marketing strategies? Talk thinks so. And the NY Times agrees.
According to a NY Times case study, Ernesto Perez-Carillo Cigar Company hired advertising agency DeVito/Verdi to develop an efficient marketing strategy - including both traditional and social media marketing - for promoting their new cigar brand, E.P. Carillo, as well as a $13.00 limited edition cigar that would be released before the new brand.
Though they did not completely “ditch” traditional media, as they still attended trade shows and cigar events, their main campaign focused on the following three initiatives:
- A collage of live online mentions about the company and Ernesto Perez-Carrillo Jr, that appears on the EPC company Web site
- A Google Maps world map that reveals the origin of real-time Twitter messages about cigars
- A Facebook page
According to the NY Times article, EPC claims the campaign is extremely successful and they have increased their amount of foreign distributors. EPC also reports that the campaign has “generated a lot of buzz” and they are excited to hear so many people talking about their limited edition cigar. Who says you can’t teach old dogs new tricks?
Check it out for yourself: http://www.epcarrillo.com/
