E cigarettes are controversial. But our marketing doesn't have to be

Think of a time you started a conversation that backfired in your face? It can be embarrassing over the dinner table but it can be worse if it’s your business. Marketing controversial products is no easy feat and approached the wrong way, can destroy your brand.

Vapourlites is an e cigarette brand and it is the marketing team’s task to promote our e cig product. For us it is simple; electronic cigarettes are a real substitute for smoking for those who need and rely on them. Here are my key considerations to effectively market controversial products.

Marketing a controversial product? Factors to consider

1. Stick to the script! / What are you objectives?

Set out your objectives early, plan and go after them. Never lose sight of them. Any strategy you have will be tested against these objectives and so they are vital to the success of your campaigns. Make sure each and every idea addresses these objectives.

2. Values:

Clarify an ethical policy with your marketing team, external agency and relevant stakeholders. A clear ethical code provides a reference for decision making and strategy and lets you and your team easily understand and express your brand’s core values with customers, suppliers, news agencies and everyone else.

Vapourlites have over 500 vendors across the UK with businesses who share our vision and values for electronic cigarettes. As E cigarettes are for people over 18 years old, both us and our partners enforce this law and our policies without compromise.

3. Channels

Today our media channels draw a dizzying range of conversations, be it online, in store, on TV, print, events… the list is expansive. Be aware that each has its own rules and etiquette. For example, advertising is regulated in the UK by the Advertising Standards Authority (ASA) and the Committee of Advertising Practice (CPD); the electronic cigarette industry has seen many rulings enforced by the CPD.

Ignorance is not bliss when it’s your money. Pay attention to the do’s and don’ts even if you want to push the boundaries and be creative.

4. Getting to know you: Your customers and target markets

Knowing your target market’s likes and dislikes is important to engaging them. Get on social media. Do your own research; pick up a phone and call someone – your customers know best and actually want to help. Your marketing has to appeal these people. In our case it is adult cigarette smokers.

With a controversial product it can be easy to offend people it’s not intended for. But, be very careful not to offend your target audience especially if it risks everyone hating your brand.

5. Partners: I take thee…

Get in touch with industry partners such as Trade Associations, regulatory bodies, suppliers etc etc. Each is a stakeholder in your industry and treated with respect can give you an idea of best practices in their field.

Vapourlites are members of the ECITA.

6. Competition: Keeping up with the Johnsons

Follow competitors in your direct industry and others that are substitutes for your brand. Nokia probably never considered Apple a direct competitor until release of the iPod.

Always keep an eye on your market and another eye on your competition

7. Be the expert; know your product.

Not everyone likes your product. Finding ways to engage consumers over the divisive features of your products will inspire ways to tackle these factors. We staunchly defend our industry in the media when there is misinformation about e cig.

Be open and honest in regards to any adverse implications of your product and have all necessary information accessible to your customers.

In closing...

Once you understand your products and the utility people get from it, be it good or bad (you need to know both) it will empower you to engage on the topic more effectively.

These factors will help minimise the risk and ensure an effective approach to marketing a controversial product. They deserve care and attention so allocate necessary time and resources. When you’re ready the only next step is to begin.

Recommended further reading:

Article on ‘How to market a controversial product to anyone’ by Brendan Schenecker.

Committee of Advertising Practise (CAP) advertising codes.

David Benjamin

Online Marketing and Partnerships

Vapourlites™

Tel: +44 (0)800 222 9222

Email: info@vapourlite.com

Web: www.Vapourlites.com

Twitter: @Vapourlites