Guest Column: Can I Sizzle You a Cigar?
To accomplish that, we included "action photos" from the event into our full color media kits, which include all the traditional items of interest—with the thrust not on the book, but on the cigars. Ruth's Cris isn't successful because it sells steaks; it is successful because it sells the sizzle that sells the meat. In our case, in this marketing thrust, the "sizzle" is the cigar line. And just as Ruth's Cris carries its appeal into your living room via TV, we are now poised to do the same thing in cigar magazines, on cigar blogs, in major cigar shops around military bases and elsewhere. It is fair to say that we could never have gotten copies of Once a Marine mentioned or offered for sale at these locations without pairing a cigar line with the book. (We are also sending cigars to every radio talk show and TV host who smokes them.)
- Companies: