In 2022, the size of the global e-cigarette and vape market was estimated at nearly $22.5 billion, and by the end of 2023, it’s expected to reach over $28 billion. These numbers may seem quite astonishing at first, but in fact, they shouldn’t come as a surprise. After all, there really are few federal restrictions when it comes to marketing these products.
As a result, manufacturers can market their products through outlets such as TV or radio. Their popularity continues to grow among people of all ages, whether it’s due to effective marketing, peer pressure, or the fact that while not entirely safe, e-cigarettes and vapes are still less harmful than traditional tobacco products.
To shed more light on the marketing tactics used by e-cigarette and vape companies, this article explores a few of the most commonly seen approaches. From being active on social media to introducing a wide variety of flavours, here’s everything you should know about how companies in the vaping industry market their products.
Appealing E-Juice Flavors
Since e-juices, also known as e-liquids, are necessary for vape pens and e-cigarettes to work as intended, manufacturers produce them in a wide variety of flavours to appeal to every palate. Back in the day, when the industry was still in its infancy, the choice was very limited, and most people used flavours like menthol, tobacco, or something with more sweet and fruity notes, but today you can find dozens of different flavours.
As shown by Vapekit, the options available today range from flavours inspired by desserts, like raspberry ice cream or strawberry mousse, to baked goods, such as banoffee pie, apple pie, or a lemon tart, to even more exotic and interesting choices, like tobacco-flavoured whiskey or bubblegum. There are also plenty of “weird” flavours, such as butter, roast chicken, tuna, or wasabi.
It is only natural that such tasty-sounding options and novelties are quite effective in getting the word out there.
Increased Social Media Presence
When used the right way, social media can be an incredibly powerful tool for virtually every product and industry, including e-cigarettes and vapes. Today, many companies aim to create lots of buzz around their brand on various social media platforms, including giants like Facebook, Instagram, Twitter, YouTube, and TikTok. In many cases, you don’t even need to search for the profile of the specific company since all they need is to go viral or pay for an advertisement in order to be featured on your feed.
A strong social media presence is priceless when it comes to engaging with customers of all ages and reaching out to the potential audience. Still, the way the e-cigarette and vape companies present themselves is crucial. Therefore, most brands create content that markets their products as something that can help people have fun, be a way to relax after a long day of work or school, and is associated with being cool and free to make their own decisions.
Sponsorships
Since many e-cigarette and vape brands tend to promote their products to younger people, sponsoring events, such as music festivals, is another marketing tactic they can use. For instance, back in 2013, blu eCigs sponsored Washington’s Sasquatch! Music Festival, where performers like Macklemore, Arctic Monkeys, Empire of the Sun, and Mumford & Sons attracted crowds of fans and music enthusiasts. Similarly, in 2018, another popular brand Juul sponsored a part of the Sundance Film Festival in Utah.
But the list doesn’t end here. Even though you’d think that vapes and sports don’t really go together, a UK e-liquid company, Totally Wicked, has partnered with a professional rugby league club St Helens R.F.C. and a football club Blackburn Rovers F.C. Of course, there’s been a bit of controversy around this move, but so far, these two sponsorships seem to be quite successful. Furthermore, the IndyCar Series chose to work with an e-cigarette brand Vuse and placed their logo on cars number 5, 7, and 66 during the 2020 Indy500 race.
Getting involved in events that are not only attended by thousands of people but also broadcast on TV and featured in the news is a smart marketing tactic that e-cigarette and vaping brands continue to use. The topic itself may be quite controversial since, for many people, e-cigs and vapes don’t go together with sports, but they prove to be reliable sponsors capable of keeping their promises.
In Conclusion
The e-cigarette and vape industry is growing rapidly, and it’s no surprise that companies in this sector rely heavily on marketing tactics to increase their market share. From social media campaigns to sponsoring events or even sports clubs and creating various e-juice flavours, there are many different ways for companies to reach out to their target audience. By understanding these tactics, businesses can better position themselves in the market and be more successful.
As for their customers, it’s essential that people shop from trustworthy and reputable brands that offer high-quality products. It’s never a good idea to buy vaping accessories or e-cigarettes at suspiciously low prices, so make sure you always research the companies that you see in social media ads or as sponsors.
