operating in the e-cigarette sector might be missing a major opportunity to grow their businesses by ignoring potentially lucrative Eastern European markets, according to a new EU report.
And speaking of getting the message out – the Eurobarometer survey also examined what advertising mediums have had the greatest impact. The most visible form of e-cig advertising was no surprise – point of sale ads were seen by 36% of the population. However, a close second at 35% was TV advertising – surprising considering there are already restrictions in place in certain jurisdictions limiting or completely prohibiting e-cig TV ads. Equally, popular methods for e-cig companies such as online advertising in all forms (banners, pop-ups, videos, etc.), sponsored events and celebrity use all scored seriously low in terms of being noticed, with only 2% of respondents saying they’d seen these types of activities.
Considering that sponsorship and celebrity use in particular can be expensive, it asks the question of whether these methods deliver value for money. This is a question that entrepreneurs and start-ups in the electronic cigarette sector and looking to expand their operations will have to ask themselves when determining marketing budgets.