Choosing Your Target Customer

Before deciding what cigar to create, you need a reasonably clear idea of who is expected to buy and smoke it. That does not mean creating an elaborate marketing persona with a fictional name, occupation, and favorite vacation destination. For cigar development, we need something much more practical. We want to understand: Who will smoke the cigar? Who will actually pay for it? How experienced are they with premium cigars? Where will they encounter the product? On what occasion will they smoke it? What price level are they accustomed to? What do they expect from the experience? Those answers provide far more useful direction than simply saying: “Our cigar is for everyone.”