B2B marketing strategies are one of our areas of expertise. So when The Tobacco and Medical Services (Scotland) Act was passed, we devised a comprehensive plan to let retailers know that the legal age of buying tobacco products was rising from 16 to 18, and that to continue selling these killer products they’d have to get themselves on a national register. On top of that, we’d let them know that they’d also have to start locking the cancer sticks away in cupboards. Out of sight, out of mind.
If you’ve seen the price of cigarettes these days, you’ll know that they add a healthy chunk to retailers’ bottom lines and this wouldn’t be an easy sell. Due to the varied nature of retailer businesses, we took a highly personalised, segmented approach to our marketing strategy, which resulted in 70% of the database signed up on the national register. And there hasn’t been a single conviction for selling cigarettes to under-age teenagers since the law changed. A worthwhile job, well done.