Launching a new POD system: how to build a reputation for an e-cigarette bran...

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What platforms for communication with the audience should a new brand of electronic vape systems rely on for promotion on the Internet? The answers are given in a study by specialists from the reputation agency Topface Media .
What influences the choice of POD systems
POD systems for vaping are purchased for several reasons: ease of use, small size and weight, affordable price. Smokers can use them as a full replacement for traditional tobacco products. It has been proven that high-quality electronic cigarettes are less harmful to health than tobacco products, reducing the negative effects of smoking in the short term. When choosing a POD system from a number of similar ones, buyers can pay attention to factors such as the safety of materials and chemicals in the device and liquid. To gather more information on these characteristics, users study reviews, ratings and read reviews of other buyers of the product on the Internet.
How to Manage Your E-Cigarette Brand Reputation
Most users who choose or study products online look at search results only on the first page. The closer the brand's position to the top of the search results, the greater the chance that a potential buyer social media marketing service will see positive reviews about the product or click on the desired link. But companies selling e-cigarettes cannot directly advertise products. The main online promotion channels are not available for this category of goods, for example, contextual advertising, ads on social networks. At the same time, competition in the vape market is high. To successfully launch a new brand in the FMCG segment (which includes cigarettes), it is necessary to ensure high audience coverage and initiate discussions about the product.

In this situation, SERM (search engine reputation marketing) for an e-cigarette brand is the most promising way to promote a product in search engines without the risk of violating the law and the rules of Internet platforms.



creation and optimization of brand cards on available platforms;
publication of positive reviews;
encouraging customers to leave reviews;
responses to reviews;
collection and analysis of all brand mentions on the Internet;
search results monitoring;
publication of articles and image content.
What platforms to use when working with the reputation of a new brand of electronic cigarettes
Not all platforms will be equally effective for effective promotion of vape products on the Internet market and building a brand reputation from scratch. To find out which content formats and online channels will bring the best results, experts from the Topface Media agency analyzed the results of reputation queries for 20 brands.
Analysis of search results for reputation queries
The following brands were taken for the study:

Smoant Santi, VooPoo V.THRU Pro, Voopoo Vmate E, Nevoks Feelin, Vaporesso Xros Nano, Brusko Minican 3, Brusko Dabbler Nice, Soak Q, Smoant Pasito 2, Voopoo Drag X, Geekvape Aegis Hero, Rincoe Manto Aio, Smoant Charon Baby Plus, Smok Novo 4, Vaporesso Swag PX80, Suorin Air Plus, Logic Compact, Elf Bar BC5000, Eleaf icare Solo, Justfog Qpod.

We took the initial queries for the search results analysis in the format “brand + reviews”.
Snapshots of search results in both search engines were taken for the “Russia” region.