Day Job: Cigarette Promoter

From 10:00 p.m. to 1:30 a.m. on a Friday night in New York City, I helped manage a team of “spokes models” working for a major tobacco company.

Notice that “spokes models” is in quotes. That’s their official title. But really, it should say “spokes “models”” because in addition to being agents for this particular product, they are also hip & physically attractive (aka, “smoking hot”).

The three I accompanied are working (or trying to work) as actors in New York. They do this gig at night because it does not conflict with their day schedules and because it pays $18+ an hour. Walking from bar to bar in the East Village, spokes models take surveys of bar patrons and give out free zippo-style lighters & coupons for buy-one-get-one-free cigarettes. Scan 25 to 30 driver licenses a night, get surveys filled out, give out some tobacco swag & coupons, and you can afford to live in NYC and try to make it in acting.

This should be a piece of cake. But, it turns out not to be so simple because the tobacco laws are so strict. NYC Administrative Code Section 17-176 prohibits the “distribution of tobacco products to the general public at less than basic cost . . . in public places.” This is not limited to commercial operations. The way the law reads, if you give someone on the street a stray cigarette and don’t charge them $0.40, you are a criminal. That’s why they use coupons. And have to be inside the bar. And have to get permission from each bar. And have to walk all over the place to finish the job.

One of the spokes models has done this in another city. Outside of New York, they don’t mess around with lighters and coupons. No sir. They carry heavy bags full of free packs in all varieties. ‘I am not used to this quick survey and get a lighter thing. Where I’m from, we sit down and talk to customers and really figure out which flavors they like the best and which new products would be right for them.’ [Notice that’s in single quotes. Sometimes it was hard to listen, look at her at the same time, and still pay attention.] She hands me back my driver license.

Giving out tobacco products is the part people take issue with, but, at least to me, it is not the most compelling part. Each survey requires scanning a valid driver license with name, age, and address. Also, if you have a pack of cigarettes on you, they scan that too (since technically, you have to already “be” a smoker to participate). This is hard-core, dedicated market research about the smoking habits of young people. Where do smokers hangout, what do they smoke, what incentivizes them, where do they live, are they organ donors, etc. No doubt pretty people giving out free coupons in a city where cigarettes are $8 a pack helps encourage people to use their product. But in this case, the marketing data is how they will make their money back.

Upside: good exercise walking around, work outside, meet people, good money, and potential to learn a lot about market research. Downside: the occasional person who takes strong offence to your job, having to work late & on weekends, and . . . having to promote cigarettes.

Certainly not a career, but as far as a job for a day, I learned enough to make it worthwhile. Next up: vegetable & herb farmer.