For years the US company maintained a joint venture with a French company through which marketing i

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After twenty years without a direct distribution network in our country, the iconic Zippo brand lighters reactive business strategy in this market. "For us it is a new beginning in Spain," said Richard Finlow, executive director EMEA, at an event held yesterday in Madrid.
For years the US company maintained a joint venture with a French company through which marketing in Spain and France took place. In July 2013 he decided to take direct distribution in southern Europe, and has since worked in the formation of a team to take on this task. In Spain the head is David Llobet, who joined the company three weeks ago as sales manager after passing through Aladesk, Biplane Licensing or Ubisoft.
"Our goal now is to return to relight the flame of Zippo in Spain", Finlow said. For it will launch a four-point plan: to reconnect with Spanish weber barbecue consumers and attract new fans to the world of Zippo, introduce new products - the brand launches designs twice a year and also sells other products like instruments writing instruments, watches and perfumes -, increase its distribution network and implement a marketing plan.
On the marketing strategy of the company told David Warfel, director of global marketing. It focuses on three axes. First, weber barbecue public relations. Also the use of social networks, "an increasingly important tool for all brands, including Zippo" said Warfel. The emblem has nearly one million Facebook fans globally, weber barbecue more than 158,000 in Europe. Of these, 81% are men, and that is, as noted by the marketing manager of the company, its audience is mostly male and young. Zippo also maintains an important musical program called Zippo Encore takes you to attend between 140 and 180 music events a year. "For us," explained Warfel, "is a way to get in touch directly with our audience."
Despite being in the Sixties, the first brand advertising lighters, currently has little presence in mainstream media. "We continue advertising in print media, in newspapers weber barbecue and magazines, but not to the level before" acknowledged David Warfel. So it will be in Spain. "In line with our global marketing program, weber barbecue we will focus on social media shares in public relations, events and".
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