How Zippo can use newscraft to sell lighters and outdoor gear

For my generation, when you say “Zippo,” you are talking about the Harley-Davidson of cigarette lighters.

Even for those of us who never smoked, there’s something special about the sound a Zippo makes when you flip it open, the feel of striking the wheel with your thumb, and the aroma the lighter gives off when fluid becomes flame.

Cigarette smoking isn’t as popular as it used to be (thank the Almighty and the Surgeon General), but the Zippo remains an icon. So how do you apply newcraft to a legend? And how do you expand the market beyond smokers?

You could target the innate desire among humans to collect things: pretty things, shiny things, valuable things. With a little research, and perhaps a survey or two, Zippo could produce newscraft stories like:

• The top-10 most collectible Zippo lighters – and where to find them.
• How to customize a Zippo lighter for your father, husband or boyfriend
• The world’s 10 most valuable Zippos

Zippo could also expand its market by show non-smokers the value to keeping a lighter in their pocket, purse or glove compartment.

• Five ways to use a Zippo without ever lighting a cigarette
• Six ways to use your Zippo when camping or hunting
• Four ways a Zippo can save you and your family in an emergency
• How to safely start an emergency fire – with or without a lighter.

Though most famous for lighters, Zippo also makes and sells a wide range in innovating gear for the outdoors life.

The Zippo website offers the 4-in-1 Woodsman: a mallet, hatchet, stake puller and bow saw all in one gadget. What the site lacks is a demonstration video or an e-book that demonstrates how the Woodsman can make life easier for the camper – especially a novice. You don’t sell by telling someone how great your product is; you sell by showing them.

Example: Take a group of newbies on a camping trip. Show them the ins and outs of the outdoors life while teaching them to use the Woodsman. Shoot video of the whole thing, including their testimonials. Create a brief introductory video, plus several longer videos demonstrating each of the Woodman’s functions. Call it something like, “The novice camper’s guide to the outdoors life.” Or, “How to become a camping pro with the 4-in-1 Woodsman.”

Indeed, Zippo could create a stand-alone site that offers all sorts of How-Tos and Ways-Tos for the new or the experienced outdoorsman. The company could also take their newscraft on the road, demonstrating their outdoors products at any event that attracts folks who enjoy the outdoors. Or the company could create its own annual outdoor expo to showcase its ideas and its products.

The key with newscraft is to let the teaching do the selling. And to always give the prospect a “next step” toward becoming a customer.