Dorel owned Schwinn is inviting Americans to “get off the computer and get on a bike” in a new US$5 million integrated national marketing campaign. The new campaign is predominantly aimed at a vast consumer base of recreational riders and current non-riders.
The US$5 million-plus marketing push – Schwinn’s largest for a number of years – includes TV, print, Internet banners, a new Web site (RideSchwinn.com) and social media. It also includes a major retail rethink for Schwinn’s big-box and independent bike shop retailers.
According to Andy Coccari, CMO of Dorel’s Cycling Sports Group division, "We are renovating the whole iconography and language of the brand, and also renovating the in-store experience.”
"We have tried to focus the shopping experience on how consumers want to shop the category. We are creating environments in bike dealers as well as our large national chains with helmets, clothing, and clear information explaining our bikes to consumers; it’s really focused on how they would like to shop, rather than how the industry looks at it, as bikes on racks."
Dealers will receive point-of-sale materials and local market support, alongside subsidised co-operative advertising.
The above the line advertising push is focused on women aged 25 to 54 because, "women are the chief purchasing officer of the family."
“Speaking frankly, these comprehensive marketing and dealer programmes will address the fact that the Schwinn brand hasn’t received proper support in recent years,” noted Hillary Benjamin, Schwinn General Manager.
“And rather than just launch me-too programmes, we’ve decided to shake things up with new marketing, new promotions and new dealer support, while hopefully raising industry benchmarks in the process.”
