Gene`s BMX News

[BMX-News]

*** Schwinn - A New Ad Campaign ***

Bethel, CT -- 04/15/2010



Dorel Industries is spending $5 million on a new national marketing
campaign to pump new life into the Schwinn brand and attract dealers
in the specialty channel.

The campaign, which launches this week, includes ads in non-endemic
magazines, national cable TV and through social media channels. A new
Web site, www.rideschwinn.com offers consumer tips on bike safety and
fitness.

In line with the marketing push, sales reps from Cycling Sports Group,
Dorel’s specialty bike division, will be pursuing new specialty shops in
the coming months to carry the brand. They will look to existing
Cannondale dealers where it makes sense to add Schwinn to the
sales floor, as well as outside the CSG family, said Hillary Benjamin,
general manager of Schwinn.

New and existing Schwinn dealers will be supported with a consumer
promotion to drive store traffic, point-of-sale materials and subsidized
co-op advertising.

“We’re sort of banking on the fact that every dealer has a soft spot in
their heart for Schwinn. Everyone wants to see Schwinn succeed. Now
we’re giving them tools to do that,” Benjamin said.


Schwinn`s Magic Bell - New TV Add Video:
The Music In the new Schwinn Magic Bell
TV Commercial - ( AM60 - Just A Dream ).

Benjamin declined to give the number of current Schwinn dealers
in the IBD channel, but said it’s a number the company is looking
to increase. The brand is also sold in mass-market stores, and
Benjamin said it would remain there, but that she believes it can
succeed in both channels.

“This is our way of showing our commitment and recommitment
to the IBD channel. We haven’t been as strong there as we can be.

We believe we can be a leader and we’re taking the steps we need
to get back there. We believe they can co-exist and they should
co-exist,” she said.

Ron Kozy, of Kozy’s Cyclery in Chicago, has been a Schwinn dealer
since the 1940s, said he’s pleased that Schwinn is upping its presence
in the specialty channel.

“It can only help the whole bike industry to have Schwinn as a
recognizable leader. I look forward to Schwinn's exciting new
marketing campaign and the sales I will realize from it,” he said.

Schwinn has developed new product for 2011 in conjunction with
the campaign, including new frame designs and improved colors
and graphics that reference Schwinn’s heritage.

The company held a sales show in Taichung last month for key
U.S. dealers and international distributors that earned positive
reviews on the new line, Benjamin said.

“Now we’re starting to work on 2012. That is when we will
have bigger opportunity to show sign improvement in the
line advancement,” she added.

CC - http://theinspirationroom.com/daily/2010/schwinn-magical-bell

Gene`s BMX Quotes:
We wonder if Schwinn will ever have a BMX bicycle line again?
BMX played a big roll in the Schwinn heritage from in the 1960s
till 2009. Schwinn was well known for its BMX bikes. It is to bad
Schwinn does not offer any BMX bicycles today.....

ACC - www.genesbmx.com/SchwinnPage.html
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