Bell Powersports, Santa Cruz, Calif., is offering a 20 percent discount on the purchase of any new Bell helmet if consumers bring in their old helmet to participating retailers between March 1 and September 1, 2006.
Bell Product Manager Chris Sackett said the program will be supported by a major print, internet, in-store and direct mail ad campaign that features Supercross icon Jeremy McGrath. He said print, online and direct-mail consumer advertisements will begin in April and run through the end of the program, reaching more than 5 million motorcycle enthusiasts.
Because of the nostalgic attachment many riders have to their old gear and other practical considerations, retailers will not have to collect helmets from customers. Instead, the retailer and customer will be required to fill out some basic information on a log sheet that is returned to Bell. The customer is free to keep the old helmet.
In exchange for providing the discount, Bell will credit retailers with product at retail value.
Dealers will be receiving trade-in kits that include program information, pop-up point-of-purchase display signage, log sheets and other pertinent info in mid-March.
For more information on the program, or to become an authorized Bell dealer, call 800/776-5677.
Copyright 2006 Powersports Business