Outdoor enthusiasts spend time and money accessing their favorite locations such as bike paths and ski slopes and they often purchase equipment to gear up for their favorite activity. In some cases, enthusiasm overtakes common sense. This unfortunate situation results in local and state legislators mandating the use of equipment such as bike helmets. Other times, consumers figure out on their own that wearing a helmet is a good idea. This seems to be the case for ski/snowboard helmets.
The National Sporting Goods Association reports that the use of helmets on the slopes doubled between 2002 and 2008. In the most recent season, 48% of downhill skiers and snowboarders sported helmets. The organization also points out than even the most helmet-wary age group, 18-24 year-olds, wore helmets at a rate of 32%. In an interesting twist, it is more experienced skiers and boarders, not beginners, who use helmets at the highest rate. It may also be the case that high-profile accidents, such as the one involving Natasha Richardson’s untimely death, could spark sales. As the next winter sports season approaches, advertising fashionable helmets makes good business sense and promotes common sense. Contact your retailers with your ideas for a great ad campaign.
[Source: National Sporting Goods Association, Newsletter, July 2009]
Tuesday, Aug 4, 2009
Kathy Crosett