Burton Snowboards

Marketing Strategy | Summer 2015 Rachel McCloskey

Background

Burton Industry •  THE leader in snowboard industry

•  Superior quality and snowboard technology and design •  550> MM snowboard and sub category's: helmets, goggles, clothing etc. •  Founded in 1977 by Jake Burton •  35% share of the board market  

Burton Culture •  Demographics: Mostly males ages 18-24 •  Accommodates all ages and gender •  Great customer service and connections with customers  

Reputation and Brand •  Brand is very well-know •  Anyone from beginners to professionals use the brand •  Fun and athletic customers  

Social media •  89% of people ages 18-29 use social media

•  Burtons target audience: Males ages 18-24 •  Twitter, Facebook, Instagram and Youtube geared. •  Burton generated #hastags for customers and burton sponsors

•  Hastags connect existing customers to new customers •  Makes people interested in the brand and world of snowboarding

•  26 current sponsored burton snowboarders •  They endorse the company •  Promote burton via Olympics, competitions and via social media.

 

Social Media Continued…

•  Use of burton sponsors to post and promote via social media

Sean White

•  Known to people of all ages weather a snowboarder or not •  Positive role model and 1> million followers on social media accounts •  Male sponsor -> mostly male audience/customers

Go Pro Video Campaign •  GoPro has become the leader of a new trend among businesses to

market its product and build a brand through online videos. •  Top channel on YouTube

•  Over 2 million subscribers; 500> views daily Campaign •  Videos to be posted to YouTube

•  Can be shared on Twitter, Facebook and Instagram •  Combined with Burton generated hash tags in posts

(#BurtonGoPro) •  Gears towards customer base

•  Adrenaline junkies, adventurous, active.

Web Site

•  General Upkeep •  Email and Social Media sign-up  New Customers Having them sign up for their email list for a discount keeps them informed of deals and going back to Google to look into the brand. Existing Customers Making them follow social media accounts for special offers.

Google Adwords •  Using Keywords, Adwords and tracking successful keywords and ads to

ensure high levels of traffic to the Burton website. •  General audience of 12-26.

•  The younger age of technology users already helps the advertising of the brand from social media.

•  The two example Ads below I would except for a 30% increase in sales and/or new customers. •  “2015 Snowboard” searches not brand specified.

•  Leads searches back to Burton •  Ads will help connect to burton website as well as social media

Measuring Success Use of Google analytics to measure successful and unsuccessful gears of social media, ad words and website The detailed statistics of visitor traffic will help understand and know where the visitors and where customers are coming form. •  Search engines. •  What do the look through in content? •  What pages and attracting those customers? •  What isn’t? •  Planning new SEOs and digital marketing strategy’s based

off Google analytics bi weekly summary’s. Using the analytics to help understand what the customers are searching and are interested in to generate different or continue existing SEOs and hash tags for social media.        

Marketing Strategy Budget

•  The campaign will cost $40,000 over 3 months •  offseason, start of season and end of season.

$13,000 for Facebook, Twitter , Instagram and Youtube $13,000 for Google Adwords $8,000 for extra video (GoPro) and web design $4,000 for SEO’s and search engines $2,000 generated into their mobile app The expected goal of keeping the brand known during the popular snowboarding seasons and attracting new customers. I think all combined Burton will continue to be the number one brand and most-well known for the snow.