Snowboard manufacturerspecializing in: Snowboards Boots Bindings Outerwear Accessories
Challenges “Off Months” Brand Extension
Goal To be known as more then just a snowboard company  2008: Acquired DNA Distribution which included  Alien Workshop Ska...
Strategy Social Media Sponsorships
Tactics: Social Media Three branches  BurtonSnow, BurtonSkate, BurtonSurf    Specialized focus under the name Burton      ...
Tactics: Sponsorship Attract rider interest   Events     Holding invitationals       Riders can try your product   Sponsor...
Budgeting: Sponsorship Sponsorship 70%  product is most important so the majority of the your  marketing budget should be ...
Budgeting: Social Media Social Media 30%   10% BurtonSnow   10% BurtonSkate   10% BurtonSurf Running each individual accou...
Metrics Next fiscal year   Top 10 revenue amongst skateboard   manufacturers   Top 10 revenue amongst surfboard manufactur...
Adam Anderson ADV 420 Final project
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Adam Anderson ADV 420 Final project

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  • With snowboarding typically being seasonal sales drop in the ‘off months’Brand extension- in the eye of the public a brands attempt to create other products can be considered inferior
  • 2008: Acquired DNA Distribution which included Alien Workshop Skateboarding.2009: Acquired Channel Islands, a surfboard company.
  • Social MediaUsingTwitter and FacebookSponsored riders required to run their own blogsSponsorshipsSkateboarders and skateboarding eventsSurfers and surfing events
  • BurtonSnow, BurtonSkate, BurtonSurfSpecialized focus under the name BurtonSegment your marketEach branch focus on specialized segmentRider sponsored blogs
  • Attract rider interestEventsHolding invitationalsRiders can try your productSponsor dual sport athletes (i.e. snowboard, skateboard, surf)Riders receive your productsCelebrity EndorsementsRiders special collections
  • Sponsorshipproduct is most important so the majority of the your marketing budget should be focused on the events your runningdemo product is what is going to attract your riderslocation of the event is important to maximize exposure, a surf event wont be held in Vermont so transporting equipment and renting the right location is importantbanners and tents to get your name out.
  • Social Media10% towards each specialized branch to run the twitter and facebook accountsBurtonsnow, burtonsurf, burtonskateRunning each individual account seperately will give you the opportunity to focus your assets on your one target market
  • With a crowded market already its hard for a new company to establish itself as a top contender right away but being in the top 10 in revenue sales would be a good start.
  • Adam Anderson ADV 420 Final project

    1. 1. Snowboard manufacturerspecializing in: Snowboards Boots Bindings Outerwear Accessories
    2. 2. Challenges “Off Months” Brand Extension
    3. 3. Goal To be known as more then just a snowboard company 2008: Acquired DNA Distribution which included Alien Workshop Skateboarding. 2009: Acquired Channel Islands, a surfboard company.
    4. 4. Strategy Social Media Sponsorships
    5. 5. Tactics: Social Media Three branches BurtonSnow, BurtonSkate, BurtonSurf Specialized focus under the name Burton Segment your market Each branch focus on specialized segment Rider sponsored blogs
    6. 6. Tactics: Sponsorship Attract rider interest Events Holding invitationals Riders can try your product Sponsor dual sport athletes (i.e. snowboard, skateboard, surf) Riders receive your products Celebrity Endorsements Riders special collections
    7. 7. Budgeting: Sponsorship Sponsorship 70% product is most important so the majority of the your marketing budget should be focused on the events your running 40% Demo Equipment demo product is what is going to attract your riders 20% Location of Event location of the event is important to maximize exposure 10% Tents and Banners
    8. 8. Budgeting: Social Media Social Media 30% 10% BurtonSnow 10% BurtonSkate 10% BurtonSurf Running each individual account seperately will give you the opportunity to focus your assets on your one target market
    9. 9. Metrics Next fiscal year Top 10 revenue amongst skateboard manufacturers Top 10 revenue amongst surfboard manufacturers

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