Burton Snowboards needs to focus its marketing strategy on social media platforms that target their core audience of snowboarders aged 12 to 25. They should post inspiring photos and videos on Instagram and use Facebook and Twitter to advertise new products while maintaining their authentic brand image. YouTube and the Burton website are other key channels to engage customers and reinforce the brand's values of adventure. With a $180,000 budget, Burton can implement a successful marketing plan across mobile, content creation, social media, and other digital channels.

1. Burton Snowboards
A marketing strategy for the world’s first snowboard company

2. Burton’sUnique
Marketing
Position
 Burton Snowboards is more than just profits and
money. It transcends market structures.
 Burton is a sponsor of adventure and discovery. This is
why Burton’s digital strategy needs to reflect the
brand’s honest and authentic image, which has
supported snowboarding’s roots since the 1970s.

3. SocialMedia
andBurton:A
PerfectUnion
 Over 50 percent of snowboarders are under
the age of 17.
 This mean Burton needs to focus heavily on social
media and the power it provides.
 Burton needs to continue to post compelling, thought-
provoking and brand oriented pictures and videos.
 In this way, Burton can market directly to their target
audience of people 12 to 25 years old, who tend to be
more aware of the gimmicky marketing efforts of larger
corporations.
 In order for Burton to enhance its brand, the
inspiration they sell on social media needs to carry
over into the consumer’s mind when deciding on a
company to support.

4. Importance of
Facebook and
Twitter forBurton
 Burton needs to use Facebook and Twitter in the same
way it uses Instagram.
 Instead of long posts with text, Burton should rely
heavily on photos and videos that inspire people to
adventure, rather than sell them products.
 Twitter is where Burton needs to advertise the newest
apparel collaborations and release dates by promoting
tweets.
 Facebook is still the most widely used social media
platform and has immense powers to transform our
advertising.
 Facebook is where we can capture parents and older
adults who snowboard and adventure outdoors.

5. Burtonand
YouTube
 Burton must use YouTube to create pre-video
advertisements.
 These advertisements will be much more intuitive than
Facebook’s since we can play thirty second
advertisements, instead of just a still advertisement.

6. Burton’s
Website
 Burton Snowboards’ website should exist as a
representation of the brand.
 It is not just an online store — it should exist to
inspire, motivate and reinforce the ideals that are
intrinsically present in its marketing across all of its
social media platforms.
 To stay successful in this area, Burton should continue
to focus more on the responsiveness of its website.
 In order to do this, Burton should be monitoring how
long visitors are staying, how many average sales they
make per customers and which pages visitors stay on
the longest.

7. Online
Advertising
 As the first snowboard company in the World, we need
to promote the message of keeping snowboarding
honest.
 Once we become deceitful in our marketing, our
customers will forget us.
 It is imperative we continue to advertise on
snowboarding based websites in order to stay relevant
and to support the snowboarding community.
 Burton should be advertising on websites like
Transworld Snowboarding and Snowboard Magazine.

8. Inbound
Marketing
 Burton has a unique benefit in the business and
marketing world because of their snowboarding team.
 This allows Burton to share video clips, photos and
feature-length snowboarding films for their audience.
 This is an awesome advantage for inbound marketing.
 Without trying to market, Burton can exemplify the
quality of their products while also satisfying their
audience with awesome videos and other types of media.

9. InboundEmails
 Burton’s audience is not constantly connected to their
smartphones or laptops. This is why Burton should
only send one email a week to their email lists.
 In this way, Burton helps to reinforce their adventure
spirit and their homegrown brand image
 Burton’s email marketing should continue to not be
intrusive or over the top, it simply needs to allow its
audience to see what the company is up to and what
products are coming out that season

10. Marketing
Budget
 Burton’s marketing budget for one year needs to be
divided into six categories: mobile, content, search engine
optimization, social media, email and pay per click.
 Burton can accomplish a successful marketing plan that
includes all of these categories with just $180,000.
 Burton should spend $60,000 on pay-per-click, allocating
$31,000 to Google adwords and $29,000 to other sites.
 Burton should spend $75,000 on social media advertising
and promotion.
 With an important focus on video, Burton should allocate
$15,000 to video content and marketing.
 With the remaining budget, Burton should allocate
$10,000 for web design, $10,000 for search engine
optimization, $4,000 for email and $6,000 for mobile
advertising.