A digital marketing proposal for Burton Snowboards. The company’s uniquely definitive target market of young consumers requires active participation among the rider community online.

1. David
Dawson
Brooks
NMDL
Spring
2012
Final
Presentation
“People
have
said,
hey,
you
need
a
mission
statement.
And
I
never
react
well
to
that.
Our
mission
is
just
so
implicit
in
everything
we
do.”
-­‐Jake
Burton
Carpenter

2.  Snowboarding
Equipment
 Snowboarding
has
grown
to
50%
of
the
snow
sports
industry.
 Burton
claims
an
estimated
30-­‐40%
of
the
ever
growing
market.
 Leader
in
Technology
and
Quality
 Superior
Customer
Service
 Immersed
in
Rider
Culture

3.  Uniquely
Definitive
 Young
 Over
half
(51.7%)
of
snowboarders
are
under
17
years
old
with
73.1%
under
25.
 Social
media
savvy.

4.  Rider
Culture
 Rebellious
▪ Style
▪ Snowboarding
subculture
became
a
crossover
between
the
urban
and
suburban
styles
on
snow.
 Media
▪ Snowboarding
films
have
become
a
main
part
of
progression
in
the
sport.
▪ http://www.youtube.com/watch?v=xTiYZxj7714&feature=relmfu
▪ Social

5.  Scarcity
Marketing
 Shortage
in
what
is
available
 Limited
time
to
act
 Coincides
with
subculture’s
tendency
to
display
individuality
(nonconformist).
 Keeps
consumers
on
their
toes.
▪ Anticipate
new
arrivals.
▪ Strive
to
stay
current
with
new
innovations.
▪ Active
on
social
media
sites.

6.  $50K
over
4
months
 $25K
PPC
▪ $13K
Google
Adwords
▪ $12K
Other
sites
 $12K
Social
Media
▪ Content
Writing
 $4K
Video
Content
 $3K
Web
Design
 $3K
SEO
 $1.5K
Email
 $1.5K
Mobile

7.  4month
Adwords
campaign
 Currently
highlights
the
new
offseason
products
▪ 3
Marketing
Seasons
(Offseason,
Start
Season,
End
Season)
 Other
PPC
 Facebook,
YouTube,
Pandora
 Snowboarder
Mag
 Transworld
Snowboarding
 Targets
customers
using
their
demographic
information
from
their
public
profiles
as
well
as
their
keyword
searches.

8.  Social
Media
allocated
almost
25%
of
budget.
 Content
writing
 Monitoring
 Profile
maintenance
 Contest
management
 Interaction

9.  Video
Content
 Shorts
for
distribution
and
discussion
through
social
media
pages.
▪ Action,
instructional,
interviews,
competition
highlights,
product
reviews,
news,
and
more.
 Web
Design
 Updated
every
4
months
(content
updated
regularly)
 SEO
 Personnel
to
act
as
council
and
editor
for
web
design
and
social
media
teams.
 Email
 Content
provided
by
social
media
and
video
teams.
 Mobile
 Burton
App

10.  Digital
Marketing
success
is
not
easily
measured
as
is
with
all
marketing
efforts.
 Use
of
Google
Analytics.
 Detailed
statistics
about
visitor
traffic.
 Where
are
visitors
coming
from?
 How
are
do
they
travel
through
content?
 Which
pages/what
content
is
attracting
the
most
visitors?
What
isn’t?