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Burton Digital Plan
- 1. Full Digital Strategy: BuildingUp Burton’s Off Season Gear Presented by: Leah Wainwright
- 2. What You NeedTo Know As of 2010 6.1 million snowboarders in the U.S. Burton holding 55% of market share 2008/09 sales came in just under half a trillion dollars SNOW DOESN’T STAY!
- 3. Plan Of Action Market Burton’s non winter gear Get current Burton users to expand into summer line Bring awareness to new consumers Use SEM/SEO on Facebook & Google, Social Media #ExploringHasNoSeason, Video Content, and mobile app
- 4. Timeline April 2016 toAugust 2016 End of Winter Season to Beginning of the new Winter season
- 5. Target Market 12 to24 year old males and females in the U.S. 57.7%
- 6.
- 7. Budget Break Down $30K PPC $17K for Google Adwords $13K for other sites such as Facebook Ads
- 8. Budget $15K SocialMedia $10K Video Content Costs From Pre to Post Production $5K Mobile App Development $5K Additional Costs
- 9. Measuring Success TrackBurton’s Website for sales increases Facebook’s advertising tools Google Analytics
- 10.
Editor's Notes
- #3 As of 2010 there were 6.1 million snowboarders in the U.S. with Burton holding 55% of the snowboarding market share. It’s safe to say these numbers have continued to grow. In 2008/09 sales for snowboarding reached just below half a trillion dollars. As the top market holder Burton has realized these big numbers mean bigger opportunities. However, snow doesn’t stay in the U.S. year round, which means snowboarding sales dip in the hot summer months when boarders everywhere focus on other activities. They trade carving down snowy mountains on their boards for climbing up them with backpacks and hiking boots. Burton has realized this and as a result created a summer line of gear and apparel to keep their customers active and happy in the off-sSNOW DOESN’T STAY! eason. However, their brand image has been so solidified as solely winter gear, they have missed out on properly promoting and spreading awareness of their summer line of gear. This is where digital marketing comes into play….
- #4 The idea is to market Burton’s under rated and somewhat unknown brand of non-winter gear. We want current Burton brand users to expand into their summer line gear and also bring awareness of this gear to other young active individuals. To do this we will use SEM marketing advertising on Google and Facebook. We will use social media to promote the brand in the off-season with regular posts and the hashtag #ExploringHasNoSeason to promote staying active and outside in both winter and summer. Burton will also post photos of new gear packs and accessories available online. They will also promote the interactive Burton App. These will all be promoted across all their platforms-Facebook, Twitter, and Instagram. Burton will also release a video series titles Exploring has no season featuring snowboarders snowboarding in the beginning and then the videos will transition into the same snowboarders being outdoors in the summer hiking and using Burton’s summer gear to promote year round exploring. Any extra money from the budget will be used to pay out sourced workers and put more money into SEO ensuring all things digital and Burton are up to standards.
- #5 The campaign will run from April to August to start at the end of snowboarding season and then end at the beginning of the new snowboarding season so not to take away from advertising for the winter months.
- #6 The target market will be 12 to 24 year old males and females and they make up 57.7% of snowboarders. This age has also grown up in the social media and digital world regardless if they snowboard meaning they are tech savvy and using digital platforms regularly. This is the best way to reach this target market and works perfectly for our purposes of reaching this market.
- #7 Due to the huge numbers of spending and Burton’s strong hold of the market we will have a total budget of 65k dollars for the 5-month campaign.
- #8 Budget Break down $30K PPC $17K for Google Adwords $13 for other sites such as Facebook Ads
- #9 $15K Social Media Content writing such as posts and updates for Facebook and Twitter ‘Suggested Post” spots on Twitter and Instagram $10K Video Content costs from Pre to Post Production Equipment, video cast, production team, location costs, editing, etc. $5K Mobile App Development/Design The mobile app will feature trail guides and maps, hiking tips and tricks, links to Burton.com, and easy pay options for purchasing gear. There will be a forum for fellow hikers to post about trail conditions and tips. In the winter the app while be adjusted to feature mountain and snow conditions. The app will be geographically focused to the users current area. $5K Additional costs Additional SEO costs/planning any additional wages for hired on Digital analysts/creatives, Consultants, etc.
- #10 Use Burton’s website to track any increases in sales of the summer line gear Use Facebook’s advertising tools to see where ads and going, who is clicking them, click throughs, etc. Use Google Analytics to get click through rates, impressions, cost per click, etc. Use Google Analytics to gain insight about visitors’ demographics to find out who is clicking the ads, who is buying gear, and where they are coming from geographically to better target future digital strategies.