Burton Snowboards Digital Marketing StrategyDavid Dawson BrooksNMDL Spring 2012Final 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

Burton’s Business

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

Target Market

Uniquely Definitive Young

Over half (51.7%) of snowboarders are under 17 years old with 73.1% under 25.

Social media savvy.

Target Market

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&feat

ure=relmfu

▪ Social

Target Market

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.

Digital Marketing Budget

$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

Digital Marketing Proposal

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.

Digital Marketing Proposal

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

Digital Marketing Proposal 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

Evaluating Success

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?