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  

  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  

  Uniquely  Definitive    Young  

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

  Social  media  savvy.  

  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  

  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.  

  $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  

  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.  

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

  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  

  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?