Lauren

ChenChe

nMarie

Mike

Mandi

Doohee

WakeboardingWakeboarding

• Water sport most effective on smooth surfaces

• Pulled behind a motorized boat or advanced “cable” system

• Hitting the wake, outside and in …

• Typical speeds 20 mph

Splish Splash!Splish Splash!

Our Creative ProcessOur Creative Process

• Burton: Where to go next? Extending from a specialty industry … use caution (relevance)

• Water as a ‘Resource’ (Zaltmans) & the ‘Container’

• From Boots to Boards:Burton’s Identity

Branding the PlanBranding the Plan

• Consistent with current concept and design

• “Summer” based color schemes

• Reflective of young, brand sensitive target audience (prominently display logo)

Primary ObjectivesPrimary Objectives

1. Extend Burton’s brand presence geographically

2. Flatten out the seasonality of Burton’s

business

Communications ObjectivesCommunications Objectives

1. Synonymous transfer of Burton’s essence on to wakeboards

2. Maximizing product awareness levels among

target audiences

Measuring ObjectivesMeasuring Objectives

Achieving a high product trial rate

18, 500 Wakeboards sold within the first year

Target AudiencesTarget AudiencesSnowboarders:

• Burton enthusiasts • Males 16- 30• Seeking outlet for rebellion and self-expression•Primarily present in US

Target AudiencesTarget Audiences

Wakeboarders:

• Familiarity with wakeboarding• Males 16-30• Athletic enthusiasts•Primarily in Australia

Target Markets: U.STarget Markets: U.S

• Targeting Current Burton Snowboaders:

Vermont Lake Tahoe

• Targeting Wakeboarders: Oklahoma City, OK Orlando, FL

VermontVermont

Londonderry,

VT

Burlington, VT

• Mountain resorts ranging the span of the state

• High existing familiarity with Burton brand

• Land of many lakes/ popular seasonal destination

• Lower marketing costs

Lake Tahoe, CALake Tahoe, CA• The “dual season” effect

(summer and winter)• Popular U.S. tourist

destination, increasing awareness• Product trial, relating

back to objective, at immediate disposal

• Number of retailers open to seasonality (A West Coast Vermont)

Oklahoma City, OKOklahoma City, OK• Demographics - Total adult population: 1,302,157 - College (1-3 years) :Index 108 - Single Male : Index 99 - Single Female : Index 98 - Boating/Sailing: Index 89

• The world’s biggest wakeboarding park • Oklahoma River famous for recreational

wakeboarding• Host a number of International

wakeboarding competition

Orlando, FLOrlando, FL

• Demographics - Total adult population: 2,748,558 - College (1-3 years): Index 114 - Single Male: Index 96 - Single Female : Index 96 - Boating/Sailing Index: 119

• Popular tourists attractions• 300 named lakes, rivers, world-class water

sports facilities• International wakeboarding competitions

Flagship Stores Flagship Stores

Burlington (VT)New York ChicagoWrentham (MA)Los AnglesSanta Barbara (CA)

Chicago, IL

Los Angeles, CA

Wrentham, MA

Target Markets: AustraliaTarget Markets: AustraliaWakeboarding History• 1982: surfboard shaper and inventor Bruce

McKee • Skurfer or Skurfboard• Beach culture and laid back attitudes

Market Information• Australia ranks seventh in the world for imported

water sport equipmentand has a 3.75 % of the world market for this sector

• Estimated value of $35,305,000 million dollars a year• Current Burton Retailers • 33.4 % of Australian residents are under the age of 25 • Medium age of 30

Melbourne, AUMelbourne, AU

• 3,744,373

• Second largest Australian city

• Target population makes up 32%

• 2 major wakeboarding associations in

state of Victoria and SA

Melbourne

Skyline Yarra Harbour

Brisbane, AUBrisbane, AU

• 1,763,131• Third largest city• Target population makes

up 21%• Prominent wakeboarding

presence - 5 major wakeboard schools and associations

Brisbane Skyline

Story Bridge

Budget AllocationBudget Allocation

• Fiscal Year Ending: Jan.• 2008 Sales: $46 million• 1 YR sales growth: 12%– 2010 sales: 51.52 million– 2011 sales: 54.28 million– 2012 sales: 59.8 million

• Marketing Budget 7.5% sales– 35% for Burton

Wakeboarding: $1,352,400

Communication StrategyCommunication StrategySTAGE United States Australia

Pre-Launch February 1st -28th N/A

Reveal March 1st-April 2nd September 1st- October 1st

Launch April 3rd-10th October 2nd

Season April 11th- September 10th

October 3rd-March 4th*

Pre Launch StagePre Launch Stage

Objectives:1.Induce curiosity among current Burton riders

2. Facilitate rider ownership

Pre Launch StagePre Launch Stage

New York, NY

Stowe, VT

Pre Launch StagePre Launch Stage

Pre Launch StagePre Launch Stage

Reveal StageReveal Stage

Objectives:

1. To unveil product conceptto target audiences2. To launch communication with

Aussie wakeboarders and familiarize them with Burton and its new product extensions

3. Highlight Burton’s positioning and advantageous aspects of Burton wakeboards

4. Launch Pre-order Sales

Reveal StageReveal Stage

www.BurtonWakeboards.cowww.BurtonWakeboards.comm

WWA Wakeboard National Championship

•July 8-12•Oklahoma City, OK

Reveal Stage: AdvertisingReveal Stage: Advertising2. Out of Home:-Billboards: changing images from pre-launch stageVermont (12)Lake Tahoe, CA (6)Wrentham, MA (2)Chicago, IL (10)New York, NY (10)

Reveal Stage: AdvertisingReveal Stage: Advertising 3. Magazines: U.S. Wake Boarding

(www.wakeboardingmag.com) Australia Wake(www.wakeonline.com) Boarder Magazine

(www.boardermagazine.com.au)

4. Online ads on wakeboard websites: target audience are heavy internet users

Reveal Stage: Public Reveal Stage: Public RelationsRelations

Reveal Stage: PromotionsReveal Stage: Promotions 6. Wakeside Magazine:• Informational magazine • Product specification including designs,

prices, processes to make the products

• Available at Burton demo tents, stores• Distribution: 20,000 in the U.S. and 10,000 in Australia• Targeting current Burton customers

Launch StageLaunch StageObjectives: 1.Extend excitement from reveal

stage1.Maximize brand awareness2.Encourage trials 3.Initiate sales

Launch Stage: In storeLaunch Stage: In storeUS: Launched in Flagship StoresAU: Melbourne & Brisbane selected

distributors- DJ

- Burton Wakeboard Product

- Wakeside Magazine- SWAG/Giveaways- Partnership with an Energy Drink

Company

Season StageSeason StageObjectives: 1.Maximize trial rates2.Expand awareness amongst

pro wake boarders1.Highlight advantageous

features to out beat competitors

2.Maximize sales

Season Stage: Promotions Season Stage: Promotions

Burton Demo Days:• 8 week tours of Burton boats to

desired beaches/lakes in target cities

• Demo tents set up for weekends to encourage wakeboard trials

• Newly launched equipment available, for all levels

Season Stage: Promotions Season Stage: Promotions

Burton ‘Swag’:- t-shirts- stickers- bottle openers- beach balls

Season Stage: Sponsorship Season Stage: Sponsorship

U.S: Wakeboarding Events

• Burton Tents and Flags• Burton Towboats• Products and Merchandise

Season Stage: Sponsorship Season Stage: Sponsorship U.S: Audience Size and Reach

• 6000- 10,000 average spectators at events• Average age: 21• Male: 64.1%• Female: 31%• Own a boat: 71%• Under 24: 78%• Purchase a sponsor product

over not sponsor product 79%

(2007 Pro Wakeboard Tour, Wakeboarding Magazine spectator profile research)

Season Stage: Sponsorship Season Stage: Sponsorship U.S: Events

WWA Wakeboard National Championships (Oklahoma City)

WWA Wakeboard World Championships (Orlando)

Season Stage: Sponsorship Season Stage: Sponsorship U.S: Events

MasterCraft Pro Wakeboard Tour

1st Texas2nd Wisconsin3rd Tennessee4th Kentucky5th Nevada

BYERLY Toe Jam Wakeskate Events

Orlando

Season Stage: Sponsorship Season Stage: Sponsorship Australia: Events

Air Nautiques Australian Pro Tour

•Stop 1: Southbank, Brisbane QLD November 19, 2010

•Stop 2: Sydney Int. Regatta Centre, Penrith NSW January 28, 2011

•Stop 3: Caribbean Gardens, Melbourne VIC •February 25, 2011

Ocean and Earth Australian National (Wakeboard Australia)

•Wenmark, South Australia

End of SeasonEnd of Season

US: September 10, 2010 Australia: March 4, 2011• Communication efforts for wakeboards end at the beginning of each fall • Must ensure turnover time for snowboard communication plans

Budget RecapBudget Recap

Budget RecapBudget Recap

Extended PlansExtended Plans

1. Sponsoring pro-wakeboarders2. Creating Burton wakeboarding events3. Expanding product lines4. Global expansion 5. Further magazine distribution 6. Expand website’s reach

Have as much fun as

POSSIBLE!!!

Love,

The Burton

Wakeboard Team