4. Goal
To be known as more then just a snowboard
company
2008: Acquired DNA Distribution which included
Alien Workshop Skateboarding.
2009: Acquired Channel Islands, a surfboard
company.
6. Tactics: Social Media
Three branches
BurtonSnow, BurtonSkate, BurtonSurf
Specialized focus under the name Burton
Segment your market
Each branch focus on specialized segment
Rider sponsored blogs
7. Tactics: Sponsorship
Attract rider interest
Events
Holding invitationals
Riders can try your product
Sponsor dual sport athletes (i.e.
snowboard, skateboard, surf)
Riders receive your products
Celebrity Endorsements
Riders special collections
8. Budgeting: Sponsorship
Sponsorship 70%
product is most important so the majority of the your
marketing budget should be focused on the events your
running
40% Demo Equipment
demo product is what is going to attract your riders
20% Location of Event
location of the event is important to maximize exposure
10% Tents and Banners
9. Budgeting: Social Media
Social Media 30%
10% BurtonSnow
10% BurtonSkate
10% BurtonSurf
Running each individual account seperately will give you
the opportunity to focus your assets on your one target
market
10. Metrics
Next fiscal year
Top 10 revenue amongst skateboard
manufacturers
Top 10 revenue amongst surfboard manufacturers
Editor's Notes
With snowboarding typically being seasonal sales drop in the ‘off months’Brand extension- in the eye of the public a brands attempt to create other products can be considered inferior
2008: Acquired DNA Distribution which included Alien Workshop Skateboarding.2009: Acquired Channel Islands, a surfboard company.
Social MediaUsingTwitter and FacebookSponsored riders required to run their own blogsSponsorshipsSkateboarders and skateboarding eventsSurfers and surfing events
BurtonSnow, BurtonSkate, BurtonSurfSpecialized focus under the name BurtonSegment your marketEach branch focus on specialized segmentRider sponsored blogs
Attract rider interestEventsHolding invitationalsRiders can try your productSponsor dual sport athletes (i.e. snowboard, skateboard, surf)Riders receive your productsCelebrity EndorsementsRiders special collections
Sponsorshipproduct is most important so the majority of the your marketing budget should be focused on the events your runningdemo product is what is going to attract your riderslocation of the event is important to maximize exposure, a surf event wont be held in Vermont so transporting equipment and renting the right location is importantbanners and tents to get your name out.
Social Media10% towards each specialized branch to run the twitter and facebook accountsBurtonsnow, burtonsurf, burtonskateRunning each individual account seperately will give you the opportunity to focus your assets on your one target market
With a crowded market already its hard for a new company to establish itself as a top contender right away but being in the top 10 in revenue sales would be a good start.
