A digital marketing proposal for Burton Snowboards. The company's uniquely definitive target market of young consumers requires active participation am

1. 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

2.  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

3.  Uniquely Definitive
 Young
 Over half (51.7%) of
snowboarders are
under 17 years old
with 73.1% under 25.
 Social media savvy.

4.  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

5.  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.

6.  $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

7.  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.

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

9.  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

10.  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?