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Burton Snowboards Inc.
Adam Anderson
Snowboard manufacturer specializing in:
Snowboards
Boots
Bindings
Outerwear
Accessories
Challenges
“Off Months”
Brand Extension
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.
Strategy
Social Media
Sponsorships
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
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
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
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
Metrics
Next fiscal year
Top 10 revenue amongst skateboard manufacturers
Top 10 revenue amongst surfboard manufacturers