Digital Marketing Strategy for the Burton Snowboard Company.

1. Digital Marketing Strategy
Burton Snowboard Company
Ryan Hasselbach
NMDL Fall 2014
Final Presentation

2. The Target Audience
 Roughly half of snowboarders are under the age of 17 and nearly three quarters of
snowboarders are under the age of 25. Therefore, the target audience is the
teenage-adolescent population of avid winter sports enthusiasts.
 How are we going to target this population?
 This teenage and adolescent audience is tech savvy
and highly connected to social media and the internet.
Most of this audience is in touch with social media and
the internet through their mobile smartphones
allowing them to view and share information virtually
anywhere. Therefore, the digital marketing tools we
will use in our campaign will begin with infographics.

3. Why Infographics?
 Because infographics are proven to be attractive to a young audience
and they can clearly explain the advantages a Burton product has over
its’ competitors.
 Infographics can also be easily converted into sharable files as a
sponsored ad, post or tweet on Facebook, Twitter and Instagram.
 Studies have shown that our young target audience is strongly
influenced by what they see on social media.
 Therefore, infographic Facebook ads, Twitter ads and short
promotional videos/pictures on Instagram will be highly utilized as
primary tools for the marketing of Burton products on social media.

4. Infographics
 https://www.youtube.com/watch?v=u4uDxwArm2I
 What is this 2011 Burton commercial missing?
 An infographic. A product advertisement.
 The commercial presents attractive video content but simply ends with the
Burton logo. Is this commercial really encouraging snowboard enthusiasts to
buy a Burton product? Not really.
 What about this Burton video?
 https://www.youtube.com/watch?v=VW__s2n7u3Q
 Again, this video is missing a critical piece. Attractive video content that
serves to first attract people to watch the advertisement and then like or
share it.

5. Google search engine and Google AdWords
 What happens when someone types the word “Burton” in
on their google search?
 A paid advertisement will appear on the right side of the page
displaying the Burton products that are specific to their search.
 Important to Note: Snowboard Gear and Snowboard Apparel will be
categorized separately to yield more accurate product results.

6. How are we going to track the success
of our Digital Marketing Campaign?
 We will do this by utilizing Google Analytics.
 A Google analytics account will automatically collect
important data such as the number of clicks and views to
the Burton landing page.
 This data will allow us to graphically chart the success of
the campaign.

7. OK great, what will all this Cost?
 The budget for this digital marketing campaign can be estimated not to
exceed $50,000 between the dates of November 24th through February
31st. This is the critical three month period of the seasons sales.
 The majority (30K) of this expense will be allocated to the creative
content team and their production of content and video material that will
be posted on social media sites like Instagram and Facebook.
 Included in this 30K cost will be associated with video and writing content
for the Burton Mobile App estimated to cost (2K)
 Roughly a quarter (20K) of the estimated budget will be associated with
the PPC costs and hiring an SEO strategist to provide their analysis of the
Google AdWords campaign.
Creative Content
PPC/AdWords
Mobile App

8. So what’s the Big Idea?
Why is this campaign going to improve sales?
 There is 2 parts to the Big Idea.
 First: We target the teenage and adolescent population because they are the
strongest supporters, buyers and users of Burton products.
 Continued: We create attractive content for this target audience at disperse
it on the popular social media sites of Facebook, Twitter and Instagram
leading up to the winter season.
 The effect will be an increased following of supporters and customers.
 Creating attractive content is the key to this social media first portion of the
strategy. Short attractive videos of snowboard tricks, etc., in combination
with newly released Burton products will draw more attention and have the
greatest impact on driving the sales of products and revenue for Burton Co.

9. So what’s Part 2?
 Remember the customer! Be Interactive.
 It’s critical that we do not fall in love with cool ideas that don't matter to
the customer. This seems completely obvious but is frequently forgotten.
 Ideas can take on a life of their own and go spiraling off, especially when
there's a big creative team producing them.
 We must be sure to stop and ask the creative team: Do our customers care?
Does this idea entertain, uplift, and inform them? Does it respect their
intelligence and value their time? Will it sell our product?

10. The overall Goal
 The goal of this campaign is to attract thousands of new
followers to the Burton social media pages and profiles on
Facebook, Twitter and Instagram by using Inforgraphics.
 These sites allow for short video clips to be easily shared
and will serve to attract people and then quickly promote
a specific Burton product.
 This will lead to an increase in followers of Burton pages
simply for the attractive video clips which will increase
Burton’s popularity and influence on social media.