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Adam Anderson Final project
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
Strategy

 Social Media

 Sponsorships
Tactics: Social Media
 Three branches
  BurtonSnow
  BurtonSkate
  BurtonSurf
Tactics: Sponsorship
 Attract rider interest
   Events
   Sponsor dual sport athletes (i.e.
   snowboard, skateboard, surf)
Budgeting: Sponsorship
 Sponsorship 70%
  40% Demo Equipment
  20% Location of Event
  10% Tents and Banners
Budgeting: Social Media
 Social Media 30%
  10% BurtonSnow
  10% BurtonSkate
  10% BurtonSurf
Metrics
 Next fiscal year
   Top 10 revenue amongst skateboard
   manufacturers
   Top 10 revenue amongst surfboard manufacturers

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Adam Anderson Final project

Editor's Notes

  1. 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
  2. 2008: Acquired DNA Distribution which included Alien Workshop Skateboarding.2009: Acquired Channel Islands, a surfboard company.
  3. Social MediaUsingTwitter and FacebookSponsored riders required to run their own blogsSponsorshipsSkateboarders and skateboarding eventsSurfers and surfing events
  4. BurtonSnow, BurtonSkate, BurtonSurfSpecialized focus under the name BurtonSegment your marketEach branch focus on specialized segmentRider sponsored blogs
  5. Attract rider interestEventsHolding invitationalsRiders can try your productSponsor dual sport athletes (i.e. snowboard, skateboard, surf)Riders receive your productsCelebrity EndorsementsRiders special collections
  6. 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.
  7. 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
  8. 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.