Recomendados
Recomendados
Mais conteúdo relacionado
Último
Último (20)
Destaque
Destaque (20)
Burton Digital Campaign
- 2. Who Is Burton? “We get to blur the lines between lifestyle and work environment."
- 3. Campaign Goals 1. Create and maintain greater brand awareness 2. Increase sales 3. Brand loyalty
- 4. Target Market Demographic Geographic Psychographic Behavioral • Males & Females • Age 12-30 •Single (not married) •Primarily Caucasian •North America •Areas with snowfall •Areas near locations with snowfall •Middle & upper class •Adventurous, outgoing, rebellious, laid back , hip etc. •Board at least 3-10 times per year •Loyalty to Burton
- 5. The Big Idea Videos are BIG in snowboarding
- 6. How Will it Be Done? • Target people on Facebook & post on Twitter • Require participant to follow Burton on Instagram & Twitter and “like” on Facebook • Have participant make an Instagram video including a shot of the bottom of their Burton board • Require the Burton hashtag-- #IAmBurton • Have them compete for likes/favorites/shares— hopefully sharing on Twitter and Facebook
- 7. Is it Working? KPIs • Revenue • Market share • Followers • Shares/likes/favorites/comments • Landing page conversion rates
- 8. How Much Will it Cost? • Facebook targeted ads: $4,000/month ($48,000/year) • Web design: $500/month ($6,000/year) • Planning, building, implementing, and maintaining campaign: 600 work hours at $250= ($150,000/year) • Contest prizes: $6,000 $210,000/year
- 9. Overview
Notas do Editor
- This is my digital campaign for Burton snowboards.
- So, first of all, who is Burton? Burton is a snowboarding company that sells snowboards, snowboard gear, and snowboarding apparel. It is a very young company; the average employee is around 30 years old, work spaces contain mini bars, employee perks include aseason pass to the ski resort, they get to test and borrow the equipment, and can even bring their dogs to work. Also,should more than 2 feet of snow fall on Burlington in 24 hours, work is canceled in favor of the slopes. A quote from the former CEO about the culture at Burton is, "It's a good balance: a laid-backand very casual atmosphere where people work hard and set high standards for themselves, so we get to blur the lines between lifestyle and work environment.” As you can see, Burton is a very laid back company which reflects the typical personality and mentality of a snowboarder.
- So the goals for the Burton campaign are to create and maintain greater brand awareness for Burton, achieve an increase in sales due to this greater brand awareness, and hopefully create brand loyal customers in the process who continue to buy from Burton for all of their snowboarding needs.
- The target audience for my Burton campaign is both male and female teenagers and adults in their 20s and 30s who snowboard or who are looking to start. I want to target the younger population because those are typically the people who snowboard. According to Statistics Brain, the majority of the snowboarding demographic is between the ages of 12-24 (57.7%), followed by ages 25-44 (25%). Plus, I feel like this is who the Burton brand would appeal to and is intended to appeal to. You can tell this by the design of their products.
- Videos are big in snowboarding. Snowboarders love watching fellow snowboarders doing tricks and jumps—Burton even has a YouTube channel where they post videos already. This is why my “big idea” for the campaign involves video. My big idea is to have everyday Burton users share their live snowboarding footage. The idea is to have the actual people who use the products posting pictures and videos of what they can do using Burton. People like showing off what they can do and this is great if we can somehow get Burton incorporated into this sharing. To encourage boarders to incorporate Burton into their videos, I’ve decided that the best way is to hold a competition or give some kind of incentive—for example; the best videos will be selected to be used in Burton commercials/promotions, they will win a trip to the Winter X-Games, or they could receive some Burton gearif they get the most favorites,likes, and shares. This encourages those posting the videos to share and spread the word. Since most boarders are younger, and therefore very present in social media, this shouldn’t be a problem.
- The digital marketing tools that I will use to implement “big idea” are mainly Instagram,Twitter, Facebook, and the Burton blog. These are all extremely important components in achieving the goals of the campaign. Using these particular social media is important because they are widely used by younger people—Instagram and Twitter are hip and trendy right now, celebrities are also wide users. These social media are also easily accessible on mobile devices with apps. Most young people now have smart phones that can house these apps for easy and frequent use. To get word out initially about the competition itself, Twitter and Facebook are crucial. Burton would have to create Facebook ads targeted at people who have maybe already liked the Burton page or have liked snowboarding related things. In the targeting filter we can enter everywhere in the United States as our location, age demographics from 13-30, all sexes, and then look for those users who have liked Burton, snowboarding, or snowboarding related things on Facebook already to target our ads at. This gets word out about the competition and also advertises for Burton at the same time. We can also post about the competition on our Twitter. The best form of social media to post the videos would be Instagram—this allows 15 seconds (compared to Vine’s 6) which is long enough to capture the action and short enough to maintain viewers’ attention until the end. The competition would require participants not only to follow Burton on Instagram and Twitter, and like their Facebook page, but there would also be a requirement to film the bottom of your snowboard that contains the logo of Burton at the end of every video. They would also be required to include a specific hashtag in the description such as #BurtonBoarding, #GetOnBoardWithBurton, or#IAmBurton etc. Then, these videos can be shared through all of the other social media outlets including Twitter, Facebook—Instagram makes this very easy-- and compiled on Burton’s blog. People who happen to see these videos may see how cool snowboarding is, associate Burton with these boarders, and therefore think that if they use Burton, they will also be able to board like the people in the videos. This will hopefully lead more users to like Burton’s Facebook page and follow their Twitter (where there will also be other Burton related tweets and articles linking back to the Burton blog and website) and Instagram to keep up with the competition and view videos. Peopleare more likely to use brands that their friends use and trust rather than listen to a brand advertise themselves. Therefore social media is an excellent tool to use.
- We will know that the campaign is a success if the sales and market share increase and if people are talking about Burton and sharing with others. Some of the key performance indicators that I will use are landing page conversion rates, number of clicks/page views, number of likes, followers, shares, etc. on all of the social media platforms including Twitter, Facebook, Instagram, the blog, and website.
- Based on the current plan, my estimated budget for the Burton digital media campaign is about $210,000/year. This number is derived from: Facebook targeted ads: limit of $4,000/month ($48,000/year), Web Design for blog: $500/month ($6,000/year), and the hours put in by strategists to plan, build, implement, and maintain the campaign, about 600 hours at $250, totaling to $150,000. We also need to include the cost of the prizes we are potentially giving out to those who participate in video sharing which I would estimate at about 6,000 worth of merchandise and prizes.
- Overall, in the Burton campaign we are aiming to increase brand awareness, sales/market share, and customer loyalty by using many of the different social media, mainly Instagram, Twitter, and Facebook. With our “Big Idea”, of having user generated video content shared by users and users’ friends, we will hopefully be able to increase brand awareness and increase sales for Burton.