burton snowboards: a digital marketing plan
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TRANSCRIPT
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Burton. snowboard industries
Charley Vlietstra
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Burton is (the) snowboard company.
(outerwear)
(helmets)
(goggles)
(footwear)
Leading the global industrywith 10 sub-brands (=)
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Challenges.
Economy. Availability. Awareness.
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of all snowboarders are under 25 years of age73%
82% of people ages 18-29 utilize a form of social networking
35,171 likes
23,227 followers
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(+) widgetsBURTON.com
Digital Marketing Goals
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Targeted Ads
Search Engine Ads
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Mobile Coupons
Mobile App
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Email Marketing.
✓ Targeting✓ Updates✓ Surveys✓ Results
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Budgets must accommodate changes in seasonal trends…
Q1
Q2Q3
Q4
Seasonal Budget Allocation$80 million over 3 years time
Q1 (31%) $24.8 millionQ2 (10%) $10 millionQ3 (25%) $20 millionQ4 (34%) $27.2 million
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AdWords. Ad Planner. Analytics.
Determining overall effectiveness