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