Burton presentation
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Transcript of Burton presentation
The IG IdeaTo create snowboarder personas based on style and level of experience
Each persona has a name,and is marketed as a real person with a specific style and a matching personality
Snowboarders can relate their own style and personality to a persona to find matching gear for themselves
• The campaign will target established
snowboarders ages 16-22 years old
• This age group can easily fit into a persona since
they already have preferred tastes and style
Biggest tool used in the
campaign
Allows snowboarders to
find out which persona fits
their personality
Results will lead to the
guide
Guide of gear based on quiz
results
Shows personalized
choices based on level of
experience and persona
match
This is Kati, she represents
the “loud” persona
She represents crazy and
outgoing snowboarders who
love bright colors and wild
prints
She is an experienced
snowboarder who would
recommend gear for experts
She also has a Facebook
page to post new gear
More Campaign Outlets
The Burton blog will be used by the personas
and the Burton snowboard team for promotion
Google AdWords will also be used by integrating
the personas and the quiz into the campaign
The Burton Instagram
account will feature photos
related to the personas
Each persona uses a
personal hashtag
Users are invited to use the
hashtags also
Same idea as Instagram
Features Burton team
members
Users also invited to make
vines and use hashtags
udget
The budget for the campaign is approximately
$20,000
$15,000 to the creative team to create the
personas and the online quiz
$2,500 for the AdWords campaign
$2,500 for social media outlets, giveaways, other
creative uses
The Main Goal
Goals
Bring more awareness to the
Burton brand
Create a personalized
experience to each consumer
Contribute to higher sales
Measuring Success
Higher site traffic from quiz
Increased usage of social media
from consumers
Use of persona and Burton
hashtags
AdWords: campaign specific ads
versus general ads
Sources!
http://www.presentationzen.com
http://www.surftribe.it/img_photogallery/snowboard-loghi-logo-burton-3594.jpg
http://www.snowboardermag.com/files/2010/09/Burton-Lip-Stick-Womens-Snowboard-2011.jpg
http://www.georginaroc.ca/Images/signs/skisnow-difficulty-sign.jpg
http://upload.wikimedia.org/wikipedia/en/d/de/Logo_of_Burton_Snowboards.jpg