CASE STUDY
Buster Creative’s summer intern, Loren Burton, social media purist, turns to integrated marketing to sell T-shirts

Beetnik Aesthetics

Loren Burton’s 2009 business plan — 100% Social Media:
• sell his indie T-shirts through T-shirt blogs and other forms of social networking
• sell only online
• online self-promotion

Pros: Sold all over the world, featured on several sites and local TV, minimal cash outlay
Cons: Time consuming (especially during college finals), most sales are for single orders

His 2010 business plan — integrate traditional marketing and beef up social media:
• direct mail campaign (80% of his marketing budget)
• revamp and diversify line
• re-launch website
• re-launch branding
• Tweet on a regular basis
• Facebook updates more often
• create a YouTube channel

Goal: Large wholesale orders from retailers across the country.

We will keep you posted on his results!