GoPro- A Comprehensive Marketing Strategy
Tenets of a Strong Marketing Plan
The mantra these days for marketers seems to be all about creating powerful and engaging content to attract customers. When you combine this with strong online presence, loyal brand advocates, and marketing through partnerships with other brands, the result is a strong marketing strategy. GoPro was one company that has excelled at this beyond measure . GoPro came into existence due to the need for affordable professional grade action video recording equipment. With its catchphrase “Be a Hero” and selling the idea of personal heroism, GoPro has got two main things right, innovative products and great marketing content to describe it. Perhaps very few companies could actively engage its customer base with its products as well as GoPro has done.
Great Content Marketing
GoPro served as a medium for its customers to showcase their capabilities to a larger audience and in the process, GoPro could further sell more cameras. This attracted sports junkies and amateurs alike as they all wanted to record videos from their perspective and showcase it to the world.By means of user created content, GoPro could easily showcase the superior quality of its high definition video and versatility of use for its cameras. GoPro understood that visual content is a better marketing medium.The audiences today are short of time and that they appreciate short and high impact visuals more than long and boring written content. To engage more people, GoPro employed leading sportsmen from various sports to record videos while performing which attracted many sports lovers.
Partnering with Red Bull
GoPro knew a successful partnership with a big brand would translate into marketing success. Hence GoPro teamed up with Red Bull for their extreme sporting events. First-person perspectives, breath-taking images and cutting edge cinematography was something GoPro offered to Red Bull’s production teams during these events. In return, GoPro would be the official action camera provider for 1800 sporting events hosted by Red Bull. It was a symbiotic relationship where benefits for both were profound and positive. They created content which had shared rights and was broadcasted on all communication channels by both. They could achieve deep emotional connect to end users, as this gave them a point-of-view content, putting themselves in the hot seat to a multitude of experiences.
Digital Presence
GoPro has kept its social media presence very engaging as well. It has over 10 million fans on Facebook and Instagram ,4 million subscribers on YouTube 1.25 million followers on Twitter. It has visually stimulated the minds of the Millennials with regular, engaging content that fueled consumer interests. GoPro also encouraged customers to get creative while recording so in order to get featured in their ads.Compelling stories stimulate the brain and they have the potential to change people’s behavior in a big way. Nielsen reports that 92% of consumers reported that they want companies to create advertisements that felt like a story. Based on the diverse available content, GoPro created numerous buyer personas that its diverse customer base could closely relate to. It could also convert its customers into fierce loyal brand advocates which fueled more business.
Execution of Strategy
GoPro employed textbook marketing practices with creativity and outside the box thinking. GoPro used smart digital marketing strategies to achieve brand awareness and customer reach while genuinely creating customer delight . One key note is that great marketing stems from high impact content that gets and keeps the consumer excited. Marketers need to create unforgettable, unique content, use of engaging platforms and employ influencers optimally.