The above would not have been possible without the implementation of a marketing strategy. One that, after its overwhelming success, can rwanda business email list serve as a reference for consumer electronics brands operating in Spain.
Next, we'll delve into the foundations that underpin GoPro's marketing strategy , and what we can learn from it for our upcoming marketing campaigns.
What is GoPro?
Founded in 2002 as Woodman Labs, Inc., GoPro is an American technology company that manufactures compact, lightweight and durable action cameras designed to capture photos and record videos in high definition.
Although their niche market is the sports field, due to their extreme portability, ease of use and waterproof design, these cameras can be used in a wide variety of situations, given the minimal human intervention they require for their operation.
The company has also expanded its operations into the mobile app market and the development of video editing software, seeking to make it easier for its users to create adventure content.
In 2014, GoPro, Inc. made its initial public offering on the New York Stock Exchange effective. The marketing strategy that we will review allowed it to diversify by generating additional revenue from content created by its customers.
Later, despite the entry of companies such as Sony, Polaroid and HTC, GoPro remains the obligatory reference when it comes to action cameras.
What is GoPro’s marketing strategy?
This American company's marketing strategy is hybrid. On the one hand, it relies on amateur content and, on the other, it does not give up on professional content when it comes to transmitting its value proposition.
That said, here are its 4 fundamental pillars:
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The power of the user as a content creator : It is no secret that the digital age has democratized access to many things. And, among them, the generation of content by ordinary people.
Aware of this, GoPro has given its buyers a leading role as content generators . All to promote the advantages implicit in the purchase of its action cameras. This has been achieved through storytelling, or what is the same as telling memorable stories in the first person…
Professional content is still relevant: While it is not the main focus of your campaign, content produced by experienced videographers serves as a complement. It fills the gap of that high-quality audiovisual material that users cannot produce.
In this way, they ensure that they reach potential customers with specific needs. Like some who, for various reasons, tend to prefer more elaborate content when choosing one brand or another.
We don't sell cameras, we sell adventures: GoPro's strategy is not focused on action cameras per se , but on the experiences that you, as a user, will be able to live and share after purchasing any of its models.
The idea of creating such small and versatile cameras was born from its founder, Nick Woodman, who, during a surfing trip to Australia, wanted to capture his own experiences in high definition without having to hire photographers to do so.
Social media as a multiplier of its message: The propagation effect of social media, in terms of product marketing, has been well capitalized by GoPro. All to expand its reach as a reference in the action camera market.
Specifically, they have not only encouraged the participation of their users as brand ambassadors, but they also promote the creation of organic and quality content through contests and awards.
The company also has its own YouTube channel, where they share the most ingenious creations of their followers and interact with the community. They are always looking to generate that connection that is so necessary to position themselves as a benchmark in the sector.
What impact has GoPro’s marketing strategy had?
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In short, GoPro's strategy has set the stage for other companies to focus their efforts on the next step: promoting positive experiences associated with the purchase of their products, rather than just focusing on the benefits of the products themselves.
As a result, it has created a watershed in terms of online advertising , opening the doors to content marketing as an ideal mechanism for building communities around our brands.
In this way, companies can now combine the best of both worlds to improve their conversions. The authority conveyed by audiovisual content created by professionals with the spontaneity and naturalness offered by content created by users for their social networks.
