Reference no: EM133960396

Question

Some may argue that GoPro is fortunate because their product naturally results in highly visceral and immersive content that appeals to emotions and encourages shares and interactions. After all, GoPro content is authentic and shareable. Undoubtedly, when it comes to marketing, this gives the brand a clear advantage.

GoPro videos are a perfect match for global social media platforms such as YouTube, Twitter, or Vine, and at any moment a video uploaded by a user could go viral on any one of these platforms.

However, as powerful as this may be, it is just one element of the brand's incredible success.

GoPro has vigorously engaged key communities, securing incredible brand awareness and adoption in key verticals; most notably in the extreme and adventure sports market. The brand also possesses a strong position in specific niches, such as road cycling and scuba diving.

For GoPro, it's not so much the miniature cameras themselves, but the possibilities that they afford which generate leading brand equity. Nick Woodman, CEO, and inventor of the camera, spoke recently of how the camera "has made nothing unfilmable ut the crux of GoPro's success, and one of the brand's greatest strengths, is user-generated content.

GoPro is constantly improving the technology users need to edit, upload, and share their videos (a GoPro app allowing users to do this on their mobile devices is expected to launch this summer). It makes for an incredible marketing strategy with multi-faceted benefits - the GoPro start and end frames, for example, have become highly recognizable among users, setting an expectation in consumers' minds for content that excites and entertains.

"When that GoPro logo hits, you know you're about to see something interesting, and you pay attention." Woodman said."The majority of [our] video[s] come from our customers and it's wildly authentic."

Ultimately, it's the ingenious way in which GoPro approach their content that defines the brand's content strategy. For GoPro, content is as much part of the brand as the product itself - an incredibly powerful asset.

GoPro's Marketing Strategy Key Strengths:

Exceptional platform/channel synergy, with highly visceral and emotional content.

Engage specific communities and key markets.

Encourage authentic, shareable, user-generated content.

Maintain strong brand visibility and logos across all content, which already has a distinct identity.

Content is irrevocably tied to the brand's product, and part of the brand's value proposition.

Question 1

Based on the Go-pro article.

Go Pro has experienced decline in sales and profitability in the last few years. Can you explain why this has taken place? Provide two examples to try and rectify this problem

Question 2

Based on the Go-pro article, Explain why Go-Pro uses both traditional and digital components in their overall integrated Marketing Plan? Provide two examples of how this has been successful for the organization.