2.0 Company Overview GoPro was founded by Nicholas Woodman, his earliest vision was to create a camera strap that took already existing waterproof camera’s and attached them to surfer’s wrists. After his dot com company Funbug failed in 2001, he took a 5 month surf trip to Australia and Indonesia, during this trip he realized that his idea of a wearable camera needed to be a product that was all-in-one, comprising of the camera, the strap and the waterproof case. Two years later Woodman had his first camera, the GoPro 35mm Hero. Woodman officially launched his new product in September 2004 at the San Diego Action Sports trade show (Forbes, 2013). A decade later GoPro has evolved into the leading manufacturer of wearable cameras, the brand name of action camera devices worldwide. The profits continue to skyrocket with the operating income in the first quarter of 2014 increasing 135.2% to 49.1million (GoPro, 2015). Nicholas Woodman’s passion for capturing photo memories with his friends while surfing has turned his company into a multi-billion dollar organization. GoPro has become a widely adopted solution for people to document themselves engaged in their interests, whatever they may be (GoPro, 2014).
2.0 GoPro Strategy
GoPro is spreading throughout the globe with China being one of the fastest growing markets. The
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By providing the consumers with content management and editing tools, the consumers can share more of their videos. By sharing more videos, GoPro can harness the power of social media and viral marketing via online content. Furthermore, the purpose of this marketing plan is to use online marketing tools to create value, value delivery, value communication, and customer relationships (Popa, 2015). By establishing loyal customer relationships, GoPro can retain their market share and continue to build their action camera
China, there would be a multitude of early adopters interested in checking out the product online
The marketing industry is rapidly changing, advancing, and adapting to the technology. The industry will continue to be refined as we move from traditional to nontraditional strategies. RPZ Social Media Analytics and Genaflek have experienced these changes first hand, which in turn opened a window of opportunity for RPZ Social Media Analytics to purchase Genaflek Marketing. Since the purchase, RPZ Marketing has had to face many new exciting challenges and obstacles. RPZ struggles with a lack of qualified resources, as the employees from Genaflek used traditional marketing strategies. How will RPZ Marketing continue to be a leading marketing firm offering cutting-edge, innovative solutions specializing in diverse media applications?
Technology is a great gateway to reach the affluent consumer audience. Consumers in this category are likely to use technology to thoroughly research a product or company before making their purchase. It is suggested that companies take extra time and effort to online sources in order to attract affluent customers. Recommendations include, “reach out to users who post negative reviews and find ways to mitigate their impact or explain misplaced blame, connect with shoppers on a more intimate level than broadcast TV through blogs, and use social media as a way to improve customer satisfaction” (Haack,
GoPro company is slowly becoming one of the best know names when it comes to outdoor adventure gear amount thrill seekers and adventurers. GoPros are small wearable high definition digital cameras that can be put on helmets to take videos of what the user is doing. This product is especially expanding with all the social media usage that has increased over the past ten years and the new technology that keeps coming out. Part of the brand experience for GoPros is now the ability to immediately upload your video to social media sites allowing the company to build their brand even more.
Nowadays, almost everybody has some machine at hand, be it computers, cell phones, or cars. Most technology has a camera, whether it is used to take a selfie or film a video. Sometimes people do not have
With future revenue potentially reaching $53.2 billion by 2019, rival companies have developed comparable products (Juniper Research, 2014). Garmin, Nike, Jawbone, Polar, and Mio have created similar personal wearable fitness products to enter and compete in this market. These products such as the Garmin Vivofit, Nike SportWatch, Jawbone UP4, Polar Loop 2, and Mio Fuse fitness devices have similar step tracking, heart rate monitoring, and other biofeedback technologies. These products also share comparable prices to attract first time, potential, and regular user to win their market shares. Each firms market their product’s points-of-differences in comparison with Fitbit products in their attempt to achieve relevancy and deliver consistency with consumers. Points-of-parity between the similar products are the common associations in each device by offering various degrees of real-time reporting of steps counted, heart rate tracking, calories expended, and global positioning system (GPS) tracking to fit user needs.
Video marketing is the use of videos to market or promote a brand, service or product. A video is a more vivid, lively and memorable presentation of the marketing message, which results in enhanced search engine ranking, more conversions and click through rates, and better sales. Depending on their marketing plans and goals, companies can use live event videos, customer testimonials, explainer videos, how-to videos, entertainment (viral) videos and corporate training videos, among others, to pass their brand messages more persuasively, briefly and effectively. Today, online video marketing has become popular because it is cheaper to implement and the videos can be distributed on channels like YouTube with amazing ease.
Viral marketing is a form of word-of-mouth marketing that aims to result in a message spreading exponentially and campaigns work when a message is spread exponentially and it results in a desired outcome for a brand (Stokes, R., 2010). Viral marketing uses the internet to disclose and spread the company’s products or services. It harnesses the electronic connectivity of individuals to ensure marketing messages are referred from one person to another (Stokes, R., 2010). There are two types of viral marketing. Organic viral campaigns spread with no input from the company who wants to advertise. The message or product/ service being sold by the merchant are passed around in a viral nature without any intention from the marketer (Stokes, R., 2010). In organic viral marketing, no planning was done on how to broadcast the products or services and those who expose the products or services made a choice just to pass it around by word of mouth in the internet. Amplified viral marketing on the other hand have been strategically planned, have defined goals for the brand being marketed, and usually have a distinct method of passing on the message (that can be tracked and quantified by the marketer) (Stokes , R.,2010). To go viral, sellers or services provider have to define the aims of the campaign. Sellers or service providers have to decide if the company wants brand awareness, drive traffic or make sure customers avail of the products or services. Secondly, the company should plan the message it wants to go viral. The message has to be unique and easily noticeable by consumers. Third, the message you want to convey must be passed on to others efficiently. The company has to provide incentives for sharing. The greatest ince...
Snowboarding is not a real sport, not a real life style, and not a real income. This is what some people might say about snowboarding and it might be true for many but for the few it is a job and it is a lifestyle. And I’m not just talking about the professionals, I’m speaking for the manager’s, photographers, and resort maintenance crew. But to me this sport has gone through an amazing transformation throughout history, the times of going to a fresh untouched face with your buddies or cruising through the park to make a edit. These adventure between friends has lead to the creativity and exploration of snowboarding. Through that exploration snowboard equipment you see now shows the progress we made through the materials and certain specs that
Eastman Kodak is using IMC tools to make the connection between consumers and their brands. A major advertiser, Kodak uses all the disciplines including advertising, sales promotion, electronic media, CRM and PR. Public relations (PR), has been a key measure at the corporate level to "help build brand reputation, communicate financial performance, and address public affairs issues that affect company success" (http://www.prfirms.org/docs/ 2006/2006ANA_Presentation.pdf). However, the flip side to PR is how it helps connect target audiences to build and position brands, change behavior, and move products off the shelves. To keep Kodak's products in consumer's minds, Kodak has geared up a multitude of movie-themed promotions and sweepstakes prizes using a variety of media outlets. For example, Kodak EasyShare Gallery offered consumers free movie tickets to Pirates of the Caribbean: Dead Man's Chest with a $20 purchase at KodakGallery.com. As well, an online sweepstakes asks consumers to participate in a photo treasure hunt for a chance to win Kodak products or a trip to Disneyland (Johannes, 2006). Our paper will explain our chosen IMC message; identify our target audience and how the message/message strategy will influence behavior, and the strategy we will use to ensure a consistence message in the marketplace.
Marketing through Social Media (Exploratory Essay) Throughout the ages there have been many intriguing ways that businesses have portrayed their product or services for accessibility. Recently, businesses have been researching how to market the businesses product through the World Wide Web. With websites such as Facebook, Twitter, Instagram, it started becoming popular within the past 20 Years. People have started to rely heavily on the internet over the past decade, whether it be for searching for information on products or people.
This method is used to “gain mutual understanding and find a win-win common ground” between brand and consumers, and develop a more long-term relationship beyond just sales (Straubhaar, 300). From Facebook posts and Tweets to Youtube videos, each channel offers a distinct venue for brands to share its content with consumers on platforms they frequent. Each of these social channels help develop the brand’s overall aesthetic and personality, giving consumers a more personal connection with the brand. In return, social media provides consumers with the ability to engage directly with the brands they take interest in, 24/7. Consumers can “favorite” or “like”, share, and post comments on brand posts which can increase brand awareness and spread their message. PR teams have taken advantage of the move from “business hours
In 2006, although customers watched traditional television, Internet video emerged as one of the hottest trends in technology. At that time, IDC, a research firm, performed a survey and found out that 33 percent of users watched Internet video. Also they found out that while many people watched full shows online, the most popular shows were user-generated movies and short clips. In addition, those users didn’t have to pay for the service and were not interested in paying either. User-generated video consisted of amateur and home made videos. Professional video producers aware of that got interested in that new media for them and decided to produce products for exclusive online broadcasting. The forecast of the Internet industry forecasted that
Viral marketing can be defined as the unpaid distribution and communication of advertising content through internet. Viral message can be generated by markets itself for promotion of a product or it can also be generated by a consumer itself. It can also be delivered by word of mouth, which is one of the most important sources of i...
Inform- these daily videos and pictures are easy to share amongst friends and others, therefore spreading the word even more. They can also be used to inform when there are new models of the GoPro and also informs in ways how you can use it to create unique imagery from different viewpoints