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Imagine being able to take photos underwater, while riding a motorcycle, sky diving or camping with the family. The GoPro is the perfect product for any of those activities. The GoPro is a high-tech photo/video device that has the durability to use anywhere from underwater or in the mountains (GoPro, 2016a). The GoPro lives by its tagline “the world’s most versatile camera” (2016a). Through GoPro’s marketing strategies they live up to tagline. GoPro effectively markets its brand by means of social media platforms and targeting marketing demographics.
GoPro’s marketing strategy incorporates social media platforms. On social media platforms GoPro can promote their tagline “The world’s most versatile camera” (2016a). Promoting the tagline is important because it positions itself from other competitors on the market. GoPro uses several platforms such as Facebook, Instagram, Twitter, Pinterest, and YouTube to reach a diversity of consumers (2016a). GoPro uses several platforms to meet a diverse community of markets. According Icha and Edwin (2016), “social media sites are becoming the go-to place for consumers who want to learn more about a business”(p.3). GoPro is aware social media becoming a go-to place. Using social media, GoPro demonstrates product value and quality. GoPro’s marketing strategy uses social media for promotion, creating product value, and interacting with the consumer.
GoPro uses Facebook to promote the brand and communicate with the consumers. GoPro reaches the consumer by posting a GoPro product taken photo and video of the day (GoPro, 2016d). Posting daily photos builds product value and customer trust. GoPro recently used #InternatinalSurfingDay on Facebook with a photo of a surfer in the wave. (GoPro, 2016c). The hashtag reached new consumers who enjoy surfing. GoPro uses Facebook to reach new customers, connect with existing ones and promote the quality of their product. The consumers see real life results of GoPro pictures and videos. The consumers rely on GoPro posting daily and GoPro always delivers. Continuously delivering to the customer builds customer trust. It is important for a customer to trust a product because they will be more likely to keep buying it.
GoPro uses Instagram to showcase the quality of their products. Users can follow @GoPro to check out daily photos and videos on their page (GoPro, 2016e). Similar to Facebook, GoPro promotes on Instagram posting a “photo of the day” to engage with consumers. Unlike Facebook, GoPro does not communicate with the consumer on Instagram. Instead, GoPro promotes the quality of products.
GoPro uses Twitter to communicate with new and current consumers. GoPro regularly tweets new product information. GoPro is aware the way they use Twitter, should not be the same as Instagram. Gholson and Hakim (2015) state, “Due to the fact that social media has various methods of being applied to marketing; one strategy does not fit all (p.11). GoPro does not behave on Instagram like it does on twitter. Instead of posting daily photos, GoPro builds personal relationships with the consumer by retweeting their feedback. GoPro’s one-to-one marketing on twitter helps build customer value.
GoPro uses YouTube to promote and demonstrate its products. GoPro posts tutorials, demonstrations, tips, reviews and user videos to interact with consumers. GoPro has a variety of channels to learn about the product. GoPro has even included a tutorial channel to demonstrate how to use their products (GoPro, 2014). Demonstrating the product on social media positions itself from its competitors and builds customer loyalty.
GoPro uses Pinterest to reach multiple markets based on their psychographics. GoPro has created many boards with different activities and interests to reach new consumers. A few Pinterest board examples are love, bucket list, animals, family time, yoga, architecture, music, gifts, life’s a beach and underwater. The wide choice of boards attracts users of different lifestyles, ages, locations and social classes. On Pinterest GoPro lives up to their tagline “The world’s most versatile camera” attracting a variety of consumers.
GoPro holds an award show for their consumers to win a cash prize. Users can enter their photos and videos online. There are numerous categories to enter. Some GoPro Award categories include animals, family, adventure, and motorsports (2016b). The GoPro Awards promote the product and create a fun environment for consumers. The GoPro Awards attract existing consumers to keep using and buying new GoPro products. The online community of GoProers can share moments, find inspiration and enter contents (GoPro, 2016d). The Go Pro awards position itself from other competitors on the market by involving their own community into their camera products.
GoPro’s Target Market and Demographics
GoPro uses a multisegment market strategy to target the consumer. GoPro does not concentrate on one type of consumer. GoPro effectively markets their products by paying close attention to the psychographics of the consumer. Raymond and Tanner (2014) state, psychographic segmenting is “segmenting based on their activates, interests, option, attitudes, values and lifestyles” (p.107). GoPro does an excellent job at making its products attractive to vast markets. Using psychographic segmenting, GoPro can market to multiple markets.
GoPro’s target market is very large. Since it is based psychographic segmentation GoPro attracts a variety of consumers. GoPro’s marketing goes beyond attracting the thrill seeker and photography market. GoPro has used multisegment marketing to reach a variety of consumers of all ages and interests. Since their products range from being are cheap, expensive, large, small, freeze proof, waterproof to appeal to variety of consumers (GoPro 2016a). Their multisegment marketing strategy targets multiple markets. The GoPro can be used by anyone who loves to save their memories.
GoPro uses a multisegment marketing strategy to segment consumers by psychographics. GoPro tries to look at the consumer how they see themselves. Relating back to Pinterest, the company categorizes the consumer by their values such as family, animal lovers and thrill seekers. GoPro’s target market is constantly growing because the product appeals to a more than one type of person.
GoPro’s social media based marketing strategy attracts a variety of consumers. Segmenting their consumers based on psychographics, they can promote their product on a wide array of social media. From thrill seekers to families GoPro will have a camera to fit the consumer’s needs. GoPro’s Social media marketing enables the company to promote the quality of the product, communicate with the consumer and market to potential new consumers.
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