GoPro is an action camera company founded in 2002. It developed its first camera, the 35mm HERO, and sold it in 2004. By 2011 it had received $88 million in strategic investment. Its revenues grew from $234 million in 2012 to over $1 billion in 2017. The document analyzes GoPro's branding strategy, including its vision to help people capture and share meaningful life experiences. It also assesses competitors like Drift Innovation and provides recommendations to strengthen GoPro's brand equity and positioning in the action camera market.
GoPro was founded in 2004 by Nick Woodman to create portable, high-definition cameras for athletes to document themselves participating in sports. GoPro became a market leader in action cameras known for their high quality video capture and wearable designs. The company has transformed consumer experiences by enabling users to easily capture, manage and share meaningful experiences. GoPro focuses on continuing to develop innovative camera devices, content management solutions, and expanding its media brand through owned content and licensing to other brands.
This document provides background information on GoPro, including its founding, private ownership, brand portfolio, and brand inventory. GoPro was founded in 2002 by Nick Woodman to create an action camera that could capture quality photos during activities like surfing. After raising funds from family and loans, GoPro launched its first camera in 2004 and saw success through sales to outdoor retailers and viral YouTube videos. By 2012, GoPro had majority market share in the camcorder market. It went public in 2014 and Woodman maintains majority control through his stake in the company. GoPro's signature cameras, marketing strategies, and consumer content have established it as the leader in the action camera category.
GoPro targets two key demographics - young active individuals interested in capturing videos of their extreme sports activities, and families looking to document vacations and everyday moments. The brand focuses on portraying customers as heroes who share their exciting adventures. GoPro sees itself not just as a hardware company but as a media brand, leveraging the millions of videos shared by users on social media to its marketing advantage. The camera's versatility, durability and affordability drive user consumption decisions to capture memories from unique perspectives.
GoPro is an American company that produces high-quality, rugged action cameras. They target adventurous athletes and travelers aged 18-35. GoPro uses an integrated marketing strategy including social media with over 10 million Facebook followers, sponsoring athletes, retail displays, advertising, and online contests to build a sense of community and user-generated content that promotes the brand on platforms like Instagram. This low-cost, integrated approach has helped GoPro become the worldwide market leader in the action camera market.
A presentation created for ADV 420 at Michigan State University, tackling how the action camera tycoon GoPro can grow business via a digital marketing strategy.
Gopro is launching a brand extension called AdventoPro focused on adventure travel courses for female millennials. The courses will teach skills like scuba diving, surfing, and mountain climbing in multiple countries over 1-6 month periods. Competitors offer similar adventure tours but AdventoPro differentiates by focusing on developing one skill per course and capturing memories on GoPro videos. The positioning strategy emphasizes empowering women through skills development and donations to women's causes. The launch plan includes digital marketing, influencer marketing, and content promoting women's empowerment. Customer service includes consultations, medical support during courses, and personalized GoPro videos.
The document summarizes a marketing campaign analysis conducted by students for Gillette. It discusses Gillette's company overview as a men's safety razor brand owned by P&G. It then examines different promotional strategies Gillette uses, including sponsorship of sports events and celebrity endorsements. Specifically, it analyzes Gillette Venus' campaign featuring Indian actress Deepika Padukone and how her endorsement leverages halo effects and reference group influence to positively impact consumers' perceptions of the brand. Student surveys found Deepika helps customers remember the brand and that most felt the ad focused more on her than the product.
Tom Haslow - Strategic Planning PortfolioTom Haslow
This portfolio contains 3 case studies of projects completed at Miami Ad School’s Account Planner’s Boot Camp. They represent collaborative work with two talented and dedicated teams.
The targets are diverse, as are the brands and business challenges. What unites them is thoughtful research and creative thinking about how to solve problems and create opportunities for brands. They are all driven by good ideas.
After the case studies, there is a short section about my life and previous experience.
GoPro was founded in 2004 by Nick Woodman to create portable, high-definition cameras for athletes to document themselves participating in sports. GoPro became a market leader in action cameras known for their high quality video capture and wearable designs. The company has transformed consumer experiences by enabling users to easily capture, manage and share meaningful experiences. GoPro focuses on continuing to develop innovative camera devices, content management solutions, and expanding its media brand through owned content and licensing to other brands.
This document provides background information on GoPro, including its founding, private ownership, brand portfolio, and brand inventory. GoPro was founded in 2002 by Nick Woodman to create an action camera that could capture quality photos during activities like surfing. After raising funds from family and loans, GoPro launched its first camera in 2004 and saw success through sales to outdoor retailers and viral YouTube videos. By 2012, GoPro had majority market share in the camcorder market. It went public in 2014 and Woodman maintains majority control through his stake in the company. GoPro's signature cameras, marketing strategies, and consumer content have established it as the leader in the action camera category.
GoPro targets two key demographics - young active individuals interested in capturing videos of their extreme sports activities, and families looking to document vacations and everyday moments. The brand focuses on portraying customers as heroes who share their exciting adventures. GoPro sees itself not just as a hardware company but as a media brand, leveraging the millions of videos shared by users on social media to its marketing advantage. The camera's versatility, durability and affordability drive user consumption decisions to capture memories from unique perspectives.
GoPro is an American company that produces high-quality, rugged action cameras. They target adventurous athletes and travelers aged 18-35. GoPro uses an integrated marketing strategy including social media with over 10 million Facebook followers, sponsoring athletes, retail displays, advertising, and online contests to build a sense of community and user-generated content that promotes the brand on platforms like Instagram. This low-cost, integrated approach has helped GoPro become the worldwide market leader in the action camera market.
A presentation created for ADV 420 at Michigan State University, tackling how the action camera tycoon GoPro can grow business via a digital marketing strategy.
Gopro is launching a brand extension called AdventoPro focused on adventure travel courses for female millennials. The courses will teach skills like scuba diving, surfing, and mountain climbing in multiple countries over 1-6 month periods. Competitors offer similar adventure tours but AdventoPro differentiates by focusing on developing one skill per course and capturing memories on GoPro videos. The positioning strategy emphasizes empowering women through skills development and donations to women's causes. The launch plan includes digital marketing, influencer marketing, and content promoting women's empowerment. Customer service includes consultations, medical support during courses, and personalized GoPro videos.
The document summarizes a marketing campaign analysis conducted by students for Gillette. It discusses Gillette's company overview as a men's safety razor brand owned by P&G. It then examines different promotional strategies Gillette uses, including sponsorship of sports events and celebrity endorsements. Specifically, it analyzes Gillette Venus' campaign featuring Indian actress Deepika Padukone and how her endorsement leverages halo effects and reference group influence to positively impact consumers' perceptions of the brand. Student surveys found Deepika helps customers remember the brand and that most felt the ad focused more on her than the product.
Tom Haslow - Strategic Planning PortfolioTom Haslow
This portfolio contains 3 case studies of projects completed at Miami Ad School’s Account Planner’s Boot Camp. They represent collaborative work with two talented and dedicated teams.
The targets are diverse, as are the brands and business challenges. What unites them is thoughtful research and creative thinking about how to solve problems and create opportunities for brands. They are all driven by good ideas.
After the case studies, there is a short section about my life and previous experience.
Nike is an American multinational corporation that designs, develops, manufactures, and markets athletic footwear, apparel, equipment, accessories, and services. It was founded in 1964 as Blue Ribbon Sports and later changed its name to Nike in 1978. Nike utilizes global and local marketing strategies to maintain its position as a leader in the footwear and athletic apparel industries. The company focuses on product innovation, brand building through partnerships and sponsorships, and personalized marketing approaches.
Beer market is getting stagnated, no new strategies and products are coming up, this is my take on applying principles of Marketing to revive this brand and try a different positioning
Millward Brown Saudi Arabia - The Meaningful BrandKantar
The document discusses how to take a brand from good to great by creating meaningful difference. It explains that meaningful, different brands that are properly amplified can create sustainable financial growth through increased volume, higher prices, and greater future potential. The key is for brands to have a clear purpose, deliver an empowering experience, resonate with customers, and be meaningfully different from others in the category. It also outlines five facets of effective brand amplification: findability, credibility, vitality, affordability, and extendability. The document argues that by defining meaningful difference and properly amplifying it, brands can grow in a sustainable way.
This document provides a history and overview of the Gatorade brand. It discusses how Gatorade was created at the University of Florida to combat dehydration in football players. It describes Gatorade's early flavors and partnerships with athletes like Michael Jordan that helped grow its brand recognition. The document also outlines Gatorade's organizational structure as a subsidiary of PepsiCo, its product lines, marketing strategies using athletes, and social media presence. It concludes by recommending that Gatorade consider expanding flavors for international markets and developing lower calorie protein products.
Nike was founded in 1964 and is now a global leader in athletic footwear and apparel. Headquartered in Oregon, Nike employs over 26,000 people worldwide. Known for its iconic swoosh logo and "Just Do It" slogan, Nike has cultivated an image of excitement, innovation and athleticism through sponsoring major sporting events and iconic athletes. While facing competition from brands like Adidas and Reebok, Nike has maintained the largest market share in the sports industry through strong branding and performance products.
Nike's Segmentation Targeting Positioning Marketing StrategySyed Zaid Ali
Nike segments its target market using demographic, behavioral, psychographic, and geographic variables. It targets youth sports enthusiasts aged 18-24 from urban, high-income areas. Nike positions itself as bringing inspiration and innovation to every athlete in the world. It aims to be an ubiquitous brand and believes everyone is an athlete. Nike focuses on expanding its women's line, as women in their 20s and 30s are driving the athleisure trend. It also targets kids and professional athletes through sponsorships. Nike differentiates itself through customization via NikeID, its apps and digital services, and its Jordan brand line. It maintains parity through performance technology and global brand recognition.
This presentation is based on the Harvard Business Case:Procter & Gamble: Marketing Capabilities.It was created by me during a marketing internship by Prof Sameer Mathur IIM-Lucknow
This document discusses building meaningful brands through the Millward Brown Brand Philosophy framework. It emphasizes that meaningful brands which are perceived as different and salient by consumers can command higher market share and price premiums. The framework uses metrics like Power, Premium and Potential to predict brand performance. It also highlights how mobile surveys can provide high quality insights by better representing consumers in an increasingly digital world.
Red Bull is an energy drink known for its successful advertising connecting it to performance and extreme sports. It targets generation Y consumers aged 18-30 through non-traditional marketing strategies like sponsoring extreme sporting events and celebrity endorsements. This creates a daring image that resonates with its niche audience. While Red Bull has been very successful with this anti-marketing approach, its narrow target segment leaves it vulnerable to wider-appealing competitors like Coca-Cola. To expand its customer base, Red Bull should consider diversifying its products and marketing beyond its core extreme sports associations.
East Carolina University MBA program presentation. Strategic Recommendations for Lululemon moving forward, Expansion Strategy, Image Management, Financials, Quality Control, Marketing, Positioning, Value Chain Analysis and SWOT.
23 of the world's most effective Positioning TerritoriesAshton Bishop
A brand's role is to own a position in their customers' minds. The way to find the 'position' that's right for you is to consider the dominant positioning territories. Step Change Marketing has compiled 23 of the world's best and most effective. Which one's right for you and your brand?
This advertising plan proposes promoting a new honey and ginseng flavor of 7Up targeted at teens and young adults. The $2 million budget will fund magazine ads, outdoor ads, TV commercials, and sales promotions from June 2013 to May 2014. The ads will position 7Up as a healthier alternative to other sodas and energy drinks, emphasizing the natural benefits of ginseng. Outdoor and magazine ads will run nationally and in key cities, while TV and social media will build brand awareness. Samples and discounts aim to boost trial among students seeking an energy boost without unhealthy options. The goal is to increase 7Up's market share by attracting new younger customers.
The document discusses Dove's brand strategy and positioning. It aims to redefine beauty standards and empower women by making them feel more confident and optimistic about their natural beauty. Dove products are designed to nourish skin and hair from within in order to repair damage and strengthen hair, reducing hair fall and breakage. The brand also runs an educational self-esteem project to help young people improve their self-esteem.
April 2003
Toyota Prius; Marketing Communications Plan
Executive Summary
Full service agency “Oakly & Oakley” has been asked to prepare a three-year communications plan for
the Toyota Prius, which is to be launched in the UK. Market analysis identified the target market, which
consists of two groups: private and corporate buyers. Next to the demographic profile, three different
psychographic profiles amongst the private buyer and their media usage have been identified.
Consequently a communications strategy that makes use of these media has been created. The
strategy will use PR, Advertising, direct mail and Personal Selling. TV, Print, Outdoor and the Internet
will be the main media. The Creative strategy is designed to emphasize the unique selling points of the
Prius and weaken the target markets objections. The budget has been allocated, however it is
suggested to change the allocation from £3m yearly to £4m, £3m, £2m in the course of the three
years. The majority of the budget will be spent on TV and print advertising.
Millward Brown Egypt - Meaningfully Different BrandsKantar
We look at the challenges to conducting research in Egypt and how to overcome the barriers to capturing quality data by going mobile. Charles and Praveen discuss the findings of a local study on handsets and share brand equity findings that puts Millward Brown Egypt at the forefront of innovation in market research.
Charles Foster, Managing Director, Millward Brown Africa & Middle East & Praveen Abraham, Country Manager Egypt, Millward Brown
Marketing Communications Monster Energy Ad Group 7JWDW
This document discusses Monster energy drink and its marketing strategy. It aims to expand its market share among students aged 16-25 in the UK by 24% in the next 24 months. To do so, it will increase brand awareness by promoting a 24/7 lifestyle through mass media, product placement, social media, mobile marketing, and guerrilla marketing campaigns on university campuses. It will also encourage repeat purchases and expand its target audience to include more females. Progress will be measured by indicators like website traffic, social media engagement, television viewership, and weekly sales.
HRX: Brand Analysis And Competitive ResearchTAPAN DESAI
HRX is a fitness brand founded in 2013 by actor Hrithik Roshan. It sells apparel, accessories, eyewear, and footwear aimed at helping people achieve their fitness goals. HRX joined forces with Myntra.com for online sales. On social media, HRX posts photos and videos of Hrithik promoting the brand on platforms like Instagram, Facebook, YouTube and Twitter to engage its target audience of fitness enthusiasts. Key competitors in the fitness fashion space include Wrogn, co-created by Virat Kohli, and global giant Nike. Recommendations to improve HRX's online presence and sales include increasing post frequency, engaging more influencers, creating strategic campaigns, and
Marketing Monster Energy Drink Presentationjderemo
How to effectively market Monster Energy drink by following their mission of using little to no mass marketing. From my Marketing Communications class at Indiana University.
These slides use concepts from my (Jeff Funk) course entitled Biz Models for Hi-Tech Products to analyze the business model for GoPro’s Wearable Camera. GoPro offers a wearable computer for extreme sports that is much more durable than other cameras. This camera is useful for board, kite, and wind surfers, skiers, scuba and sky divers, other extreme sports enthusiasts, drones, and the military. GoPro is building a community of users, online videos, and complementary products that is expanding GoPro’s methods of value capture. This presentation also discusses other aspects of the business model such as scope of activities, and method of strategic control.
Bespoke games for brands, also known as Advergaming is a powerful way to connect with consumers. Unlike traditional advertising which is passive and one way, a well-executed Advergame engages the consumer deeply. A sound strategy, great creative and an experienced mobile app developer are essential ingredients though.
Nike is an American multinational corporation that designs, develops, manufactures, and markets athletic footwear, apparel, equipment, accessories, and services. It was founded in 1964 as Blue Ribbon Sports and later changed its name to Nike in 1978. Nike utilizes global and local marketing strategies to maintain its position as a leader in the footwear and athletic apparel industries. The company focuses on product innovation, brand building through partnerships and sponsorships, and personalized marketing approaches.
Beer market is getting stagnated, no new strategies and products are coming up, this is my take on applying principles of Marketing to revive this brand and try a different positioning
Millward Brown Saudi Arabia - The Meaningful BrandKantar
The document discusses how to take a brand from good to great by creating meaningful difference. It explains that meaningful, different brands that are properly amplified can create sustainable financial growth through increased volume, higher prices, and greater future potential. The key is for brands to have a clear purpose, deliver an empowering experience, resonate with customers, and be meaningfully different from others in the category. It also outlines five facets of effective brand amplification: findability, credibility, vitality, affordability, and extendability. The document argues that by defining meaningful difference and properly amplifying it, brands can grow in a sustainable way.
This document provides a history and overview of the Gatorade brand. It discusses how Gatorade was created at the University of Florida to combat dehydration in football players. It describes Gatorade's early flavors and partnerships with athletes like Michael Jordan that helped grow its brand recognition. The document also outlines Gatorade's organizational structure as a subsidiary of PepsiCo, its product lines, marketing strategies using athletes, and social media presence. It concludes by recommending that Gatorade consider expanding flavors for international markets and developing lower calorie protein products.
Nike was founded in 1964 and is now a global leader in athletic footwear and apparel. Headquartered in Oregon, Nike employs over 26,000 people worldwide. Known for its iconic swoosh logo and "Just Do It" slogan, Nike has cultivated an image of excitement, innovation and athleticism through sponsoring major sporting events and iconic athletes. While facing competition from brands like Adidas and Reebok, Nike has maintained the largest market share in the sports industry through strong branding and performance products.
Nike's Segmentation Targeting Positioning Marketing StrategySyed Zaid Ali
Nike segments its target market using demographic, behavioral, psychographic, and geographic variables. It targets youth sports enthusiasts aged 18-24 from urban, high-income areas. Nike positions itself as bringing inspiration and innovation to every athlete in the world. It aims to be an ubiquitous brand and believes everyone is an athlete. Nike focuses on expanding its women's line, as women in their 20s and 30s are driving the athleisure trend. It also targets kids and professional athletes through sponsorships. Nike differentiates itself through customization via NikeID, its apps and digital services, and its Jordan brand line. It maintains parity through performance technology and global brand recognition.
This presentation is based on the Harvard Business Case:Procter & Gamble: Marketing Capabilities.It was created by me during a marketing internship by Prof Sameer Mathur IIM-Lucknow
This document discusses building meaningful brands through the Millward Brown Brand Philosophy framework. It emphasizes that meaningful brands which are perceived as different and salient by consumers can command higher market share and price premiums. The framework uses metrics like Power, Premium and Potential to predict brand performance. It also highlights how mobile surveys can provide high quality insights by better representing consumers in an increasingly digital world.
Red Bull is an energy drink known for its successful advertising connecting it to performance and extreme sports. It targets generation Y consumers aged 18-30 through non-traditional marketing strategies like sponsoring extreme sporting events and celebrity endorsements. This creates a daring image that resonates with its niche audience. While Red Bull has been very successful with this anti-marketing approach, its narrow target segment leaves it vulnerable to wider-appealing competitors like Coca-Cola. To expand its customer base, Red Bull should consider diversifying its products and marketing beyond its core extreme sports associations.
East Carolina University MBA program presentation. Strategic Recommendations for Lululemon moving forward, Expansion Strategy, Image Management, Financials, Quality Control, Marketing, Positioning, Value Chain Analysis and SWOT.
23 of the world's most effective Positioning TerritoriesAshton Bishop
A brand's role is to own a position in their customers' minds. The way to find the 'position' that's right for you is to consider the dominant positioning territories. Step Change Marketing has compiled 23 of the world's best and most effective. Which one's right for you and your brand?
This advertising plan proposes promoting a new honey and ginseng flavor of 7Up targeted at teens and young adults. The $2 million budget will fund magazine ads, outdoor ads, TV commercials, and sales promotions from June 2013 to May 2014. The ads will position 7Up as a healthier alternative to other sodas and energy drinks, emphasizing the natural benefits of ginseng. Outdoor and magazine ads will run nationally and in key cities, while TV and social media will build brand awareness. Samples and discounts aim to boost trial among students seeking an energy boost without unhealthy options. The goal is to increase 7Up's market share by attracting new younger customers.
The document discusses Dove's brand strategy and positioning. It aims to redefine beauty standards and empower women by making them feel more confident and optimistic about their natural beauty. Dove products are designed to nourish skin and hair from within in order to repair damage and strengthen hair, reducing hair fall and breakage. The brand also runs an educational self-esteem project to help young people improve their self-esteem.
April 2003
Toyota Prius; Marketing Communications Plan
Executive Summary
Full service agency “Oakly & Oakley” has been asked to prepare a three-year communications plan for
the Toyota Prius, which is to be launched in the UK. Market analysis identified the target market, which
consists of two groups: private and corporate buyers. Next to the demographic profile, three different
psychographic profiles amongst the private buyer and their media usage have been identified.
Consequently a communications strategy that makes use of these media has been created. The
strategy will use PR, Advertising, direct mail and Personal Selling. TV, Print, Outdoor and the Internet
will be the main media. The Creative strategy is designed to emphasize the unique selling points of the
Prius and weaken the target markets objections. The budget has been allocated, however it is
suggested to change the allocation from £3m yearly to £4m, £3m, £2m in the course of the three
years. The majority of the budget will be spent on TV and print advertising.
Millward Brown Egypt - Meaningfully Different BrandsKantar
We look at the challenges to conducting research in Egypt and how to overcome the barriers to capturing quality data by going mobile. Charles and Praveen discuss the findings of a local study on handsets and share brand equity findings that puts Millward Brown Egypt at the forefront of innovation in market research.
Charles Foster, Managing Director, Millward Brown Africa & Middle East & Praveen Abraham, Country Manager Egypt, Millward Brown
Marketing Communications Monster Energy Ad Group 7JWDW
This document discusses Monster energy drink and its marketing strategy. It aims to expand its market share among students aged 16-25 in the UK by 24% in the next 24 months. To do so, it will increase brand awareness by promoting a 24/7 lifestyle through mass media, product placement, social media, mobile marketing, and guerrilla marketing campaigns on university campuses. It will also encourage repeat purchases and expand its target audience to include more females. Progress will be measured by indicators like website traffic, social media engagement, television viewership, and weekly sales.
HRX: Brand Analysis And Competitive ResearchTAPAN DESAI
HRX is a fitness brand founded in 2013 by actor Hrithik Roshan. It sells apparel, accessories, eyewear, and footwear aimed at helping people achieve their fitness goals. HRX joined forces with Myntra.com for online sales. On social media, HRX posts photos and videos of Hrithik promoting the brand on platforms like Instagram, Facebook, YouTube and Twitter to engage its target audience of fitness enthusiasts. Key competitors in the fitness fashion space include Wrogn, co-created by Virat Kohli, and global giant Nike. Recommendations to improve HRX's online presence and sales include increasing post frequency, engaging more influencers, creating strategic campaigns, and
Marketing Monster Energy Drink Presentationjderemo
How to effectively market Monster Energy drink by following their mission of using little to no mass marketing. From my Marketing Communications class at Indiana University.
These slides use concepts from my (Jeff Funk) course entitled Biz Models for Hi-Tech Products to analyze the business model for GoPro’s Wearable Camera. GoPro offers a wearable computer for extreme sports that is much more durable than other cameras. This camera is useful for board, kite, and wind surfers, skiers, scuba and sky divers, other extreme sports enthusiasts, drones, and the military. GoPro is building a community of users, online videos, and complementary products that is expanding GoPro’s methods of value capture. This presentation also discusses other aspects of the business model such as scope of activities, and method of strategic control.
Bespoke games for brands, also known as Advergaming is a powerful way to connect with consumers. Unlike traditional advertising which is passive and one way, a well-executed Advergame engages the consumer deeply. A sound strategy, great creative and an experienced mobile app developer are essential ingredients though.
Digital marketing project Bubble Cam. I was the sole contributor to the composite profiles building, marketing strategies in different channels, and budgeting parts. I managed the social media content creation for Bubble Cam as well.
Crumpler is an Australian bag company known for its unique and colorful designs. It began as a messenger bag company in the 1990s and has since expanded into camera bags, laptop bags, and other products. Crumpler emphasizes durable materials and innovative features in its bag designs. Its main competitors offer more classic, minimalist styles at slightly lower price points but lack Crumpler's emphasis on design and functionality.
GoPro has experienced rapid revenue growth in recent years largely due to their mastery of online marketing through user-generated content (UGC). Over half of revenue comes from North America. GoPro's strengths include their large social media presence and high consumer engagement that drives UGC. However, increased competition poses a threat. While GoPro outperforms competitors like Sony in some areas, Sony's AS100 camera outranks GoPro in image quality and stabilization. The document provides recommendations for GoPro to increase brand awareness for those unaware of GoPro, use consumer data more efficiently, implement dynamic pricing and customization, and streamline the purchase process.
This document outlines GoPro's plan to launch an online marketplace for user-generated action camera content. It provides an overview of GoPro's business and market analysis, then details the objectives, target audiences, positioning, and integrated marketing campaign for the new GoPro Marketplace. The campaign will use public relations, social media, advertising, experiential marketing, and co-promotions to generate content, promote the marketplace to users and buyers, and increase monetization of GoPro footage. The goal is to transition GoPro from an action camera company to a media company and platform for crowd-sourced video content.
Consumer behaviour has changed with smartphones enabling immediate access to information. People turn to their phones to find answers in moments where they want to know, go, do or buy something, shaping decisions and preferences. Online video is increasingly used by travellers, with almost 50% using it before choosing a destination and over 65% when planning a trip. The Shoot2Share app makes it easy for users to create and publish guided, professional-looking videos on their smartphone with automated editing and publishing to YouTube, allowing brands to harness user generated content.
Graeme Roberts, president of GrowMotor™, is on a crusade to make marketing great.
He calls it Planned Marketing Performance™. Graeme will show how to develop your Marketing Plan, using the seven-step Marketing Performance Process™.
“The biggest problem in marketing,” he explains, “is failure to clearly articulate who your customers are, what your product or service is, and why they should buy it. Without that everything else falls apart!”
Graeme presents five tools that you can use right away to choose market segments, position the company, develop products and services with killer value propositions, and translate them into powerful messages that sell.
This document provides a case study and marketing plan for the GoPro Hero 5 action camera. It includes:
- A brief history of GoPro and how it was founded in 2002 and became a leader in wearable cameras for capturing exciting moments.
- Details on GoPro's rival product, the Sony Action Cam, and how it compares in terms of usability, image quality, and other features.
- An outline for GoPro's pre-production process, including developing advertising campaigns and evaluating the product.
- Plans to advertise the camera's portability and ease of use through travel-focused content and celebrity endorsements at extreme sports events.
- A discussion of obtaining copyright permission to use
TPAS2020 Video Content Creation: the checklist from a successful producerTravelpayouts
Watch the workshops and lectures from TPAS2020: https://tp.click/1sF
Learn about the newest trends, tips and tricks to produce top video content that gets results, including monetization, brand building and sales for you and your creative ideas. Also, find out why and how diving into new technology, including 360 video, can benefit you and your brand.
SOCIAL / LINKS
➡ Facebook: https://www.facebook.com/travelpayouts.official
➡ LinkedIn: https://www.linkedin.com/company/travelpayouts
➡ Twitter: https://twitter.com/travelpayouts
➡ Support: support@travelpayouts.com
GoPro is an American technology company founded in 2002 that produces action cameras and develops mobile apps and video editing software. The document discusses GoPro's background and success, their latest camera model, the GoPro Hero 3+, its key features, competitors' models, targeted customers of extreme sports enthusiasts, and GoPro's commercial strategy of getting famous athletes to use their cameras to influence others.
Turbo Charging Singapore Film Publishing Sectorsshahib amin
The document discusses strategies to boost Singapore's film and publishing sectors by increasing international partnerships and marketability of local content. It proposes initiatives like INSPIRE and SPINE to facilitate international presales and distribution of Singaporean films and publishing IPs. This would optimize returns and visibility for local projects. It also calls for upgrading production and post-production facilities, and developing more online publishers and digital publishing technologies to expand into international and cross-platform markets. The goal is to establish Singapore as a media hub that can engage global audiences.
Ad.Just Video Production Presentation 2017Nesterova Yana
Ad.Just is a creative coast-to-coast video production agency with a marketing expertise. This deck contains a scope of services, work samples, client testimonials, gear and film crew. Learn more at https://www.adjustproduction.com
The document outlines the marketing strategy and initiatives for a boat manufacturer. It discusses developing print and online advertising, sponsoring events and teams, strengthening dealer relationships through tools and programs, optimizing the website and client software, and participating in trade shows. The overall goal is to establish the brand as a market leader through innovative products and strong customer service.
This document provides information about advertising opportunities on the Poster Online media platform. It discusses how brands can [1] immerse themselves in the world of luxury and inspiration through bespoke digital ideas, [2] reach a discerning audience of affluent consumers through premium advertising placements like hero banners and videos, and [3] engage this audience through editorials and brand placements. Technical specifications for placements like banner dimensions and file types are also provided.
This presentation shows how Shoot2Share works and as an example of how it can be used to create a travel review of a hotel. It can of course be used for much, much more!!! A very exciting and simple tool to shoot and share videos from your mobile phone.
GoPro - Multichannel Customer Strategy Project - final presentationfilippo cheli
This document outlines a multichannel customer strategy project for GoPro from 2017-2018. It includes:
1. An introduction of GoPro and the campaign objective to retain existing customers and boost loyalty.
2. Customer insights from surveys and personas including "The Social Explorer".
3. An analysis of the current customer journey.
4. A proposed campaign called "GoPro Academy" featuring gamification with digital coins, updated apps and customer journey, and events and promotions on social media, retail stores, and a landing page.
5. Metrics to measure the campaign's impact on sales, advocacy, and payback projections.
The document provides information about several product failures by major companies:
McDonald's Arch Deluxe burger failed in 1996 due to inappropriate marketing that targeted adults but showed kids rejecting it, high calorie content, and being too expensive. It showed McDonald's losing touch with its customers.
Crystal Pepsi, launched by PepsiCo in 1992, failed because it did not have a compelling difference from regular Pepsi and the "crystal" name was not appealing. The product and market were not well defined.
Nintendo's Virtual Boy game console from 1995 failed because it caused motion sickness, was uncomfortable to play, and lacked a "killer app" game. It also had an isolating gameplay experience
KING OF THE ONLINE JUNGLE. A Video Marketing Strategy to Rule Your Market.
The business world is a mercurial jungle out there. Every entrepreneur / marketing director needs to create a clearing in this mass of a jungle to make sense of the online world.
In Essence most Marketers are looking for 4 things. They want to: -
1. Make Marketing Easy with less hassle and less experimental approaches in identifying their ideal customers, engaging with more ease with customers and ultimately building long-lasting relationships for continued growth and prosperity
2. Generate new leads by creating content that is relevant and appealing to their target audience
3. Generate more sales through an effectual video marketing strategy by using an innovative sales funnel that connects with prospective leads and moves them by attracting, engaging converting and ultimately retaining them as perpetual customers
4. Brand through video content online to assist in achieving better performance, higher yield and greater success in business.
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
AI Best Practices for Marketing HUG June 2024Amanda Farrell
During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/
The Strategic Impact of Storytelling in the Age of AI
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Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
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Visit:- https://www.1solutions.biz/link-building-packages/
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The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
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I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
How to Generate Add to Calendar Link using Cal.etY
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Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
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Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
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Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
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Join Performance Car Exclusive to drive the finest supercars, engineered with advanced materials and cutting-edge technology for peak performance.
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Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
4. Objectives, Scope & Approach
✖ Understand the branding
strategy of GoPro
✖ Assess GoPro customer awareness
and perception
✖ Identify the sources of brand
equity
✖ Give GoPro strategic brand
management recommendations
5. The Story
In 2002, Nicholas Woodman travels
to Australia & Indonesia
He develops and sells his first GoPro
cameras, 35-mm HERO, in 2004
In 2011, strategic invest from five
venture capital firms for $88 million
A year after launching its first HD
camera, the company ends 2012
with revenues of $234 million
The Logo The Vision
To help people capture
and share their lives’
most meaningful
experiences with others
and to celebrate them
together.
The Mission
Becoming a market
leader in live-sport
segment by 2014
6. 1.
Name:
GoPro
2.
Logo:
4
boxes
with
different
shades
to
represent
different
uses
for
the
product:
• Motocross,
downhill
biking,
and
cross-‐country
biking
• Surf
• Underwater
acVviVes
and
ability
for
the
camera
to
withstand
the
elements
• Snow
sports
3.
Slogan:
“Be
a
hero”
-‐
Meaningful,
likeable,
and
memorable
and
transferable
because
this
desire
transcends
geographic
and
categorical
boundaries.
4.
Audio:
Memorable
sound,
paired
with
the
logo,
introduces
the
clip.
5.
POV
videography:
Footage
technique
strongly
associated
with
GoPro.
Brand Elements
7. Brand Elements
✖ BRAND MANTRA
Brand functions
Point-of-view videography
Descriptive Modifier
Versatility
Emotional Modifier
Excitment
Who
Are
You ?
9. Industry Analysis
DIRECT
SUBSTITUTION
PRODUCT
CATEGORY
COMPETITION
GENERIC
COMPETITION
3
2
1
Dri
InnovaVon
Contour
Sony
Neo
Sports
Camera
Panasonic
Nikon
Samsung
Canon
Go
Bandit
Olympus
Lumix
Decathlon
Samsung
Apple
Polaroid
Nokia
10. FOCUS ON DRIFT
«
Dri&
Innova,on
is
an
ac,on
sports
technology
company
specializing
in
the
capture
and
sharing
of
digital
imagery
across
all
pla;orms
»
Target
AcVvity
Passionate
individuals
and
sport
entousiasts
who
want
to
capture
the
emoVon
and
share
their
vision
Dri
is
awearable
point
of
view
camera
offering
consumers
a
wide
angle
recording
capability
to
capture
all
their
adventures
&
acVviVes.
11. WHY IS DRIFT OUR #1 CHALLENGER ?
✖ Almost same brands elements
✖ Strong focus on community
✖ Similar features and some
interesting POD such as LCD
viewfinder
✖ Deep relationship with surfers and
extreme sports athletes, original
GoPro target.
12. Marketing Mix
PRODUCT
Dri
HD,
HD170,
HD170
Stealth,
and
X170
-‐ Night
mode
feature
for
opVmal
low
light
performance
-‐ digital
zoom
-‐ photo
sequence
-‐ Microphone
-‐ remote
pairing
PLACE
-‐ Motovan,
one
of
the
largest
networks
of
motorcycle,
motorcross,
ATV
and
snowmobile
dealers
in
the
country.
-‐ Onboard
TV
-‐ Point
of
View
Cameras
in
Vancouver
-‐ online
dealers,
such
as
mypov360.com,
B&H,
crutchfield.com,
pointofviewcameras.com
and
rpmgear.com
PRICE
from
$159.99
for
Dri
X170
upwards
to
$329.99
for
Dri
HD
PROMOTION
Partnerships
with
sporVng
events:
-‐ Motovan:
Rockstar
Energy
-‐
Yamaha
factory
team
for
the
2012
Canadian
Motorsports
Racing
-‐ Moutain
Dew
Amped
Team
for
2012
featuring
top-‐
Ver
athletes.
13. PORTER’S FIVE FORCES
THREAT
OF
SUBSTITUTING
PRODUCTS
• Many
compeVng
products
can
provide
the
same
benefits
BARGAINING
POWER
OF
SUPPLIERS
• Low
baraining
power
because
of
the
large
number
of
providers
BARGAINING
POWER
OF
CUSTOMERS
• Low
bargaining
power
because
of
the
End-‐user
demand
and
low
direct
subsVtuVon
RIVALRY
IN
THE
CAMERA
INDUSTRY
• CompeVVve
camera
industry
• GoPro’s
niche
market
is
developping
THREAT
OF
NEW
ENTRANTS
• Low
entry
barriers
• Growing
demand
• Some
generic
compeVtors
already
have
the
technology
15. TARGET
✖ Young, active, extreme sports
enthusiasts
✖ Audacious & passionate people
eager to share their exciting experiences
✖ Adventurous dreamers
✖ Surfers and sky divers
✖ Adrenaline junkies
16. POSITIONING
✖ “… The act of designing the company’s offer and image so that it occupies a
distinct and valued place in the target customer’s mind” Philip Kotler
✖ WHERE TO COMPETE : Action cam market
✖ HOW TO COMPETE : Community, niche
VIDEO SEGMENT BUT A STRATGY OF DIFFERENTIATION WITH A VERY PARTICULAR
POSITIONING
18. POSITIONING
✖
BRAND HERITAGE
✖
BRAND DOMAIN
✖ Extreme Sport Heritage
Created by a surfer
for surfers & adrenaline junkies
✖ Adventure, travel, friends, excitement
✖ Enables sharing passion
✖ Propulsion, energy, freedom in every
brand element
“Go Pro!” “Be a Hero!”
✖ Between personal challenges and
precious moments of happiness shared with friends
✖ Segmentation
Customer characteristics
“What is your passion, your hobbit?”
Buying situation
“If you’d go on a trip, an adventure, how
would you immortalize those precious
moments?”
✖ Two segments targeted
Extreme sports enthusiasts
Passionate people eager to share
their exciting experiences
19. ✖
BRAND INFLECTION
✖
BRAND VALUES
✖ Stimulate passion and excitement
“We are passionate about the idea of what
We can actually do in this World”
“Be a Hero!”
✖ Versatility, durability “invisible
camera”
✖ Traditional values of love, freedom,
sharing & modern values : challenge,
leisure society, society of endless
entertainment
✖ Embodies social status
“Globetrotter, Cool attitude”
✖ Make your dreams come true
✖ Live your life to the full
✖ “Be a Hero” Be proud of who you
are and what you do
✖ Be the Master of your life and enjoy
every second
22. BRAND IDENTITY
• Extreme
• Fun
• Over achievement
• Challenging the limits
• Extreme sports
• Water sports
• Music
• Lifestyle
• Realize your dreams
• Go over the limits
• Traveller
• Happy
• Connected
• Passionated
• Sponsoring
in athletes
• Sport events
• Engaging its
community
• Logo evokes sports, water
and liberty of usage
• Color: blue, white and black
23. Marketing Mix
PRODUCT
✖
GoPro
point-‐of-‐view
1080p
cameras
White
ediVon
249€
Silver
ediVon
349€
Black
ediVon
449€
✖
Mounts
✖
Accessories
✖
Packages:
Ski,
Surf…
✖
Apps
&
soware
PLACE
✖
Retail
website
✖
Physical
retailers
Mostly
extreme
sports
✖
Distributors
&
retailers
worldwide
Technology
focused
&
athleVc
stores
PRICE
✖
Cameras
HERO3
White
ediVon
249€
Silver
ediVon
349€
Black
ediVon
449€
✖
Mounts
12€
-‐
59€
✖
Accessories
12€
-‐
219€
✖
Free
app
&
video
ediVng
soware
PROMOTION
✖
Social
Media
✖
Endorsement
Sponsorship
of
highly
renowned
sportsmen
✖
Partnerships
:
Redbull
✖
Extreme
sports
events
✖
Online
compeVVons:
promote
high
quality
user-‐generated
content
✖
TV
:
Super
Bowl
28. Software &
App
Complete software with video
editing for top quality movies. The
software includes editorials,
templates, special features etc.
The application makes it
possible for the user to
control the GoPro camera
from the phone and share
pictures, videos etc. On the
social media.
http://gopro.com/software-app/gopro-studio-edit-software
http://gopro.com/software-app/gopro-app
29. Place
✖ Website: Selling both cameras and accessories on the website.
✖ Physical retailers: Mostly extreme sports shops such as Quicksilver,
Volcom, BillaBong etc.
✖ Distributors & retailers worldwide
Technology focused: lafnac, amazon, …
http://gopro.com/products
http://gopro.com/store-locator
30. Promotion
Ø
Social
Media
Ø
UGC
Ø Sponsorship
on
sports
events
Games
(Winter
X
Games/Summer
X
Games)
GoPro
Dirt
Diaries
Grand
Prix
of
Somona
Ø Partnerships (Redbull)
Ø TV: Super Bowl TV
Campaign
31. “ A PARTICIPATION ECONOMY = SHARING ” ✖
PROMOTE
USER
GENERATED
CONTENT
7,192,386 likes
1 780 908 subscribers
1,898,329 followers
917 K followers
15,3 k tweets
April, 2014
32. Co-creation strategy
UGC
(User
Generated
Content)
Ø Brand
users
become
content
creators
for
the
brand
on
Internet
and
Social
Networks
Consumers
as
ambassadors
of
the
brand
33. The YouTube audience is more than just viewers—it’s fans. As brands continue to blur the line between advertiser and creator, we want to recognize those brands that regularly
publish content—paid or otherwise—to build an engaged fanbase.That’s why we’re excited to launch the first-ever quarterly Brand Channel Leaderboard. Selection is based on
an algorithm that factors in multiple signals of audience passion and popularity, including watch time, repeat viewership, likes and shares, surfacing only those channels that
have the most engaged, active fanbases.
Published 03/31/2014
http://www.thinkwithgoogle.com/ads-leaderboards/brand-channel-leaderboard-mar14.html
34. Red
Bull
Stratos
✖Red Bull gives you wings
✖GoPro: Be a hero
Similar brand identity:
- Performance
- Exceed limits
- Energy
…
Secondary Association
35. SWOT Analysis
Strengh
ü High
brand
awareness
ü Unique
technology
ü Aggressive
word
of
mouth
from
consumers
ü Complete
scale
of
products
(hardware,
accessories,
soware,
applicaVons..)
ü Strong
partnership
and
posiVoning
ü High
perceived
value
Weaknesses
ü Low
penetraVon
on
markets
other
than
USA,
Australia,
NZ
ü Insufficient
R&D
ü Price
OpportuniVes
ü DemocraVzaVon
of
extreme
sports
ü Explosion
of
CollaboraVvity
ü Emerging
markets
ü New
services
(for
ex.
ApplicaVon
connecVng
people
together
according
to
their
likes
Threats
ü Electronic
component
prices
are
rising
ü Entry
barriers
are
low
for
non
direct
compeVtors
(like
Samsung)
who
already
have
the
technology
and
the
awareness
ü
Purchasing
power
on
mature
markets
37. ✖ HD quality video ✖ Music ✖ Aestethic appeal ✖ Athletic idols put us in their shoes
✖ The user becomes the star ✖ GoPro as a household name
IS GoPro A ?
43 points = Lovemark
38. Primary Marketing Research Online Survey
Do you remember seeing any
advertising for this brand?
Have you ever watched
a GoPro movie?
Can you rate from 1 to 5 the
following aspect of GoPro
camera: Design
Can you rate from 1 to 5 the
following aspect of GoPro
camera: Durability
Can you rate from 1 to 5 the
following aspect of GoPro
camera: Technology
Can you rate from 1 to 5 the
following aspect of GoPro camera :
Accessories
39. BRAND AWARENESS – DO PEOPLE KNOW
GOPRO ?
Events
7
5
%
YouTube
29
23
%
Friends
66
52
%
TV
ads
2
2
%
Facebook
3
2
%
Website
4
3
%
Sport
community
15
12
%
Never
heard
about
GoPro
2
2
%
How did you hear about GoPro the first time ?
42. SOURCES OF BRAND EQUITY
Customer
based
Proprietary
based
Brand
awareness
Patents
Brand
associaVons
Channel
relaVonships
Legitime
story telling
and heritage
Over
achievement
Embodies
social status
Sharing
Extreme
sports
High
technology
devices
Wide range
of products Active online presence
(YouTube, Facebook,
Twitter)
Direct
promotion
(partnerships,
events and
endorsement)
Co-creation
promotion
(community)
BRAND
EQUITY
43. CBBE Brand Pyramid
- Strong brand reasonance
- GoPro is almost the most
well knowed action device
and positioned as a key
actor in extreme sport
industry
- Strong customer loyalty
- Strongly recognizable music element
and highly engaged community
- #1 brand community on YouTube
- Few disapointed customers, most of
them would recommend GoPro for THE
trip of their life
High performance
- 4K recording
- Wide angle
- Leader on POV recording segment
- Efficient and user friendly video
footage tool
- High brand awareness
- Strong historical relationship
with surfers community
- Growing relationship with
trekers and adventurer lifestyle
people
- Go over your limits
- Share it with others
- Proove that you’re a hero
- Make your passion a
lifestyle
- Over achievement
- Push everyone of us to
overtake our limits and live
our passion
44. Recommendations
✖ Become a lifestyle brand
✖ Spread its target not focusing only on extreme sports
✖ Focus on other passions / hobbies: music, parties…
✖ Expend its events and sponsorships not only to extreme sports
✖ Optimize visibility in physical stores to highlight GoPro’s universe: corners,
shop-in-shops
✖ Keep focus the marketing on social media
✖ Improve design and durability on their products