Caldwell, Diaz, Obonna 1
Karissa Caldwell, Rocio Diaz, Shanice Obonna
Professor Haworth
MKT 3320.001
November 15, 2016
Integrated Communication Marketing: GoPro
Executive Summary
GoPro Inc. is a company who works to provide its customers with quality technology to
record and share their experiences in HD video and pictures. As a company who heavily relies
on visual platforms to market themselves, GoPro has established an integrated marketing
communication strategy across all of their marketing communications. The use of an integrated
marketing communication strategy has enabled them to gain a strategic advantage in which
user-generated content helps market GoPro’s product and brand. Despite this leverage in
marketing, GoPro should continue to innovate in their marketing strategy and be aware of new
trends that might present a threat to their current and potential customers.
Integrated Marketing Communications
The world of marketing is currently facing a new era. The new technology, social media,
and mobile applications that are quickly entering the market are all also new opportunities or
challenges for marketers to reach consumers. With traditional marketing communication
methods slowly changing and the ever increasing popularity of the internet and social media
platforms, marketers now have the complex task of carefully selecting which forms of marketing
communications will best reach their audience. In addition to this task, marketers must also
ensure that the messages they are conveying are consistent and do not get lost across the
different media options. A key strategy to being able to market a brand’s message well is an
Integrated Marketing Communications (IMC) approach. Through this approach companies will
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be able to create a strong brand based on a consistent message strategy that is shared through
a unified voice across a variety of communication platforms. A company that has done an
excellent job of integrating its marketing communications and has set an great example for other
companies to follow is GoPro (Zoeller, 2016).
Company Background
GoPro, Inc. is a technology company founded by Nicholas Woodman in 2004, and was
officially incorporated on August 24, 2011 (Thomson Reuters). Nicholas Woodman also serves
as the company's Chief Executive Officer while Anthony Bates is the company’s president and
director. GoPro’s company headquarters is located in California and the company employs over
1500 people. On their website, GoPro is described as a company that “makes the world’s most
versatile cameras” (About Us - GoPro - Makers of the World's Most Versatile Camera).
According to CEO Nicholas Woodman, GoPro’s mission is to produce mountable and wearable
cameras (capture devices) and accessories. GoPro enables people to capture compelling,
immersive photo and video content of themselves in their day to day life, as well as participating
in their favorite activities. Some of GoPro’s products include the “HERO line of capture devices,
such as cameras; and mounts comprising equipment-based mounts consisting of helmet,
handlebar, roll bar, and grip and tripod mounts” all of which are typically designed to capture a
consumer’s range of physical activities (GoPro, Inc.: Private Company Information.). The
company's products are sold globally through retailers, wholesale distributors, and on the
company's website. Woodman has become a billionaire from an idea and a dream by
developing a product to capture life as it has never been captured before. As a result, GoPro
has established and grown a unique product that is enjoyed by thousands of users around the
world.
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Integrated Marketing Communication Analysis
GoPro is successful because it allows people to share their passion, whether it be for
adventure, photography, videography or all of the above. Instead of limiting themselves to
traditional media, GoPro is integrated amongst Facebook, Instagram and YouTube by
incorporating its content on all platforms. Across all media sources, consumers receive the
same message from GoPro and what the brand is all about. “Be a HERO” has become the
company’s theme and is consistent in creating a relationship with consumers. The traditional
media channel, GoPro.com features the “GoPro channel” which provides playlists of videos
taken with the product. Making an account on the website allows people to store their favorite
videos and share their own photos or videos. The website is accessed by people who already
know of the product, so the importance of other media outlets is key to GoPro’s popularity.
People can spend hours watching the high quality videos taken with the camera on the
YouTube channel, encouraging potential buyers to make the purchase or current users to get
out and record more or upgrade to the newest model. Viewers can choose from a variety of
content from Virtual Reality to GoPro Awards. Most videos are user-generated, benefiting the
company by not spending as much on tv or website advertising. Annetta Powell writes that
YouTube Marketing is one of the most effective forms of online marketing because the ability to
generate traffic is much more frequent (Powell, 2013). GoPro has the advantage of working with
a great product that creates amazing content for its viewers to see. Another form of media for
marketing is Facebook. GoPro has 10 million likes, meaning their product and media content
can be exposed to at least 10 million people. In addition to the likes, posts can be shared by
Facebook users to their friends who will then be exposed to GoPro’s product and capabilities.
Their Facebook features Photo of the Day and Video of the Day. Any post can include the
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hashtag #capturedifferent to connect people, creating a community of support for GoPro and
what the brand stands for. Instagram has also gained great attention, with 10.7 million followers.
The crystal-clear, HD pictures posted daily are visually pleasing and feature regular people
enjoying life. Similar to Facebook, viewers see the same photo and videos of the day. GoPro
features photographers by giving their story behind the picture and sharing how it was captured.
On several posts, GoPro refers to product owners as family members and friends, creating
another sense of community. This community strives to capture life differently, as their new
slogan states, and to be in the moment when experiencing the world.
GoPro is consistent in posting the same content across all social media outlets, making
the company great at integrated marketing. Any person is capable of capturing high quality
pictures and videos using GoPro and this is portrayed by user-generated content on various
communications platforms.
GoPro is looking to the future and considering what the next steps for the company are.
An article for Fortune shares that GoPro, an existing camera company wants to become a
media company upon releasing the news that they will be creating more than 30 short, tv-style
shows later this year and in 2017 (Ingram, 2016). GoPro would go head to head with Netflix, a
company who has already released several original tv shows. The next step in improving their
camera is enabling a “cloud” feature, for users to upload and edit videos more easily (Ingram,
2016). To avoid another period of slow growth, the company believes evolving will encourage
profit and innovation within the company.
Recommendations
GoPro has done a phenomenal job leveraging their customers to help market their brand
and products. Despite being able to use the emotional and impactful stories of their customers
for their marketing strategy, GoPro is currently facing some competition. GoPro’s high quality
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technology does not come at the low price. Many people would prefer to invest their money on a
full functioning DSLR camera or not spend any money at all and relive memories and
experiences through their phone. A strong competitor for GoPro is currently Snapchat, who has
recently released Snapchat Spectacles, which enable users to share their experience through
recording glasses. It is recommended for GoPro to improve their Capture application which is
similar to Snapchat and expand their camera technology to more convenient and easy-to-wear
items such as glasses, hats, or necklaces. By doing this GoPro can continue to help their
customers be the heroes of their life story and share their experiences with others.
Currently, GoPro is doing a great job of utilizing the 4 C’s of Integrated Marketing
Communications (Coherence, continuity,consistency, and complementary) because across their
social media platforms they present their message coherently, and they make sure that the core
of their message remains the same (consistent) on each platform just presented in a different
way. However, with far less followers on Twitter, we recommend that GoPro promote its Twitter
to its followers on Instagram and Facebook. The posts could encourage for every 100 followers,
GoPro will give away an accessory. GoPro can also build on the ‘Be a HERO’ theme by posting
videos of ‘Heroes of the Day’ on social media, showcasing everyday users and the unique ways
they utilize the GoPro products to help their communities.
While delving into the media world is a bold step, a more effective and less costly plan
would be to expand or increase some of their market segments. Contrary to popular belief,
GoPro is not only used by thrill seekers and adventure extremists - families and specific niche
communities also utilize GoPro devices. The company should capitalize on the family segment
by introducing family-friendly accessories and capabilities, explore child-friendly devices, and
engage families on social media to further enhance the ‘family, fun, and friendly’ image. GoPro
can also work with communities (especially those with beaches or mountains for hiking) to
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spread brand awareness. Having a GoPro camera at a local surfing contest or a morning hike
can help with increased brand recognition and brand awareness. It also aligns the communities
to GoPro and thus builds brand loyalty. GoPro can also host community wide sessions on how
to skillfully edit videos - this way their devices seem more accessible to the general public.
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Works Cited
“About Us - GoPro - Makers of the World's Most Versatile Camera.” About Us - GoPro -
Makers of the World's Most Versatile Camera, gopro.com/about-us/.
Cooke, Russel. "Go Big or GoPro: How the GoPro Marketing Strategy Defines Content
Marketing." Business 2 Community. Business 2 Community, 3 Nov. 2014. Web. 10
Nov.2016.http://www.business2community.com/content-marketing/go-big-gopro-gopro-m
arketing-strategy-defines-content-marketing-01055894#R6GpWb3fe9eUZOB7.97
“GoPro, Inc.: Private Company Information.” Bloomberg.com, Bloomberg,
www.bloomberg.com/research/stocks/private/snapshot.asp?privcapid=113665065
Ingram, Mathew. "GoPro Wants to Transform From a Camera Maker Into a Media Company."
Fortune. Fortune, 30 Aug. 2016. Web. 14 Nov. 2016.
Powell, Annetta. "Best Practices for YouTube Marketing and Online Lead Generation."
Business 2 Community. Business 2 Community, 10 June 2013. Web. 10 Nov. 2016.
Thomson Reuters. “GoPro Inc (GPRO.O) Company Profile.” Reuters.
www.reuters.com/finance/stocks/companyprofile?symbol=gpro.o.
Zoeller, Stephen. "Why Use an Integrated Marketing Communications Approach?" Stephen
Zoellers Marketing Blog. N.p., 26 Aug. 2016. Web. 10 Nov. 2016.
http://www.stephenzoeller.com/why-use-integrated-marketing-communications-approach
/
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Appendix
Figure 1:
Figure 2
Source: http://www.reuters.com/finance/stocks/financialHighlights?symbol=GPRO.O
