GoPro is the action camera that is used by athletes that play sports, and participate in adventures. GoPro was founded in 2002 by Nick Woodman, who came up with the idea of developing this camera when he was trying to create surfing videos. The difference between a “normal” camera and the “GoPro” camera is the GoPro is the type of camera that makes people say “wow”. It is waterproof, light weight and is the perfect camera for sport enthusiast that want to make a first person video that allows people to share the experience and what it is like to be there all for an affordable price. The GoPro camera is very easy to use and is easily able to be placed on many platforms, for example, such as a skateboard, surfboard or a helmet. The GoPro is a very small camera and the point of view and the quality allows a user to create a video that everyone will enjoy.
One important key point about marketing is never use automated messaging. GoPro never uses automated messaging when responding to customer’s complaints and reviews. GoPro Support is in charge of responding to customer’s messages, and they have always satisfied the customer by finding a solution to their issue, or by sending a replacement camera that is in the replacement warranty time period. In one response from GoPro Support, they offered a customer to work with a representative that is fluent in Portuguese, because the customer they were responding to lived in Brazil. The fact that GoPro’s customer support took the time to find a representative that is fluent in the same language rather than sending the customer an automated message shows that they are concerned and really want to create a relationship with the customer. When a customer understands what you will do to keep them satisfied it creates customer loyalty.
One customer had a camera that didn’t function properly and after a few emails, they had a new camera sent to them with no issues. This is another key point on marketing that GoPro does an excellent job with: listening and talking with customers. GoPro is consistently responding and retweeting to Twitter and YouTube messages, while allowing users to upload their own personal videos and sharing them to their four million subscribers. This positive feedback that GoPro’s customer service receives creates relationships with their customers, which leads to another marketing key point: consistency creates relationships.
GoPro started its marketing process by expanding their platform by partnering with multiple professional athletes, and becoming the main camera that is used at sporting events, such as the “X Games” and the Olympics. GoPro’s YouTube channel was started by professionals filming themselves skiing, surfing and participating in other sports and now builds momentum every day from their viewers on their website, which is directed from ads on social media websites and from Google.
GoPro generates some of the best commercials, because the footage is filmed in a revolutionary way that is new to the market. GoPro now has their own channel on certain platforms, such as YouTube and Xbox. You can stream between the millions of videos that are offered on the channel, which ranges from someone base-jumping to someone mounting a GoPro on their own pet. GoPro has released updated versions of their cameras in the market every year, by making the camera quality better and the lenses size wider.
GoPro creates some of the most popular photos and videos that are uploaded to Instagram, Facebook and their YouTube page. GoPro allows users with YouTube accounts to upload videos to their account, and they decide which videos will be posted on the official GoPro account page. This method of allowing the customers to upload their own videos helps GoPro create their next products. They listen to the athletes who are sponsored by GoPro and the customers who use the camera and ask what they want in the next camera and GoPro simply creates what the customers wants. As stated again, if you listen and talk to your customers, you will have positive feedback.
GoPro has two key factors that sets them apart from their competition in the market. First of all, their camera provides a high quality video that no other action camera can provide. The GoPro has a wider lenses and even in the water proof case, it still records the video in high definition with quality sound. GoPro’s social media is going viral as well. Their YouTube page is the main page where they post videos, as well as their Instagram and a Facebook page. Allowing professional athletes to use their cameras and marketing in sporting events builds momentum in their customer base and social media. This is what another company can do to set themselves apart from other companies in their industry. If you design a product that an industry needs and will be different from what is out there, your product will be noticed and become a viral product. If you place that product where others will see the quality and what it does you will soon become a recognized expert, just like what GoPro did by sponsoring athletes and soon became the official camera for multiple sporting events. If your customer service is helpful and you listen and talk with your customers, and continue to satisfy them you will create a customer base that trusts you.
So, between the high quality videos that no other camera is capable of producing and their social media, GoPro is leading the market today. While dominating and creating momentum in their social media, continuing to listen and talk with their customers, GoPro is creating customer loyalty and relationships that will last as long as the customers are satisfied.