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Case Study
GoPro Builds an Army of 40k+ Brand Evangelists with eXperticity
World’s Leading Action Camera Company Reaches Broader, More Diverse Audience and Delivers Higher ROI over Traditional Marketing with eXperticity Online Training and Edu-Games
As the premier provider of the worlds’ most versatile cameras and
a pioneer in action cameras, GoPro wants everyone to “Be a HERO,”
capturing and sharing their most memorable moments and awesome
adventures with its stellar line of wearable and gear-mountable cameras
and accessories. GoPro’s newest HERO3 cameras are loved by action
sports fans and outdoor enthusiasts for capturing every 360, holeshot,
sick twist and killer trail — even by parents who want to experience
baby’s-eye view of the world.
With such a diverse audience, GoPro has enjoyed exponential year-over-
year growth in sales, market position and distribution. Now available in
more than 15,000 retail stores and 80 countries, GoPro products are
found in specialty retailers and outdoor outfitters like REI and Cabela’s,
electronics superstore BestBuy and even Walmart.
Company Profile
GoProSan Mateo, California
GoPro is the world’s leading
activity image capture company.
www.gopro.com
Highlights
Trained more than 41,000 associates in 18 months
Created a new pro shop sales channel
Enabled up-to-date training to reach every retail location on demand
Gained the flexibility to add new modules, features and functionality to meet evolving needs
Empowered thousands of new brand ambassadors to share their knowledge and product experience with customers
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THE CHALLENGE OF
EQUIPPING THE TROOPS
By the fall of 2011, the explosion in demand and
distribution had created a very real challenge for
GoPro: its retail-associate training program was
underequipped to educate its tens of thousands
of salespeople about the benefits, advantages and
creative uses of GoPro cameras.
“We had a team of two individuals executing an
e-learning program, but it just wasn’t enough,” said
Nick Stagge, GoPro’s senior global training manager.
“In the past, we were reliant upon our consumer-
focused marketing, packaging and our website, but
this wasn’t really providing assistance to salespeople
on how to convey the benefits of the camera to
the consumer.”
But, GoPro saw an opportunity beyond simply
wanting a more efficient way to train associates on
how to answer customer questions about technical
features and functionality. Staying true to its get-
out-there-and-explore corporate culture, the
company needed an innovative way to convey
its lifestyle brand and turn associates into brand
advocates—evangelists who use the product
themselves and are eager to share the excitement,
adventure and creativity GoPro cameras
make possible.
“Action sports are very aspirational, and our cameras
give enthusiasts an incredible way to share their
experience with others like never before,” Stagge
said. But, aside from just giving play-it-safe
“”
In the past, we were reliant upon our consumer-focused marketing, packaging and our website, but this wasn’t really providing assistance to salespeople on how to convey the benefits of the camera to the consumer.
“”
Retail employees share their impressions with hundreds of customers every year,” Stagge said. “If we can arm one employee with pertinent product knowledge, they’ll pass it along to their customer base. Over time, the value of reaching a sales associate is invaluable.
Realizing GoPro was in serious need of a mechanism
to reach thousands of salespeople more efficiently,
the training team turned to eXperticity’s online
training platform to provide engaging instruction
that’s accessible to every associate at every store,
24/7. With eXperticity, retail employees can log in to
the GoPro training platform any time to take
advantage of GoPro’s custom-designed, video-
based educational content to learn more about the
products, take quizzes, play Edu-Games and track
their progress.
GoPro offers three basic training modules through
eXperticity. As employees complete each one, they
must achieve a minimum score on that module’s
Edu-Game to proceed to the next level. Employees
who successfully complete each module earn pro-
shop rewards that allow them to purchase GoPro
products at a steep discount—an incentive designed
to create firsthand experts among those most
responsible for influencing in-store customer
buying decisions.
The Right Partner for the
Job: eXperticity
types a way to live vicariously through thrill-seekers,
GoPro products are also perfect for capturing
everyday moments. “We wanted to equip our sales
associates to also explain how our cameras are great
for riding bikes with their kids and other everyday
adventures. It’s imperative that retail employees
have our camera, use it and share their excitement
about it.”
Reaching such a diverse group of associates in
a wide range of markets was just one part of the
challenge. Because retail turnover is notoriously
high, keeping up with training new employees is also
a major hurdle. With its conventional system of face-
to-face training, backed by a bit of e-learning, “By
the time we’d get to the store, do the training and
then come back around again, it might be a whole
new sales team,” Stagge said.
eXperticity helps the world’s largest community
of influential category experts and retail sales
professionals gain critical product expertise that
translates into stronger sales, better shopping
experiences and satisfied customers. Through our
services you can identify and educate influential
experts, foster first-hand product experience, and
collect important retail insights on your brand and
products. Learn more at www.experticity.com.
About eXperticity
Building an Army of
Brand Ambassadors
eXperticity: a Trusted Partner
“Retail employees share their impressions with
hundreds of customers every year,” Stagge said.
“If we can arm one employee with pertinent
product knowledge, they’ll pass it along to their
customer base. Over time, the value of reaching
a sales associate is invaluable.”
To support its international expansion, GoPro even
offers the modules in multiple languages, including
French Canadian, French, German and Italian, with
Spanish versions under development. Next year, the
company plans to expand the program into Asia.
In addition to providing a user-friendly system for
brand training, Stagge says the value proposition of
the eXperticity platform is very easy to communicate
to retailers. They easily see the benefits of having
better trained associates and making the training
available for them to complete on their own time.
GoPro has also used eXperticity to conduct surveys
gathering detailed information from retail employees
about what information they need to see in the
training programs to make the content even more
valuable to them.
Along the way, Stagge says the eXperticity team
has become a valued partner, responding eagerly to
feedback and continuously improving the platform
to meet the needs of both GoPro and other brands—
even working to devise solutions to support specific
customer accounts as needed.
“That’s one of the things I love most about
eXperticity: they’re always working to push
boundaries, challenge themselves and find new
solutions,” he said. “The platform today will be
trumped by the platform six months from now.”
“Our team and our associates love it,” Stagge
added. “I would highly encourage any brand to
take advantage of this system to train their retail
associates and turn them into brand ambassadors.”
In just the first 18 months, nearly 41,000 retail
associates logged into the eXperticity GoPro on-
demand training platform, completing 125,000
training modules to increase their product and brand
expertise. The platform has enabled GoPro to extend
its training reach into more than 4,900 active retail
locations—far more than would have been possible
with its small training staff. And just as exciting as the
dramatically expanded reach is the fact that more
than 30,000 sales associates have purchased from
the GoPro pro shop, and for many, it’s become the
primary source for buying GoPro products.
“Not only have we been able to track the number
of employees logging in and the frequency of their
training, but we’ve also created a very nice channel
of new business for our company through the sales
volume coming from all these pro deals,” Stagge said.
“In that way alone, the eXperticity system pays
for itself.”
In terms of value, Stagge says eXperticity provides
outstanding ROI compared to traditional marketing
efforts. And with a goal of training 100,000
associates through eXperticity, expanding GoPro’s
reach will only help to grow its pro channel sales.
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