Key Takeaways From Semester1. GoPro fails to pivot its marketing tactics despite rising

competition from digital camera companies and smartphones.

2. GoPro’s website is rarely updated and fails to attract customers.

3. GoPro focuses its marketing strategy too heavily on social media channels.

4. GoPro can’t attract new customers without creating better SEM & SEO.

5. GoPro fails to create valuable content for its customers anymore.

Website Pros & ConsFe

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Overview: While GoPro’s website looks nice to the user, it struggles with providing valuable content for consumers.

Pros: • Features a sleek, responsive design • Content is organized by category and easy to find • Many aspects of the website are interactive • Connected to other marketing channels

Cons: • Not updated frequently enough • Too product heavy • Valuable content is hidden too deep within site

Social Media Pros & ConsOverview: GoPro’s marketing strategy relies too heavy on social media channels.

Pros: • Kick started the company’s major market expansion • Updated and maintained by users • Product fits well within market platform

Cons: • There’s too much emphasis on marketing through these channels. • Content is repetitious • Interaction with customers is too infrequent • Sponsored content is minimal

SEM/SEO Pros & ConsOverview: GoPro fails to bring in new customers because they can’t be found.

Pros: • The company is invested in search engine marketing • Most of the content links back to a landing page • Credible sites - news and e-commerce – create a high quality score

Cons: • Entire lack of a Google AdWords campaign • High pricing leads consumers to choose the competition • Slogan - “Be a Hero” - leads to zero search results • Too much content (last 5 months) has created a negative consumer outlook

Customer Acquisition Has Plateaued Valuable content is hidden too deep within siteWebsite isn’t updated frequently enoughContent is repetitious Interaction with customers is too infrequent

Entire lack of a Google AdWords campaign

Company hasn’t expanded its marketing channels

Overall lack of E-mail marketingFailure to adjust from key

performance indicators

GOPRO’S #1 MARKETING CONCERN IS

GAINING AND RETAINING

CUSTOMERS

My BIG Idea• Idea #1: The company needs to create a more fitting slogan in

order to rebrand itself and formulate a better identity. Example 1: “Create. Capture. Share.” Example 2: “Live Your Life. Share Your Story.”

• Idea #2: GoPro needs to introduce it’s new mobile editing software as if it were a product to be sold.

• Idea #3: GoPro needs to experiment with, and pursue, other marketing channels in order to continue acquiring customers.

…which is actually 3 smaller ideas

Measure What Matters Most• How many downloads does the company's mobile app have? And how many downloads is the company receiving (per month) after marketing their new software within the app?

• How many users submit content into GoPro daily and how many of those same users are active on snapchat?

• What are visitors doing most when visiting the company's website?

• How frequently do customers click through to content related to GoPro when using search engines compared to thecompany’s competitors?

• How many viewers have past Super Bowl commercials captured, and what other networks are those consumers watching?

Key to Successful Metrics: GoPro must be working proactively, not retroactively, to understand where their customers are visiting and where they will visit next.

Marketing Channel Allotted Money Percent of Total Increase if

Successful?Display

Advertisements/Sponsored

Advertisements$31,350 15% Yes

Established Social Media Apps (i.e.

Facebook, Twitter, Instagram)

$10,429 < 5% No

New Social Media Apps (i.e.

Snapchat, Yeti)$41,800 20% Yes

Search Engine Optimization & Search Engine

Marketing$68,970 33% Yes

TV Commercials $56,430 27% Yes (quarterly basis)

Total: $209,000 100%

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ARKETING BUDGET

Concluding Thoughts • GoPro would benefit from researching it’s competitors just as much as

their consumers - they’re competitors are catching up to them.

• GoPro needs to create and provide content outside of their usual photo & video of the day that is valuable to consumers.

• GoPro should highly consider experimenting with new marketing channels, especially those outside of social media.

• GoPro needs to take more advantage of Google’s marketing tactics in order to get noticed by new customers.

• GoPro needs a new slogan in order to target the “non-risk-taking” market of consumers.