GoPro - UCLA project

Integrated Marketing Campaign

What We Do
Start in 2004
Our focus: enable engaging self-capture during virtually any activity
Our business: mountable and wearable cameras and accessories

2011 2012 2013 1Q 2014
Business Overview
2010
2011
2012
2013
1Q 2014
Revenue Cost of Revenue Net Income
$234.2
$526.0
$985.7
$235.7
$24.6
$32.3
$60.6
$11.0
$111.6
$298.5
$623.9
$139.2
$64.4
1.145
2.316
3.849
852
Units Shipped

Market Analysis
Introduction Growth Maturity Decline
GoPro &!Action Cameras
Traditional consumer!video cameras
Competitors:
Pressure on prices
4 direct same action cameras category
Traditional camera manufacturers
Numerous consumerelectronics companies
Any other productthat has a camera
#1by sales

Threats! Established and well-known
worldwide brands Competitors prices Mobile devices
SWOT Analysis
Opportunities! Creating a crowd sourced media pool
and earn money by converting them into company's IP
Brand enthusiasts on multiple social platforms
Creating POV content from daily life without having a sketch
Weakness! High device costs
(new tech. acquisition) High marketing costs
(events, sponsorships) Poor product line
(focus on extreme sports)
Strengths! Charismatic brand Wide range of accessories High brand recall High quality perception

Opportunity
11+Million
2000+Videos 14+Million
5%

Recommendation
Media Company

GoPro Market Place

POOR Analysis
POOR
Action cameras will be a commodity
Transition to a media company
Making more money
Create a media platform (user generated content)

Situation Analysis
Controllable and uncontrollable elements:! Hard to guarantee the quality of the content produced by
consumers/camera buyers
Barriers for business:! The complexity of video editing processes GoPro is not a media company and the market doesn't have
the perception of us as a media company

Market Place Objectives
By the end of 2014, launch the Market Place and increase the numberof users uploading content from current 5% to 65%.
By May 2015, gain $5M in content sales.

STP
Segmentation: Content Creators Segmentation 2: Content Buyers
Target: GoPro users and potential new GoPro buyers
Target 2: Photo and Video Buyers (agencies, TV networks, etc)
Positioning: Online market place to share, sell and buy content with a unique perspective

Steak & Sizzle
Market Definition: Make money by sharing experiences in an easy way
Market Definition 2: Acquire quality content with an unique perspective
Product Definition: Video & Photo Stock

IMC Plan Objectives
Informative:! Let current and new GoPro users know that they have a online market
place a platform to share and sell the content created by them using GoPro
Persuasive:! Stimulate people to make and share their content in a more meaningful
and quality way Stimulate content buyers to use our platform

IMC Plan
LaunchingPre-launching Post-launching
Closed Beta Open Beta Open

Pre-launching
Objective: Generate content for the Market Place
Teaser:!Send a teaser using current users database and invite them to register (landing page): !
Soon it will be an online space for all GoPro users to make money using your amazing content. Register now and we will keep you updated"
Closed Beta Invitation:!Select great GoPro content producers and send them an invitation to upload the content to the Market Place

Launching
MarketPlaceMarketing PR
GoPro Channels
Advertising
Co-Contest
Experiential
Objectives: ! Keep stimulating users uploading content Let content buyers know about the new platform Spread out the news about our MarketPlace

PR plan
Media (journalists and bloggers)! Press conference Press-release
Influencers Outreach! Kit #GoProMarketPlace to 20 influencers
(Camera, Name badge GoPro Producer, Guideline to use the Market Place)
Ambassadors! Pre-launching event to 20 ambassadors in 3 different cities
in US to present them the MarketPlace

GoPro channels
Social Media! Seeding (direct message) Posts on Facebook and Twitter #GoProMarketPlace Promotional video on YouTube
GoPro Product Box! Information about the Market Place
Webinars
Database Marketing! Newsletter to our subscribers

Advertising
TV! Sports (i.e.: Fox Sports, ESPN) Adventure (i.e.: Discovery Channel) Life Style (i.e.: FoodNetwork)
Magazines! Tech (i.e.: Wired) Business, Trade, etc (i.e.: Inc.) Specialized (i.e.: Videomaker) Sports (i.e.: Surfer)
Websites/Blogs/Portals! Tech (i.e.: Mashable.com, engadget.com) Mommy blogs
Google AdWords

Experimental
Workshops! Main store sellers (Retail partners) Current events that GoPro already
participates in and host (i.e.: X Games)
Potential Client: J&J, P&G! Challenging: give cameras to 10
mommy bloggers to produce content Result: video Ad We love be mommy
with #GoPro
Trade Shows! I.e.: MipCom (Oct 2014) !!

Share your best content on #GoProMarketPlace and get a chance to have your material used by global brands/companies
Co-contest
A scalable way to help incentive the audience is to createquality content with a purpose.
Examples: Expedia Travel Agency: Share your #BestTravelMoment on #GoProMarketPlace National Geographic Magazine: Share your best #AdventureShoot on
#GoProMarketPlace Mini Cooper: Share your best moment #OnTheRoad on #GoProMarketPlace

Social Media

Online banner

Magazine Ad

Billboard

Post-launching
Objectives: ! Keep stimulating users to upload content Stimulate content buyers to acquire content from the MarketPlace Keep spread out the news about the MarketPlace
Campaign: ! Social Media/Webinars PR (Press-release, influencers) Ad (Online, TV, Magazines, Google Adwords) Trade shows (i.e.:. Mipcom, MIPTV, NABShow) Promotion (Discount for the content buyers) Co-contest, Co-productions, etc

Camcorder!industry
Whats next
Market Place
GoPro!users
Digital photo!industry
Mobile phone!industry
Media!industry
Advertising!industry