Running head: Forum 7- Promotion and Social Responsibility for GoPro Hero 8Promotion and Social Responsibility for GoPro Hero 8Derek WrightLiberty UniversityQ4. Explain how the firm could use event sponsorships as a part of its promotional efforts. (Ch. 20)Event sponsorships can be beneficial for brands given that they provide an opportunity for the brand to express social pledges to the community, learn about the target market’s lifestyle and promote new products or services (Kotler and Keller, 2016). GoPro can utilize surveys and questionnaires to gather insight as to which social issues their target market value the most (Kotler and Keller, 2016). This information would allow GoPro to align its social commitment efforts to resonate with the target audience (Lai and Chiu, 2010). According to Lai and Chiu (2010), when brand social
Running head: Forum 7- Promotion and Social Responsibility for GoPro Hero 8responsibilities resonate with customers it triggers an emotional response and customers begin to associate their views with the brand’s actions. This is powerful as it can help establish brand loyalty and build brand reputation over time (Lai and Chiu, 2010). Currently, GoPro has a program called ‘GoPro for a Cause’ which enables nonprofit organizations to share their stories with people who visit the GoPro website (“The World’s”, n.d.). Organizations are also able to use the website as a resource to solicit
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