on its website and providing a channel for new visitors to learn about various charitable efforts inthe community.GoPro’s target audience generally leads an active lifestyle and likes to be entertained by athletic events (Keller, 2017). Sponsoring an athletic tournament like the Amateur Athletic Union(AAU) Nationals or more popular events like the Olympics would generate exposure for the brand and its products. The AAU Nationals is a huge event in Orlando, Florida in which teams from across the nation travel to compete for the top ranking at individual age levels. Sponsorshipfor this event would expose the brand to various consumers, especially if the consumers can preview and test the products. The Olympics would provide GoPro with constant viewership if the brand decided to sponsor this event. GoPro could develop a promotional strategy that would reward its current customers with discounts or special offers when they refer new customers to purchase their products (Kotler and Keller, 2016).Internet Marketing CapabilitiesAccording to Kotler, P. T., & Keller, K. L. (2016), there are four options of online marketing communication. Which include “Websites, search ads, display ads, and e-mail.” (p.617). GoPro
Running Head: Marketing Management Group Project: GoPro Hero 8 – Final Submissionfocuses heavily on Website marketing. The content is eye catching, and as you scroll down it gives you an overall snapshot of what that product can do (GoPro, 2019). The other marketing service that GoPro Hero uses is Email. It's a great way to retain customers, to keep current users informed about products that are coming soon or updates to any current products that are comingsoon. It's also a great tool that GoPro uses to obtain new customers, flooding potential customer inboxes, with promotions, sales, and advertising.GoPro markets its products to a wide range of ages from children to elderly adults. SocialMedia is a huge part of their marketing strategy as the company uses the content generated by its consumers to promote the brand (Keller, 2017). Videos range from sharing stories of different events to displaying how to use the camera properly (“The World’s, n.d.).GoPro can create excitement around it’s White and Silver product lines by designing contests strictly for these cameras. This will create more brand exposure as consumers learn about the different options that GoPro offers and it will teach interested consumers the benefits of purchasing the product over competitors. The brand can also implement a cross marketing program in which consumers are sent special offers to upgrade from a lower model to a better quality (Kotler and Keller, 2016). Promotional EffortsGoPro’s promotional efforts consist of an email newsletter, exclusive discounts, social media channels, an exchange program and various contests (“The World’s”, n.d.). Through their student discount program, active students can purchase products and accessories at 20% off the retail price (“GoPro Competitors”, n.d.). The program limits the discount to ten items, but customers can also sign up for the email newsletter which promotes personalized offers and
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