This presentation was created as a final project for my New Media Marketing Class - It is a detailed analysis on the successful and not-so-successful aspects of GoPro's marketing strategy.

2. Key Takeaways From Semester
1. 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.

3. Website Pros & ConsFebruaryApril
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

4. Social Media Pros & Cons
Overview: 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
channels.
• Content is repetitious
• Interaction with customers is too infrequent
• Sponsored content is minimal

5. SEM/SEO Pros & Cons
Overview: 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
quality score
Cons:
• Entire lack of a Google AdWords campaign
• High pricing leads consumers to choose the
• Slogan - “Be a Hero” - leads to zero search results
• Too much content (last 5 months) has created a
consumer outlook

6. Customer Acquisition Has Plateaued
Valuable content is hidden too deep within site
Website isn’t updated frequently
enough
Content 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 marketing
Failure to adjust from key
performance indicators
GOPRO’S #1
MARKETING
CONCERN IS
GAINING AND
RETAINING
CUSTOMERS

7. 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

8. 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 the
company’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
to understand where their customers are visiting and where they will visit next.

9. 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%
MARKETINGBUDGET
MARKETINGBUDGET

10. 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.