...GoPro Advertising Campaign 2014 Prepared for: Hyun Min Assistant Professor, Marketing Black Hills State University Prepared by: Thadd Stottler Harry Ulrickson Laine Mitchell December 9, 2014 Table of Contents I. Historical Context………………………………………………………………………………..3 II. Industry analysis…………………………………………………………………………………3 III. Market Analysis…………………………………………………………………………………..4 IV. Competitor Analysis……………………………………………………………………………5 V. Company Analysis………………………………………………………………………………5 VI. Target Audience………………………………………………………………………………….6 VII. Media Mix and Budget…………………………………………………………………………7 VIII. Communication Objectives…………………………………………………………………10 IX. Implementation Schedule…………………………………………………………………...14 X. Campaign Evaluation Plan…………………………………………………………………..15 XI. Conclusion…………………………………………………………………………………………16 References…………………………………………………………………………………………17 I. Historical Context GoPro started in the early 2000’s by Nick Woodman. After a recent surfing trip, Nick wanted to capture some action photos of his surfing experience. But the equipment he would need was too expensive and difficult to set up. So he started raising money, working on a compact camera he could strap onto almost everything and record his surfing adventures. The company’s first camera came out in 2004. As popularity grew he began to hire professional stuntmen as well as extreme athletes, he had them record their stunts with his camera...
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...The GoPro is a light weight action camera that takes videos, photos and time lapse and has many other features for your action filled adventure of skiing or snowboarding or a day at the park . This article is going to be about comparing and contrasting the main characteristics of the GoPro hero 3 black edition and the hero 4 black edition this will be for people who are interested In buying a GoPro. I will be comparing the size, mounts, price, video quality, and battery life. First off the price I will be comparing 4 versions of the GoPro. Hero 3 silver is $300, Hero 3 black is $ 350 and the Hero 4 silver is $400 and last but not least is Hero 4 black is $ 500. Honestly don't go with the highest price because they all take the same video...
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...GOPRO How their IPO affected them. Christian Pichardo Principles of MicroEconomics Mr. Peter Cronrath April/4/2015 TABLE OF CONTENTS Introduction………………………………………………..pg 3 GoPro……………………………………………………...pg 4- 5 IPO ………………………………………………………..pg 6 Problem……………………………………………............pg 7- 8 Solution……………………………………………............pg 9 Charts………………………………………………...........pg 10-11 References………………………………………................pg 12 INTRO The stock market is like a playground for business. Business’s either collapse or succeed when stock prices go up or down depending on the market at the time; it’s like gambling. The stock market is a medium for business’s and investors who want to be part of the company to interact. The NYSE or New York stock exchange is the capital, the kingdom if you will where all the business takes place. Companies issue stock with the Securities and Exchange Commission to be able to sell shares on the Stock Market. This is done to raise capital for growth and improvement of the company. An IPO or Initial Public Offering is the first time a company ever sells shares of stock in the stock market. It’s a big event because after an IPO all the companies’ financial information will be public. It does have its pros and cons. On the bright side it helps bring in a lot more funding to expand the company, it’ll be able to compensate in stocks, and the owner will usually have the majority of shares and...
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...less than finding a new customer. In 2009, the company leveraged the introduction of its GoPro cameras as a launchpad for this social strategy, building an always-on, shareable content distribution network.I believe that GoPro is a company aware of their market. They appeal not only to extreme actions moment, but also capturing regular vedios at home. Most people think that GoPro is only for actions and you can not use it for other purposes. GoPro does not target just one type of consumer, but demonstrates the uses of its product in a variety of lifestyles. To create awarness the marketers focused on social media to reach their customers by showing them the real vedios and attract the customers. GoPro’s social media system using different channels (Facebook,Twitters.Google+, Instagram and TV campaigns, its fueled by its customers & viewer audiences. GoPro has been named the winner on social media websites. GoPro took a different approach, creating on-going compains, each focused on different customer segment, . The company tapped into its customers to create awareness of GoPro by entertaining a growing audience of potential customers with engaging impressive and aspirational stories. If you want to see more vedios, you just go to their website and you will be surprised by their vedios. "No camera on the market has same features which GoPro has" I bought (GoPro hero 4 Silver) seven months ago, and it has been the best Camera I have ever had. That time ...
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...Nick Woodman ultimately funded GoPro with a total of 265,000 dollars. Using is go get it attitude, he and his wife sold bead necklaces and shell belts on the beaches of California. This proved to be a good decision because he accumulated around 30,000 dollars. Woodman also sought out help from his parents in order to obtain the rest of the money. His mother loaned him 35,000 and his father loaned him the difference of 200,000 dollars. This added a lot of pressure on him because this business idea could not end up like his last two. He not only needed to succeed for himself, but for his parents now too. As a result, GoPro, Inc. was officially founded in 2002 and shares went public in 2014. GoPro specializes in developing and selling mountable,...
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...Online Marketing – GoPro Introduction GoPro makes the world’s most versatile cameras, they have a range of high definition personal cameras. They are most commonly used to produce extreme sports and action videos. They are well known due to their light weight, ruggedness and the fact that they can be worn nearly anywhere on the body. They can easily be mounted in unusual places such as the outside of any planes, cars, boats, surf boards etc. The company was started in 2002 by Nick Woodman following a surfing trip in Australia. He described being inspired to start the company while he was surfing and wanted to capture high quality action photos and videos of himself. His desire to capture angles and shots that looked professional inspired the name ‘GoPro.’ The aim of this report is to better understand the online marketing strategy used by GoPro and will look more into detail at; the online products and brands; the social media marketing and the website design. Online Products and Brands ‘A product is anything that has the capacity to satisfy customer needs’ (Jobber 2003). There are three categories of online products, these are; physical/tangible, intangible/Services and digitised products. The Gopro is a physical, tangible product and meets the customers’ needs to film professional looking video at an affordable price. The GoPro has several different versions and can be customised with extra mounts and accessories. Placing a product online can have both positive...
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...How can GoPro harness the power of video to promote its own product and numerous uses? GoPro can connect the power of video to promote its product through social networking. Since social networking has become such a necessity in today’s society, GoPro can take advantage of this by promoting its products to be used with Facebook, Instagram, and Twitter. There is no option to upload and publish directly to sites like YouTube, Facebook, Instagram, etc, but you can export video files from GoPro Studio and then upload them to the site of your choosing. By connecting the product directly to social networks would be a great way to promote it. The whole world is constantly taking pictures and uploading them to social media websites to share with others all around the world, if GoPro used the power of video to promote through these networks they would basically do their marketing all online. Typically if consumers see other peers using certain products or services they themselves want to try it out. GoPro could possibly even become a new type of mobile device since staying connected with the rest of the world constantly is what consumers want. GoPro needs to continue to stay creative and difference with their product because just as technology innovates daily, consumers are just as ready to try the next creation. Does GoPro have social responsibility for how end users use their equipment? Corporate social responsibility is defined as a business outlook that recognizes responsibilities...
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...Overview of Organization GoPro is the manufacturer of compact portable cameras, often used in extreme sports videography and part of the connected sports movement. GoPro is the leader in the action camera market. It was founded by Nick Woodman in 2002. He didn't set out to change the market for digital video filmmaking. He just wanted to shoot better quality surfing photos. Woodman is a wave rider, racecar driver, mountain biker, and snowboarder. He lives the lifestyle his indestructible cameras capture. While on a break, after his game promotion company Fun Bug failed, in Southeast Asia on a surf trip, he used a 35mm camera attached to the palm of his hand by a rubber band to try and capture his surfing activities on film. “Seeing those amateur photographers like him, who wanted to capture quality action photos of their activities, had difficulties because either they could not get close enough to the action or were unable to purchase quality equipment at affordable prices, his trip became his inspiration to found “GoPro”. He needed a way to attach the camera to the body for better shots while surfing. After realizing that the strap would eventually fail and the cameras would get wet or break, Nick realized that his company should be a camera company, not just a strap and accessories. He raised the capital for GoPro by selling sea shells and beads while he was in Asia. He bought shells and beads for $1.60 in Indonesia and sell them for $20 while living on in his VW bus on...
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...I chose GoPro as my firm to conduct research on. GoPro operates in the Photographic Equipment and Supplies Industry. More specifically, GoPro is a part of the “Action Sports” Industry. They produce both high-end personal cameras as well as various forms of mounting equipment to compliment them. As of 2014, GoPro has around 870 employees. The firm has Revenue of $985.73 million and a profit of $60.6 million. The GoPro has 3 main product lines. Those Product lines are their cameras, accessories, and a video editing software. 9 other products are on the market that are considered to be competitor’s of GoPro: * Sony HDR-AS10, HDR-AS15 and HDR-AS30V * Garmin VIRB * DRIFT Ghost-S * Xiaomi's YiCamera * Panasonic HX-A500E * Toshiba Camileo X-Sports * Polaroid Cube * Ricoh WG-M1 * TomTom Bandit Swot Analysis Strengths * Brand Name * Innovation * Quality * Technology * Versatility * High Perceived Value Weaknesses * Price (Expensive) * Lack of G Opportunities * Network Marketing (Built in Wi-Fi) * Alternative for filmmakers (smaller, easier to handle) * Emerging Markets Threats * Competition * Rising electronic prices Opportunity statement: GoPro has an opportunity to expand their market potential by entering the film industry as an alternative to larger cameras, as well as entering more consumer markets around the world. References https://en.wikipedia.org/wiki/GoPro#Announced...
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...U s e r M a n U a l table of contents Accessories Mounts + Accessories HERO3 Features Camera LCD Status Screen Camera User Interface Flow Chart Software Updates Basics 4 5 6 8 9 10 10 13 20 26 28 36 38 39 40 41 43 45 46 52 Join the GoPro party at facebook.com/gopro to see what other GoPro owners are capturing and sharing. Share your footage and be a part of the GoPro movement! Camera Modes Camera Settings Delete Set Up Wireless Controls Storage/SD Cards System Requirements Transferring Files Playback Battery Life Important Warning Messages Camera Assembly Customer Support 2 3 wear it. MoUnt it. love it. Premium ACCessories hero3 ACCessories Wrist Housing see More at gopro.com mounts + ACCessories LCD Touch BacPac™ Replacement Housing Helmet Front Mount Chest Mount Harness Handlebar/Seatpost/ Pole Mount Surfboard Mounts Rechargeable Li-Ion Battery Floaty Backdoor Battery BacPac™ Lens Replacement Kit Head Strap Suction Cup Mount Vented Helmet Strap Caps + Doors Roll Bar Mount Wi-Fi Remote™ 32GB/16GB microSD™ Tripod Mount Anti-Fog Inserts Grab Bag of Mounts The Frame Mount (HERO3 accessory) More HERO3 accessories available at gopro.com Curved + Flat Adhesive Mounts Side Mount Camera Tethers Wi-Fi Remote Mounting Kit 4 5 Hero3 featUres Hero3 featUres 1. Status Indicator Lights (Red) 2. SHUTTER/SELECT Button 3. LCD Status Screen 4. Wi-Fi Indicator Light (Blue ) 5. POWER/MODE...
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...buyer behavior, marketers must first understand the whys. In this chapter, we look at final consumer buying influences and processes. In the next chapter, we’ll study the buyer behavior of business customers. You’ll see that understanding buyer behavior is an essential but very difficult task. To get a better sense of the importance of understanding consumer behavior, we begin by looking at GoPro. You may never have heard of GoPro, the small but fast-growing company that makes tiny, wearable HD video cameras. Yet few brands can match the avid enthusiasm and intense loyalty that GoPro has created in the hearts and minds of its customers. GoPro knows that, deep down, it offers customers much more than just durable little video cameras. More than that, it gives them a way to share action-charged moments and emotions with friends. GoPro: Be a HERO! growing army of GoPro customers—many of them inspire new GoPro customers and even more video sharing. As a extreme sports enthusiasts—are now strapping result, GoPro is growing explosively. Last year, the young comamazing little GoPro cameras to their bodies, or pany sold 800,000 cameras, generating revenues of $250 million— mounting them on anything from the...
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...Lille Angienette D. Yap COMK3B NEW PRODUCT INVENTIONS 1. The BrainPort system consists of a pair of sunglasses equipped with a video camera and a small electronic device meant to be held in the mouth, on the tongue. As the camera detects obstacles in the user’s path, it will trigger the tongue array to vibrate accordingly. This tongue array features 400 electrodes that can vibrate independently, with white pixels interpreted as a strong vibration, black as no stimulation and gray as medium stimulation—creating a sort of “image” on the user’s tongue. The BrainPort system consists of a pair of sunglasses equipped with a video camera and a small electronic device meant to be held in the mouth, on the tongue. As the camera detects obstacles in the user’s path, it will trigger the tongue array to vibrate accordingly. This tongue array features 400 electrodes that can vibrate independently, with white pixels interpreted as a strong vibration, black as no stimulation and gray as medium stimulation—creating a sort of “image” on the user’s tongue. BrainPort V100 2. Smart Insulin Patch The patch is embedded with more than a hundred microneedles that contain microscopic sacs of insulin and glucose-sensing enzymes. When the enzymes detect that sugar levels have risen too high, the insulin will be released into the bloodstream. The patch is embedded with more than a hundred microneedles that contain microscopic sacs of insulin and glucose-sensing enzymes. When the enzymes...
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...Selfie 2.0 The selfie is a self-portrait photo that is a quite widespread in social networks today. The history of this type of photography is much longer than one may expect. The first photo that can be called a selfie was taken by an American pioneer in photography Robert Cornelius in 1839. [photo of Cornelius] With the popularization of photo cameras in 1900s more and more people started taking pictures of themselves in the mirror. Of course, these were usually wealthy people. [2 more old selfie photos] With the emerging social networks, particularly MySpace, people started to post their selfies as profile pictures. Those were with the use of flash, in a bad quality and usually taken through the bathroom mirror. Later, with the Facebook gaining more popularity, those became unpopular, were called “MySpace pics”, were considered unprofessional, and were just a sign of a bad taste.[link NYer: http://www.newyorker.com/online/blogs/elements/2013/06/the-return-of-the-selfie.html] That could be the death of the selfie. However, it is back. In 2010s selfie suddenly started to gain popularity again. Barack Obama took a selfie of himself after his victory in the 2012 elections. This photo was retweeted 778 801 times in Twitter. [photo of Obama] In 2013 the word “selfie” was added to the Oxford English Dictionary and was announced as “The Word of the Year”. [http://blog.oxforddictionaries.com/2013/11/word-of-the-year-2013-winner/] And in March 2014 the host...
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...The screen resolution is the maximum number of pixels that can be displayed on a given surface to complete a picture. In theory, the higher the resolution of a screen, more pixels, better definition will provide clearer images. Editing feaures Gives the consumers the chance to create and edit a video instantly, and it also shows how a video will look while filming. It saves them time on editing videos on the computer. Weight The weight can really be important when finding a product. Consumers really want products they can easily carry on their backpacks or pockets. But overall, they want a product they can use comfortably. For the GoPro model you have selected and each competitor explain how each is differentiated in the marketplace? What makes it unique? • GoProHero4 Black It provides one of the best video qualities of its category. GoPro has created new options of mount that allow you to record in angles that were not possible with the previous cameras. • Polaroid XS100...
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...1/12/15 What does Portal Instruments do? - a Cambridge company seeking to develop needle-free drug delivery systems, which is designed for administering viscous biologics as well as other formulations. - enhancing both safety and patient compliance What do you think are the prospects for Portal Instruments? - liquid needle How do you think Patrick Anquetil thought about the terms of the series A - A start-up entrepreneur has to be very comfortable with that uncertainty. But even if you solve the problem, you still need to sell your idea. You have to demonstrate that you have the right skills and the right team. You also have an obligation to make sure that the technology you develop will be used properly to help people Customers Industry Products Geography Size Form Debt: you have to pay back, cost of capital – interest rate Equity: you get part of the shares for paying back, cost of capital – CAPM calculate the equity capital Equity investments come in: assets go up, equity go up Institutional VC: financial Corporate VC: Info flow, sourcing, spying , HR Determine the cost of capital Equity capital 1/13/15 Nest: smart, next generation thermostat maker, where it can automatically learn about you, what temp you like, your schedule, your home, also it can help with saving energy Customers: people who own their own house – to equipped better device Form: corporation Geo: Palo Alto, California Industry: technology Product: connected home devices / home automation...
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