AN INTEGRATED MARKETING COMMUNICATION PLAN

CASEY SEBERGER, JOE THIESFELD, PAIGE DIETRICH, TAYLOR KUHLMAN, TAYLOR STOBBE

TABLE OF CONTENTS

situation analysis 1
swot analysis 7
creative brief 8
objectibes 10
postioning & concept 12
tactics 14
national media buy 16
measurements 18
works cited 20
appendix 22

SITUATION ANALYSIS

SITUATION ANALYSIS
Company Analysis
Company History
Nicholas Woodman founded GoPro in 2004, the company first was
centered around Woodmans two favorite things; surfing and photography. Woodman initially did not start the company to make money
being that the category of such a versatile camera did not exist.
GoPro enables people to capture extreme photos of themselves during intense situations. Now available in over 80 countries worldwide,
GoPro has created several accessories that are collectively used by
consumers today. GoPro strives to make sharing moments easier
through making the worlds most versatile camera and offering it to
consumers in an extreme way with several options that cater to each
individuals needs.
Financials
GoPro is a very strong company financially. GoPro has grown from
an original $265,000 and today are a multi million-dollar company
with their net income being $11,049,000 and the revenue is consistantly coming in at $235,716,000. Revenue in the second quarter of
2014 was $244.6 million, up 38.1% compared to the $177.1 million
reported in the second quarter of 2013. Second quarter 2014 revenue increased 3,8% compared to $235.7 million reported in the first
quarter of 2014. Its safe to assume that GoPro will be valued at much
more than 2.25 billion dollars when the company goes public.

Innovation
GoPro has gone through a series of innovations starting with the first
camera that was sold out of the back of the van by GoPros CEO. The
first camera took 35mm film. GoPro just recently came out with the
newest camera called the Hero4 silver and the Hero4 black, which
will be available to buy on October 5th. GoPros three new models
vary in price and specs, starting at $130 for the GoPro Hero cheap
compared to other GoPro models which shoots not-too-shabby
1080p HD video at 30 frames per second or 720p HD video at 60
fps, as well as 5-megapixel stills. The Hero4 Silver, which retails for
$400, doesnt have 4K video capabilities it shoots 1080p HD at 60
fps but comes with a touchscreen display and playback function.
(On many previous GoPro models, playback displays are not built
into the camera itself.)
Reputation
GoPro released the first action camera in 2006, which propelled
the company past any competitors at that time. The company later
introduced its first HD capture device, the HD HERO, in 2009 and
exhibited the HERO3+ product line in late 2013. Just recently on
October 5th, 2014, GoPro released HERO4 to the public. GoPro has
gone above and beyond when it comes to creating a durable, high
quality, waterproof, film-based camera. The GoPro has been found
to be limitless when it comes to capturing high quality action movements. GoPro provides customers with a wide variety of accessories,
which allows them to use their GoPro almost anywhere. For the price
of this product, customers have definitely gotten their moneys worth
with this great camera.

SITUATION ANALYSIS
Product Analysis
Company Trends
From 2006 to 2014 GoPro has continually launched new editions of
the camera each time with a better quality and more efficient features.
GoPro has enhanced their quality footage through high resolution and
and increased shutter speed, also the accessories avaliable target the
customers wants and needs. The company has not had to focus much
of their time on marketing being that the footage taken and shared by
consumers markets the GoPro itself.
Insights
Nick Woodman started GoPro in 2004 by selling cameras out of his
van and shipping the very first camera in 2006. In a recent interview
with Woodman he spoke about the company going public and what
that would all entail. Nick stated he isnt in a hurry going public
because he doesnt want to hand the reins over to someone else.
Everyone who is involved with GoPro right now is just having fun
and enjoying where the camera is going. GoPro was first considered
as a gear company and not a camera company. Woodman says that
it did not take a lot of money to get the company going and people
respect brands that grow from the ground up. Woodman and his team
are committed to not failing and staying true to our brand. Another
interesting insight is that 53% of its revenue came from outside of the
United States in 2013. Woodman shares that it is all about the content
gathered around the globe that makes the brand grow.

Features and benefits of the specific

branded product
GoPro makes the worlds most versatile, durable, and high quality performance cameras available on todays market. With a vast
majority of GoPro cameras, each type is available to purchase either
individually, or along with the different accessories that GoPro has
created.
The shining star of the GoPro brand is the camera itself. With five
different styles available ranging in features and price points, there
is one for everyone. The newest GoPro camera is the Hero 4 Black,
which has an ultra-sharp image quality, ultra-wide angle all glass lens
with reduced distortion, and a professional grade low-light performance feature. The all new Hero 4 also comes with highlight tag,
a new feature that allows users to quickly find your best moments
through hours of footage, 12 megapixel camera, built in touch display, and up to 64 GB of memory.
In addition to the amazing high quality camera, GoPro also sells
accessories to make your experience even more extreme. GoPro
currently sells over 25 mounts to place the GoPro on helmets, chest,
handlebars, or anything that you can attach a suction cup to. GoPro
also has a variety of cables, cases, replacement parts, batteries, and
other items to keep the cameras functioning to their prime ability.
Overall, GoPro has thought of every need of the current consumer
and supplied them with options for cameras and accessories to build
on for any project.

SITUATION ANALYSIS
Market Analysis/Quantitative
Brand image/personality
GoPro has achieved extensive power as a brand because of the relate
ability and the effort that extends to connect with the customer and
audience. GoPros brand image begins with the quality product and
accessories that go beyond the boundaries of normal cameras, fueling
the expectation for the brand to go beyond the norms as well. GoPros tagline, Be a Hero implies motivation, which is only reiterated in the scenic, adventurous, and inspiring commercials, showing
the consumer what you can do with GoPro.
The brand also makes certain to maintain a positive and prestigious
image by partnering with highly regarded brands such as Red Bull.
By sponsoring winter games, sporting competitions, and charity
events, they are showcasing their ability and loyalty to connect with
people of many different audiences. By connecting with their customers in these venues, as well as having a strong brand name and
online communication presence, Go Pro is able to have a proactive
open brand image and personality, which appeals greatly to all types
of consumers. GoPro portrayes the rebel/hero archetype. GoPro
challenges consumers expectations of what a camera can be. These
powerful little devices can fit in the palm of your hand yet deliver
high definition footage, hands-free, and remotely from the control of
your cellphone. Its heroic because its the camera you can count on
in harsh conditions; its revolutionary because it changed the rules of
how we make extreme, re-playable memories to brag about.

Find MRI data on demographics of your

products consumers: age, gender, income,
education, geographic, and ethnicity.
According to the MRI data, most camcorder users are between the
ages of 45 and 54 years of age and are mostly female users. Most
camcorder users are from the higher class, this could be become
items like a camcorder are a want rather than a need. While many
camcorder users do own a camcorder, most camcorder consumers
graduated high school but did not attend college. Camcorders are
most popular among whites in the southern region.
Provide index numbers and population sizes
for each of the above
Out of the 235,577,000 people recorded on MRI the most common
age range is 45-54 years at 44,131,000 and 24% of those are camcorder users. Out of the total number of people, 121,967,000 of those
are female and 55.1% of them own camcorders. The most popular
income ranges from $75,000-$149,000 with 66,739,000 people
making that annually and 37.2% of those people have invested in a
camcorder. Although most of the population did not graduate college,
$99,951,000, that target group is most common with camcorder users,
3,772 of those own them at 31.8%. Out of the 88,114,000 people in
the south 37.4% of them own camcorders and most users are white
with 76.7% of the 174,955,000.

SITUATION ANALYSIS
Consumer Analysis/Qualitative
Psychographics and psychological aspects
of your products consumers: how they use
the product, what motivates them to buy,
what they look for in this type of product,
and how they look at life.
From the combined research of consumers who use GoPro we concluded various answers as to why they use it and what their purpose
behind buying it was. We also found many similarities as what consumers use this device for. All of our consumers we interviewed use
their GoPro for extreme action sports such as snowboarding, wakeboarding and surfing. All of the consumers we interviewed also have
the Black 3 Plus which is the most expensive with a price of $399
and has the best quality. Although the pricing seems high all consumers we interviewed said that they thought the pricing was suitable for
what the camera can do. The features they liked most was the fact
that it is very compatible with all computers, it easy to upload your
footage and the fact that you can take 30 still shots in one second
was a huge plus to one consumer. In our interviews we found out that
time lapse mood and burst mood were most beneficial features to the
users. All consumers we interviewed have invested in accessories for
their GoPro such as the rechargeable batteries, Go Pole, Chest strap,
board mount, helmet mount and microphone adapter. We also found
that one consumer would change the accessories instead of screwing
them on to the camera every time and just be able to snap them on.
When asked what you would change about the GoPro, one consumer
would like to change the battery life while another consumer said he
wish there was adjustable zoom on the camera.

Relationship between product attributes

and what the consumer values
We found that GoPro consumers most often, if not all the time have a
specific reason for purchasing the GoPro. From the research we found
because the consumers invest in the highest addition of the GoPro,
they look for the quality the camera provides and they found the best
quality in GoPro. Consumers value affordable price however quality
as well. GoPro provides both aspects as well as offer a vast line of accessories and mounts that adhere to the customers wants and needs.

Salespeople Analysis
Their thoughts on the product, and how
it compares. What they like about the product; what they think can be improved so it
can do better than competitor(s).
From our interview of a salesman who sells this device we found that
most consumers buy this camera for something very specific. Some
examples include dash cam for their car and snorkeling. The majority
of GoPro consumers are most often males between the ages of 35-50.
GoPro has created such a wide line of efficient accessories that cater
to the needs of each individual GoPro user. At the time of purchase
customers are most often concerned about which accessories work
best with what type of footage they are trying to capture and in what
setting. GoPro salespeople, from our research believe that the company has sit at the top and will for a long time. Other companies have
tried to reinvent the same idea however have not come close in both
affordably and quality.

SITUATION ANALYSIS
Competitive Analysis
Find your branded products top
competitor(s). Note research that justifies
your choices (e.g., MRI data)
Sony, Garmin, and JVC are all top competitors when it comes to
making an action camera like GoPro has created. Polarioid has created an even cheaper option called the Cube Lifestyle starting at just
$99, but the affordable Hero makes GoPro more accessible to novice
users than perhaps ever before. Sony has created the AS20 HD Cam
that is priced at $130. It comes with a waterproof case, rechargeable
lithium battery, micro USB cable, and an adhesive mount. However
Garmin has the Garmin Virb out and it is slowly making its way to
the top of the charts. This camera includes a 1.4 chroma display,
GPS and WiFi, a digital stabilizer, and high definition photography.
JVC has created an action camera, called the JVC Adixxion GCXA2, that is water, shock, freeze, and dust proof without the case,
something that GoPro does not offer.
After researching the benefits and features of the camera on the
companys websites, currently GoPros top competitor would be the
JVC Adixxion GC- XA2. The reason it is such a strong competitor is
because it is more durable on its own without having to buy accessories to make it more durable and protect it.

Compare the features/benefits as well as

how they are advertised
Aside from being lightweight, the camera uses full size memory
cards, which is a popular draw to many customers. It also has a
removable rechargeable battery, and built in WiFi for control and
streaming, similar to GoPros cameras. However the JVC camera
has a 1.5 inch LCD screen, with excellent video quality, the camera
also has a variety of accessories and mounts comparable to GoPros.
GoPro cameras however, offer most of the same features as the JVC
camera, and more. While GoPro may be a better quality and have
more accessories, the JVC does come at a much more reasonable
price point, which is around $250.00, compared to the GoPro similar
features beginning at $299 and up.
Tell how your branded product can
compete
GoPro continues to compete and dominate the market with affordability and quality. GoPro provides consumers with a name brand
product with exceptional usage. GoPro continues to compete with
its competitors by launching new additions of the camera while also
inventing new accessories and reinventing old ones. According to
our research GoPro today is the most popular camcorder and both
consumers and salespeople are loyal to the GoPro brand. As GoPro
continues to improve the camera itself and launch new accessories,
GoPro is able to compete with their closest competitors.

swot ANALYSIS

Strengths

Well-known brand name.

Has created partnerships with
strong companies like Red Bull
and Disney.
Appeals to a wide variety of
athletes, from extreme sports to
recreational.
Allows for unique filming
through features such as hands
free filming, and underwater use.
Current marketing campaign is
well rounded and multi-faceted for
maximum exposure.

Weaknesses

Current target market is

narrow.
Existing advertising strategy
only targets athletes, extreme
sports fans, and current
users; advertising to less
active individuals and nonprofessionals is nonexistent.
The quality of GoPro cameras
and accessories come with a
high price point.
There is a large competitive
market for the future.

Opportunities

New products and services.

Growth rates and profitability.
Ability to expand the target
market to non-athletes and
professionals.
Partner with or support more
organizations and companies.
Increase the reach of social
media sites to expand the
network of GoPro users.
Innovation of new camera
technology and accessories.

Threats

High price of products may

discourage evolving target
market of average Joes from
purchasing GoPro products.
Threat of competitors
developing their own version of
a high quality sport camera.
Threat of competitors products
having a substantially lower
price point.
Increase in labor or resources
may cause inflation.
Government regulations may
result in a restriction of uses.

creative brief

creative brief
Client
GoPro
Product/Personality
GoPro is centered on helping people share moments in their lives
with others in a creative way. GoPro cameras today are widely used
by consumers, extreme athletes and production professionals to create high quality and diverse video footage.
Background
Nicholas Woodman founded GoPro in 2004, the company first was
centered around Woodmans two favorite things; surfing and photography. The product he created is typically users purchase the product
for a specific reason in which they are passionate about resulting in
them sharing the footage they capture. Initially the category for such
a versatile camera did not exist however GoPro created the category.
Problem
GoPro cannot control the message to consumers, because it does not
advertise.
Communication Objective
Develop a marketing strategy that would build brand awareness and
increase GoPro sales by 15% by the end of 2015.

Consumer Insight
Individuals craving adventure, who want to share their moments on
video. Anyone in the market looking for a camera could benefit from
GoPros quality and practical use, not just the extremity of it.
Promise/Major Proposition
Go be a Pro
Source of Authority & Credibility
Consumer Testimonies through social media
Footage taken and shared by consumers
Sold in over 80 countries worldwide
Used collectively by more consumers, professional athletes and
production professionals than any other camera in the world
Trusted brand name
Mandatories
GoPro advertising must have accessories a list of features displayed
in the advertising, social media outlets so customers can still access
consumers testimonies, and logo/tagline.
Tone
Edgy, professional, versatile, and cutting edge.

Target Market
Males between the ages of 35-50.

objectives

10

objectives
Problem
Battery Life is not long lasting enough for the camera.
Opportunities
There are more opportunities for accessories and longer battery life in
later versions of the go pros.
Objectives
Increase sales of the battery extender by 10% by the end of 2015 by
advertising its existence and benefits.
Problem
The quality and features of the gopro are not being communicated to
the market and public.
Opportunity
There is room to grow as a brand and a marketing strategy.
Objective
Develop a marketing strategy that would build brand awareness
exposing 15% of the target market to the brand by the end of 2015.
Problem
There is a limited array of accessories in the storefront display, available for customers to purchase.
Opportunity
Widen the variety of accessories sold in stores, which would then
increase sales of the accessories; market the accessories for their own
uses.
Objective
Establish a greater availability of accessories stocked in stores to
increase sales by 30% by the end of 2015.

11

positioning and concept

12

positioning and concept

Objective
Develop a marketing strategy that would build brand awareness and
increase GoPro sales by 15% by the end of 2015.
Message Strategy
Appeal to the consumers who have not transferred over to the GoPro
yet or have not even heard of GoPro.
Concept
An extreme ad that takes advertising to the next level. To show the
new consumers and old consumers just how exciting and adventurous the GoPro can be. Stay with some print advertising but also take
it to build boards and streets playing videos that make people want
to stop and watch what it happening. An ad that will catch the eye of
the consumer and future consumers and make them think that they
NEED a GoPro.

13

tactics

14

tactics
GoPro Games
GoPro should hold winter games, starring GoPro sponsors competing and working together in teams. This event could be streamed live, and can be viewed by fans
using GoPro cameras in different views across the games. The so-called champion
would be the new face of GoPro within their sports category. This idea of the GoPro
games could extend to surfing, motocross, skateboarding etc.
Sponsoring
Continue to sponsor extreme athletes, and expand the wearing of GoPro cameras and
apparel at events. Also the sponsorship of events, games, and competitions will be
a huge benefit to our future as we expand further. For example, GoPro could benefit
greatly by sponsoring the AMA Motocross Championship, one of the biggest racing
platforms in motocross. Also, by gaining sponsors like Olympic medalists such as
Shawn White, GoPro could then be seen on a global scale for all sporting fanatics,
and gain a larger outreach to the public.
GoPro Licensing
Partner with a sports equipment manufacturer currently on the market or come out
with a GoPro line. For example, GoPro could partner with Burton to make special
edition GoPro snowboards that would display the GoPro logo and name. These
snowboards could also have built in mounts for GoPro usage. These snowboards are
just one example of many partnerships and products that GoPro could be involved
with, and could expand to surfboards, motocross accessories, helmets, and much
more.
Advertisements
Create our own commercial to be viewed online. GoPro would produce this commercial in order to keep our message controlled rather than a customer. This would
then be strategically shown to a target market on Facebook ads, ads before YouTube
videos, and on the Internet.
Television
Television allows a combination of sight and sound for more complex messages to be
delivered and remembered. (Advertising Campaign Strategy Ch. 8 225) To optimize
the target market the most effectively, GoPros Television Advertisements make up
20% of the budget. Choosing to broadcast GoPro commercials during football is
essential in reaching our target market of males 35-55 years old, as well as the action
packed sports fans that love high intensity sports. In addition to that, since GoPro has
such high quality footage, GoPro would also be optimized by having commercials
broadcasted during the Academy Awards so GoPro can be associated with high quality production, and entice viewers to use GoPro in their films- whether that be high
profile or at home videos.

Magazines
Magazines have a long life span, segmented audience, excellence reproduction, and
pass along readership. (Advertising Campaign Strategy Ch. 8 225) By choosing the
back covers of two high profile magazines- Rolling Stone and Sports illustrated, this
will give us high exposure to our target audience who are the prime readers of these
magazines.
Billboards
Billboards in Los Angeles and Chicago have excellent reach potential because of
their high populations. Billboards also offer exposure at or near a point of purchase,
which would drive sales for the GoPro in house suppliers. (Advertising Campaign
Strategy Ch. 8 225) The billboards would feature a pro celebrity sponsor, to be consistent with the Go be a Pro theme. The Billboards would show specific endorsers
for sports and activities popular to the region, for example displaying pro skateboarder Tony Hawk using a GoPro on the Chicago billboards.
Digital Media
A large amount of the budget was spent on digital media and purchasing the YouTube
Homepage Takeover for multiple days. A large amount of the GoPro users use YouTube as a platform to share their GoPro videos, as well as watch GoPro videos online. (Advertising Campaign Strategy Ch. 8 225) YouTube would also connect with
the Go be a Pro theme, because it entices users to share their videos on a global
interface, and gives the opportunity for social media fame. The homepage takeover
would be consistent with the GoPro blue colors, and modern lines that would go
along the YouTube Homepage prominently displaying the GoPro logo. The takeover
would also highlight the top viewing and most popular YouTube Videos submitted by
GoPro users on the main homepage for quick links to those videos.
Social Media
GoPro will be able to gain earned media through social networking. The earned media would include consumers using #GoPro when sharing media on social networking sites. GoPro will also pay for promoted tweets and Facebook ads to target the
main audience. The tweets will provide links to different videos on YouTube or to the
GoPro website.

15

national Media buy

16

national media buy

paid
Paid media falls under the television ads, magazine ads, billboards,
digital YouTube ads. Paid social media for GoPro is promoted tweets
and Facebook posts.
owned
Own media includes Facebook posts and tweets posted by GoPro,
this is own becuase GoPro will have this information avaliable on the
homepage.
earned
Earned media includes customers posts using the GoPro hashtag as
well as the footage that customers upload online.

20%

30%

6%
7%
37%

TV
Magazines
Billboiards
Digital
Social

17

measurements

18

measurements
GoPro plans to measure its effectiveness of its campaign by surveying consumers of GoPro and offering them a small discount on GoPro
products as an incentive to take this survey. The survey will ask questions pertaining to what they have seen and what they have heard. In
addition to this GoPro can measure sells in regions where billboard
advertisements were purchased.
To measure digital media GoPro will track the number of clicks on
web advertisements and social media hash tags. Another form of
measurement would be the conversations taking place also known as
earned media.
When it comes to measuring number of viewers for TV advertisements GoPro can use ratings to determine that.
When measuring exposure from the magazine ads GoPro will insert
a QR code that consumers can scan with their phones, which will
help measure, the exposure of these ads. Another way GoPro can
measure the circulation of magazines is to see how many have been
purchased.

19

works cited

20

works cited
GoPro Going Public: Will You Invest? - Real Time Insight. NASDAQ.com. N.p., n.d. Web. 01 Oct. 2014.
JVC ADIXXION GC-XA2 Review - CNET. CNET. N.p., n.d. Web.
01 Oct. 2014.
Best Camcorders of 2014 - CNET. CNET. N.p., n.d. Web. 01 Oct.
2014.
GoPro | Worlds Most Versatile Camera | HERO4 Black Edition.
GoPro Official Website. N.p., n.d. Web. 01 Oct. 2014.
GoPro Going Public: Will You Invest? - Real Time Insight. NASDAQ.com. N.p., n.d. Web. 01 Oct. 2014.
GOPRO ANNOUNCES SECOND QUARTER 2014 RESULTS.
(NASDAQ:GPRO). N.p., 31 July 2014. Web. 30 Sept. 2014.

21

appendix

22

appendix
Customer Interviewee One
1. Why did you purchase a GoPro?
I bought a GoPro after seeing them advertised at a Snowboard show, I spend a lot of time in the winter snowboarding and in the summer out on
a lake water skiing and wake boarding.
2. What distinguished GoPro from other brands?
GoPro was the only brand that I found to be the most durable and seemed to be the only product that is specific to this category.
3. What do you use your GoPro for most?
I use my GoPro most for like I said water skiing and wake boarding as well as snowboarding I occasionally take it to the pool with my friends
in the summer as well.
4. What features of the camera are most beneficial?
I think the quality is most beneficial and because it is so durable.
5. What features of the software are most beneficial?
I have yet to really delve into any of the software all I really do is use the SIM card and a card reader to get the videos onto my computer.
6. Have you invested in any accessories? Yes

If so, what accessories have you bought and why?
I have purchased the quite a few like the head strap, wrist strap, pole mount, waterproof casing and the floater these all help me film when I am
out participating in a sport.
7. How difficult was it to learn the GoPro camera and software?
It is overall very easy to use and I taught myself.
8. What has been your favorite project you have done thus far with your GoPro?
I have put together videos and shared them with my friends my most favorite is probably my trip to Chicago because its different from everything else I use it for.
9. How do you feel about the pricing of a GoPro for the specific market?
It is the only product that is like itself and has very good quality so I believe it is priced well.
10. What would you change about GoPro?
I would need something to compare it to, to see the flaws in the GoPro because I have yet to have any problems with it.

23

appendix
Sales Person Interviewee One
1. Who do you see purchasing GoPro cameras?
The majority of people that purchase them are older. Mostly males. Usually what I have somebody purchasing it for a specific use. They know
exactly why they are buying it. For example, somebody purchased one as a dash-cam for their car. I had another person buy one because they
were going to Schlitterbahn and they were going to ride the worlds tallest waterslide. They dont want it just to have a camcorder, they want
the GoPro specifically.
Age range: 35 50
2. Which Edition?
The Hero 3 black, thats probably the one we sell the most of, because has everything you want.
3. Selling points?
The biggest thing I show is the steps from the three different models. Getting to the black, its going to allow you to record in 4k ultra hi-def
it also allows you to record in 240 frames per second, which is super slow-mo. It also comes with the remote control. If you buy the Silver its
$299 and the remote is $79. So to take the $20 more and get the 4k and super slow-mo, to me its worth it; and most people would agree.
4. What accessories do you recommend?
That more depends on the customer and the application. So, whatever they are wanting to use it for. The one that I find that most people are going to use is the rechargeable battery and, then, the duel battery charger. Other than that the thing I recommend is the three-way grip/tripod.
5. What are some of the most frequent consumer questions?
If they dont know what they are, they ask me what they do. The biggest thing with a GoPro is being an action camcorder, its a fixed zoom
so it will only zoom here its kind of like a point and film camera. The other thing people ask is, mechanically what cant it do. Its an action
camcorder so theres not a lot it cant do. The most of the things it cant, you probably shouldnt have done anyway.
6. Do you have one?
I dont. My dad does but I dont. He uses it when he snorkels. Theres a chest-mount and he puts it on his chest to go snorkeling and you can
see all the fish.
7. Any final comments?
The biggest thing with GoPro is that they have defined a specific application for camcorders, and they are still on the top with that. Other people
have tried to get involved, and they just havent quite gotten to where GoPro is.

24

appendix
Sales Person Interviewee Two
1. How long have you carried GoPro in your store?
GoPro cameras have been at Best Buy ever since I have been employed here I started working here in November of 2011 but I believe they
were available a few years prior to my employment.
2. Do you see significant sales in the GoPro?
GoPro sales continue to increase as time goes on because people realize you can use them more for everyday activities rather than just extreme
sports, which are typically, advertised most by GoPro.
3. What are your demographics of GoPro consumers?
Because the GoPro is advertised most in extreme sports for people with active everyday lifestyles Best Buy sees most people purchasing the
GoPro to be young adult males around the ages of 18-30.
4. What questions do most GoPro consumers ask?
Most consumers are concerned with the different editions of the GoPro and which one would best fit their wants because there is a significant
price different between each.
5. What are your selling points regarding GoPro?
The durability is a big selling point for GoPro as well as the quality of both photo and video that the camera captures, which is most often on
display at our store.
6. What are the best selling accessories?
GoPro accessories are categorized into two different areas, accessories and mounts, which are both ultimately the same thing the wrist housing,
extended battery, stick mount and head strap seem to be our best sellers.
7. What accessories do not sell?
In Nebraska we obviously are not near large bodys of water so obvious the surfing package as well as the fishing package do not sell as much
as the others so we keep that inventory to a minimum but still like to have it for those who use the GoPro for water sports.
8. What GoPro edition do you sell the most of?
Our best selling GoPro is the Black edition, which is the most expensive out of the 3, we find that people wanting to invest their money in cameras like these typically are looking for the best of the best.
9. What accessories do you typically recommend?
To customers we really try to get a feel for what they will be using the camera for most then base our recommendations accessory wise off of
our findings.
10. Did you buy a GoPro yourself? If so why?
I do not own a GoPro; I still have no found a use for it in my everyday life however someday I would like to invest in one for leisure time.

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