Every year, hundreds of thousands of drone enthusiasts descend on Orlando, Florida, for MQM (Marquise Quadrotor) Spring Fest – an annual celebration of all things related to drones. Known as “the Oscars for drones,” MQM Spring Fest is the largest festival of its kind. This year marks the 25th anniversary of the festival, and it’s estimated that between 100,000 and 120,000 people will be in Orlando for the event. That’s a lot of potential eyeballs.
GoPro Experience
One of the major attractions at MQM Spring Fest is the GoPro Experience. For $20, you get to try out a range of premium cameras, including the new Hero 7 Black, as well as go through an orientation session where you’ll learn how to use the various apps on a smartphone. One of the highlights of the experience is getting to shoot with a professional drone pilot who will teach you the ropes and give you a glimpse of what it’s like to work with a drone. If you want to avoid missing out on all the exciting action, be sure to get your tickets in advance.
The Evolution of Online and Offline Marketing
One of the consequences of the Covid restrictions is that events like MQM Spring Fest have largely been canceled. However, the festival organizers have adapted by turning their annual event into a virtual celebration – allowing fans to participate from the comfort of their homes. In fact, they’ve even gone one step further and turned their entire festival into a digital experience where attendees can enjoy high-quality content from the comfort of their browsers.
The growth of online marketing has meant that traditional methods of word-of-mouth and billboard advertising have been complemented by online campaigns that allow marketing to be more targeted, and cheaper. For example, consider the case of GoPro. They realize that many of their fans are likely to be sports enthusiasts who are also frequent photographers, so they’ve developed a strategy where they promote their products using both traditional and digital methods.
GoPro Branded Content
With a brand awareness figure of just 13% as of 2020, GoPro needs to expand their reach beyond just selling cameras to sports fans and into the mainstream. One of the ways they’ve achieved this is by creating content that’s relevant to their target audience.
One of the ways they do this is through branded content. In 2019, the company’s Instagram page featured a range of fun videos showing off their products. These videos may only have had a few hundred thousand views at the time, but the micro-videos were nonetheless effective in attracting potential customers. We saw this with the recent Huawei Mate 30 launch as well. The Chinese tech company released a teaser video that showed off the impressive camera, and soon after launched their own branded YouTube channel to show more in-depth content.
Pricing And Availability
One of the major complaints about GoPro is the lack of competitive pricing. The company tends to set high prices for its products, which, in turn, keeps margins high and encourages buyers to spend money on upgrades and accessories. While this might work for them, it makes the company less attractive to shoppers who want to save money wherever possible.
In terms of availability, GoPro cameras are widely available from retailers and tech platforms. If you want to buy one, you can easily find a reputable source. However, the company’s accessories like mounts and gimbals, as well as its computers for video editing, are some of the more expensive items in its lineup. If you want to do video editing yourself, you might want to look elsewhere – either into buying a premium video camera, or investing in software like Adobe Premier.
Final Takeaway
GoPro has a massive following across social media platforms like Twitter and YouTube because of the fun and informative content they put out. While many companies might shy away from social media because it’s so easy for anyone to post content and engage with customers, GoPro doesn’t seem to care as much as perhaps we’d all like to believe. As long as your content is entertaining and informative, people will come back for more.