“There is a small part that is going to use it for extreme sports. There is another who will use it for their hobbies, but the vast majority will use it for day-to-day things, common things that happen on their trips,” she commented.
Although the company has been in the market for 20 years, one of the most important elements of its expansion strategy was to sell in other types of stores outside of those specialized in extreme sports, such as department stores, which allowed them to reach more people.
On the other hand, they have also made changes to the camera configurations, focused on short video content creators, since their latest device, the Hero 12 Black, has the ability to record in a 9:16 format, ideal for those who prioritize your content on platforms such as TikTok, Reels or Shorts.
Bruno highlighted that although cell phones are everywhere and have increasingly competent camera systems, the resistance of the camera makes it a more viable option so as not to endanger all the personal and banking information that users keep on them. their smartphones today.
In this sense, another of the purchase motivators that 52% of the study participants indicated is that they want a camera that is resistant to falls and impacts, in addition to being waterproof.
Fun, the basis of the new stage of GoPro
For all generations of GoPro, it has been seen as a camera for extreme moments and it can be difficult to change your marketing focus to be perceived as a gadget for capturing memories. In this regard, Bruno highlighted that for this purpose they have created an entire marketing strategy where the main focus is fun.
“This concept is something very broad. What may be fun for me, not necessarily fun for someone else. For me sometimes it is a sport, but for you, for example, it can be being with your family,” she mentioned.
On the other hand, the sales director for the region pointed out that GoPro is currently the best-selling camera in the United States and Mexico, due to a series of reasons, among which the price of both the device and its cameras stand out, which are below professional equipment and even premium range cell phones.
Likewise, he pointed out that with respect to these latest gadgets they tend to have higher cost-benefit quality, since their image and video quality is similar to that of higher-cost equipment.