GoPro, the maker of the “world’s most versatile camera” has established itself as the premier option when it comes to wearable and gear-mountable cameras. Due to the youthfulness of this unique product category, GoPro’s rise to market power is especially interesting from a marketing perspective. 

In my opinion, there are two main factors that have allowed GoPro to grasp and maintain their large share of this growing market; these include pricing strategy and market development strategy. There are many more factors, one being the use of user generated content, but I have a word limit so I’ll keep them to myself.

GoPro’s customer oriented pricing strategy is something that has always drawn me to consumer their cameras. I have owned 3 GoPro cameras, all of extremely different quality (ranging from the early standard definition GoPro Hero1, to the current GoPro Hero3+ that can process up to 4k cinema resolution video and has self-contained Wifi capabilities) and the astounding thing is that I purchased them all within the same $300-$400 dollar price point. When GoPro put out its first camera it was $200-$300 cheaper to than its closest competition. This market penetration strategy proved successful as they gained attention as the “most affordable wearable camera”. From there, consumers gathered that the newer, better cameras would be offered at costs relative to the increased capabilities of the camera; however, it is apparent that GoPro intends to hold true to their price point regardless of new product developments. This strategy has proven to be extremely successful.

What started as a wearable wrist camera for surfing has developed into a product that can nearly be mounted or worn in anyway imaginable. This market development strategy has effectively allowed GoPro to push their product into new markets (such as the skiing market when they created a helmet mount); Vastly diversifying the usability of the same product.

Check out GoPro’s most recent add here.

In the action sports industry there are virtually endless endorsements. We see these in the form of stickers on the top athletes’ gear, commercials during breaks in the action, and on-site billboard-style ads. All of these companies have attempted to capitalize on the lucrative marketing opportunities that are presented by the demographic of action sports enthusiasts, who tend to be exceptionally drawn toward trends and heavily influenced by media.

Now, I can understand when Atomic or Burton (top ski and snowboard brand names) are promoting their goods at a snow-sport event. It is relevant and effective. However, in recent years energy drink companies such as Red Bull and Monster Energy have taken over the scene. They have found a cozy niche within the action sports world, where they are now making ridiculous profits and have become extremely effective at encouraging young people to consume their product.

When Austin Smith and Bryan Fox, two top-tier snowboarders, got fed up with the status quo, the “Drink Water” concept was born. In combat of the energy drinks’ impact in the industry, Drink Water simply says, “drink water”. Throw out the garbage and get back to the essentials. And to the athletes, the message is to stop signing contracts with these industry giants and to use their influence as athletes to communicate the importance of healthy consumption.

Although Smith and Fox originally just wrote the phrase on their snowboards, they now supply clothing and stickers for consumers to represent Drink Water and be part of the movement.

Beyond the original intention (to shift some of the control away from these energy drink distributors and encourage healthy consumption) Drink Water also donates 10% of profits to Water.org, a non-profit organization that works to drill wells to fight the water crisis in the developing world.