GoPro’s Rick Loughery on Speaking Authentically to Your Customer Niches

Max speaks with Rick Loughery, VP Global Marketing & Communications at GoPro. They discuss how GoPro identifies customer niches and speaks authentically to them, how they support their influencers, and why they're "on the ground" with customers to learn more from them. They also talk about the strategies GoPro uses for retention, the importance of knowing how to show up on platforms, and what the future looks like with “more informed data.”

 

Topics discussed:

• GoPro's strategy of identifying niches and talking authentically to them, and then evolving that outreach as consumer marketing trends change. 
• Why true engagement means going where your customers are and interacting with them "on the ground."
• The approaches GoPro takes to retention through providing video editing tools, motivational content, and rewards.
• The importance of knowing how to show up on platforms for engagement, not just post content.
• How personalization centers around being able to speak authentically to specific audiences.
• Advice for marketers today, including the importance of staying agile and having fun.
• Why the future of consumer marketing will be built on "more informed data."