GoPro fmr Product VP on Product Marketing (Part 3)
The rise of user-generated content from GoPro products created a huge global audience to build our community. As a result, we have over 28 million followers across our social media channels. If you look at Apple on Instagram, they have approximately 5.5 million followers. This is a testament to the strength of our community and the engagement of our users.
In order to maintain this community, you need to produce rock-solid products that offer amazing specifications. Our technology has to be at the forefront of design. For example, we have to deliver the best solutions for low-light filming or increased durability. However, specifications and features are not the reason why people choose to buy GoPro products.
We are selling something way bigger than a camera – we’re selling aspirational experiences. Our customers aren’t buying GoPros because they’re really excited about low-light performance. This isn’t to suggest that I’m not proud of our product performance. However, most people buy GoPro cameras because they’re proud of what it represents.
Ultimately, they are inspired by videos they see or are driven by a desire to get outside. As a result, our product marketing is not about on specs or features. We are committed to selling an experience that gets people more connected to their passions.
About the speaker
Meghan Laffey joined GoPro in 2010, when the company was in its early stages. She was 1 of 3 on the “product development team” and the company had fewer than 30 employees. She was instrumental in leading the development and launch of the Hero2, Hero3, Hero3+, and Hero4 camera lines during the company’s massive growth phase. More recently, Meghan helped build out GoPro’s software product lines – including the GoPro App, the award winning Quik app, and launching GoPro’s first subscription service. Today, she leads all things Product for GoPro - including Product Management, User Experience, Consumer Insights, Analytics, and Product Marketing.