Companies That Get It: GoPro

     GoPro video cameras are the current standard for personal recording devices and for good reason. They exploded onto the market a couple of years ago and since then have simply left every other competitor swimming in their wake. The cameras have become to go-to for action sports and motor industry film crews looking to capture their footage from every conceivable angle.

     Their marketing strategy works for a couple of reasons, the most important of which centers around the versatility of the cameras. Small and compact, but offering high definition capabilities at a reasonable price, these cameras filled a void in the market that I find hard to believe still existed.

     In essence, GoPro has created a product that can market itself. Extreme sport athletes find it incredibly beneficial to be able to mount multiple cameras on themselves, allowing them to film their breathtaking feats from a litany of angles and never before seen perspectives. GoPro itself seems to have a dedicated and talented editing department who are able to turn the enormous volume of footage their cameras capture into stunning advertisements. Take a look:

     As I mentioned above, the small and compact size is incredibly beneficial to GoPro's appeal. No larger than some cell phones, they are infinitely versatile and present minimal intrusion (read: safety hazard) when performing the most dangerous of stunts. As displayed below, the camera and mounting hardware is beautifully simple and a number of different mounting devices exist for both terrestrial and underwater pursuits.

     Taking a leaf out of Apple's marketing genius, GoPro has recently announced the GoPro HERO3 Black Edition. The new camera is the latest in high definition and includes wi-fi capabilities, presumably so the user can transmit his or her shots to a computer. While the camera itself is relatively the same, the Black Edition tag certainly makes the new version seem appealing or at least collectable to a similar customer base as those who ran to the nearest mall when the iPhone became available in white.

     While GoPro has managed to dominate the market on the home front, another company has been able to make leaps and bounds in a land many miles away. The presence of personal recording devices is becoming more and more common on todays battleground. Soldiers have begun to attach devices to their helmets or gear, either out of personal desire or operational necessity. While there is no doubt that some may use GoPro cameras for this purpose, GoPro's present a new problem to men whose job is to stay undetected. Their (relatively) large face can make for an awkward profile and the silver case and hardware can hardly be considered camouflage.

     The Contour HD has been widely embraced by operators who are looking to have the same capabilities as race car drivers and motocross racers, while maintaining tactical efficiency. The camera itself is black and has a significantly smaller profile, allowing for the operator to keep a streamlined and low-profile appearance. The introduction of the Ops-Core FAST Ballistic Helmet and its rail system have made attaching Contour HD cameras incredibly easy. The side rail system allows for the cameras to easily attach and give an accurate first person view point.

     Military efficiency aside, GoPro represents a company who have successfully marketed their product to a consumer base and have uniquely allowed those consumers to provide the company with the very best possible advertisements. I'm excited to see what this company has lined up in the next few years because, simply, they get it.