Rick Loughery, VP Global Marketing & Communications at GoPro

Happy New Year and welcome to Spectrm’s new newsletter, One to One Consumer Marketing.

Every week, we interview a senior CRM or retention marketer at an enterprise consumer brand, then write up a summary of the top actionable lessons you can learn from them.

In this edition, we dive into our interview with Rick Loughery, VP Global Marketing & Communications at GoPro. Here are the top takeaways from the interview.

1. Identify your audience niches and speak to them authentically.

Personalization goes beyond a customer's name on an email. For GoPro, it's about identifying their customer niches. Then, it's about speaking to them authentically.

"GoPro has always done a really good job of identifying the niches, the ways in which our product is being used. And we've always done a good job in talking to those audiences and understanding the difference between a skier and a snowboarder and a skier who skis big mountain skiing and the skier who skis in the park. So we've always done a good job in trying to be authentic and talking to that audience."

2. Don't just post content — understand how to show up on various platforms.

Engaging with customers on social media isn't just about posting content. Instead, it's about knowing the culture of each platform. That way you can authentically speak to your audience.

"There's always this conscious effort to discover and nurture that younger customer. For us, again, that's about the athletes that we're supporting, the influencers that we're supporting being on the social platforms.

“We've got a fantastic social media team, small but mighty team. They're super young and they understand the platforms, they understand what works on the platforms, and they understand the importance of engagement is not just about the content you post, but also how you show up on the platform."

?? Tactical advice:

"We want to be where our customers and our target audience is at. And that's again about the niches. You amass a bunch of niches and you have a mass market, right? So we need to be there through the athletes that we sponsor and how athletes are media themselves and influencers are media themselves.

“So who are the right athletes? Who are the right influencers in these different verticals? Have them help evangelize the product to their audience. What are the events that we need to be at, where the brand shows up and then where we actually go up on the ground? And then that gives us an opportunity to talk and listen to customers or potential customers."

Go where your customers are so you can learn more about their needs —