Target Audience

Strategic Target Audience 

 Primary Target Audience 

The proposed primary target audience would be the experiencers. According to VALS, “Experiencers quickly become enthusiastic about new possibilities but are equally quick to cool. They seek variety and excitement. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities” (VALS, 2015). Advertising, marketing, and integrated brand promotions should be targeted at both male and female, ages 18-35 that are active, seek out adventurous travels. “Our customers include some of the world’s most active and passionate people” (GoPro, 2015). These consumers tends to be early adapters of new technology, enjoy traveling and discovering new destinations, are willing to spend their income, and are willing to document their goals, travels and hobbies and share them on social media.

Secondary Target Audience 

The Proposed Secondary Target Audience would be Strivers. This is the young adult category between the ages of 18-21. “Strivers are trendy and fun loving. Strivers are concerned about the opinions and approval of others. Money defines success for Strivers, who do not have enough of it to meet their desires” (VALS, 2010). They tend to travel with their friends and companions on trips that fit their hobbies and interests. This group typically uses social media more and shares their life online. This secondary group does not typically have the income that experiencers do, so in order to win over the secondary market GoPro would need to show them why purchasing their camera will be beneficial.