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The Unknown Marketing Experts Behind the Space Industry

Digital Marketing Experience for Space Industry

Online marketing does not know any boundaries. You can find online marketing applications in practically every kind of industry. Nowerdays with private space companies like SpaceX and Blue Origin, the new space industry also requires lots of online marketing. To some this may sound surprising...

However, this is a fact today. Aerospace companies too depend upon online marketing techniques, strategies and methods to raise awareness, promote services and indeed, to make sales. Below are a quick break-down of the current main players. (more…)

Marketing The European Space Agency (ESA)

European Space Agency

In 2002, ESA appointed Ogilvy Brand Relations in Brussels to develop a brand awareness of, and create a demand for European products and systems that will be used on the International Space Station.

Marketing Spaceflight For Commercial Purposes

ESA Marketing

The ISS is without doubt the one of the most sophisticated and high tech laboratories even developed, and although it has yet to live up to its hype, the appointment of Ogilvy Brand Relations was explained thus by Mr Jörg Feustel-Büechl, ESA’s Director of Manned Spaceflight and Microgravity at the time-

“...In the past, human spaceflight has wrongly retained an exotic and elitist image. With the ISS, this is changing. Human spaceflight will become an everyday experience. The station offers companies and organisations the opportunity, for the first time, to exploit manned spaceflight for commercial purposes. By opening a unit exclusively devoted to marketing the station's facilities, ESA is leading the ISS commercialisation effort."

The success, or otherwise, of this campaign is hard to quantify, since the very narrowly focused target market was space industry leaders and decision makers. Almost no mention of the campaign exists outside of the aerospace industry, and even then details are sketchy, to say the least.

Learn More About. European Space Agency (ESA)

Mars One - space marketing company

Mars one, a marketing company

"Mars One is a marketing company - and a very good one, at that"

In an attempt to market its space-faring ambitions to a wider audience, the company Mars One has released a book titled Mars One: The Human Factor, which discusses the human interest side of space flight.

According to by Norbert Kraft, Mars One’s chief medical officer, and also the editor of the publication, "There are many tough, philosophical, and scientific questions that need to be answered about our upcoming selection of the four heroic individuals that will lead us on our mission to Mars."

As a marketing tool, the book could not be further from the approach taken by NASA during the Apollo missions, when the aim was to bring a highly technical subject to the people in an easy to understand language. However, the book is a serious attempt to market the idea of a manned mission to Mars to the general public, but how successful this effort will be remains to be seen.

Challenges Faced by Mars OneMars one

Mars One faces the challenge of convincing the general public that is more than a glamorous advertising agency with a vastly inflated sense of its own importance and capabilities.

The catch phrase "Let’s go to Mars!", no longer seems to impress anyone, and the company faces an extremely tough uphill battle to persuade financial backers that it is an aerospace company, and not just another television production company.

Learn More about  Mars One Marketing  By Molly Osberg on "The Verge"

ProSpace & The Space Prize Lobby

prospace Citizen's Space Lobby

Despite their best efforts over the last decade, ProSpace has not been overly successful in their mission to garner Government backing for commercial space transportation services. The main thrust of their efforts involves persuading NASA to increase the cash prizes for competitions aimed at designers of space craft, launch vehicles, and other space related hardware.

ProSpace is pushing hard at lawmakers to allow NASA to sponsor prizes that exceed $250 000- prizes which they believe will motivate designers to come up with innovative solutions for technical problems NASA has neither the time, inclination, or capacity to solve.

 

Issues in Lobbying for Bigger Competition Prizes

However, the NASA Authorization Act of 2005 authorizesNasa NASA to put up a total of $10 million in prize money for competitions that could address technological issues, and in special cases, even more. The bad news is that permission to increase prizes beyond $10 million must first be obtained from congressional oversight committees, and to date, permission has not been granted.

In addition to lobbying for bigger competition prizes, ProSpace is also actively campaigning for Congressional support for a new Government agency to be called the National Space Prize Board, with an annual budget in excess of $100 million to arrange, and oversee competitions that NASA could not be bothered with.