Space Marketing (isdc2011)
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Space Marketing: Rebranding & Repositioning Space Businesses.

Space Marketing: Rebranding & Repositioning Space Businesses.

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Space Marketing (isdc2011) Presentation Transcript

  • 1. Space  Marke*ng:     Rebranding  and  Reposi.oning     Space  Businesses  Interna*onal  Space  Development  Conference   Space  Business  Track   May  19,  2011   Farnaz  Ghadaki,   Marke-ng  Consultant;     Director,  Canadian  Space  Commerce  Associa-on  
  • 2. Outline  •  Why  Marke-ng  Is  Important  •  Current  Public  Percep-on  •  ShiD  in  the  Space  “Market”  •  Fundamentals  of  Marke-ng   –  P1:  Analysis  &  Strategy  -­‐  The  3  C ’s,  STP  Analysis   –  P2:  Planning  &  Implementa-on  -­‐  The  4  P’s  •  Marke-ng  Strategies  &  Tac-cs  –  my  top  12  •  Role  of  Government  &  Academia  •  What  it  means...   Farnaz  Ghadaki   ISDC  –  May  2011   Page  2  
  • 3. “Marke-ng”   Page  3  
  • 4. Why  Marke*ng?  •  Misconcep-ons:   –  Marke-ng  =  Adver-sing   –  It’s  expensive  &  not  a  lot  of  value  add   –  It’s  for  larger  size/later  stage  businesses  •  Actually:   Upper  Management   Marke-ng   PR   Finance   Sales   Marke-ng   MARCOM   Engineering   Manufacturing   Product   Farnaz  Ghadaki   ISDC  –  May  2011   Page  4  
  • 5. Current  Public  Percep*on:  SGC  Analysis  •  Society  perpetuates  stereotypes  about  space   –  intangible  &  hard  to  understand   –  all  about  engineers  &  scien-sts,  it’s  rocket  science   –  expensive,  open  only  to  elite   –  It’s  more  for  men  •  Today’s  role  models  for  children  come  from  the  world   of  Hollywood,  sports,  music,  business  men  etc  •  Limited  space  coverage  in  mainstream  media;  Space   organiza-ons  not  always  have  right  media  approach  •  Limited  resources  for  parents  &  educators  to   encourage  children  to  pursue  interests  in  space   Farnaz  Ghadaki   ISDC  –  May  2011   Page  5  
  • 6. Current  Situa*on:  SGC  Analysis  Effect:  Space  tends  to  not  be  a  priority  for  authori-es,  media,  the  general  public,  parents  and  children  in  terms  of:  funding,  coverage,  educa-on  and  career  choice.   Media   School   Peers   Children/ Family   Youth   Society   Farnaz  Ghadaki   ISDC  –  May  2011   Page  6  
  • 7. ShiIs  in  the  Space  “Market”  •  Space  ac-vi-es  led  by  gov’ts  -­‐>  private  sector  driven  •  Space  more  in  mainstream  media  and  entertainment   –  Films:  “Le  Voyage  Dans  La  Lune”….  “2001:  A  Space  Odyssey”   –  Celebri-es  taking  interest  in  Space,  e.g.  those  rumored   to  have  bought  -ckets  to  Virgin  Galac-c  Flights     Farnaz  Ghadaki   ISDC  –  May  2011   Page  7  
  • 8. ShiIs  in  the  Space  “Market”  •  More  opportuni-es  for  spin-­‐in  &  spin-­‐off  applica-ons  •  Economic  downturn  in  some  countries  create   opportuni-es  for  more  collabora-ons  &  compe--on  •  Expanded  &  earlier  educa-on:  courses  In  secondary  &   post-­‐secondary,  space  camps,  compe--ons,..  •  Space  careers  becoming  more  mul--­‐disciplinary:  e.g.   astrobiochemistry,  geomicrobiology,  space  law,...  •  Digital  age  enabling  more  &  faster  sharing  &  exchange   of  ideas  via  blogs,  social  media,…  Effect:  opportuni-es  to  market  &  REBRAND  space  in  ways  that  are  effec-ve  and  appeal  to  the  general  public   Farnaz  Ghadaki   ISDC  –  May  2011   Page  8  
  • 9. Marke*ng  Framework  3 Cs Customer   Company   Compe**on   S    -­‐    Segmenta*on  STP T    -­‐    Targe*ng   P    -­‐    Posi*oning   Create Value Capture Value Communicate Value Deliver Value4 P’s Place   Product   Price   Promo*on   (distribu-on)   Farnaz  Ghadaki   ISDC  –  May  2011   Page  9  
  • 10. Analysis   Situa-on  Analysis  –  3  C ’s  (or  5  C ’s  with  Context  &  Collaborators)   Who:  past,  poten-al,   Who  are  we?  current  &  compe-tor’s   What  known  for?   Demographic  &   psychographics   Customer   Company   (needs  &   (skills,  assets   What  good  at?  Needs,  interests,   trends)   &  culture)  decision-­‐making   Who  do  we  want   to  become?   Sa-sfac-on,   brand  percep-on   What  opportuni-es   Compe**on   given  our  strengths?   (weaknesses/ What  &  who  –   vulnerabili-es)   Customer  percep-on  –   internal  &  external   value,  brand,  quality   Compe-tors’  strengths   Compe-tors’  reac-ons   &  weaknesses   to  our  offering   Farnaz  Ghadaki   ISDC  –  May  2011   Page  10  
  • 11. Strategy   Choosing  segments  to  target  -­‐STP  Analysis:   Segmenta*on   Posi*oning   Targe*ng   Iden-fying   Implemen-ng  chosen   Selec-ng  which   meaningfully  different   image  and  appeal  to   segment(s)  to  serve   groups  of  customers   chosen  segment  •  Demographic  Variables   •  Is  the  segment  most   •  Conduct  perceptual        (gender,  age,  educa-on..)   prevalent/profitable?   mapping,  and  write  a  •  Geographic  Variables   •  Does  it  have  enough   posi-oning  statement    (country,  culture,  urban..)   growth  poten-al?   •  Execute  via  4  P’s  •  Psychological  Variables   •  Does  it  fit  w/  our  goals   RESULT:     &  core  competencies?   •  Create  consistent  focus    (wants,  exper-se,  who  are   early  adopters..)   •  Is  the  Segment   &  iden-fy    •  Behavioural  Data   ac-onable?   •  Help  strengthen  brand   •  Op-mized  team  work   Farnaz  Ghadaki   ISDC  –  May  2011   Page  11  
  • 12. Planning  &  Implementa*on   Plan  for  posi-oning  -­‐  the  Marke-ng  Mix  (“4  P’s”):        Create  Value            Capture  Value  – What  is  offering   – Set  strategy  (skim,  (talk,  workshop,   penetra-on)  design  contest,..)     – Price  levels  based  on  – What  are  values   different  benefits  and  benefits   – Compe--ve  pricing  – What  is  quality   – Discounts:  group,        and  brand  name   partner    Deliver  Value      Communicate  Value    – Loca-on   – Promo-on  strategy  – Access  (mass  vs.   (push,  pull)  exclusive)   – MARCOM  material  – Online   – Public  Rela-ons  – Distribu-on   – Media  incl.  online  channels   – Adver-sing   Farnaz  Ghadaki   ISDC  –  May  2011   Page  12  
  • 13. Marke*ng  Strategies  &  Tac*cs  0.  Basics:  (revisit)  vision,  mission,  goals  1.  Solid  elevator  speech     –  “the  grandparent  test”   –  concise  &  to  the  point   –  hook  to  grab  interest  2.  Develop  and  use  VALUE  PROPOSITION          i.e.  “unique  benefits  delivered  by  your  offering  to  …”   a.  the  target  customer   b.  poten-al  partners   c.  investors  &  shareholders   Farnaz  Ghadaki   ISDC  –  May  2011   Page  13  
  • 14. 2.  Have  the  Right  VALUE  PROPOSITION  A.  “Google  uses  a  patented  page-­‐ranking  algorithm  to   make  money  through  ad  placement.”   –  business  model   –  value  proposi-on  for  investors  B.  “Google  is  the  largest  search  engine  that  allows   internet  users  to  find  relevant  informa*on  quickly   and  easily.”   –  4  key  elements:  what’s  the  offering,  who  is  target   audience,  value  of  offering,  and  its  uniqueness     –  value  proposi-on  for  target  customer   Farnaz  Ghadaki   ISDC  –  May  2011   Page  14  
  • 15. 3.  Sell  Your  Strengths,  Buy  Your  Weaknesses  •  Core  competency:  established  brand,  distribu-on,      exper-se  in  transporta-on  industry  •  Acquired  unique  technology  •  Targe-ng  &  Posi-oning  based  on  price   Farnaz  Ghadaki   ISDC  –  May  2011   Page  15  
  • 16. 4.  Provide  a  SOLUTION  to  a  PROBLEM  •  On-­‐Orbit  Satellite  Service  Agreement  Announced  Between  MDA   &  Intelsat  –  March  15,  2011  •  Expected  to  extend  the  life  of  each  satellite  from  1  to  5  years  •  Crea-ng  new  commercial  space  segment   Farnaz  Ghadaki   ISDC  –  May  2011   Page  16  
  • 17. 5.  The  Best  PR  Pitch  Is  SUCCESS  Farnaz  Ghadaki   ISDC  –  May  2011   Page  17  
  • 18. 6.  Placement  for  Visibility  &  Branding  Canadarm  •  Core  competency:  robo-cs  •  Huge  visibility  •  Na-onal  pride   Farnaz  Ghadaki   ISDC  –  May  2011   Page  18  
  • 19. 7.  Know  Your  Customers  &  Core  Competency  •  Focused  on  exper-se  &  customers  in  their  own  backyard  •  Success  through  innova-on,  persistence  &  pa-ence   Farnaz  Ghadaki   ISDC  –  May  2011   Page  19  
  • 20. 8.  Focus  on  NICHE  MARKET:  Big  Fish  in  Small  Sea  CSCA  •  Connec-ng  Agency,  Industry,  Academia  •  Niche  sector  –  not  aerospace,  advocacy  •  Have  become  an  opinion  leader  &  go-­‐to  organiza-on   Farnaz  Ghadaki   ISDC  –  May  2011   Page  20  
  • 21. 9.  Right  Promo*on  for  Right  TARGET  AUDIENCE  •  Code-­‐named  “IT”    •  Hyped  "as  big  as  the  PC”  and  "bigger  than  the  internet”  •  Catchy  TV  ads  but  wrong  audience   Farnaz  Ghadaki   ISDC  –  May  2011   Page  21  
  • 22. 10.  Have  a  Dedicated  Marke*ng  Director   ASX  (Astronomy  &  Space  Explora-on  Society  •  In  just  2yrs  increased  sponsor  dona-ons   3-­‐fold,  event  aqendees  3.3-­‐fold  •  Annual  Symposium  is  the  largest  one-­‐ day  space-­‐related  event  in  Canada   Farnaz  Ghadaki   ISDC  –  May  2011   Page  22  
  • 23. 11.  Make  An  Authorized  U-­‐Turn  The  New  Coke  (1985)  •  Marke-ng  failure  •  Reintroduced  original  formula,  rebranded  as  “Coca-­‐Cola  Classic”  –   resulted  in  significant  increase  in  sales   Farnaz  Ghadaki   ISDC  –  May  2011   Page  23  
  • 24. 12.  Leverage  Available  Tools  •  Blogs,  social  &  online  media:   –  Promo-on   –  Demonstrate  exper-se   –  Networking  •  PR:    •  Google  tools:  •  Surveys:  gather  data  and  measure  success   Farnaz  Ghadaki   ISDC  –  May  2011   Page  24  
  • 25. Role  of  Government  &  Academia  Leverage  opportuni-es  &  resources:  •  Government  providing  contracts  to  develop  solu-ons,   and  public  educa-on/outreach  programs  •  Research  gov’t  grants  offered  to  small  businesses,   technology  sector,  ‘green’  products/services  •  Work  with  Academia:  internships,  compe--ons,  joint   projects,  info  sessions,  training  for  teachers  •  Sponsor/support  space  advocacy  groups  &  events   –  increase  awareness  in  a  fun  way  (eg.  Yuri’s  night)   –  break  myths  &  stereotypes  about  space  &  jobs   Farnaz  Ghadaki   ISDC  –  May  2011   Page  25  
  • 26. What  it  means…   Time   +   Planning   +   Resources   +   Investment   =   Marke-ng  Success  Farnaz  Ghadaki   ISDC  –  May  2011   Page  26  
  • 27. THANK  YOU  Contact:  farnaz.ghadaki@spacecommerce.ca   hgp://SpaceCommerce.ca