This presentation was presented at the Canadian Space Summit in Nov. 2010 in Ottawa, Canada. It provides knowledge, tools, guidelines, and tips for any organization (be it advocacy/outreach groups, educational entities, or private corporations) to successfully market Space. It includes an overview of the fundamentals of marketing – including “the 3 Cs”, STP Analysis, and “the 4 P’s” of the marketing mix – and how they pertain to the Space industry.

1. Space
Marke*ng:
Successful
Marke-ng
Plans
for
Advocacy
Groups
Canadian
Space
Summit
Educa*on
and
Outreach
Session
November
20,
2010
By:
Farnaz
Ghadaki
–
Marke;ng
Consultant;
Advisor,
ASX;
Member,
SGAC

2. Outline
• About
ASX
and
SGAC
• Current
Situa;on:
SGC
Workshop
Analysis
• ShiH
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
(lessons
from
ASX)
• Recommenda;ons
from
SGC
Workshop
• Promo
Video
Clip
Page
2

3. About
ASX
• Astronomy
&
Space
Explora;on
Society
in
Toronto
• Established
in
2003,
rapidly
grown
to
over
2100
members
• Organize
variety
of
events
throughout
the
year:
Film
Viewing
Faces of Space
(FoS) Talks Observing
Panel Discussions
• AND
hosts
the
LARGEST
one-­‐day
space
event
in
Canada:
The
Annual
‘Expanding
Canada’s
Fron;ers’
Symposium
Page
3

4. Select
ASX
Symposium
Speakers
Anousheh
Ansari
(First
Female
Dr.
Bob
Richards
Private
Space
Explorer)
Chris
Hadfield
Dr.
Firouz
Naderi
(Odyssey
Moon,
ISU)
(Canadian
Astronaut)
(NASA
JPL)
Dr.
Carolyn
Porco
Prof.
Mike
Brown
(Space
Science
Ins;tute)
Prof.
Jaymie
Mafhews
(Discoverer,
10th
Planet)
(MOST
Satellite)
Dr.
Darlene
Lim
(NASA)
Page
4

5. 2011
ASX
Symposium
Theme:
Astrophysics
&
Cosmology
Date
&
Time:
Friday,
January
28,
2011,
7PM
Loca;on:
Convoca;on
Hall,
University
of
Toronto
Prof.
Alexei
Filippenko
Prof.
Gil
Holder
(Canada
Dr.
Michel
Lefebvre
(U
of
California
at
Research
Chair
in
(Deputy
Team
Leader
of
Berkeley)
Cosmological
Astrophysics)
LHC’s
ATLAS
detector)
Page
5

6. About
SGAC
• Space
Genera;on
Advisory
Council
• Non-­‐profit
organiza;on
of
advanced
students
and
young
professionals,
age
18
–
35
• Conceived
at
the
3rd
United
Na;ons
Conference
(1999)
on
the
Explora;on
and
Peaceful
Uses
of
Outer
Space
(UNISPACE
III)
• Over
90
countries
are
represented
by
60
Na;onal
Points
of
Contact
as
of
2010,
w/
volunteer
network
of
~4,000
members
• Yuri’s
Night:
spin-­‐off
from
SGAC
• Hosts
annual
Space
Genera;on
Congress
6

7. About
SGAC
• Has
held
permanent
observer
status
in
the
UN
COPUOS
since
2001,
and
has
been
a
member
of
the
UN
Economic
and
Social
Council
since
2003
• Headquartered
in
Vienna,
Austria
&
hosted
by
European
Space
Policy
Ins;tute
Purpose:
• Create
a
global
volunteer
base
of
advanced
students
and
young
professionals
in
the
space
sector
• Connect
them
to
each
other
and
to
top
space
professionals
and
organiza;ons
• Give
the
youth
a
voice
in
global
space
policy
7

8. Current
Situa*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
Page
8

9. 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
Page
9

10. ShiEs
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
Page
10

11. ShiEs
in
the
Space
“Market”
• Educa;on
– More
courses
offered
in
secondary
and
post-­‐secondary
educa;on
in
areas
of
space
sciences
and
astronomy
– Space
camps,
workshops
and
compe;;ons
offered
–
e.g.
from
local
community,
SGAC,
NASA,
…
• 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,
cell
phone
apps,..
Effect:
opportuni;es
to
market
&
REBRAND
space
in
ways
that
are
effec;ve
and
appeal
to
the
general
public
Page
11

12. 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 Value
4 P’s
Place
Product
Price
Promo*on
(distribu;on)
Page
12

13. 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
Page
13

14. 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
Page
14

15. 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)
– MarComm
material
– Online
– Public
Rela;ons
– Distribu;on
– Media
incl.
online
channels
– Adver;sing
Page
15

16. Marke*ng
Strategies/Tac*cs
Successes
from
ASX
(1000
afendees
at
2010
Symposium)
• Basics
(revisit):
vision,
mission,
goals,
elevator
speech
• Develop
and
use
VALUE
PROPOSITION
to:
– Afract
target
(type
&
number)
audience
– Get
sponsors
(incl.
media)
– Develop
partnerships
– Afract
resources
and
volunteers
• Hold
mul;-­‐disciplinary
&
variety
of
events
in
synch
with:
– Interest
of
audience
(current
&
target)
+
survey
data
– Internal
resources
&
goals
– Current
news
and
other
calendar/cultural
events,
e.g.
Black
history
month,
Interna;onal
women’s
day/wk,
…
Page
16

17. Marke*ng
Strategies/Tac*cs
• Bold
well-­‐designed
posters,
eye-­‐catching
to
the
general
public
(vs.
techie
&
crowded)
Page
17

18. Marke*ng
Strategies/Tac*cs
• Strengthen
brand,
image
and
reputa;on,
e.g
via:
– Professional
MARCOM
material
(brochure,
newslefer,
sponsorship
pkg,...)
– Enhanced
website:
professional
look/feel
and
;mely
updates.
Website
=
online
brochure
– Use
exci;ng
words
to
describe
space
– High
quality,
but
targeted,
events/projects
– Use
media
partner
and/or
PR
firm
to
strengthen
brand
• Develop
a
strong
marke;ng
plan
by
having
a
dedicated
marke;ng
director/manager
• Register
as
NPO
to
expand
sponsorship
opportuni;es
Page
18

19. Marke*ng
Strategies/Tac*cs
• Leverage
partnerships
to
cross-­‐promote
events,
and
collaborate
on
other
events/projects
• Afend
conferences/other
events:
learning
and
promo
• Leverage
University
and
community
resources
to
do
promo;on
and
public
rela;ons
• Use
social
&
online
media
for
promo;on,
networking
and
exchanging
ideas
• Use
surveys
to
gather
data
and
measure
success
*me
+
planning
+
resources
+
$
=
marke*ng
success
Page
19

20. Recommenda*ons
from
SGC
• Space
Social
Network:
global
sharing
of
idea/solu;ons
• Ac;ve
Training:
targeted
lesson
plans
for
teachers
• Social
Events:
afract
those
who
wouldn’t
o/wise
be
interested
in
Space
(Yuri’s
night,
Blue
Marble,
World
Space
Week,
etc);
increase
awareness
in
a
fun
way
• Break
myths
&
stereotypes
about
space
&
jobs
– Prac;cal,
fun
&
engaging
exercises
for
children/youth
– Invite
women
and
other
‘non-­‐tradi;onal’
speakers
to
events
to
set
as
role
models
&
showcase
mul;-­‐
disciplinary
aspect
of
space
• (Viral)
videos
(Space
is
for
everyone):
visual
impact
Page
20

21. Promo
Video
Produced
by
the
SGC
2010
‘Outreach’
working
group
YouTube
‘Space
is
not
just
rocket
science’
hfp://www.youtube.com/watch?v=3w1Q1NECBEM