Marketing the Moon

  How did marketing put a man on the moon? Learn how the right marketing strategy made the Apollo missions possible.


How Were the Apollo Missions Made Possible?

I was in elementary school during the Apollo missions.

I remember being eight years old and they wheeled a black-and-white television into my classroom and we could see parts of the mission. It was amazing. And it stuck with me. I really geeked out about the whole Apollo thing. I would go home and watch it on television, I thought it was really interesting stuff.

And then by 1972 it was done.We sent 12 humans to the surface of the moon, and after, with Apollo 17, the last mission in 1972, it was done.

We have yet to do anything remotely similar to that with human space travel. 45 years ago we sent humans to the moon, and the power of the guidance computer on the lunar module was 1/1000000th of my iPhone. It was nutty, and we were able to accomplish that.

How in the world did we Americans convince ourselves that we should spend 2% of our workforce and 4% of our budget for an entire decade to put 12 humans on the surface of the moon, it seems crazy right?

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What Does The Moon Landing Have To Do With Product Integration?

Turns out it was a marketing thing. The marketing of the Apollo program was just as important as the science behind the Apollo program.

Because without marketing and public relations, we never would’ve been able to do it. It was some decisions that were made in the 60s about how to involve the American people in this. The air to ground transmission was all freely available. When Apollo 13  was in trouble, you could listen to it live, there was no censorship.

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Hundreds of Contractors Were Involved In the Space Program

There were hundreds of contractors that were involved in the space program, like Boeing, Raytheon, and IBM. Every single one of them used the Apollo program as part of their marketing tactics.

Now this was really clever. It meant that NASA was actually using all of the marketing people from those hundreds of contractors as subcontractor marketers to promote the program. Every one of those companies, and it wasn’t just B2B companies like IBM and Raytheon, but also consumer products, pens and Hasselblad cameras, Omega watches and all the products and services that people used, marketed their association with Apollo It became a really fascinating thing for me to study.

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Marketing the Moon

I wrote this book called Marketing the Moon with Rich Jurek, my co-author, and Gene Cernan, the last man to walk on the moon, wrote the forward to the book. It’s been a really fun project, it’s now in production as a film and will be coming out around the 50th anniversary of Apollo 11 the first lunar landing which will be in 2019.

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About David Meerman Scott

Our always-on, Web-driven world has new rules for competing and growing business. Advance planning is out – agile is IN! Those who embrace new ways will be far more successful than those who stay who stay stuck and afraid to change. No one knows more about using the new Real-Time tools and strategies to spread ideas, influence minds and build business than David Meerman Scott. It’s his specialty.

David Meerman Scott is an internationally acclaimed sales and marketing strategist whose high-energy presentations are a treat for the senses. That he’s spoken on all seven continents and in 40 countries to audiences of the most respected firms, organizations and associations underscores the value he brings to audiences.

David’s books and blog are must-reads for professionals seeking to generate attention in ways that grow their business. He is author or co-author of ten books – three are international bestsellers. The New Rules of Marketing & PR, now in its 5th edition, has been translated into 27 languages and is a modern business classic with over 350,000 copies sold so far. Scott also authored Real-Time Marketing & PR, a Wall Street Journal bestseller, Newsjacking, and his newest hit The New Rules of Sales & Service. He is co-author of Marketing the Moon (with Rich Jurek) and Marketing Lessons from The Grateful Dead (with HubSpot CEO Brian Halligan).