David Meerman Scott & Richard Jurek, Friday, 4-18-14 April 19, 2014Posted by The Space Show in Uncategorized.
Tags: ", "Marketing The Moon: The Selling of the Apollo Lunar Program, Apollo 11, Apollo contractors, brand journalism, Chris Hadfield, content marketing, David Meerman Scott, defined mission goals, global imperative, marketing, mission scope creep, NASA, newspapers, public relations, Quest mission story, recreating Apollo, Red Bull Stratos, Richard Jurek, scale down for accomplishment, science fiction, social media, targeted goals, television fragmentation, Vision for Space Exploration, Von Braun, Walt Disney
David Meerman Scott & Richard Jurek, Friday, 4-18-14
“Marketing The Moon: The Selling of the Apollo Lunar Program”
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Guests: David Steerman Scott, Richard Jurek. Topic: Mr. Scott & Mr. Jurek’s top new book, “Marketing the Moon: The Selling of the Apollo Lunar Program.” Please direct all comments and questions regarding Space Show programs/guest(s) to the Space Show blog, https://thespaceshow.wordpress.com. Comments and questions should be relevant to the specific Space Show program. Written Transcripts of Space Show programs are a violation of our copyright and are not permitted without prior written consent, even if for your own use. We do not permit the commercial use of Space Show programs or any part thereof, nor do we permit editing, YouTube clips, or clips placed on other private channels & websites. Space Show programs can be quoted, but the quote must be cited or referenced using the proper citation format. Contact The Space Show for further information. In addition, please remember that your Amazon purchases can help support The Space Show/OGLF. See http://www.onegiantleapfoundation.org/amazon.htm. For those listening to archives using live365.com and rating the programs, please email me as to why you assign a specific rating to the show. This will help me bring better programming to the audience.
We welcomed David Steerman Scott & Richard Jurek to the show to discuss their excellent new book, “Marketing the Moon: The Selling of the Apollo Lunar Program” (www.marketingthemoon.com). This was a 75 minute show without a break. We started out talking about how the two authors met & decided to collaborate in writing this book. As you will hear, both are marketing experts and when they met they wondered why the marketing side of the Apollo program had not been written about so they decided to do it. Not only is their book & this discussion about lessons learned, possible extrapolation points, & seldom if never heard history, it offers answers to many questions asked of guests & listeners on TSS but this time we got some answers that make sense. Our guests talked about the massive NASA PR & outreach campaign launched to sell the early space program, plus the work the contractors did on their own with media kits, training the press how to handle the science/engineering to be able to explain it to us & more. We talked about the time period, the U.S. at the time of Apollo, television then and now as well as newspapers & print media then & now. Our guests also talked about the distribution today for PR & information which is radically different from the days of Apollo. Both our guests described important attributes for a space program to work. Some of these included a quest story, defined mission goals, targeted goals & timelines, the need to avoid mission design creep, the need for a global imperative, & a WHY for the mission that drives the mission. Examples were provided including the Red Bull Stratos jump which did all of the above & the VSE under President Bush which came up lacking. Listeners asked lots of email questions including asking if a mission could sell itself with demonstrated engineering, technology, and science. The answer was doubtful but listen to what our guests had to say about this issue. We talked about missed opportunities over time as great opportunities for audacious and daring projects seldom come around. They talked about a missed opportunity at the time of 9/11 by going for the Iraq War instead of an Apollo like world game changing program, even one not involved with space. Later in our discussion, our guests provided us with one of the best reasons for going back to the Moon & doing space programs, especially for human spaceflight. I’m referring to Apollo changing the world forever for the best by spawning youngsters to create Microsoft, Apple, Intel, etc. These companies & others, while not directly space companies, used space technology and the energy from that era to build and design revolutionary systems, products, & services that nobody could even come close to predicting at the time. Don’t miss this important part of our discussion.
Post your comments/questions on TSS blog above. You can reach either of our guests through me.