Marketing 101 in the Space Business

How to create a buzz with names and “firsts”

Video now added. Flight has been delayed because of winds to Saturday Dec. 11 at the earliest.

It’s an exciting time in the space business and the companies sending passengers through the earth’s atmosphere want you to pay attention. They do have a business to build. That’s why the next Blue Origin flight is carrying a morning TV host and the daughter of a famous astronaut.

With great fanfare, and a very long segment, Michael Strahan announced on ABC’s Good Morning America that he will be flying Blue Origin’s New Shepard rocket to the edge of space. The former NFL player had led ABC News’ coverage of the first human flight by the company when its founder Jeff Bezos took the 11 minute ride. Now he will be the subject of coverage.

Michael Strahan announces he will fly with Blue Origin. (Credit: ABC News)

Not surprisingly, Good Morning America has presented several stories on the flight and Strahan preparing. “We're counting down the days as Good Morning America co-anchor Michael Strahan prepares for liftoff in the Blue Origin New Shepard on Thursday,” ABC News reported on its programs and website. Strahan then revealed what he will carry on the flight; “my retired Giants jersey, my Hall of Fame ring, my Super Bowl ring,” and other personal items.

Blue Origin has gotten a lot of "free" coverage for its third human flight. ABC News gets plenty of content as it is following one of its anchors on an adventure (ABC plans to interrupt regular programming with a “special report” to cover the launch on the east coast).

A SHEPARD FLIES AGAIN

But Blue Origin didn’t stop there. Joining Strahan for the flight is Laura Shepard Churchley, the daughter of Alan Shepard, who was the first American in space and is the namesake for the Blue Origin rocket. She says she will carry some items her Dad also carried to space and the moon.

Do you see the pattern here? Bezos, a business celebrity, was on the first flight. He was followed on the second flight by William Shatner, the actor who played Captain Kirk in the Star Trek series. Now, it’s Strahan and Shepard Churchley.

Recap of William Shatner's flight on the New Shepard. (Credit: Blue Origin)

Reports suggest the two are guests of Blue Origin and will join four other passengers, presumedly paying customers (Blue Origin doesn't list a price on its site. Some reports suggest it is in the range of $250,000). Blue Origin’s marketing plan, to build its business, is apparently to try and create “an event” with each flight (Blue Origin did not respond to an email about this flight and its marketing efforts).

LOSS LEADER?

In the retail business, this is called a “loss leader.” It’s a common practice among new businesses; offer something at a price that won’t be profitable in the hopes of selling other products or services.

Even the paying customers are providing some marketing help for Blue Origin. Along with “big names,” it’s always good to be the first at something to create some buzz. On board this flight will be Lane Bess and Cameron Bess. They will be the first parent and child and father and son to travel just above the line defined as space. They won’t be the only trailblazers. Strahan will not only be the first MorningTV anchor and former NFL player to go to space, he will also be the tallest person to reach space (he is 6’ 5”).

Upper L to R: Lane Bess, Cameron Bess, Evan Dick; Lower L to R: Dylan Taylor, Laura Shepard Churchley, Michael Strahan (Credit: Blue Origin)

THE "FIRSTS"

At the Orlando Sentinel, Richard Tribou looked at how Blue Origin is starting to rack up some of these firsts. Shatner was the oldest person ever into space, and he was joined by the youngest.

(Credit: Orlando Sentinel)

Blue Origin’s efforts are working (I am writing about the flight set for Thursday). The hope here with all this marketing is to make spaceflight (even just a short up and down flight) seem as accessible as flying an airline today.

But right now, space companies are trying to build a business.

(Cover photo credit: Blue Origin)

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