Marketing the Moon: The Selling of the Apollo Lunar Program by David Meerman Scott and Richard Jurek
About the Book:
One of the most successful public relations campaigns in history, featuring heroic astronauts, press-savvy rocket scientists, enthusiastic reporters, deep-pocketed defense contractors, and Tang.
In July 1969, ninety-four percent of American televisions were tuned to coverage of Apollo 11's mission to the moon.
How did space exploration, once the purview of rocket scientists, reach a larger audience than My Three Sons? Why did a government program whose standard operating procedure had been secrecy turn its greatest achievement into a communal experience?
In Marketing the Moon, David Meerman Scott and Richard Jurek tell the story of one of the most successful marketing and public relations campaigns in history: the selling of the Apollo program.
Primed by science fiction, magazine articles, and appearances by Wernher von Braun on the “Tomorrowland” segments of the Disneyland prime-time television show, Americans were receptive to NASA's pioneering “brand journalism.”
Scott and Jurek describe sophisticated efforts by NASA and its many contractors to market the facts about space travel—through press releases, bylined articles, lavishly detailed background materials, and fully produced radio and television features—rather than push an agenda.
American astronauts, who signed exclusive agreements with Life magazine, became the heroic and patriotic faces of the program. And there was some judicious product placement: Hasselblad was the “first camera on the moon”; Sony cassette recorders and supplies of Tang were on board the capsule, and astronauts were equipped with the Exer-Genie personal exerciser. Everyone wanted a place on the bandwagon.
Generously illustrated with vintage photographs, artwork, and advertisements, many never published before, Marketing the Moon shows that when Neil Armstrong took that giant leap for mankind, it was a triumph not just for American engineering and rocketry but for American marketing and public relations.
About the Author:
David Meerman Scott is a marketing strategist, entrepreneur, international keynote speaker, investor and advisor to emerging companies, and bestselling author of 12 books, including The New Rules of Marketing & PR, Fanocracy, Real-Time Marketing & PR, Newsjacking and Marketing Lessons from the Grateful Dead.
And, interesting fact – he has one of the largest private collections of artifacts from the Apollo lunar program. He is thought to be the only person in the world with a lunar module descent engine thrust chamber in his living room!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/marketing-moon-david-meerman-scott
320 Sell The Way You Buy by David Priemer
319 The Strategy Mindset 2.0 by Chuck Bamford
318 Stand Out Marketing by Stacey Danheiser
317 Cumulative Advantage by Mark Schaefer
316 The Smart Marketing Book by Dan White
315 The Ministry of Common Sense by Martin Lindstrom
314 Ultimate Guide to Facebook Advertising by Bob Regnerus
313 The Influencer Code by Amanda Russell
312 Friday Forward by Robert Glazer
311 Outbounding by Skip Miller
310 Unfiltered Marketing by Stephen Denny
309 The Expansion Sale by Tim Riesterer
308 The Visual Sale by Marcus Sheridan
307 The Six Disciplines of Agile Marketing by Jim Ewel
306 The Interaction Field by Erich Joachimsthaler
305 Revenue Growth Engine by Darrell Amy
304 The Practice by Seth Godin
303 Mastering Marketing Agility by Andrea Fryrear
302 Unleash Your Primal Brain by Tim Ash
301 Standout Virtual Events by David Meerman Scott
Create your
podcast in
minutes
It is Free
The Commercial Edge: Unleash the Power of People
The emPOWERed Half Hour
Right About Now with Ryan Alford
The Marketing Secrets Show
The Agile Brand™ with Greg Kihlstrom
B2B Agility™ with Greg Kihlström
eCommerce Fastlane: Shopify Experts Share Strategies for Acquisition, Conversion, Retention | Grow Your Shopify Store with DTC Marketing Tips