It’s not rocket science
It’s that time again. The calendar year is fast coming to an end and you need to come up with a marketing plan for 2020. Starting now will give you the best chance of hitting your targets.
Timely planning can be the difference between turning out a well-oiled machine or a pile of scrap metal. No one knew this better than NASA, whose pioneering Moon landings involved more than just a last-minute decision. Without reams of planning, the Apollo mission may just have not taken off. You don’t need NASA’s technical genius to plan well, but you do need logic, imagination and insight.
Identify your goals
Like any enterprise, America had to work against its chief competitor, the Soviet Union, to win the acclaim of its target audience, the world. In fact, the whole space race was, in a sense, a series of marketing campaigns; for the gleaming, pristine Capitalist system on the one hand and the dour but disciplined Communist machine on the other. To trump (no pun intended) such worthy competitors as the Soviets, who had become the ultimate disruptor by putting Yuri Gagarin into space in 1961, America had to tap into the Soviets’, and their own nation’s, love of invading other territories, and colonise the one thing Communism couldn’t reach; the Moon.
Announced by President Kennedy in 1961, the plans for the Moon landings took nearly a decade to realise. And that’s just as well; if they hadn’t made sure they had all the parts in the right place, Neil and Buzz might have ended up stranded in space, floating in a tin can, like Bowie’s Major Tom. And without NASA’s understanding of what their audiences wanted, and how to give it to them, America may never have won the Cold War.
Plan in detail
The thing is, while the Apollo mission obviously required tons of scientific expertise, the reason it worked so well (and, arguably, what enabled NASA to beat the Russians) comes down to one thing: organisation. NASA’s mission was organised with military precision. While you don’t need to be quite this strict – try to refrain from court-martialling employees – a rigid, structured plan is imperative. The point of a plan is to give yourself a route to stick to; without putting proper thought into it, you’re far more likely to stray from the plan and then you’ll be as directionless as if you had no plan at all.
Know your market
While the US understood their place in international relations, you need to know where you fit into your market and really define your target audience. Just as NASA developed the best technology for penetrating the Moon’s atmosphere, you need to develop the best marketing strategy to penetrate your target market.
Write a detailed schedule
NASA ensured the Moon landing was perfectly timed and choreographed; you need to make sure that you time the launch of your marketing for when your target audience is most ready for it. JFK set a deadline to reach the Moon by the end of the Sixties; you need to decide by when to achieve your marketing aims and set deadlines. And whatever happens, you have to be realistic. Use resources effectively, don’t try to spread them too widely, too quickly, and for the love of good, don’t actually fly to the Moon!
At Clockwise, we can help you plan your marketing for 2020: how to identify your target market; how to stand out from your competitors; how to write your key messages; how to choose your tactics; how to schedule your activities. Logic, imagination and insight. Start planning now and who knows, the sky might very well be the limit.
Prepare for lift-off. Talk to Clockwise about your ambitions for 2020.