Friday, April 13, 2007

Marketing's Next Frontier!

Could your product be the next sponsor of the US Space Program? It could!

At least, it could be if Rep. Ken Calvert's proposed legislation is passed. Rep. Calvert is looking to allow sponsorships of NASA activities, much as NPR and PBS sell sponsorships today.
I had Terry in the research department here at Jay Standish, Inc. LLC do a quick dive into the background of Mr. Calvert, just to see if this is all on the up and up (so to speak!), and it looks like it's true. Not only is he an actual member of Congress, but he seems - based on Terry's perusal of the "Wikipedia" - to be a former Classic Rock Disk Jockey from Detroit. How this qualifies him to be a congressman who works with NASA isn't yet clear.
At any rate, the main and plain point to be made here is that there is goodwill to be had for any marketer savvy enough to grab this out-of-this-world (literally!) opportunity by the horns and shake hands with Uncle Sam. Think of the range of consumer goods with origins in the space program, and you'll get an idea of what I mean.
Imagine being able to use phrases such as, for example, Velcro® - brought to you by Head and Shoulders® Refreshing Shampoo in commercial communications. The possibilities are nearly endless!
Clearly, some brands and industries are better positioned to take advantage of this kind of tie-in. Dyson® vacuum cleaners - tackling the endless vacuum of space; Orbit® gum - flavors last an extra long time; there are myriad possibilities for those willing to think outside the atmosphere!

This is an opportunity where it may barely be possible to get in on the ground floor - but that's where all this has to start.
The range of options is wide, but certainly not unlimited, so it's imperative that the savvy marketer get to work on this right away - the final countdown may already have begun!
It is our understanding here at Jay Standish, Inc. LLC that the famous insurance company, the "Prudential," may be interested, and may even refresh their old slogan (own a piece of the rock) with a new version. Perhaps they plan to give cut-rate life insurance to astronauts and passengers on the Shuttles? Take a piece of the rock with you?

Anything beyond this is mere speculation - something on which we tend to frown, here at Jay Standish, Inc. LLC - and fraught with potential imprecision. Thus, we must end this "thought experiment" at this point, and merely be content to have raised the issue with our readers.
Should any of you wish to take advantage of this upcoming opportunity, know that we here at Jay Standish, Inc. LLC are standing at the ready.


Last time, Jay wrote about Baby Ruth, Major League Baseball, and product names:
Zachary Sainte-DrĂ´me responded:
"Your column couldn't have been more timely, Jay. My company is currently negotiating to become the official Canadian pharmacy of Major League Baseball, and a name change may well be in the offing. We'll be sure to contact you as the contract signing draws nearer...."

Interesting proposition, Zachary. With the loss of the Expos, this may be a way for MLB to expand Canadian interest in the sport. We look forward to hearing from you!
-- Jay

btw, we've had numerous queries regarding the Josh Groban concert. I suppose after my extensive reporting of the Bears' loss in Miami, it was to be expected. Sadly for my readers, Jennifer and I have decided that what happens in San Jose stays in San Jose.
-- Jay

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