Have you created a highly visible event? Take advantage of every opportunity it presents.
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This is the kind of event that Sir Richard Branson used to build Virgin into a global enterprise.
Yesterday, Jeff Bezos’ company, Blue Origin, beat SpaceX in a sub-race for a re-usable rocket. (The overall race is far from over) This is a fun race to watch, and winners here are the amazing scientists employed by Elon and Jeff, as well as other rocket enterprises headed by Branson and Myhrvold.
If this was strictly a science project, you might catch a glimpse of this news here and there, but it wouldn’t really stick in the minds of the general public except when it goes bad and results in spectacular injury or death. What we have here is an “intellectual conversation” at the highest levels. It’s a horse race, and everyone loves to watch a good race.
A great side benefit of moving society forward with great science, is the opportunity to take advantage of the publicity that these events provide to bring the underlying brands to the public eye. Bezos will draw attention to Amazon and the future prospects of Amazon and Musk will draw attention to his brands. Branson and Myhrvold will get some attention from the periphery. These activities will continue for a period of time until the next phase or breakthrough occurs that raises the visibility again.
A unique opportunity exists for other companies that are involved in this market. Perhaps the company that sells gyros to the different space endeavors could create a press release touting their involvement. It’s a big splash that Bezos has made and it could create opportunities with the ripple effect.
Is your company a large company that creates the news? If so, how are you taking advantage of the press channels to properly maximize the opportunity? Are you a small player in the same space? How can you take advantage of the periphery to further your brand? Call me to set up a time to discuss.
© Mark Travis – All Rights Reserved
www.travis-company.com
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