Not all of us are astronauts and not every business is out of this world exciting. But, during #WorldSpaceWeek anyone, anywhere can become an intergalactic star lord, creating the perfect opportunity for businesses to market the world (see what I did there?) out of their audience.
46% of any Holiday shopping happens online, what’s more, Social Media Examiner reminds us that more than half of those shoppers are influenced by social media. With these stats we have to take into consideration ads, hashtags, and keywords to take advantage of the social media waves that hit right before the end of year Holiday season.
Before we get into the awesome marketing things you can do, let’s educate ourselves as to what this holiday is about. World Space Week is “celebration of science and technology, and their contribution to the betterment of the human condition. The United Nations General Assembly declared in 1999 that World Space Week will be held each year from October 4-10.”
What’s more, Space Week commemorates the first human-made satellite launched, Sputnik 1, on 4 October 1957 and the signing of the Treaty on Principles Governing the Activities of States in the Exploration and Peaceful Uses of Outer Space on 10 October 1967. Cool stuff, right? What’s even cooler is that with all events, promotion, and education there is a chosen theme for every year helping all institutions (and marketers – wink, wink) stay within the realms of a specific topic.
So, I thought of three very universal things that I hear people talk about a lot and popped them into Google Trends:
Muffins are trying hard but they’re no competition for the universe or tablets, we Google things we have, we’re looking for, we’re buying, we’re interested in. As marketers, we are tasked with merging two seemingly unrelated ideas by taking advantage of hashtag trends and national holidays that could bump our product up in searches and social media – one of these trends is #WorldSpaceWeek. This is where we begin piecing together the theme and the hashtag to board the intergalactic digital train.
Intergalactic travel lookbook
We talk quite a lot about transparency and marketing with a big dash of truth. Who are the people behind the brand? Are they like me? Can they joke, laugh, or take an interest in what’s currently going on? The answer should always be – We can use marketing to show you we have a side you can bond with!
From reactive marketing to storytelling there various ways your email, blog, and social media could get that fresh space glow. The British Geological Survey had a brilliant post that could put a smile on anyone’s face:
This geology of #Mars map shows the craters on the surface exceptionally well. Can any of you spot the 'smiley crater'? #WSW2015 #WorldSpaceWeek
Simple. Although geology could easily relate to space (So. Many. Space. Rocks.) they are not necessarily NASA, but they took an opportunity to rock the heck out of using World Space Week to increase engagement on their Facebook.
Are you more of foodie marketer? No worries, Subway and TGI Friday’s also go in on the action:
It's Space Week and our cookies are out of this world! Head in store now and try one out! #WorldSpaceWeek
So it's #WorldSpaceWeek, which is convenient considering our burgers are out of this world… #SorryNotSorry http://gph.is/1YTJFLR
My personal favorite are products that were made special just for a holiday or occasion. Whether it is a specialty offer or a limited edition item, letting your customers and prospects experience the “limited time only” part of ecommerce will get their interest. It’s all about psychology. Murals Wallpaper made #WorldSpaceWeek fashionable:
To celebrate #WorldSpaceWeek, we have added four brand new & out of this world NASA images to our already impressive space collection.Check them out today – http://buff.ly/1L4oM7c
But it doesn’t stop there, take a look at these great examples:
Shaun the Sheep is the perfect kid-targeted “brand” that got in on World Space Week to promote their game
Today marks the start of #WorldSpaceWeek! To celebrate, why not go on your own space mission with the flock in Shaun's "…
Shelfie took a moment to share their space fashion:
World Space Week's got us thinking deep about… space… and stuff. Like black holes and stars ⭐ #worldspaceweek https://www.shelfies.com/products/lonely-astronaut-sweater
Upworthy dropped some knowledge our way:
Did you know that if you put Saturn in water, it would float? (Note: The video may be NSFW due to some swearing.)(via AOL)
And finally, Buzz Aldrin reminded us of just how awesome he is:
Thanks. I got to relive my #Apollo11 mission all over again. #WorldSpaceWeek
Houston, this is Marketer 007, come in
First things first, should you prepare your own content or just share what is available (NASA or World Space Week official content)?
It’s up to you. As you saw in our lookbook above most brands opted for making their products the center of a cosmic-related sale. However, if you are looking to start conversations in order to increase engagement, show your human side, or just simply want to share some knowledge with your customers or fans (hey, some of you might be speakers, bloggers, and webinar marketing stars!) it would be a great to share a link to a reputable source with an article that will rock their socks off.
Is there any way you can go too far?
Yes, you definitely can. Dinosaur compiled a list of social media gaffes and it’s the perfect drawing board for what to do and what not to do. Sometimes your business just what it is – always on topic, always formal, it may not be a good idea to post jokes, memes, or even unrelated content.
Let me share with you, as inspiration, one of my favorite Ann Handley quotes:
“The holidays provide businesses with a way to connect with the audience on a more human level…because they allow us to communicate as people who share similar traditions, or they allow us to talk about what makes us unique. How that might play out: Show how the people in your company celebrate or honor certain traditions, to give your fans and prospects an idea of the people and personalities that make your company what it is. It’s also a great time to showcase any charitable activities your company might participate in.”
Space is a kind of tradition, unique journey, and celebration that we all take part in. Why not use #WorldSpaceWeek to join the community? This year’s theme is particularly good – “Exploring New Worlds In Space.” That’s worth preparing your marketing for!
Have you ever taken part in #WorldSpaceWeek? Maybe you’ve got some tips or ideas for how to make this year’s theme particularly marketing-esque? Share your thoughts in the comments and as always – May the Force be with you!