Communicating the Value of Space with guest Katie Gibas with Moog

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[00:01:38] [SPEAKER_05]: Welcome to this space marketing podcast. We'll be looking at marketing principles,

[00:01:42] [SPEAKER_05]: strategies and tactics through the ones that's face. Hi, I am your host, Edie House. Today we

[00:01:49] [SPEAKER_05]: will chat with Katie Gibbis, marketing communications manager from Mogue about how to effectively

[00:01:56] [SPEAKER_05]: communicate and tell your story. So lift off in three, two, one.

[00:02:12] [SPEAKER_05]: Welcome to the space marketing podcast. Information relating towards discussion today

[00:02:18] [SPEAKER_05]: and links to the video version can be found in the episode show notes on space marketing.cast.com

[00:02:27] [SPEAKER_05]: please like and subscribe to the podcast. It will help more people reach beyond the atmosphere.

[00:02:35] [SPEAKER_05]: Information in this episode is for entertainment and information only. Please consult a professional

[00:02:41] [SPEAKER_05]: for your specific situation. Your company's story is one of the most powerful assets you have,

[00:02:48] [SPEAKER_05]: especially in a competitive world of space where innovation and impact matter. So how can you

[00:02:56] [SPEAKER_05]: craft a message that resonates? How can you captivate your audience and stand out from the noise?

[00:03:02] [SPEAKER_05]: Today we'll explore how important it is to master the art of speaking so that you can amplify

[00:03:09] [SPEAKER_05]: your company's voice and effectively tell your company's story in a way that resonates.

[00:03:17] [SPEAKER_05]: Two weeks ago, I had the absolute pleasure of sitting on a panel with our next guest at the

[00:03:23] [SPEAKER_05]: small satellite conference. Our session was communicating the value of space.

[00:03:29] [SPEAKER_05]: Communicating is the key word for today. Our guest, Katie Gibbis, marketing communications manager from Mogue,

[00:03:36] [SPEAKER_05]: is also the winner of the Edward R. Murrow multimedia storyteller award.

[00:03:44] [SPEAKER_05]: She's a writer and she got her speaking chops right in front of the camera as a news correspondent.

[00:03:50] [SPEAKER_05]: So welcome to the podcast. Thank you, thanks for having me as the I'm really excited to be here.

[00:03:58] [SPEAKER_05]: So let's start off with what do you do? What's your day like? What's your job in tail?

[00:04:04] [SPEAKER_01]: One of the things I like best about my job is that every day can kind of be different.

[00:04:10] [SPEAKER_01]: So some days I'm working on trade shows, some days I'm putting together a new video,

[00:04:15] [SPEAKER_01]: writing a press release, writing a blog, working on data sheets with engineers. So it's very

[00:04:21] [SPEAKER_01]: different every day and that's one of the things that I love about my job and one of the things that

[00:04:25] [SPEAKER_01]: was really excited that carried over into this new career. You mentioned I used to be a journalist

[00:04:31] [SPEAKER_01]: and that was very different every single day and it keeps it exciting. So that's what I love about

[00:04:36] [SPEAKER_01]: my job is that every day is different, every day is a new challenge. What I like to do is get to know

[00:04:41] [SPEAKER_05]: you a little bit better and let's talk about how you got to space. I mean you went from the

[00:04:48] [SPEAKER_05]: news camera to space. That's not a normal trajectory for anybody. The one who's scary enough without

[00:04:55] [SPEAKER_05]: going in a completely different direction. So tell us, tell us your history. Yeah, it's definitely

[00:05:00] [SPEAKER_01]: not a normal career trajectory. I'll go back way far back when I was a kid. So my family

[00:05:06] [SPEAKER_01]: were a huge Star Trek family, grew up watching all the different Star Trek loved everything about

[00:05:12] [SPEAKER_01]: space growing up. I remember there was projected to be this one amazing meteor shower and I

[00:05:18] [SPEAKER_01]: laid out on my trampoline all night, watching the sky. It was cloudy of course. So I didn't see

[00:05:25] [SPEAKER_01]: a whole lot but I think I stayed out there all night from 10 p.m. until probably 4 or 5 in the

[00:05:31] [SPEAKER_01]: morning. I had my blankets just waiting to see the meteor showers. So I was definitely interested

[00:05:37] [SPEAKER_01]: in space from a young age. I think kids today are fortunate and that a lot is talked about

[00:05:43] [SPEAKER_01]: STEM careers. That wasn't so much the case when I was in middle school and high school

[00:05:48] [SPEAKER_01]: is very much focused on writing and communications and that obviously is the path that I took

[00:05:54] [SPEAKER_01]: in college as a broadcaster and a major. I did what I went to school to do. I was a journalist

[00:06:00] [SPEAKER_01]: for many years and I really enjoyed it and I really kind of got my first taste into the space world

[00:06:07] [SPEAKER_01]: when I interviewed one of our now retirees from Walter Gordon and he was the president of the

[00:06:15] [SPEAKER_01]: Niagara Aerospace Museum and he took me on a tour there and showed me all this history of aviation

[00:06:21] [SPEAKER_01]: and aerospace that we had in Western Europe. That I wasn't even aware of living here most of my life

[00:06:27] [SPEAKER_01]: and it was really really exciting. I didn't know that mode had a place in the Apollo Moon landing

[00:06:35] [SPEAKER_01]: and the lunar landing training vehicle that all the astronauts who landed on the moon trained on

[00:06:40] [SPEAKER_01]: to be able to do that. So those are things that in my own backyard I didn't know existed.

[00:06:45] [SPEAKER_01]: When I saw this position open up I was very excited and really wanted to go for it and

[00:06:52] [SPEAKER_01]: I probably spent as soon as I saw the job opening I immediately started researching doing my

[00:07:00] [SPEAKER_01]: homework doing practice interviews with my parents because it was one of those I feel like

[00:07:05] [SPEAKER_01]: I don't want to say once in a lifetime but kind of close to once in a lifetime opportunities to

[00:07:10] [SPEAKER_01]: work and do something that you're very passionate about and it's definitely been an awesome journey.

[00:07:17] [SPEAKER_05]: Well and I'd like to talk a little bit about the importance of entertainment and what we call space

[00:07:26] [SPEAKER_05]: tourism which is the you know space tourism yeah it's the the rockets which we've known to be

[00:07:32] [SPEAKER_05]: but it's also movies it's also museums it's also all those things and I myself got my heart

[00:07:41] [SPEAKER_05]: pricked for space at the Kennedy Space Center. So those type of things are so critical

[00:07:48] [SPEAKER_05]: for igniting our imagination and their communication vehicles that are important.

[00:07:56] [SPEAKER_05]: I don't think that a lot of space companies really understand the value of entertainment

[00:08:00] [SPEAKER_05]: or even the value of speaking on camera and you have discovered that that is so powerful

[00:08:09] [SPEAKER_05]: for changing the world. So we're going to talk a little bit about MOOC or MOOC so it has two O's

[00:08:15] [SPEAKER_05]: so it looks like it's MOOC but it's actually pronounced as MOOC they have a huge array of products

[00:08:24] [SPEAKER_05]: and things that they do including space so do you want to give us the the tour of of MOOC please

[00:08:31] [SPEAKER_01]: yeah sure so we were started in 1951 with the servo val that was kind of our bread and

[00:08:37] [SPEAKER_01]: butter when we started and we've expanded to 25 countries we have 14,000 employees worldwide

[00:08:45] [SPEAKER_01]: about half of those are in the US and about 3500 are right here in Western New York where headquarters is

[00:08:51] [SPEAKER_01]: we are broken up into three major groups so we have an aircraft group we have an industrial group

[00:08:58] [SPEAKER_01]: and then space and a fence group so I'm in space and a fence obviously and in the space realm

[00:09:05] [SPEAKER_01]: we have enabled pretty much every major mission out of this world like I mentioned earlier from

[00:09:12] [SPEAKER_01]: Apollo to Artemis we've been there every step of the way so some of our technologies are

[00:09:18] [SPEAKER_01]: steering the rocket ships so we have actuators that steer SLS we have propulsion equipment

[00:09:25] [SPEAKER_01]: that steered the perseverance spacecraft to get it to Mars and help survive the seven minutes of

[00:09:31] [SPEAKER_01]: terror so we have so many different technologies across our portfolio that have enabled really cool

[00:09:38] [SPEAKER_01]: missions and not just exploration missions those are fun and exciting to talk about you know there's

[00:09:45] [SPEAKER_01]: this anti-space sentiment so I want to make sure that I'm also sharing we do a lot of earth observation

[00:09:51] [SPEAKER_01]: missions with our with our primes so really important things like predicting weather and you know

[00:09:57] [SPEAKER_01]: predicting changing patterns that really do affect life on earth so our technologies have enabled

[00:10:03] [SPEAKER_05]: pretty much any type of mission that you could imagine earthly or out of it that orbit

[00:10:10] [SPEAKER_05]: exactly and I'd like to touch a little bit you know our particular session was on this subject

[00:10:16] [SPEAKER_05]: and this anti-space sentiment in the 1960s we could not see a hurricane coming there you know that's

[00:10:25] [SPEAKER_05]: when the staff the weather satellites first entered into our atmosphere so before that we had outposts

[00:10:31] [SPEAKER_05]: on islands that you know would look out for that to see if it was coming and thousands of people died

[00:10:37] [SPEAKER_05]: because if an outpost didn't see a hurricane you know it could be a bright and beautiful day and

[00:10:43] [SPEAKER_05]: you get hit by a hurricane that night and thousands would die you know Galatin had one of the

[00:10:49] [SPEAKER_05]: worst casualty rates from one of those hurricanes we have been able to save lives by being able to

[00:10:57] [SPEAKER_05]: see tornadoes coming by being able to see hurricanes coming storms coming snow coming and that's all

[00:11:06] [SPEAKER_05]: satellite so you cannot take care of the earth without tripping over space very early on in your journey

[00:11:16] [SPEAKER_05]: and space is how we see the damage for our climate is how we see the holes in the ozone that we were

[00:11:23] [SPEAKER_05]: able to fix through legislation that we hadn't been able to see them who knows how big they would

[00:11:29] [SPEAKER_05]: be at this point that that was what our particular panel was on I want to talk a little bit about

[00:11:36] [SPEAKER_05]: one of your favorite marketing strategies or one of the things you're gifted at is and that is

[00:11:41] [SPEAKER_05]: standing in front of the camera you know most people even the marketers they're terrified of that

[00:11:48] [SPEAKER_05]: particular thing and me myself I had to get over it really early on unlike with them you have to be

[00:11:55] [SPEAKER_05]: able to do this and you have to be able to tell your story so let's talk about how hard it was for

[00:12:03] [SPEAKER_05]: to initially get in front of the camera and maybe some tips on how to get in front of the camera

[00:12:08] [SPEAKER_05]: and why it's important to get in front of the camera. Yeah when I was growing up getting in front of

[00:12:15] [SPEAKER_01]: the camera was not difficult at all but when it became a you know profession it did get a little

[00:12:21] [SPEAKER_01]: bit more difficult and I was very self-conscious about everything you know I grew up looking like

[00:12:28] [SPEAKER_01]: little orphan Annie really curly poofy hair sticking straight out so not typically what you would think

[00:12:33] [SPEAKER_01]: of on camera when I went to school that was all stuff that they worked with you on you know that

[00:12:39] [SPEAKER_01]: on camera presence your voice I was very self-conscious of all of that when I started

[00:12:45] [SPEAKER_01]: eventually I stopped caring and that's when I feel like I was really able to show my personality

[00:12:51] [SPEAKER_01]: because I wasn't so worried about sounding authoritative or sounding a certain way or looking

[00:12:57] [SPEAKER_01]: a certain way because you know I wanted to represent people out there who look like me who don't

[00:13:03] [SPEAKER_01]: think that you know being on TV is something that they could do you know it's really interesting

[00:13:08] [SPEAKER_01]: because I think that translates a lot into what I currently do because not everyone is comfortable

[00:13:13] [SPEAKER_01]: being on camera and that's part of my job is making them comfortable helping them you know

[00:13:19] [SPEAKER_01]: in a really uncomfortable position feel like they can tell that story because these people are so

[00:13:26] [SPEAKER_01]: excited the people I work with are so excited about what they're doing and the missions that

[00:13:31] [SPEAKER_01]: they're enabling so being able to be on camera and tell that story is really powerful

[00:13:37] [SPEAKER_01]: and so you know we'll do some pre-interviews with people I'll talk to them over teams I'll talk

[00:13:43] [SPEAKER_01]: to them in person and when we start that on camera interview I try to be really casual you know

[00:13:49] [SPEAKER_01]: tell me a little bit about what you do how you ended up here and try to relax them a little

[00:13:53] [SPEAKER_01]: bit and then get into the meat of it and I'll usually ask a question three or four different ways

[00:13:58] [SPEAKER_01]: to see how they answer in different ways which sometimes can help relax them because they

[00:14:04] [SPEAKER_01]: will think about it and they'll say oh I don't really like how I said that but let me come back to

[00:14:08] [SPEAKER_01]: it so I think that's a really big piece is just getting people comfortable I also like trying

[00:14:14] [SPEAKER_01]: to hide the camera whenever I can so you know if I have a photographer with me which in this world

[00:14:20] [SPEAKER_01]: usually do which is very nice and a very different from scenario from news where it was all just me

[00:14:26] [SPEAKER_01]: I try to have the photographer stand a little bit further away so that it really feels like

[00:14:31] [SPEAKER_01]: more of an intimate conversation with me and the person I'm interviewing so they're a little bit

[00:14:37] [SPEAKER_05]: more at ease. I usually have a chair that the camera's over my shoulder so that they're looking

[00:14:44] [SPEAKER_05]: at me versus the camera but still looks like they're looking at the camera and if that's

[00:14:49] [SPEAKER_05]: the angle that we're going for and that way we're having the conversation in its human so I'm not

[00:14:56] [SPEAKER_05]: standing over there and just kind of you know directing I'm being the human you're talking to because

[00:15:03] [SPEAKER_05]: right enthusiasm that they have that passion it doesn't matter well I mean it does matter a little

[00:15:09] [SPEAKER_05]: but if it's not perfect that adds to the humanness of it and that passion is what really

[00:15:19] [SPEAKER_05]: resonates with other people and because of its two perfect it's too polished it's too

[00:15:26] [SPEAKER_05]: scripted it's going to come off as a commercial and yes that that will not resonate so we're

[00:15:34] [SPEAKER_05]: we're showing off the humanity and the passion of these people in the job that they do so

[00:15:42] [SPEAKER_05]: it is amazing to do that yes just thought I put that little tip in there.

[00:15:47] [SPEAKER_01]: Yeah I think that's so important because as corporations were focused on being perfect and having

[00:15:53] [SPEAKER_01]: that perfect message and sometimes I think we we do need to step back a little bit especially

[00:15:59] [SPEAKER_01]: in a video format you know something we want to show the people we want to show that passion

[00:16:04] [SPEAKER_01]: and we wanted to feel authentic and the way to do that is to let people speak obviously we're

[00:16:09] [SPEAKER_01]: going to go through we're going to craft a message but if it's scripted people are going to see

[00:16:14] [SPEAKER_01]: that it's scripted and not have that genuine connection. I would also like to talk a little bit

[00:16:20] [SPEAKER_05]: about the self-consciousness about being in front of camera and we took a long time for me to finally

[00:16:26] [SPEAKER_05]: get in front of a camera I was used to being the person behind the scenes to where I was

[00:16:33] [SPEAKER_05]: doing all the magic and somebody else was out there you know either I was helping with a presentation

[00:16:39] [SPEAKER_05]: or something and when I decided to be the voice it was really hard felt very exposing

[00:16:48] [SPEAKER_05]: it was extremely uncomfortable because your mind tells you all kinds of things

[00:16:54] [SPEAKER_05]: and why people won't like you and all these things are not true by the way is

[00:16:59] [SPEAKER_05]: but your brain will tell you because your brain's designed to keep you safe. You're a male

[00:17:04] [SPEAKER_05]: you're a female or you're by binary so that's the reason or I'm too old or I'm too young

[00:17:12] [SPEAKER_05]: or I'm too skinny or I'm too fat or I've got too many pimples on my face or you know there's

[00:17:19] [SPEAKER_05]: a myriad of reasons we tell ourselves that we are not camera quality but let me tell you what

[00:17:27] [SPEAKER_05]: makes camera quality is in your heart and it is the passion that you have for what you're doing

[00:17:34] [SPEAKER_05]: people will look beyond whatever and most people will not even see that pimple on your cheek

[00:17:39] [SPEAKER_05]: especially with new cameras these days. Tell us a little bit about your experience with

[00:17:45] [SPEAKER_01]: that as well and how you overcame it. Yeah it's funny because I think I'm exactly opposite

[00:17:51] [SPEAKER_01]: when I'm on camera speaking from to the camera I'm very comfortable with that but when I'm on

[00:17:58] [SPEAKER_01]: the other side being interviewed I'm not comfortable so I try to think about that when I am

[00:18:05] [SPEAKER_01]: helping people with videos and putting some of our experts on camera and a lot of these folks have

[00:18:12] [SPEAKER_01]: done you know major presentations in front of hundreds of people and they're comfortable doing

[00:18:17] [SPEAKER_01]: that because that's in their wheelhouse believe it or not I actually really don't think

[00:18:22] [SPEAKER_01]: public speaking going in front of a crowd is very nerve-racking for me so I really have to

[00:18:27] [SPEAKER_01]: calm myself and prepare for that whereas just standing in front of the camera feels natural

[00:18:32] [SPEAKER_01]: but I also did it for a dozen years. A lot of it is again putting people at ease and reminding

[00:18:37] [SPEAKER_01]: them that they're the experts but also I always tell people pretend like you're talking to me like

[00:18:45] [SPEAKER_01]: I'm your grandma or like I'm your you know six year old niece or nephew tell me that story

[00:18:52] [SPEAKER_01]: like you would come home and tell somebody who has no idea about any of the technical pieces and I

[00:18:58] [SPEAKER_01]: think that's one of the most important storytelling elements is that we often just get so wrapped up

[00:19:04] [SPEAKER_01]: in the technical pieces because what we do is highly technical it's very cool but we need to

[00:19:11] [SPEAKER_01]: be able to share that and speak the same language and that is one of the challenges that I think

[00:19:17] [SPEAKER_01]: marketers especially space marketers have is we don't speak the same language as our engineers so

[00:19:24] [SPEAKER_01]: not only are we storytelling but we're also kind of translating as well from that engineer

[00:19:29] [SPEAKER_01]: technical language into something that we can share with a broader audience and different types of

[00:19:35] [SPEAKER_01]: audiences right we're not doing one message in hoping that reaches everybody you know if I'm

[00:19:40] [SPEAKER_01]: out of very technical conference like the space propulsion conference that messaging is going to be

[00:19:46] [SPEAKER_01]: very different than at space symposium or if I'm talking to college students or middle school students

[00:19:52] [SPEAKER_01]: or high school students so we have to recognize the different audiences and be able to tailor

[00:19:57] [SPEAKER_05]: that message too which I will segue into one of my favorite stories that you tell about the

[00:20:03] [SPEAKER_01]: pool noodles so you definitely yes so I teach swimming I've taught swimming for about 20 years and

[00:20:13] [SPEAKER_01]: it's something that I feel like is very impactful we spend a lot of time in the pool

[00:20:18] [SPEAKER_01]: kids get tired we're doing a lot of labs so sometimes when we're we're doing laps I have this pool

[00:20:24] [SPEAKER_01]: noodle that it's like a triangle just like this has a little net in the middle and I call it my

[00:20:29] [SPEAKER_01]: rocket ship so I pretend that we're going to space so I say hey let's get our rocket ship let's go

[00:20:35] [SPEAKER_01]: let's go to space where are we gonna go today are we gonna go to the moon do you know when your

[00:20:39] [SPEAKER_01]: 10 years old there's gonna be a woman on the moon and people are gonna land on the moon so I try to

[00:20:46] [SPEAKER_01]: tell them these stories of things that are coming up to get them excited about it because they have

[00:20:51] [SPEAKER_01]: no idea they do get excited and we have a lot of fun and you know for some of the older kids when

[00:20:57] [SPEAKER_01]: we're doing things like this you know I'll tell them a little bit more about what we're doing hey are

[00:21:02] [SPEAKER_01]: we going to Mars today you know where I work then make stuff that goes to Mars so it's really

[00:21:08] [SPEAKER_01]: exciting and I think it gets kids exposed to space all the different opportunities in space

[00:21:14] [SPEAKER_01]: outside of the school setting that seeing that real people are doing things that affect

[00:21:20] [SPEAKER_05]: not just this planet but the entire solar system hold on to your boosters we will be right back

[00:21:27] [SPEAKER_05]: with guests Katie Gibbis marketing communications manager for mog after the briefest message from our

[00:21:35] [SPEAKER_05]: sponsors please like and subscribe to the space marketing podcast so you don't need a theme

[00:21:56] [SPEAKER_05]: and they're not all rocket scientists that's important too is that you space needs everybody it's

[00:22:02] [SPEAKER_05]: own ecosystem so you need the accountants you need the marketing people you need the

[00:22:09] [SPEAKER_05]: HVAC guys that can turn our inch you so you need all of these different skills and disciplines

[00:22:15] [SPEAKER_05]: throughout a company and so it's important that a child see that even if cooking is what they love

[00:22:23] [SPEAKER_01]: that there's a place for them in space yeah that's something that I've really tried to hit home

[00:22:30] [SPEAKER_01]: all the speaking opportunities that I have because there is a little bit of imposter syndrome especially

[00:22:36] [SPEAKER_01]: switching careers after doing the same thing for more than a dozen years and you know I knew I

[00:22:41] [SPEAKER_01]: brought unique qualities to this position video storytelling those are my strengths yet I still felt

[00:22:49] [SPEAKER_01]: a little apprehensive and I sat at the women's luncheon at space symposium my first year

[00:22:56] [SPEAKER_01]: and it was only because someone else had to leave early they had something they had to go home for

[00:23:01] [SPEAKER_01]: and I took their spot and I even sat there wondering do I really belong here and someone on the

[00:23:08] [SPEAKER_01]: panel said raise your hand if you're not an engineer and you know the hand kind of slowly goes up

[00:23:13] [SPEAKER_01]: and you see that there's a lot of other people just like you who aren't engineers and that

[00:23:19] [SPEAKER_01]: person on the panel said you belong here I want you to know that you belong here and that

[00:23:25] [SPEAKER_01]: everybody contributes to space and that was so powerful for me because until that moment

[00:23:32] [SPEAKER_01]: I wasn't sure even if I belonged at that lunch for women in space so that was something that really

[00:23:39] [SPEAKER_01]: stuck with me and something that I really want people to know about because again these opportunities

[00:23:44] [SPEAKER_01]: weren't presented when I was in high school you were you know either going into a science or

[00:23:51] [SPEAKER_01]: math field or you were going into a communications field and the two didn't talk to each other so

[00:23:56] [SPEAKER_01]: I think that's something really important we need storytellers we need people to be advocates

[00:24:01] [SPEAKER_01]: for what we do we need human resources we need finance we need all of these people to come together

[00:24:08] [SPEAKER_01]: to make us run having those different perspectives and different people in the conversations

[00:24:14] [SPEAKER_05]: only enriches what we do and even if you're coming from a different background you know that

[00:24:19] [SPEAKER_05]: has value in its own so for example say you know a plumber decides to transition to a career

[00:24:26] [SPEAKER_05]: working on aircraft or a spacecraft then he's going to bring or she's going to bring a different

[00:24:32] [SPEAKER_05]: perspective on what the solution is so the people that I've always worked on the spacecraft they

[00:24:39] [SPEAKER_05]: not see something that is an easy fix or maybe an efficient fix where somebody that's had to

[00:24:46] [SPEAKER_05]: be out in the field and in the backyard of somebody's house and not have the tools that they need

[00:24:52] [SPEAKER_05]: came up with a solution can add to that and create a completely different situation

[00:24:59] [SPEAKER_05]: and save the company millions having those different variety of backgrounds are really important as

[00:25:06] [SPEAKER_01]: then you ask questions that surprise people sometimes so I've asked questions that

[00:25:14] [SPEAKER_01]: I don't understand can you help me understand this it makes them look at things in a different way too

[00:25:19] [SPEAKER_01]: so having those outside perspectives is really helpful and I find myself trying to seek some of

[00:25:26] [SPEAKER_01]: those outside perspectives as well I've been at mode about four years sometimes I have to stop

[00:25:31] [SPEAKER_01]: is this an assumption because I've been here when I have had the same assumption day one or day two

[00:25:38] [SPEAKER_01]: or even year one when I was here so I always seek outside thoughts and opinions even when I was in news

[00:25:45] [SPEAKER_01]: if I was doing a story that I was really familiar with and really passionate about I would pump the

[00:25:51] [SPEAKER_01]: brakes and I would find the person in the newsroom who knew the least about that story topic

[00:25:56] [SPEAKER_01]: to make sure that I was delivering a message that was receivable and made sense to the audience

[00:26:02] [SPEAKER_05]: that I was trying to reach and it's complete and that's another challenge is that when you know

[00:26:08] [SPEAKER_05]: the story you tend to not add details that because you know so you you get over details because

[00:26:17] [SPEAKER_05]: that's just assumed in your brain and you don't realize that it's coming across as broken

[00:26:24] [SPEAKER_05]: and right to somebody that may not have those same experiences so yeah always putting the context in

[00:26:30] [SPEAKER_05]: so always backing up and checking those things is huge and a lot of times we don't have time for that

[00:26:38] [SPEAKER_05]: and so a lot of people will just barrel through and then the the message kind of goes

[00:26:43] [SPEAKER_01]: eee because they haven't checked it that's the one benefit that I feel like I have coming from news

[00:26:49] [SPEAKER_01]: as I feel like well there's always time we you know you're not me to guess six o'clock

[00:26:54] [SPEAKER_01]: evening news deadline or an 11 o'clock deadline so it may not seem like it but the time that we do

[00:27:00] [SPEAKER_01]: have to put into these things is so nice you can really put quality stuff out there because

[00:27:07] [SPEAKER_01]: you don't have to turn it around in two hours. I love some of the initiatives that you have

[00:27:12] [SPEAKER_05]: going on right now you have a whole series of stories about mog d1 talk about some

[00:27:19] [SPEAKER_05]: crafting of these videos that you've done to tell the story of mog d1 yeah the biggest one

[00:27:24] [SPEAKER_01]: that I did when I was just about a year and a half in was Artemis and I wanted to do something

[00:27:31] [SPEAKER_01]: that was different from what we've typically done typically we've focused on the technology

[00:27:36] [SPEAKER_01]: but I really wanted to tell the full story because I didn't even really know the full story so

[00:27:42] [SPEAKER_01]: we went back to the Apollo missions and Mercury and Gemini so we did a multi part series that

[00:27:50] [SPEAKER_01]: ran over many many months up right up until and through the launch so we started with the history

[00:27:57] [SPEAKER_01]: of mog and mog and kind of gave that background we talked about what is this Artemis mission so I

[00:28:03] [SPEAKER_01]: think a lot of times as companies we just want to get right into what we're doing but we really

[00:28:09] [SPEAKER_01]: need to set the stage of how did we get here what else had to happen for us to get here and get

[00:28:13] [SPEAKER_01]: people invested into that story if you're watching a television show they're not getting right

[00:28:19] [SPEAKER_01]: into the meat of everything they're setting the stage building the characters and we need to do

[00:28:24] [SPEAKER_01]: the same thing find those people to tell the story and that was something that was really important

[00:28:29] [SPEAKER_01]: to me was to find the people we had more than 500 people at mog work on Artemis one alone so

[00:28:36] [SPEAKER_01]: this is a huge effort for our company all the way from liftoff to splash down we are on

[00:28:42] [SPEAKER_01]: every phase of that mission and I wanted to show the faces of Artemis at mog and that's what we

[00:28:48] [SPEAKER_01]: called that section the faces of Artemis at mog and we had engineers we had machine as program

[00:28:54] [SPEAKER_01]: managers everyone brought a different perspective and told a different piece of that story

[00:28:59] [SPEAKER_01]: and that was really impactful to me and I think to our audiences well and the people who saw

[00:29:04] [SPEAKER_01]: comments and I have no idea that you did this or you did all of this and I think that's one of

[00:29:10] [SPEAKER_01]: the challenges is that people know us for what they know us for so if you work with our avionics team

[00:29:16] [SPEAKER_01]: you know how great our avionics are if you work with our actuation team you know that we steer

[00:29:21] [SPEAKER_01]: launch vehicles but there's so many other things that we do we have full spacecraft buses we have

[00:29:28] [SPEAKER_01]: shock and vibration isolation protect your spacecraft we have propulsion we have mechanisms that are

[00:29:33] [SPEAKER_01]: pointing solar arrays solar rate and you know there's so much that we do that we have to

[00:29:40] [SPEAKER_01]: really wrap our heads of on it until that full story because we do a lot of really cool things and

[00:29:47] [SPEAKER_01]: people who work with us in one division have a need for something in another division sometimes

[00:29:51] [SPEAKER_01]: and don't even know that we offer that so that's one of our that's one of our challenges is getting

[00:29:56] [SPEAKER_01]: that comprehensive message out there currently we're working on a video series about our avionics

[00:30:04] [SPEAKER_01]: so we have our integrated avionics unit we have a lot of different people there who we interviewed

[00:30:10] [SPEAKER_01]: we're talking about some of the different missions those are enabling and we have a brand new

[00:30:15] [SPEAKER_01]: single board computer that we're doing in partnership with microchip so that's been a big deal for us

[00:30:21] [SPEAKER_01]: and that'll be a big deal for the entire industry once we're able to launch that because

[00:30:27] [SPEAKER_01]: you know it has eight cores it's a lot of computing power that will really enable things that

[00:30:32] [SPEAKER_01]: five years ago we wouldn't have even thought possible. Now one of the things that I love about

[00:30:37] [SPEAKER_05]: this is here I've been really trying to focus on the fact that space is inside of a bubble

[00:30:46] [SPEAKER_05]: and we're so used to talking to each other inside that bubble but outside the bubble really needs

[00:30:51] [SPEAKER_05]: to hear these messages but the challenge is if you're a company that gets marketing and actually

[00:30:57] [SPEAKER_05]: has a marketing person on staff you're probably going to focus that person on getting sales

[00:31:02] [SPEAKER_05]: you know and just talking to the people that you think are your customers and you're not going

[00:31:06] [SPEAKER_05]: to really reach outside that bubble to impact that person that may not have a direct

[00:31:13] [SPEAKER_05]: relation to what your company's doing but this video series that you have it brings those

[00:31:21] [SPEAKER_05]: people outside the bubble in you know that 14 year old that's like okay what is this thing

[00:31:26] [SPEAKER_05]: avionics and I want to look at them oh it's in space it's it's more than just for your customers

[00:31:32] [SPEAKER_05]: and that's the part I love about what you do. It's a story that resonates to the customers but it

[00:31:39] [SPEAKER_05]: also has that little bit that goes outside the bubble and if you were to create a tri-fold brochure

[00:31:47] [SPEAKER_05]: and have bullet point lists of all the different services that you offer people would forget it

[00:31:54] [SPEAKER_05]: and by making it into a story that people can consume now it means more and there's more

[00:32:02] [SPEAKER_05]: understanding and it doesn't end up on the floor of your car. Right and we all have unique networks

[00:32:10] [SPEAKER_01]: right like my network is very different than one of our business development peoples networks which

[00:32:15] [SPEAKER_01]: is very different than one of our engineers networks so we all have our own unique networks and

[00:32:21] [SPEAKER_01]: I think one of the benefits I have from having been in news for so long is that my network is very

[00:32:26] [SPEAKER_01]: diverse you know you have teachers you have politicians you have all sorts of different types of people

[00:32:34] [SPEAKER_01]: who follow what I'm doing and not to make it sound about like you know it's not about me but

[00:32:42] [SPEAKER_01]: there's all these different people who I can reach with that message and one of put out these

[00:32:48] [SPEAKER_01]: stories I've had people reach out to me I have a friend who's a teacher and she said hey can we

[00:32:54] [SPEAKER_01]: arrange a visit for our summer camp if another one says hey do you have someone who can come to

[00:32:58] [SPEAKER_01]: speak in our career fair or contact to our middle school students so I think that's really really

[00:33:03] [SPEAKER_01]: important you know I think people see social media and they're like I don't know if I need to do

[00:33:09] [SPEAKER_01]: why should I be doing that and I try to remind them that you have a really powerful network each one

[00:33:15] [SPEAKER_01]: of us has a very different very powerful network and you have no idea who that's going to reach

[00:33:19] [SPEAKER_01]: and how it's going to affect that person that teacher who asked if we could do a tour we were able to

[00:33:26] [SPEAKER_01]: bring her middle school class in for a tour they built little Mars rovers out of Graham crackers

[00:33:33] [SPEAKER_01]: and luck liquorish and marshmallows and we tie it to some some activity which is a lot of fun so

[00:33:40] [SPEAKER_01]: they're you know building things that we have enabled these cool missions they're building out

[00:33:45] [SPEAKER_01]: of food and something like that really sticks with you you know I think we can all probably look

[00:33:50] [SPEAKER_01]: back on a favorite field trip or something that was really impactful that we did in school

[00:33:56] [SPEAKER_01]: and it has affected our lives and so to be able to have that message and kind of bring more

[00:34:03] [SPEAKER_01]: people into that I think is really important and I would like to point out that you building those

[00:34:09] [SPEAKER_05]: little rovers out of the licorcing in Graham crackers you they're those children are building a story

[00:34:15] [SPEAKER_05]: that's a story in itself and so they're learning about physics they're learning in a very

[00:34:21] [SPEAKER_05]: rudimentary way how things work and the story of it right what are some of the challenges

[00:34:28] [SPEAKER_05]: that you have encountered with the working within the space industry as a marketer person

[00:34:35] [SPEAKER_01]: I think one of the challenges for mode obviously we're not a prime so that that's a challenge

[00:34:40] [SPEAKER_01]: because we're supplying components systems you know even even a full spacecraft bus but we're still

[00:34:45] [SPEAKER_01]: not the prime our hands are sometimes tied a lot of times tied with what we can say or how we can

[00:34:52] [SPEAKER_01]: say it and I think that something as an industry that we should really look at we want to be able

[00:34:58] [SPEAKER_01]: to tell that story and reach more people so that's one of the challenges and you know we don't

[00:35:04] [SPEAKER_01]: have the full mission so we're just a small piece in that and I think a lot of companies are in

[00:35:10] [SPEAKER_01]: the same boat or in the same spacecraft you want you know we we have a small piece of that mission

[00:35:16] [SPEAKER_01]: and you know we really can't talk about it so I think that's something that is an industry

[00:35:21] [SPEAKER_01]: I would love to see us come together on and be able to tell those stories so we have some really

[00:35:26] [SPEAKER_01]: great partnerships with some of our customers and they're very open to us telling our story which

[00:35:33] [SPEAKER_01]: is really wonderful I love seeing our customers who do that and engage with us and let us tell

[00:35:39] [SPEAKER_01]: our story because it's important especially here in Western Europe you know for us to tell

[00:35:44] [SPEAKER_01]: that story locally and for people locally to know what we're doing when we're not in a typical

[00:35:49] [SPEAKER_01]: aerospace community I think is so important to get people to one be interested in these fields

[00:35:55] [SPEAKER_01]: and to stay in the area and want to work for places like mode. I want to go deeper into one of

[00:36:02] [SPEAKER_05]: the things that you said and this is a big problem with a lot of the companies that they do have

[00:36:09] [SPEAKER_05]: technology that they can't talk about so they like eliminate marketing all together and think that it's

[00:36:16] [SPEAKER_05]: not important because they can't talk about it anyway. I would like to go to the Apollo program

[00:36:21] [SPEAKER_05]: the Apollo program we were racing to the moon and to see who we get their first the technology

[00:36:29] [SPEAKER_05]: we were developing we did not want to get into the Russian Tans because those were our competitors

[00:36:35] [SPEAKER_05]: but that did not stop us from doing education and so there are parts of you know education or

[00:36:44] [SPEAKER_05]: storytelling that you can tell about the industry as a whole about maybe kind of what you do

[00:36:51] [SPEAKER_05]: and why you do it but you don't have to get into the specifics that are the secrets so it is so

[00:36:57] [SPEAKER_05]: important to still tell your story even if you can't tell the entire story it's in fact um if we

[00:37:04] [SPEAKER_05]: had not told that story during the Apollo program it would never happen because NASA went out and

[00:37:11] [SPEAKER_05]: educated which education is my favorite form of marketing by the way and so I think everybody should be doing

[00:37:17] [SPEAKER_05]: it but um they were able to go out into the communities and talk to kids talk to their parents

[00:37:25] [SPEAKER_05]: talk to the the elected officials and they put their hands on what a rocket was and they they

[00:37:33] [SPEAKER_05]: were taught what a rocket was how a rocket worked and what was expected it took fire because of that

[00:37:41] [SPEAKER_05]: education the national budget for space grew to 4% or 4% in some change there was the largest

[00:37:48] [SPEAKER_05]: ever allocation so we've gotten away from that and now the budgets are being cut.

[00:37:53] [SPEAKER_05]: Mogue telling a story company A over here telling a story company B over here telling a story

[00:38:00] [SPEAKER_05]: we all have to tell the story so that space is funded that it's important that message continues

[00:38:08] [SPEAKER_05]: to get to the ears of the people that need to hear it so it's not just your customers please go outside

[00:38:15] [SPEAKER_05]: that bubble let's talk about how you deal with some of that information you cannot talk about

[00:38:22] [SPEAKER_01]: but does that mean you still don't do the message? Right yeah and I think it's a holistic message too

[00:38:29] [SPEAKER_01]: it's not just that one piece it's multiple things so yeah we can talk about a lot of cool things

[00:38:36] [SPEAKER_01]: that we're doing but there is a lot that we can't talk about so when we when we have a story

[00:38:42] [SPEAKER_01]: that we can talk about we try to really elevate that like something like Artemis I think a lot of people

[00:38:46] [SPEAKER_01]: can get behind and get excited about and then kind of those follow-on stories you know we're on all

[00:38:52] [SPEAKER_01]: of the ghost satellites so that's a really important earth observation mission tracking

[00:38:57] [SPEAKER_01]: weather patterns and so we're on all of those and you know it may not be as flashy as

[00:39:03] [SPEAKER_01]: is landing someone on the moon but it's something that's so important and you know maybe we can't

[00:39:09] [SPEAKER_01]: say what specifically we do on a satellite but those missions that we can talk about are really

[00:39:15] [SPEAKER_01]: important to share that story also sometimes we don't even know some of the missions that we're on

[00:39:20] [SPEAKER_01]: because their national security missions some of our our customers who are launching those missions

[00:39:27] [SPEAKER_01]: we'll just say you know we've launched this national security mission you know we're excited about that

[00:39:33] [SPEAKER_01]: and sometimes that we can share that as well yeah it's hard when you can't talk about it

[00:39:38] [SPEAKER_01]: but again looking at it holistically it's not just that one time one off message and it's not just

[00:39:45] [SPEAKER_01]: oh I make this piece that does that you know going back to that education a story that we're working on

[00:39:52] [SPEAKER_01]: right now is the American Rocketry Challenge we have so many people at Mo Koo volunteer for the

[00:39:58] [SPEAKER_01]: American Rocketry Challenge and have been responsible for creating the program the extra

[00:40:03] [SPEAKER_01]: curricular program in dozens of area schools so it's really wonderful to see that community outreach

[00:40:09] [SPEAKER_01]: doing something that we do every day building the you know building pieces that go on rockets

[00:40:15] [SPEAKER_01]: and spacecraft so a lot of a lot of our engineers and analysts and folks like that

[00:40:23] [SPEAKER_01]: participated in the American Rocketry Challenge as a middle school or high schooler now they're

[00:40:28] [SPEAKER_01]: part of the group working at Mo Koo that's giving back and helping mentor the next generation of

[00:40:32] [SPEAKER_01]: students so things like that are really excited you remember those stories and going back to talking

[00:40:39] [SPEAKER_01]: about the Apollo missions and the 60s you know I think that was something that stuck with people

[00:40:44] [SPEAKER_01]: for a long time because because of that messaging I mean I built and launched model rockets with my

[00:40:51] [SPEAKER_01]: dad who remembers watching the moon landing on television you know so I think it's on all of us

[00:40:58] [SPEAKER_01]: to tell that story and even if we can't tell all the stories we can tell a lot of stories they get

[00:41:03] [SPEAKER_05]: people really excited and I really want to touch on the volunteer aspect of what what you just said

[00:41:10] [SPEAKER_05]: you know there is a lot of value with giving your employees the space the the training to be

[00:41:18] [SPEAKER_05]: able to go out and volunteer you know it does a few things one when you encourage volunteering for

[00:41:26] [SPEAKER_05]: your employees it creates diversity of experience for that employee number one number two

[00:41:33] [SPEAKER_05]: when you're going out and they're doing stuff for the the community they're they're really proud

[00:41:39] [SPEAKER_05]: of the message that they're able to bring with them the fact that they're their

[00:41:44] [SPEAKER_05]: mobile employees or whoever employees and that they're their company they they they show that pride

[00:41:50] [SPEAKER_05]: to the community that they're volunteering for I was a volunteer for civil war patrol night I

[00:41:57] [SPEAKER_05]: like to volunteer I think it's a wonderful way to do things one of the things that I noticed is that

[00:42:04] [SPEAKER_05]: you impact people and there are some companies out there that are very competitive about

[00:42:12] [SPEAKER_05]: using volunteering as a marketing strategy um Microsoft didn't the best way that I saw so I had this

[00:42:20] [SPEAKER_05]: one gentleman that I volunteered with that he worked for Microsoft and Microsoft would take whatever

[00:42:26] [SPEAKER_05]: hours he volunteered and would donate his time in money and dollars to that organization

[00:42:34] [SPEAKER_05]: and they gave him time which is critical to go do that so you know he didn't have to take his own

[00:42:42] [SPEAKER_05]: personal time they took care of him they gave him time off to be able to go do events or speak

[00:42:49] [SPEAKER_05]: and what you get back as an employee is you have an engineer that knows how to get in front of

[00:42:55] [SPEAKER_05]: people until the story you get a person that may not have realized the impact that the company

[00:43:05] [SPEAKER_05]: does and they got a little bit more educated so I mean there's so many bad values that come back

[00:43:10] [SPEAKER_05]: to your company if you allow that to happen as well as getting the message out to outside the bubble

[00:43:18] [SPEAKER_01]: yeah I agree you get to see different people people see that you're active in your

[00:43:23] [SPEAKER_01]: community I think that's so important moq does offer time to go volunteer which is amazing

[00:43:30] [SPEAKER_01]: it's just fantastic that we have that as one of our benefits you know we've done a lot of

[00:43:35] [SPEAKER_01]: different things in the community so you know we've walked in praise well not volunteering but we

[00:43:40] [SPEAKER_01]: know we've walked in our employee resource groups have walked in different parades we've helped

[00:43:45] [SPEAKER_01]: paint at the Buffalo and eerie county military and naval park I was really excited to

[00:43:50] [SPEAKER_01]: organize the marketing team to go to the non-profit where I'm the board chair so we were building

[00:43:56] [SPEAKER_01]: beds for kids in need we have a partnership with habitat for humanity we do a lot with

[00:44:02] [SPEAKER_01]: feed more western New York so we have so many different volunteer opportunities that mo people are

[00:44:08] [SPEAKER_01]: really excited and passionate to be doing and it shows that we care about our communities we

[00:44:13] [SPEAKER_01]: care about the places where we live so I do think that's really important and the more

[00:44:18] [SPEAKER_01]: conversations you have with more in different types of people the more that message gets out there

[00:44:23] [SPEAKER_01]: and I think the more you can get people excited about it it's easy to say space is a waste of time

[00:44:29] [SPEAKER_01]: and money when you don't know what's really being done in space and you don't know people

[00:44:34] [SPEAKER_01]: who are working on these projects that affect our everyday lives and you don't even realize it

[00:44:41] [SPEAKER_05]: and having a program like this it makes that company human and the most human company wins

[00:44:48] [SPEAKER_05]: nowadays because we have so much that is not human and so having that human touch you know it's

[00:44:55] [SPEAKER_05]: really easy to sit there and be dismissive of space if you don't know anybody in space but you know

[00:45:01] [SPEAKER_05]: if your neighbor works in space you're going to be less dismissive because you know that that's

[00:45:08] [SPEAKER_05]: job and I care about Joe our care about Jane and then they're able to it just makes your company

[00:45:15] [SPEAKER_05]: human righty so last question whether well second last question what do you see happening in the

[00:45:28] [SPEAKER_05]: industry in the next 10 to 20 years and with your view of moke yeah I see it going in a very

[00:45:38] [SPEAKER_01]: positive direction at least I hope I hope there's more excitement about space I think Artemis will

[00:45:44] [SPEAKER_01]: definitely go a long way and helping people get excited about space again I just hope that some

[00:45:50] [SPEAKER_01]: of this anti space sentiment that we've seen doesn't devrail things and doesn't change that

[00:45:57] [SPEAKER_01]: public perception of why space is important so I think you know it's on us to continue telling those

[00:46:03] [SPEAKER_01]: stories about why what we do every day is so important because it would be a shame if we decided

[00:46:09] [SPEAKER_01]: to stop investing in what we do in space there's so many inventions that have come out

[00:46:14] [SPEAKER_01]: that support things on earth that people don't realize we're really started because of space

[00:46:21] [SPEAKER_01]: you know things like cell phone cameras to the way baby formulas made to all of these different

[00:46:26] [SPEAKER_01]: things that affect your life every day that you had no idea about so I would hate to see a slowing

[00:46:33] [SPEAKER_01]: of the industry so I think it is on all of us in the space industry to keep telling that story

[00:46:38] [SPEAKER_01]: about why what we do is so important so we can keep that support for what we do. Awesome awesome

[00:46:45] [SPEAKER_05]: do you have any final thoughts or challenges that you want to give the audience today?

[00:46:53] [SPEAKER_01]: Yeah I'll say we are all the best advocates for what we do anytime you have an experience with someone

[00:47:00] [SPEAKER_01]: whether it's flying or out of restaurant or anything that you're doing in your life. That person

[00:47:06] [SPEAKER_01]: is your experience with that company we are all advocates for what we are doing so if we keep

[00:47:14] [SPEAKER_01]: that in mind and share our stories and share our passion and excitement that's what people are going

[00:47:20] [SPEAKER_01]: to remember if we're grumpy or crummy or you know not super excited no one else is going to be

[00:47:27] [SPEAKER_01]: we have to be those advocates to say this is why what we're doing is so important for all of humanity

[00:47:34] [SPEAKER_01]: so I think that's really important using simple language that's another challenge just simplifying

[00:47:41] [SPEAKER_01]: the message storytelling tell me a story I used to have a boss who at every time I saw him

[00:47:49] [SPEAKER_01]: tell me a story today Katie tell me a story and it's funny because I never really thought about

[00:47:57] [SPEAKER_01]: things in that way like I never thought about telling you what I'm doing as a story you know how are

[00:48:03] [SPEAKER_01]: you oh fine that you know that's an easy answer but tell me a story about what's going on in your life

[00:48:08] [SPEAKER_01]: it really changes the way you think about what you're doing and get excited what we do is really

[00:48:13] [SPEAKER_01]: impactful so it's okay to get excited we don't have to have boring plain language we can get

[00:48:21] [SPEAKER_01]: excited about what we're doing and that'll get other people excited. A special thanks to Katie

[00:48:29] [SPEAKER_05]: Gibbis marketing communications manager from Mogue for sharing her journey to space

[00:48:34] [SPEAKER_05]: information on today's episode can be found in the show notes on spacemarketingpodcast.com

[00:48:42] [SPEAKER_05]: please like and subscribe to this space marketing podcast to help us get the word out about this

[00:48:47] [SPEAKER_05]: incredible industry of space. I hope that you have found this podcast useful from your journey

[00:48:56] [SPEAKER_03]: as you reach for this stars. This podcast has heard along the marketing podcast network for more

[00:49:37] [SPEAKER_03]: great marketing podcasts visit marketingpodcasts.net