Marketing with conferences - Guest Kevin Brown with All Points

[00:00:00] My dad works in B2B Marketing, but I never really knew what that meant.

[00:00:04] Then one day my dad came by my school for career day and told everyone in my class he was a big MQL man.

[00:00:11] Then he just kept saying things like, the more MQL's the better, over and over.

[00:00:16] My friends still laugh at me to this day. I think it means marketing qualified lead.

[00:00:22] One thing is for sure, I'll be known as the MQL man's kid for the rest of my days.

[00:00:28] Why can't you just be a fireman or a lawyer? Why? You ruined my life dad.

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[00:00:39] you'll be able to reach people based on job title, industry, likelihood to buy, and more.

[00:00:44] Start converting your B2B audience into high quality leads today. We'll even give you

[00:00:48] a hundred dollar credit on your next ad campaign. Go to linkedin.com

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[00:00:57] LinkedIn, the place to be. To be. You may know you're listening to this show along the marketing

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[00:01:07] Christy Heiler hosts a fantastic podcast called Own It. Christy, tell us more about the show.

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[00:01:35] You heard her, go subscribe. Welcome to the Space Marketing Podcast where we look

[00:01:41] at marketing principles, strategies and tactics through the lens of space.

[00:01:46] Hi, I am your host Izzy House and I am so excited to share this journey with you as

[00:01:52] we explore the different space industries. On this episode, we will look at how to use

[00:01:59] conferences as a powerful marketing tool with guests Kevin Brown,

[00:02:04] Senior Vice President of Business Development for All Points.

[00:02:08] So lift off in three, two, one.

[00:02:22] Welcome to the Space Marketing Podcast. Information relating to our discussion today

[00:02:29] and links to the video version can be found in the episode show notes on

[00:02:34] spacemarketingpodcast.com. Please like and subscribe to the podcast.

[00:02:40] It will help more people reach beyond the atmosphere. Information in this episode is

[00:02:47] for entertainment and information only. Please consult a professional for your specific situation.

[00:02:54] Welcome to the new year. This is the first Space Marketing Podcast of 2024.

[00:02:59] There has been a little break between episodes. I have been working with GSA

[00:03:04] Spaceport Alliance to get the GSA Spaceport Summit up and rolling and it will be

[00:03:11] happening in two weeks or when you hear this podcast, it will be next week,

[00:03:15] January 29th. It is a part of Commercial Space Week and Spacecom is the pinnacle of that particular

[00:03:23] space week as well as space mobility with the Department of Defense with U.S. Space Force.

[00:03:28] So it is a jam packed week that is going to be something you do not want to miss.

[00:03:34] So in my book, Space Marketing, Competing in the New Commercial Space Industry,

[00:03:39] I have an entire section dedicated to events. Events such as conferences, expos, summits,

[00:03:45] conventions and congresses can provide a wealth of opportunity to be heard, seen,

[00:03:52] and interact with individuals within a particular industry. Hosting, sponsoring,

[00:03:58] vending and speaking which is one of the toughest things to do at these events

[00:04:03] can help build brand awareness and establish you, your company or your brand as the industry expert,

[00:04:11] putting your brand in front of the audience that cares deeply enough about the event to show up.

[00:04:19] Our guest today is establishing his company as an industry leader using conferences like

[00:04:26] Spacecom as a platform. Our next guest is the speaker for the session Optimizing

[00:04:34] Spaceport Infrastructure which if you all know that's my second book is on spaceports. I love

[00:04:40] spaceports and I'm going to make sure that I am at this one. He has some really great news he's

[00:04:45] going to be talking about. His company is also a sponsor of Spacecom and his company has set

[00:04:51] up a booth at Spacecom. So our guest is Senior Vice President of Business Development at all points.

[00:04:59] His name is Kevin Brown so welcome to the podcast Kevin Brown. Yeah, thank you. Is he happy to be

[00:05:06] here? Not happy to have you and you know our paths cross in all kinds of different ways.

[00:05:11] So I'd like to begin with a backstory of how we ended up as space professionals.

[00:05:18] So my first question to you today is how did you personally become interested in space?

[00:05:25] That's a good question. It actually has it was way in the past so probably 35-40 years ago

[00:05:36] I was really just getting out of college and my first job. I grew up in on the Gulf Coast

[00:05:41] to Louisiana and in my 20s I realized the field that I was in which at the time was

[00:05:49] computer science. I was doing software development in the oil and gas industry.

[00:05:54] Realized that I could take that career really anywhere in the world. It wasn't tied to any

[00:06:00] particular place you know software development is something needed everywhere. So it kind of set

[00:06:04] back and said where would I like to live and I just thought well you know Florida is a great

[00:06:07] vacation spot so it would be kind of cool to live there. So I started interviewing and looking at

[00:06:13] jobs and ended up with a job at McDonald Douglas down at Kennedy Space Center in the 80s actually

[00:06:19] right after the Challenger accident and haven't looked back since. It's a great industry.

[00:06:27] So and you have been in quite a few different things. In fact you were you started a business

[00:06:34] that was Kennedy Space Center or a small contractor subcontractor of the year and a name one of Florida's

[00:06:40] top 100 fastest growing companies. So this all points company is not your first foray into

[00:06:47] entrepreneurship. You've done your research. Yeah so it was we started a couple of partners

[00:06:55] a nice spun off a business from McDonald Douglas in the 90s. The McDonald Douglas had developed a

[00:07:03] ground launch control software technology that was being used for some of the experimental rockets.

[00:07:11] Some of your listeners may recognize the DCX program as a really cutting-edge single-stage

[00:07:18] to orbit initiative that at the time the predecessor to the Missile Defense Agency was

[00:07:24] sponsoring. We had spun off the technology that was essentially allowed rockets to be

[00:07:32] launched in the same way that airplanes are flown with a pilot and a co-pilot.

[00:07:37] We spun that off into a company called Command and Control Technologies in the 90s.

[00:07:41] That company is still active and doing very well. It's just based just outside Kennedy

[00:07:47] Space Center. It was a real highlight of my career. I really enjoyed the entrepreneurial

[00:07:55] aspect of it and that is what ended up drawing me to all points. There is a new line of business

[00:08:01] that we're standing up at all points called Space Probe. That is very entrepreneurial.

[00:08:06] It's entirely it's essentially a new business within all points and really excited about

[00:08:10] it. In my particular past I was part of an incubator when I first started my business back

[00:08:17] many, many years ago and it was a technology in incubator. Tell us a little bit about this

[00:08:23] new initiative because to me it sounds like an incubator and I think it would be really great.

[00:08:29] Go ahead and tell us about this new Space Prep initiative that all points is getting ready to do.

[00:08:35] Sure. The incubator is a good term. All points, the corporation,

[00:08:40] is essentially acting as its own incubator and spinning out this company.

[00:08:48] Space Prep is not the first one just by the way. Phil Monkres, who's the majority owner and CEO,

[00:08:55] is interested in creating new businesses, making new ventures and a variety of industries.

[00:09:01] Space Prep is one that I'm associated with and it is developing infrastructure at

[00:09:08] Spaceports. Probably the best way to think about it is analogies to airports. If you think back years

[00:09:13] ago when air travel was expensive and there really wasn't a huge volume, the airport infrastructure

[00:09:21] was considerably smaller than it is today. But as deregulation lowered the prices of air travel,

[00:09:30] the demand for air travel just exploded and the airport infrastructure was just

[00:09:36] inadequate to handle the demand. Boeing was turning out more airplanes than United and

[00:09:41] Continental and American were selling lots of tickets but the airports were struggling

[00:09:46] to keep up with that. The same thing is happening in the space industry now.

[00:09:50] For years, the spaceports particularly in California and Florida have been

[00:09:55] adequate to handle the launch traffic. But with the investment and the tremendous increase

[00:10:02] in launches and emissions, the infrastructure is just inadequate to handle the anticipated launch

[00:10:11] cadence. So rather than all points investing in new satellites or new rockets, we are looking at what

[00:10:19] the Florida workforce really specializes in which is that ground infrastructure. So we're

[00:10:24] investing in payload processing facilities and warehouses and storage and control centers and

[00:10:28] all the spaceport ground infrastructure is necessary, these new missions and will be leasing

[00:10:34] and renting and making these various facilities and services available to the satellite spacecraft

[00:10:40] providers and the launch vehicle providers. That's one of the things in my book Space

[00:10:44] Marketing Space Ports is I talk about is that the power of a spaceport is not necessarily the

[00:10:50] launch. The launch is critical you know to be able to do. Our country does not have near enough

[00:10:55] of spaceports that can actually do launch right now. So that is critical but let's take that aside

[00:11:02] it can become an economic hub for the community and that's one of the things that a lot of people

[00:11:07] miss. It's like you look at Houston and you look at Houston can't do vertical launch and yet

[00:11:12] they're becoming a hub with all these facilities surrounding their spaceport and that inspires

[00:11:20] the next generation of workforce that's around it. It brings money into the community itself

[00:11:27] and it builds up economy that an area that may not have a viable economy will be able to utilize

[00:11:37] and benefit from. So that's kind of why I'm passionate about spaceports so I love what

[00:11:44] you're doing here and especially you know being able to make it to where other businesses can

[00:11:48] come in and take care of what they need to do as well as be a part of that space launch industry.

[00:11:55] That's right and it is it's truly global our phase one is focused on Florida which is where the

[00:12:01] greatest need is right now. Phase two is California particularly around Bandenberg where the demand

[00:12:07] is going to be even greater than Florida eventually particularly from the the military side

[00:12:13] and then phase three is beyond those two bases other other bases in the U.S. as well as worldwide.

[00:12:20] We think that the spaceport industry is going to continue to grow and while there are a lot of

[00:12:26] companies that are interested in building spacecraft and lunar landers and science experiments

[00:12:31] and satellite constellations there's not a lot involved in the ground infrastructure

[00:12:35] so we see that as a real global business opportunity long term. I'm excited about what

[00:12:41] you're doing and now we understand why you call it all points because you're going to all

[00:12:45] points of the industry. That's right. It's the company actually has a history in logistics

[00:12:52] and you really think hard about this the ground infrastructure is really nothing more than a very

[00:12:57] complex logistics problem. Yes very much so and it always has been I mean they've you have

[00:13:03] had to track whatever it is up there even if it's only Sputnik you have to track it

[00:13:08] so and you have to send messages to it and ground control is critical.

[00:13:14] And plus you know there's a lot of benefits that come from the space I mean every day if you watch

[00:13:19] TV if you're watching or listening to this podcast you're listening on satellite and so that all needs

[00:13:25] to be launched up there it needs to be handled while it's up there and it can provide a lot of

[00:13:30] benefits in the consumer market as well. So let's switch over to the conferences real quick

[00:13:36] and I want to start off with what is the hardest part about marketing I think in many people think

[00:13:44] is speaking is getting up on that stage and telling your story and Jerry Seinfeld talks about how

[00:13:51] the number one fear is public speaking death is number two so that means that if that most

[00:13:59] people would rather be in the casket than giving the eulogy. And it is something I've had to

[00:14:06] work on as well because I'm an introvert pretending to be an extrovert and I went to Toastmasters for

[00:14:14] many many many years to be able to learn how to public speak and it's an ongoing craft it's not

[00:14:20] something you ever say oh I'm good with that and let me go on it's always something you need to

[00:14:26] develop so it is one of the most powerful things that you can do to market your company

[00:14:33] is because you get to tell your story and you're getting ready to go on stage at Spacecom

[00:14:39] and so do you want to tell us a little bit about your session that you're going to be speaking on

[00:14:43] well sure I'm right there with you Izzy in terms of an introvert pretending to be an extrovert

[00:14:47] I think I crossed that bridge about 20 years ago and just said you just have to do it

[00:14:52] you just have to do it yeah yeah my wife and the folks who know me real well would

[00:14:56] back me up on that but you know just going back to the public speaking note we home schooled our

[00:15:04] kids and one of the reasons we do it is because the skill involved in public speaking is something

[00:15:12] that you develop over time and we have always integrated that type of skill development into

[00:15:19] our curriculum and our kids are very good public speakers and they don't have that fear it is

[00:15:24] something that does not just it comes naturally to some people but I think that's more the exception

[00:15:28] than the rule as far as the panel goes yeah I think you mentioned the title it's an optimizing

[00:15:33] spaceport infrastructure the panel is a combination of government and private speak private company

[00:15:40] speakers who will be discussing the challenges of building and operating and offering multi-user

[00:15:50] spaceport infrastructure everything from launch pads or complex high-end infrastructure like launch

[00:15:55] pads all the way down to roads and power utilities that are out there shared and then from the user

[00:16:03] perspective what are the challenges in obtaining and utilizing shared infrastructure as it's

[00:16:10] allocated to their particular operation and so this the the panel will then go back and forth

[00:16:16] between the users and their providers discussing challenges the future of infrastructure development

[00:16:23] and operations and how the spaceports might manage that particular enterprise better

[00:16:31] oh that sounds awesome I I've been doing a lot of webinars with space for Kentucky and we've

[00:16:37] been talking about what goes into building a spaceport because I even though Kentucky is

[00:16:43] in the middle of the country and is not on the coast we may not be able to launch rockets but

[00:16:48] we can sure build them and uh and so that's kind of my my thing for there and what is the value

[00:16:56] that you see that speaking on stage at these conferences gives the all points brand

[00:17:03] you know maybe broad your question up a little bit participating in events and conferences like

[00:17:07] this does bring a lot of of marketing value to a company I've always thought of different modes of

[00:17:16] participation and something of a hierarchy the most value if you stand back and think about

[00:17:21] going to a conference how can I get the most value out of what can I do because the most value

[00:17:26] out of an event like this I've always felt that speaking being a speaker was the number one

[00:17:32] mode of participation because it gives you an opportunity to show thought leadership

[00:17:39] in your industry if you've been selected amongst your peers to be the speaker that alone gives

[00:17:45] you some credibility and then when you stand up and I start I start speaking about your

[00:17:49] background and your vision you're able to share that particular or share your particular view

[00:17:56] and an insight on the industry and for those in the audience who align with what you're discussing

[00:18:02] are going to see you as a thought leader and that will lead to follow-on business and

[00:18:07] if nothing else curiosity about what you discussed and conversations that could then lead to

[00:18:13] business deals hold on to your boosters we will be right back with guest kevin brown from

[00:18:20] all points after a brief message from our sponsors please like and subscribe to the space marketing

[00:18:26] podcast so you don't miss a thing my dad works in b2b marketing but i never really knew what that

[00:18:41] meant then one day my dad came by my school for career day and told everyone in my class he was a

[00:18:46] big mql man then he just kept saying things like the more mql's the better over and over

[00:18:54] my friends still laugh at me to this day i think it means marketing qualified lead

[00:19:00] one thing is for sure i'll be known as the mql man's kid for the rest of my days why can you

[00:19:06] just be a fireman or a lawyer why you ruined my life dad not everyone gets b2b but linkedin has

[00:19:15] the people who do and with ads on linkedin you'll be able to reach people based on job title

[00:19:19] industry likelihood to buy and more start converting your b2b audience into high quality leads today

[00:19:25] we'll even give you a hundred dollar credit on your next ad campaign go to linkedin.com

[00:19:29] slash mpn to claim your credit that's linkedin.com slash mpn terms and conditions apply linkedin the

[00:19:36] place to be to be beyond speaking i mean there's other things you can do as well so

[00:19:42] the next probably the next most valuable thing is having some type of exhibit and so and then

[00:19:47] there's other modes as well we are planning on looking at your exhibit because that's number

[00:19:52] that's what we have next is number two is vendering you being there at the conference now in this world

[00:19:59] of ai there's a lot of things that aren't real that we're seeing and we can make people talk that

[00:20:05] are you know but at a conference you're meeting real flesh and blood people and it's really hard

[00:20:14] to fake that conferences in my opinion are going to be even more critical going forward with ai and

[00:20:20] all the things that and all the technology that we have with that because you're going to be meeting

[00:20:24] people one-to-one and you will know that they are real and it gives you a chance to ask questions and

[00:20:30] maybe spin off other questions you didn't know you had and when you're sitting there talking

[00:20:35] at a booth so let's we're going to break away we're going to go to your booth when at

[00:20:41] spacecom and we're going to actually talk about the different components of it and have like a little

[00:20:46] mini so look for that as a bonus material on the web page for this particular podcast and

[00:20:53] then we'll go on from there so the third thing which you are also doing is sponsoring

[00:21:00] so you're a sponsor for spacecom as well so you want to talk about maybe the value of

[00:21:07] a sponsorship and how you choose which event to actually sponsor because there's only a limited

[00:21:13] amount of funds I don't care what come if you're Apple there's a limited amount of funds that

[00:21:18] you're going to spend on things like this so how did you choose which conference and why

[00:21:23] excellent question these conferences are opportunities to be in customer rich environments

[00:21:30] that's really the main reason for participating it's you have a chance to get face-to-face

[00:21:36] with a entire audience of potential customers as well as vendors because there's there are people

[00:21:42] there they're trying to sell to you as well having meetings and face-to-face conversations is really

[00:21:46] the most valuable thing you can do there and speaking having a trade show booths having a

[00:21:51] meeting room all lead to those kinds of conversations now so why sponsor the sponsorship

[00:21:59] certainly gets your brand out there gets you the top of the website and you get visibility

[00:22:03] but that's in my opinion is not really the the best value the best values at least at the larger

[00:22:09] conferences the sponsorships tend to get other benefits that aren't immediately apparent particularly

[00:22:17] the higher-end sponsorships you'll get better placement for your exhibit booth for example

[00:22:23] you'll have access to some events and panels that may be you know invitation only high-end

[00:22:30] sponsorships typically involve even customized events the event organizer will set up a press

[00:22:37] conference or do a VIP reception where you can really have a lot of control over who's participating

[00:22:43] and you have a lot of control over your messaging all those types of benefits are really unlocked

[00:22:49] through the sponsorship that's why we do that and we've spent years talking about space comms

[00:22:54] we're a major sponsor sponsor space comm because it is one of the leading trades one of the leading

[00:23:00] space industry trade shows it's in florida so it's closed for us and there is a real focus on

[00:23:07] both commercial and dld through the partnership with space mobility and the global spaceport

[00:23:13] alliance all coming together in space week so it's a again customer rich environment it's

[00:23:19] a great place to be for you exposing our brand and having these uh these kinds of panels

[00:23:24] and one of the things about the audience and the people that are coming to these conferences

[00:23:29] is that they value what they're going to find you know it's not like you're making a cold call

[00:23:34] and you're irritating somebody these people are paying their money to come to this event

[00:23:41] so they're open to what it is that you're doing they're curious they want to know they

[00:23:47] want to have these conversations so it's a it's a completely different dynamic than what other marketing

[00:23:53] may give you i these people want to know you period that's right i mean they're the you're right

[00:23:59] you're paying to attend and so everyone is coming with the same desires that i just described

[00:24:04] right i'm looking to network and talk to so is everybody else right that you wouldn't be

[00:24:09] participating in these events if you weren't doing that so everybody is open it's easy to have

[00:24:13] conversations with the right folks it's just a matter of getting deals started and then

[00:24:20] being good with the follow-up to close them later yes in conferences or about deals as well

[00:24:27] so that's where deals deals are made so um well all righty so uh to wrap up the conference part

[00:24:34] it is on it starts on january 29th with a gsa spaceport summit and next day is space mobility

[00:24:43] with us spaceport and then it's space calm and where all the awesome sessions that we're going to have

[00:24:50] on the vendor part starts on the 30th and then the first since uh the 31st and the first are

[00:24:57] space calm and all the the awesome sessions that we're going to do i'm a speaker on the

[00:25:02] workforce development panel i'm a moderator and so i'm looking very forward to that

[00:25:07] also the the 50th space congress as well ah yes yes yes yes which is a big deal we've been doing

[00:25:13] that event for 50 years it started in in coco beach way back back when i was especially

[00:25:20] even before i came here i remember going to the gosh what must have been the 10th space congress

[00:25:26] wow okay yeah yeah it was uh just multiple hotels on coco beach would host it you'd go from one

[00:25:32] to the next but to the exhibits and the panels and whatnot doing it for a long time i'm i'm

[00:25:36] going to jump back to one more thing about the public speaking that uh yeah i do why i was a judge

[00:25:43] at a debate with some nine-year-olds that were homeschools and um i was amazed how eloquent

[00:25:53] that they were as speakers and they were so far above what most adults even are so

[00:26:00] if you're ready it was it it was a speech contest for nine-year-olds and there was a

[00:26:05] debate that were for younger teens and uh i still i was blown away and that would that's one of the

[00:26:12] things that inspired me to do toast masters was because you know how powerful are those nine-year-olds

[00:26:19] going to be when they grow up that they already know how to get on the stage in public speak

[00:26:24] that's right and uh i learned a lot of ticks and techniques about speaking from that particular

[00:26:29] from judging that event and um so i can't say enough teacher kids how to to get on that stage

[00:26:36] it will open up doors that they will not have access to otherwise 300 yes so um i have two

[00:26:46] questions uh one is where do you see the space industry in the next 10 to 20 years this space prep

[00:26:52] building that you're creating is definitely a long view game and um so obviously you have some

[00:26:59] some ideas of where what you're going to see in the next 10 to 20 sure we do it anticipate

[00:27:06] space access points expanding within the us and beyond the us as the as the demand grows

[00:27:14] i see it as really the three the three arms of the industry continuing that's uh you know the

[00:27:22] military uh civil space and exploration and then commercial i think of the three commercial will

[00:27:28] probably predominate over the the next 10 years but the other two will be will be significant

[00:27:34] players as well we know within the us the uh the department of defense is looking looking very

[00:27:41] carefully at the cislunar space i think the michel institute just released a report on how the

[00:27:48] space force strategy is developing around cislunar space and no preventing south china sea type

[00:27:57] activity from happening out in space i think that's going to be a very important part of our

[00:28:02] national security and frankly global security as we move into the next 10 to 20 years and we

[00:28:08] have more and more traffic going out beyond geo and then to cislunar space and even beyond

[00:28:14] as well as the activities on the moon surface itself i think all of those things are going

[00:28:20] to become more commonplace and eventually then the next i'd say with the next 10 years

[00:28:26] space launches are going to be as ho hum as airplane takeoffs oh one can hope so yeah we're

[00:28:34] going to see that and we're going to see landings we're going to see things coming back as well

[00:28:38] i think it's going to become quite routine i think they're both just like we have

[00:28:43] tragedies in the air i think they're probably going to be accidents along the way our society is

[00:28:48] is resilient and uh you know there's a lot in creation that we have yet to explore and i think

[00:28:54] the the innate human need to explore will will never be extinguished and it's deciding to

[00:29:00] be part of that definitely one of the things about security that i want to stress is that

[00:29:06] you know we live our lives based off satellites now and so those satellites need to be protected

[00:29:12] if you have any doubt just ask the ukraine their satellite was knocked out first before they

[00:29:18] were invaded and so it's it's very much something we've got to make sure that our dod is

[00:29:25] is as strong as it can be and that our space presence is as strong as it can be so absolutely

[00:29:31] absolutely and i'll tell you the state force is doing a great job having a separate service

[00:29:37] specifically focused on space i think has been a real boon to the to the country and it will

[00:29:43] increasingly so um so i look forward to the next 2020 10 to 20 years i think it's going to be

[00:29:50] amazing and i'm glad that we're alive during this time to see a lot of it yeah absolutely absolutely

[00:29:56] you know with uh what's really exciting is what are our what are our kids and grandkids going to see

[00:30:01] oh my gosh if you go back to when you know i mean i remember when cell phones happened

[00:30:07] we had beepers before then and even before then you have a landline and if somebody called you

[00:30:12] and you did not pick up there was nothing you could do about it you had to call another time

[00:30:18] so um you know we've seen telephone we've seen i mean just just if you look back on just

[00:30:26] our short lives and what we've seen is going to be incredible what they see

[00:30:31] but when do you when do you think uh space tourism and and travel to space stations by the

[00:30:38] common person is going to happen how many years in the future well that's an interesting thing

[00:30:43] i actually did a lot with the space tourism conference um the 2021 was a big year we had

[00:30:51] Branson with virgin galactic going up we had um the spacex crew that's you know with jared

[00:31:00] and um the inspiration for that was amazing we had the the rocket go up with blue origin

[00:31:10] that year it was just it looked like things were really changing and space tourism has had a really

[00:31:16] tough couple years and i think we've taken a step back on space tourism but i believe that it will

[00:31:22] become something that we do uh with space perspectives and there's a couple other balloon

[00:31:28] companies all around the world in in spain and japan i think that we're going to see that

[00:31:33] become commonplace that the space balloons especially and i personally think that it is vital

[00:31:41] to space to have space tourism so i want you to think about tourism in general in with

[00:31:48] airplanes and you know we go to another country we get to experience their culture we get to

[00:31:54] meet other people and the world becomes a smaller place and we have more friends on it and um

[00:32:02] and we appreciate the different cultures when if you are just stuck in a little bubble you don't

[00:32:08] realize how much value all those other cultures bring to the world and and paint the world in

[00:32:14] beautiful colors so by having space tourism we're going to be able to see just how beautiful our

[00:32:20] plan is and maybe when we come back down we take better care of it so i believe space tourism

[00:32:28] is a vital step and i can't wait for it to actually get some legs and really start to move

[00:32:34] right right it is an exciting aspect you know and the space tourism into space is one aspect

[00:32:40] but there the other aspect is suborbital type uh travel right point to point uh on the earth

[00:32:46] yes space forces looking at that for defense purposes but there's also obvious commercial

[00:32:52] applications as well i think that's going to grow out of this industry too yeah new york to

[00:32:57] japan in 20 minutes oh my gosh yes that's a game changer for sure for sure so and that in hypersonic

[00:33:06] supersonic suborbital i mean it's just yeah we're living in a really awesome time we're right on the

[00:33:11] cusp all these technologies getting ready to really shoot out and be something right that's

[00:33:18] the one the power of the of this our economy you know we've got so many innovators that are

[00:33:24] developing new ideas new techniques new technologies new operational concepts and uh most of them will

[00:33:31] will not not succeed but the few that will will change will change the game and i like what you

[00:33:38] just said there you know most will not succeed in our world if you look at small businesses the

[00:33:44] the percentage rate of those that succeed is very small so when you look at the space and

[00:33:50] you know we've seen a lot of things like virgin orbit you know they they went bankrupt and but

[00:33:55] really we don't see i mean business is hard and space is hard and when you combine the two

[00:34:02] you know you're going to have things not succeed but that's just a part of business as well

[00:34:07] and it's it's having the and looking at how a business can be profitable and sustainable

[00:34:14] that's that's the beauty and obviously with all the experience that you have with creating

[00:34:20] businesses you have found that secret sauce so kudos to to all that well what's exciting about it is

[00:34:27] you know the infrastructure play is uh is interesting because it really doesn't matter

[00:34:33] who wins whoever wins is going to need the infrastructure right so that's the appealing

[00:34:39] part of our entire business plan and cyber is also a part of your all points as well and i don't

[00:34:47] think that's going away anytime soon either so i mentioned that the space prep was not the first

[00:34:54] incubated spent off from all points the first one actually was a is a cyber company that's

[00:34:58] doing very well called marsweet and uh the more of them the better so definitely

[00:35:05] so okay my last question that i always ask is uh what thoughts do you want to leave our audience

[00:35:11] with today what do you want them to mull over as they go through that the day and say hmm

[00:35:17] i didn't realize that that was a thing well let me see here so this is a this is a marketing

[00:35:24] podcast right uh so i would suggest uh think about return on investment one of the challenges

[00:35:31] that we have in marketing is is developing some type of believable real notion of what is the return

[00:35:40] what is the value of any particular marketing investment right um and there's different ways to

[00:35:47] do it uh i've heard and i've seen many many different ways but i think as you're going about

[00:35:52] your daily business and you're looking at different marketing modes different channels

[00:35:58] different uh uh branding techniques think about what the value of each of those are and try to

[00:36:05] focus and prioritize on those that have the highest value back to your organization and as general

[00:36:12] guidance the way i like to think of this is which of my marketing techniques is going to lead to

[00:36:18] the most sales so link marketing and sales and use that connection as a way to prioritize

[00:36:26] your marketing activities that's a good one and because at the end of the day the the one key

[00:36:33] indicator of success is did it actually make money for the company that's right revenue growth

[00:36:40] and bottom line growth that's a rich exactly and a lot of your marketing techniques you know you

[00:36:46] can you can say okay this marketing thing maybe it doesn't make a lot of money but the thing is

[00:36:51] this can you twist it and you turn it a little bit to where not only is it not costing you as much

[00:36:56] but maybe it even makes you a little so you know just be creative with your marketing and say how

[00:37:03] can i do this to where it doesn't cost as much and it makes me money so thank you so much for

[00:37:13] coming today and i can't wait to see you next week i appreciate the invitation yeah i would

[00:37:18] definitely look forward to it a special thanks to kevin brown from all points for sharing his journey

[00:37:24] to space be sure to check out his links listed in today's show notes please like and subscribe

[00:37:32] to the space marketing podcast to help us get the word out about this incredible inspiring industry

[00:37:38] of space i hope that you have found this podcast useful for your journey as you reach for the stars

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