Marketing in the News
The article I am reviewing I find to be very interesting. The thing that brought my interest in first however was Elon Musk. This is a mann that has been in the news for many reasons lately, and everytime I find it interesting. As well this article involves SpaceX one of his companies that I am most interested in.
To summarize this article it is a summary piece of the ongoing situation between "SpaceX", "Dish", and the FCC. SpaceX and Dish are in a battle for radio waves where the FCC decides the outcome. Dish the cable company has specific rights for radio waves between 12 and 12.7 gigahertz and they have used these for sometime now. However SpaceX also uses those same radio waves and how it has been there has been no harm. However Dish wants to put up more satellites, and try to put a 5G network through those same frequencies. This will indeed wreak havoc on SpaceX's product starlink. An internet service for rural communities as it can link to anywhere in the world through satellites. So the article goes to explain how in the upcoming months the FCC will have to decide on this issue.
The value proposition of SpaceX is gigantic, and this company being as big as it is has tons of products and value that it provides. For example in this article they talk about starlink, but another pursuit of this company is to put a person on mars. So for the sake of this article the value proposition of starlink is its availability. Starlink internet service can give you internet almost anywhere in the world. Due to its connection coming from satellites around the Earth. This could give reliable internet access to some rural communities for the first time ever.
The marketing relevance in this article, is the fact that Elon is trying to lobby his customers to defend Starlink. In the article it talks of the multitude of Starlink users that are in public comment sections lobbying the FCC to make its decision. I believe there is a group of people, almost me included that are devout followers of Elon Musk. I am sure that some of the people who are helping to convince the FCC are not even users of Starlink they just believe in the man behind the product and company. This goes to show how the marketing of Elon Musk as a person has been a very successful thing. Bringing him loyal customers and devout followers.
I have already talked of the challenge SpaceX is trying to overcome, which again is the other satellite company encroaching on radio waves SpaceX is using, and if it happens it would render SpaceX's product almost unusable for its customers.
What makes this marketing approach unique is the use of the customers to band together and fight for the product especially the multitude in which they came. As well it is an approach that has become one of Elon Musk's signature tactics. The devoted followers I have mentioned already always come the have Elon's back in any of his ventures.
I believe that this marketing strategy was a good one, it has worked for Elon in the past. Why wouldn't it work again. If I were to handle the situation I am sure I would do the same. As well showing the world what you can do with your following is something that can only work to your advantage. From this article and write up, something I have learned is that using your customers to have your companies and product's back is something that absolutely has a chance to work and it gives you the opportunity to show what your brand can do.
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