Star Trek: A Cult Brand Turns 50

09 Sep Star Trek: A Cult Brand Turns 50

THE BIG IDEA: In its first 25 years, this cult phenomenon launched three TV series and six films, making billions in the process.

_______________________

Today as a member of the Citizens’ Stamp Advisory Committee, I am honored that the United States Postal Service delivered these Forever stamps. But, the world almost never really got to know Captain Kirk, Mr. Spock, Dr. “Bones” McCoy, and the rest of the illustrious crew of the U.S.S Enterprise. One of the world’s greatest cult brands was almost dead upon arrival.

As hard as it is to believe today after all its success, the original Star Trek television series almost didn’t make it to a third season. While the show drew respectable ratings its first year, the ratings went down during the second season, and the show was hardly considered a hit by network executives at NBC. Then, in December of 1967, when the cancellation of Gene Roddenberry’s intergalactic baby looked highly likely, the very “unlikely” happened.

Word quickly spread among science-fiction fans that Star Trek was being cancelled. That’s when the husband and wife team of Bjo and John Trimble entered the picture. The two sci-fi buffs quickly reacted to the news by developing a “Save Star Trek” letter-writing campaign. Gene Roddenberry got down in the trenches with the Trimbles and helped drum up support. The results of their tireless efforts were that NBC received a barrage of letters from fans begging the network to bring the show back. NBC agreed and Trekkers got to see a third season of their beloved series.

In Star Trek’s history, the Trimbles’ letter-writing campaign stands out as a monumental moment for both Trekkers and Paramount. Although NBC cancelled the series after the one-year reprieve, Star Trek by then consisted of 79 episodes, enough shows to warrant Paramount selling the reruns to the syndication market. Without a third season, syndication would have been a long shot for Paramount and Roddenberry. Instead, Star Trek snuck into syndication and since then has evolved into the most popular syndicated show in television history.

Today Star Trek is known fondly as “The Franchise” among Paramount executives. It is a cash cow like no other. The studio has grossed billions from Star Trek sales over the fifty years: Thirteen motion pictures, six television series (with a seventh coming), dozens of best-selling books, and an endless amount of licensed Star Trek merchandise. None of this would ever have come to fruition if it had not been for Roddenberry pleading for support from his fans, and the Trek nation’s wholehearted response. Paramount and NBC then showed enough sense to understand the passionate fan reaction and bring Star Trek back for its third season.

Do you really listen to what your customers want? Or, do you spend all day giving them lip service? If you want your marketing message to be heard, you have to be willing to listen.