[Infowarrior] - Army Imitates Apple To Draw New Recruits

[Richard Forno]

http://www.brandweek.com/bw/content_display/news-and-features/technology-finance/e3i5597024fecf11e33a55a40695b480511

Army Imitates Apple To Draw New Recruits

June 13, 2008

-By Timothy Fields

The U.S. Army, experiencing a stagnant recruiting situation, is going  
experiential.

The Army plans to unveil a pilot concept recruitment center in late  
August that was inspired by the interactivity of Apple Stores. The  
center, opening in a city that's yet to be determined, will be built  
around virtual simulations and other experiential marketing techniques  
to engage visitors.

Seeing the success of Apple retail centers—as well as attractions like  
the ESPN Zone—prompted Edward Walters, CMO of the U.S. Army, to make a  
tactical change. "In the past we've focused on traditional media  
vehicles. [But] the millennial generation is used to engaging in  
interactive assets and we need to adapt to them."

If the test proves successful, many centers will be opened around the  
country.

The effort comes as the number of new recruits for the active Army  
decreased minimally last year, per the Dept. of Defense.

"It is getting tougher and tougher to do personal recruiting," said  
Robert Passikoff, ex-military man and president of Brand Keys, a brand  
customer loyalty planning consultancy based in New York.

"This is a way of engaging possible recruits in a way that may get  
someone interested and eventually convinced. It makes a lot of sense  
given how the media environment has changed. It isn't just a matter of  
providing information, it is a matter of experiential outreach that is  
really able to provide a broader range of connectivity."

The first new recruitment center is designed to be less intimidating  
and more "like walking into a NASA center," said Walters. It will  
consist of three large simulators with full-scale mock-ups of Army  
equipment and wrap-around 270-degree video screens.

"The modeling command and control systems are like those used in  
Iraq," said Maj. Larry Dillard, U.S. Army marketing exec.

The Apache simulator allows a pilot and co-pilot to experience the  
aircraft and its weapons systems. The Black Hawk helicopter simulator  
provides four door gunner positions. And, the armored HMMWV vehicle  
simulator has positions for a driver and several gunners. The centers  
also will include an area where visitors can compete in America's  
Army, a videogame released in 2002.

"If you think of a classic recruitment center, [all of] its forms and  
brochures are about as exciting as the post office," said Marc Babej,  
partner at Reason Inc., a marketing consultancy in New York. "Why talk  
about it when you can demonstrate it."

Walters agreed. He said, while the U.S. armed forces have high  
awareness, the centers "show people what Army is about. We want to  
convey to young men and woman the most meaningful benefits of joining  
the Army."

The effort isn't the first time the Army has gone experiential. Since  
February 2007, the Army has worked with Los Angeles-based ad shop  
Ignited on a 20,000 square-foot tour that lets potential recruits get  
a 20-minute simulation experience that mimics being a soldier. Amy  
Lindstrom, a rep for Ignited, said that more than 100,000 people have  
taken the tour. Since recruiters aren't typically on site, though, she  
said it's difficult to track how many of those people signed up.

"We are trying to overcome preconceived notions. People are generally  
surprised at the activities that you can do in the Army," said  
Dillard, referring to the new recruiting centers. "We are trying to  
generate some kind of engaging experience that will give you an 'aha  
moment.'"

Despite the continuing unpopular war in Iraq, the Army has been making  
a comeback in retentions so far this year. Further, last week, the  
Defense Dept. announced it exceeded its recruiting goals (5,568  
accessions) for the month.

Richard Laermer, author of 2011: Trendspotting for the Decade, said  
the new centers could stir up controversy. "With everything going on  
with the war effort, you think they would be a little more buttoned  
up. Right now there is nothing cool about the Army."

Laermer doubts the test will succeed: "I'll bet you that in a very  
short amount of time they will get rid of [the recruitment centers]  
because of a public outcry. People are going to get mad about it."

Last year, the U.S. Army spent $172 million in advertising, and $37  
million in the first quarter this year, per Nielsen Monitor-Plus.