Growth Focused Insights and Research (HUBZone)的动态

Makes you wonder who’s running the marketing for the US Army. First they totally screwed up their slogans. Now they are clueless when it comes to sponsorships. I’d love to see the creative or strategic brief and the underlying insights that they gave to whatever agency proposed this campaign. (Admittedly I’m overly optimistic that they even submitted a brief. I’d almost bet that an agency brought this campaign to the Pentagon and they fell for it. That happens when you don’t have trained and experienced marketers and insights persons managing these efforts). #USARMY #Marketing #MarketResearch #ARF #FraudWasteAbuse #CustomerInsights #SurveyResearch #StrategicBrief #BrandEquity #MarketSegmentation #MarketMixAnalysis #FOIA #RFP https://lnkd.in/g22qiDbW

The US Army invested $11 million in a marketing deal with the United Football League (UFL) and Dwayne "The Rock" Johnson, aiming to boost enlistment. However, this high-profile partnership may have actually hurt the Army's recruiting efforts. Internal documents show the deal did not lead to a single new recruit and may have even resulted in a projected loss of 38 enlistments. The Army is now seeking to recoup $6 million from the UFL. The Army's marketing arm said the deal's materials were "out of context," but declined to provide more details or interviews. The UFL and Johnson's publicist also did not respond to requests for comment. This failed marketing venture highlights the challenges the Army faces in adapting its recruitment strategies to reach younger, digitally-savvy audiences. The reliance on traditional media channels and celebrity endorsements may not be as effective in the modern landscape. #Army #ArmyRecruiting #MarketingStrategy #DigitalTransformation #CelebrityEndorsements #MilitaryNews

I find articles like this interesting. I don't think it matters where the Army spends its funds trying to recruit because they still have not solved one of the root causes for their issues: leadership & morale. If a potential recruit gains interest in the Army after seeing an ad, one of the first things those people do is reach out to friends and family who served to ask their opinion. If Army vets don't speak highly of their experience, the ad is neutralized. I regularly have people come talk to me about joining the Army, and 9 times out of 10 I point them towards the Air Force or Navy based on the occupation they are interested in because they will receive more professional and efficient training/experience than if they joined the Army. Army leadership needs to stop blaming everyone else and look at solving their own problems before they can expect recruitment investments to pay off. https://lnkd.in/gJDa7RYY

Leaders must understand that people connect with like-minded individuals and ideas. Celebrities and detached, impersonal programs don’t appeal to the average person. This principle applies to both recruiting and retaining talent. It’s essential to engage with talent on their level, offering programs and services that genuinely benefit and enhance their lives. Even the Army Balls and programs of yesteryear must be brought into a style that connects with the younger generation. By modernizing these morale events and making them more relatable, we can foster a sense of belonging and engagement among our service members. The Army Bet $11M on The Rock and UFL Ginning Up Enlistments. It May Have Actually Hurt Recruiting Efforts. https://lnkd.in/gSiWGVDg

The #Army is suing the #UFL & The Rock to recoup $6M from an advertising campaign that failed to yield a single new recruit. "Advertising only amplifies your brand, it doesn't cure issues with company culture" thought every #EmployerBrand & #RecruitmentMarketing practitioner. I'm starting to feel a lot better about some of my EB/RM failures throughout my career.

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Brand Consistency In a landscape where many are hyper-focused on "relating" to their prospects, the concept of maintaining a steadfast grip on the core strengths of a brand may seem counterintuitive—particularly in the challenging climate of military recruiting today. Whether in uniform before retirement or now, I still firmly believe that brand consistency remains one of the most powerful assets in the recruiting toolbox of the United States Marine Corps. From the iconic eagle, globe, and anchor to the enduring message of how the Marine Corps "Makes Marines, Wins our Nation's Battles, and Develops Quality Citizens," every touchpoint reinforces what it means to be a Marine. This unwavering, cohesive brand message resonates deeply with prospects, building trust and a strong emotional connection. Consistency cultivates reliability. The Marine Corps steadfast brand shows future Marines exactly what they are committing to—and that commitment begins with a promise that never changes. #BrandConsistency?#MarineCorps

Al Ries said in the Marketing warfare book: War and marketing have many similarities. Military generals who fight today’s war with the last war’s weapons are no different from business generals who fight today’s marketing war with advertising when they should be using PR. Yesterday it was armor. Today it’s airpower. Yesterday it was advertising. Today it’s PR. #Business, #Marketing, #marketingwarfare #Positioning #Strategy #advertising #PR #publicity #Public_Relations #Al_RIES