Connecting New Prospects With a 235-Year-Old Brand
Word of mouth is a powerful marketing tool, but it's not always as available as organizations would like. Consider the U.S. Army: Less than 1 percent of the population has served, according to CMO Bruce Jasurda. "The onus is on us to tell the story," he said during a session at the recent Conference Board Senior Marketing Executive Conference. "We have to overcome perception issues. We're a misunderstood brand." Additionally, the organization receives a plethora of routinely asked questions.
As a result, the Army has fully embraced social media--not only participating on such sites as Twitter and Facebook, but also with a cadre of bloggers on its Army Strong Stories website. "We let soldiers loose to tell their stories," Jasurda said. Family members, friends, and other supports are also welcome to blog on the site.
One benefit of this approach is the one-on-one conversations prospective recruits are having with drill sergeants. "It's the best experiential marketing available," Jasurda said. "It's the human touch." Another benefits is that average recruiting time is now shorter because many potential recruits have armed themselves with a great deal of information before they contact the Army.
"The conversation goes on," Jasurda said. It's just whether you choose to be a part of it."
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