army: we kick hollister's ass
The Army is setting up shop in the mall. "A place for the American public to get educated about the Army and for us to show that the Army is very high-tech and relevant" says Army chief marketing officer Edward Walters.
This is smart. Really smart. They've thought about their target audience and set up shop where they're likely to be. They're presenting their message in a method that's less intimidating, and doesn't require a destination/special trip like the local recruitment center.
Next, they should feature giant photographs of shirtless army dudes, play the music really, really loud and turn the lights down. Kids will walk in looking for some Abercrombie cargos and walk out signed up four years.
Labels: branding, marketing, retail, youthmarketing
posted by darryl ohrt @ 7:10 AM
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2 Comments:
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And VERY smart on the part of the Army. Beats the local strip mall where they usually camp out.
"Army in the mall," I say.
"What do they do there?"
I look at him, wondering how he isn't quite getting this. "Recruit?"
"Oh." Pause. "Guess it's better than killing people."