Apple inspires new army recruiting tactics

It isn't surprising that the U.S. Army is experiencing a recruiting stagnancy.  This has prompted the Army to take on new measures in their efforts to draw in potential recruits.

Inspired by the interactivity of Apple retail stores and ESPN Zone -- "virtual simulations and other experiential marketing techniques" -- the U.S. Army is opening a new test center in a city that has yet to be announced.  If this experiment proves successful, centers like it will be opening around the country.

Robert Passikoff, ex-military man and president of Brand Keys, explains:

"It is getting tougher and tougher to do personal recruiting.  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 recruitment center will include several simulators, including piloting and gunner positions for an Apache, Black Hawk, and HMMWV vehicle.  There will even be an area set up where participants may compete in American Army.

Since February 2007, the U.S. Army has also been working with ad shop Ignited, based in Los Angeles, on a 20,000 square ft. tour that includes a 20 minute simulator where people can get a taste of what it is like to be a soldier.

"We are trying to overcome preconceived notions. People are generally surprised at the activities that you can do in the Army," says Major Larry Dillard, U.S. Army marketing executive.

"We are trying to generate some kind of engaging experience that will give you an 'aha moment.'"

If everything works out, it looks like the Army will soon be handing more than just brochures and pamplets.  Its recent efforts coincide with a long-running Army television ad targetting video gamers: