RANCHO CORDOVA, Calif. -- With all of the high-tech tracking techniques, computer polls and surveys available these days, what's one of the best ways to find out what your target market thinks of your product?
Ask them.
With a nonstop mission to hire an all-volunteer force, the Army uses a vast array of advertising techniques and products to reach out to those eligible to serve. From television commercials to magazine ads, freebies to Facebook, the list of advertising materials and methods is extensive. But how do you really know which techniques are working and making an impression on your specific audience? This was the question pondered by a group of senior leadership Soldiers and Department of Defense civilians during a Market Handbook Training course at 6th Recruiting Brigade in Las Vegas during the summer of 2009. While many ideas and opinions surfaced on the topic, the short answer, proposed by Sacramento Recruiting Battalion's Mission and Market Analyst, Lisa Anthony, was simply, "Let's ask them."
Anthony put forth the idea to hold an open forum event called a "Future Soldier Panel" in order to ask the battalion's target audience for their honest feedback on a variety of advertising-related topics. Brigade Advertising and Public Affairs Chief, Al Villa agreed that it was a good idea. Former battalion Executive Officer, Major Scott Nelson, also gave the green-light to move ahead with the event, and the first-ever Future Soldier Panel was held in Rancho Cordova, CA, on Feb. 6, 2010.
The goal was to bring a cross-section of Future Soldiers -- males, females, senior grads, Active Duty Army and Army Reserve, and encourage open discussion on all things Army in order to come away with valuable information that could help the battalion become more effective in reaching its target market.
"The main intent of the Future Soldier Panel was to find out what was working for marketing so we could more precisely target our QMA (Qualified Military Available) demographics," Anthony said. "We wanted to find out why they joined, what advertising they saw and where, what they thought of the advertising they did see, and how much of an impact did influencers -- family and friends -- have on their decision to join. We also wanted to find out what stereotypes and stigmas they had heard regarding the Army."
Before the first Future Soldier Panel there was some concern that perhaps the participants wouldn't give their honest opinions, or they might hold back a bit. What happened was just the opposite.
"We weren't quite sure what to expect the first time around," said Sacramento Recruiting Battalion Advertising and Public Affairs Chief Rod Kise. "But what we found was that they were brutally honest -- especially when it came to PPI's and tactical marketing segments."
PPI's, or Personal Presentation Items, are the wide variety of free items the Army gives out to prospective applicants ranging from T-shirts, baseball caps and beanies, to pens, stickers and skateboards. In order to allow the panel participants to judge the items without the influence of peer pressure, it was decided to have them independently rate the PPI's on a numerical scale with 10 the highest rating and 1 the lowest.
While the ratings of the panel members has had a direct influence on the PPI's Sacramento Recruiting Battalion orders to offer to prospective applicants, the information gleaned in the area of advertising was even more revealing.
"The biggest thing we got from the Future Soldier Panels was the honest feedback about the marketing -- the tactical segments -- and how 'off' they were in that they did not appeal to the target market," Anthony said. "Our battalion A&PA Chief, Rod Kise, then sent the information we had gathered on up to higher levels to help shape the marketing campaigns. But just as importantly, the information has allowed us to shape our own marketing efforts locally."
Since the first Future Soldier Panel was so successful, other panels have been held since, including a Hispanic-themed panel, a seniors-only panel, and an Army Reserve panel including high school graduates, college graduates and prior service members.
"By continuing to hold the panels on a regular basis, we are able to maintain awareness of the ever-changing market," Anthony said.
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