- Reaction score
- 0
- Points
- 50
Posted by "Ian Edwards" <iedwards@home.com> on Sat, 17 Mar 2001 14:57:51 -0700
I haven‘t seen the TV ads for the PRes yet. That means that the ad
agency is doing something right, as I don‘t fit the customer profile
overage amongst other characteristics. That means they must have been
targeting the ads to run on channels and times that don‘t appeal to me
but, hopefully appeal to their key target market. No point wasting money
"shotgunning" and paying to reach those who, no matter what, won‘t
"buy".
But turning to recruiting on campus. The idea of plunking down an AFV in
some busy area on Acme University‘s campus is certainly not well thought
out.I suppose the thought process must have been something like, " well,
Acme U, a degree granting university, has 15,000 full time students and
most of them are physically fit and in their prime of life, ripe for
recruiting. Now, if we can recruit just one percent 1.0 that gives us
150 new recruits and all our recruiting problems for the year will soon
be over. One percent, that‘s so small it must be possible. Now we‘ll put
WO Bloggins in charge he knows his stuff, been our regiment for 18
years. He can answer any question thrown at him about life in the Army."
So, some smelly, noisy Cougar roars onto campus, belching exhaust and
parksat a point where it can be seen by the maximum number of students,
walking swiftly from class to class between buildings. Thousands pass
alongside in the space of a couple of hours. Of course, as was stated by
others on this net, it‘s bound to attract the "radicals". And who are
they?
Students in Arts and Education. Many of them taking less than a full
course load just so they can remain on campus. Arts and Education they
make up the bulk of most undergraduates. Oh, and a sprinking of the
same, but grad students. These are also the ones who have the most time
on their hands, during study hours sic as their courses demand the
least work.
I don‘t know the full answer, but I would suggest a better idea might be
to target just a few faculties, one at a time. Go to the more
professional faculties such as engineering. And "do a number on them."
Invite undergrads from chemical engineering or whatever. Hire and pay
for a small hall. Pay for pizza, the kids buy their own beer. Get a
"captive market" and work the crowd. Make sure the soldiers attending
are not high school students nor high school drop outs. Make sure the
students can speak the language of the potential recruits. Have some of
them dressed in DEUs and not all in sloppy combats. Dont walk away
without trying to either "close the sale" by getting names and phone
numbers or some confirmation by each individual of futher action.
"Listen" to what each individual potential recruit has to say, what
objections they raise and have answers to overcome their objections
prepare samples beforehand. Offer "benefits" not just offer "features"
In other words, the students are customers and the soldiers in
attendance are the sales force. Often, training in sales is needed.
Oh, and determine beforehand, what the minimum number of recruits needed
will be for the exercise to be successful. And thoroughly explore,
amonst all recruits in the season, just why they decided to sign up.
Don‘t use the explanation, "I‘ve been thinking about it since I was
...." or "because my dad/uncle/granfather ... was in ...." What lead
them to "ACTION". There is an old truism in marketing that if you can‘t
quantify your success failure in terms of number of sales, then don‘t
spend the money and effort to attempt the sale.
http-equiv=3DContent-Type>
I haven‘t seen the TV ads for the PRes
yet. That
means that the ad agency is doing something right, as I don‘t fit the
customer
profile overage amongst other characteristics. That means they must
have been
targeting the ads to run on channels and times that don‘t appeal to me
but,
hopefully appeal to their key target market. No point wasting money
"shotgunning" and paying to reach those who, no matter what, won‘t
"buy".
But turning to recruiting on campus.
The idea of
plunking down an AFV in some busy area on Acme University‘s campus is
certainly
not well thought out.I suppose the thought process must have been
something
like, " well, Acme U, a degree granting university, has 15,000 full time
students and most of them are physically fit and in their prime of life,
ripe
for recruiting. Now, if we can recruit just one percent 1.0 that
gives us 150
new recruits and all our recruiting problems for the year will soon be
over. One
percent, that‘s so small it must be possible. Now we‘ll put WO Bloggins
in
charge he knows hisstuff, been our regiment for 18 years. He can
answer
any question thrown at him about life in the Army."
So, some smelly, noisy Cougar roars
onto campus,
belching exhaust and parksat a point where it can be seen by the maximum
number
of students, walking swiftly from class to class between buildings.
Thousands
pass alongside in the space of a couple of hours. Of course, as was
stated by
others on this net, it‘s bound to attract the "radicals". And who are
they?
Students in Arts and Education. Many of
them taking
less than a full course load just so they can remain on campus. Arts and
Education they make up the bulk of most undergraduates. Oh, and a
sprinking of
the same, but grad students. These are also the ones who have the most
time on
their hands, during study hours sic as their courses demand the least
work.
I don‘t know the full answer, but I
would suggest a
better idea might be to target just a few faculties, one at a time. Go
to the
more professional faculties such as engineering. And "do a number on
them."
Invite undergrads from chemical engineering or whatever. Hire and pay
for a
small hall. Pay for pizza, the kids buy their own beer. Get a "captive
market"
and work the crowd. Make sure the soldiers attending are not high school
students nor high school drop outs. Make sure the students can speak the
language of the potential recruits. Have some of them dressed in DEUs
and not
all in sloppy combats. Dont walk away without trying to either
"close the
sale" by getting names and phone numbers or some confirmation by each
individual
of futher action. "Listen" to what each individual potential recruit has
to say,
what objections they raise and have answers to overcome their objections
prepare samples beforehand. Offer "benefits" not just offer
"features"
In other words, the students are
customers and the
soldiers in attendance are the sales force. Often, training in sales is
needed.
Oh, and determine beforehand, what the
minimum
number of recruits needed will be for the exercise to be successful. And
thoroughly explore, amonst all recruits in the season, just why they
decided to
sign up. Don‘t use the explanation, "I‘ve been thinking about it since I
was
...." or "because my dad/uncle/granfather ... was in ...." What lead
them to
"ACTION". There is an old truism in marketing that if you can‘t quantify
your
success failure in terms of number of sales, then don‘t spend the
money and
effort to attempt the sale.
--------------------------------------------------------
NOTE: To remove yourself from this list, send a message
to majordomo@CdnArmy.ca from the account you wish to
remove, with the line "unsubscribe army-list" in the
message body.
I haven‘t seen the TV ads for the PRes yet. That means that the ad
agency is doing something right, as I don‘t fit the customer profile
overage amongst other characteristics. That means they must have been
targeting the ads to run on channels and times that don‘t appeal to me
but, hopefully appeal to their key target market. No point wasting money
"shotgunning" and paying to reach those who, no matter what, won‘t
"buy".
But turning to recruiting on campus. The idea of plunking down an AFV in
some busy area on Acme University‘s campus is certainly not well thought
out.I suppose the thought process must have been something like, " well,
Acme U, a degree granting university, has 15,000 full time students and
most of them are physically fit and in their prime of life, ripe for
recruiting. Now, if we can recruit just one percent 1.0 that gives us
150 new recruits and all our recruiting problems for the year will soon
be over. One percent, that‘s so small it must be possible. Now we‘ll put
WO Bloggins in charge he knows his stuff, been our regiment for 18
years. He can answer any question thrown at him about life in the Army."
So, some smelly, noisy Cougar roars onto campus, belching exhaust and
parksat a point where it can be seen by the maximum number of students,
walking swiftly from class to class between buildings. Thousands pass
alongside in the space of a couple of hours. Of course, as was stated by
others on this net, it‘s bound to attract the "radicals". And who are
they?
Students in Arts and Education. Many of them taking less than a full
course load just so they can remain on campus. Arts and Education they
make up the bulk of most undergraduates. Oh, and a sprinking of the
same, but grad students. These are also the ones who have the most time
on their hands, during study hours sic as their courses demand the
least work.
I don‘t know the full answer, but I would suggest a better idea might be
to target just a few faculties, one at a time. Go to the more
professional faculties such as engineering. And "do a number on them."
Invite undergrads from chemical engineering or whatever. Hire and pay
for a small hall. Pay for pizza, the kids buy their own beer. Get a
"captive market" and work the crowd. Make sure the soldiers attending
are not high school students nor high school drop outs. Make sure the
students can speak the language of the potential recruits. Have some of
them dressed in DEUs and not all in sloppy combats. Dont walk away
without trying to either "close the sale" by getting names and phone
numbers or some confirmation by each individual of futher action.
"Listen" to what each individual potential recruit has to say, what
objections they raise and have answers to overcome their objections
prepare samples beforehand. Offer "benefits" not just offer "features"
In other words, the students are customers and the soldiers in
attendance are the sales force. Often, training in sales is needed.
Oh, and determine beforehand, what the minimum number of recruits needed
will be for the exercise to be successful. And thoroughly explore,
amonst all recruits in the season, just why they decided to sign up.
Don‘t use the explanation, "I‘ve been thinking about it since I was
...." or "because my dad/uncle/granfather ... was in ...." What lead
them to "ACTION". There is an old truism in marketing that if you can‘t
quantify your success failure in terms of number of sales, then don‘t
spend the money and effort to attempt the sale.
http-equiv=3DContent-Type>
I haven‘t seen the TV ads for the PRes
yet. That
means that the ad agency is doing something right, as I don‘t fit the
customer
profile overage amongst other characteristics. That means they must
have been
targeting the ads to run on channels and times that don‘t appeal to me
but,
hopefully appeal to their key target market. No point wasting money
"shotgunning" and paying to reach those who, no matter what, won‘t
"buy".
But turning to recruiting on campus.
The idea of
plunking down an AFV in some busy area on Acme University‘s campus is
certainly
not well thought out.I suppose the thought process must have been
something
like, " well, Acme U, a degree granting university, has 15,000 full time
students and most of them are physically fit and in their prime of life,
ripe
for recruiting. Now, if we can recruit just one percent 1.0 that
gives us 150
new recruits and all our recruiting problems for the year will soon be
over. One
percent, that‘s so small it must be possible. Now we‘ll put WO Bloggins
in
charge he knows hisstuff, been our regiment for 18 years. He can
answer
any question thrown at him about life in the Army."
So, some smelly, noisy Cougar roars
onto campus,
belching exhaust and parksat a point where it can be seen by the maximum
number
of students, walking swiftly from class to class between buildings.
Thousands
pass alongside in the space of a couple of hours. Of course, as was
stated by
others on this net, it‘s bound to attract the "radicals". And who are
they?
Students in Arts and Education. Many of
them taking
less than a full course load just so they can remain on campus. Arts and
Education they make up the bulk of most undergraduates. Oh, and a
sprinking of
the same, but grad students. These are also the ones who have the most
time on
their hands, during study hours sic as their courses demand the least
work.
I don‘t know the full answer, but I
would suggest a
better idea might be to target just a few faculties, one at a time. Go
to the
more professional faculties such as engineering. And "do a number on
them."
Invite undergrads from chemical engineering or whatever. Hire and pay
for a
small hall. Pay for pizza, the kids buy their own beer. Get a "captive
market"
and work the crowd. Make sure the soldiers attending are not high school
students nor high school drop outs. Make sure the students can speak the
language of the potential recruits. Have some of them dressed in DEUs
and not
all in sloppy combats. Dont walk away without trying to either
"close the
sale" by getting names and phone numbers or some confirmation by each
individual
of futher action. "Listen" to what each individual potential recruit has
to say,
what objections they raise and have answers to overcome their objections
prepare samples beforehand. Offer "benefits" not just offer
"features"
In other words, the students are
customers and the
soldiers in attendance are the sales force. Often, training in sales is
needed.
Oh, and determine beforehand, what the
minimum
number of recruits needed will be for the exercise to be successful. And
thoroughly explore, amonst all recruits in the season, just why they
decided to
sign up. Don‘t use the explanation, "I‘ve been thinking about it since I
was
...." or "because my dad/uncle/granfather ... was in ...." What lead
them to
"ACTION". There is an old truism in marketing that if you can‘t quantify
your
success failure in terms of number of sales, then don‘t spend the
money and
effort to attempt the sale.
--------------------------------------------------------
NOTE: To remove yourself from this list, send a message
to majordomo@CdnArmy.ca from the account you wish to
remove, with the line "unsubscribe army-list" in the
message body.
