I was hanging out in Philadelphia (PA, U.S.A.), during the Independence Day, when I bumped into the U.S. Army stand. They are everywhere. The U.S. Army has a really aggressive recruiting strategy and reaches people using both traditional and digital marketing techniques.
That day, they set a mini bootcamp and an information booth up with many U.S. Army branded gadgets. But to get the gadgets you had to accomplish a mission: doing 30 seconds of battle ropes, 40 push ups, 10 pull ups and 20 wall ball squats in two minutes.
This is the best and healthy way to do marketing, isn’t it?
Sharing core values
The U.S. Army is always at the front line also to share its core values. Values targeted to help people to become better citizens.
The first reason they did a good marketing is because they encourage people to do sport, fitness and have a healthy lifestyle. We are all children inside and giving a reward after a physical effort teaches to our mind that we were good, we have achieved something important. So good boy, citizen!
What is not free, is more valuable
How many times did you receive something for free and you lost it or you threw it away after some time?
The reason is you don’t perceive the real value of something is free. You accomplish the challenge, you get gadgets. And the effort you put to get them is a worth you add to the gadgets value.
You don’t throw away useful gadgets
Another key point to make traditional marketing effective is giving useful gadgets. That day, I received a power bank, a lit-armband and a cards-holder ribbon. Now, guess what?
The last two gadgets are aimed to do fitness: core values again!
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