Today, you have to know how smart, fit young people think, where they live and play, and go to them. The Army National Guard learned these lessons a few years ago. Traditional recruiting approaches no longer worked and our troop strength was shrinking. So we abandoned convention and focused our limited resources on an innovative marketing mix that linked recruiting messages to popular musicians and motorsports. It was a bold move, but it paid off. Recruiting steadily improved, both in terms of the quantity and quality of the applicants. Today, the Army National Guard has the fittest, most intelligent force in its history. Other military services noticed and have taken similar approaches.
The link between military recruiting and motorsports is temporary. The results prove it's a match that works today. It may not in the future when other approaches may provide a better payoff. And that's the point. We applaud lawmakers like Rep. Jack Kingston, R-Ga., and Rep. Barbara McCollum, D-Minn., for asking tough questions about how and where scarce defense dollars are spent. But we believe military marketing experts should evaluate return on investment and determine without restriction where best to put increasingly scarce recruiting dollars."(National Guard Association of the U.S. / Digital Journal