The Armed Forces have invested 40 percent of their annual marketing budget on developing and marketing träningsappen FMTK. With 200,000 downloads is the investment worth every penny.
How do you reach out to the sporty 18-25-year-olds in search of adventure? It is a question that the Armed Forces had to stand for many decades, especially since the general conscription was discontinued in 2010.
In order to cope with the task puts the Armed Forces every year 60 million on marketing. The main objective is to create confidence among the public and, not least, to recruit 3 500 risers 18-25-year-olds on an annual basis.
Long went out on marketing to sponsor so-called extreme sports. It has long been able to see the Armed Forces logo on wakeboard ramps and / or adjacent obstacle course races that Tough Viking.
It is hoped all the time that potential recruits to go home with the logo on the retina, a shower, change clothes , turn on the computer, surf to forsvarsmakten.se and seek to undergraduate education. How many do this? The answer is of course that no one knows.
Read more: How much did the defense fitness app
Measurable life is much better in a digital environment, which the Armed Forces gripped in recent year. An example is the campaign “Like any job. Almost “, where the Armed Forces provides vidochattar with their employees.
Defence fitness app FMTK has cost nearly 11 million to develop.
but it is träningsappen FMTK (Armed Forces Training Club) who will win promotional prices. It has cost about 11 million to develop, with the help of, among others BBH Stockholm, and another 13 million to market. And barely two months it has attracted 200,000 downloads. At best, the app has a life span of many years.
But above all it is a fantastic idea. FMTK used internally. It builds credibility. And it is an ideal interface for building a relationship with the guys and girls of 18-25 years of age. (Total comprise this audience of 1.2 million people, but it is the training hungry that is most interesting for the Armed Forces.)
No, there is no rekryteringsapp. But yes, the app can search more info about the Armed Forces, among other jobs. Suddenly, potentially 100,000-century youth Armed Forces website directly in your pocket. In an app that they invest blood, sweat and tears and hours of their time.
Competing state free app FMTK with other fitness unfair terms and conditions? No, it is not possible to say so. This is about marketing and then you can not say that the interactive advertisement on a news site is okay, but an app on a phone is off limits. Should we prohibit utegym in parks as well, because they compete with gymkedjorna?
Click flows will show if FMTK is a success or not. But everything points to the Armed Forces, unexpectedly enough, led the way in how to maximize their marketing crown online.
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