Marketing to the
Military Community
We can help connect your brand to the military community.
We understand the military community.
We understand who they are, where they live, and what drives them. We speak their language. We connect with the military community through authentic messaging in channels where they are, with information relevant to their lives.
Keys to Marketing to the Military Community
The military community is an emerging consumer segment drawing interest from national and regional brands. The military community is ~40 million members strong, including active duty, veterans, reservists, spouses, and dependents with collectively $1.3 trillion in spending power. This group is made up of people from all walks of life and have above average incomes. They likely own a home and are frequently on the move. The diversity and lifestyle of the military community offer tremendous marketing opportunities to brands that serve every audience.
-
4 of 5 military members feel their connection to the military has influenced their decisions when shopping for goods and services.*
Brands who authentically connect with the military community
in a manner relevant to their service are more likely to increase
brand awareness and consideration among this segment.
-
The intent of a brand is just as important as the creative used to deliver the message. The brand should want to make a connection with the military community for genuine reasons. The opportunity to increase sales or market share should be a byproduct of the effort, not the reason for connecting with the military community to begin with.
-
Is the brand genuinely interested in serving those who serve?
-
Does the brand’s products/services benefit the military community?
-
How does your brand message tie in with brand actions? And do those actions align with the same values and virtues of those in the military community?
The military community is incredibly loyal and will be staunch advocates of brands they connect with. And they’ll be just as passionate and vocal to speak out against brands seen as inauthentic in motivation or action
*Source: 2022-2023 Refuel Military Explorer Study
-
-
Military-specific promotions are top of mind when it comes to developing brand loyalty.*
In order for brands to execute effective military marketing campaigns,
they must understand the military audience, which will be
evident through the first-touch brand creative.
-
Beware of misusing military terminology or imagery...or be prepared to be called out (loudly) by the military community. Such mistakes won’t go unnoticed and could destroy the trust you’re trying to build between the military community and your brand.
-
Be aware of DOD or branch-specific regulations as it relates to use of individuals in uniform. Those who wore the uniform, know the regulations, and were held to a standard expect brands to do the same.
*Source: 2022-2023 Refuel Military Explorer Study
-
-
Vernacular and traditions vary between military branches. Used correctly, phrasing and links to military life can be a secret weapon and go a long way to creating the authentic connection desired. Speaking the language of the military or using references applied correctly represent time and attention spent on research and a better understanding of the military community.
-
Our team designs and executes marketing and sponsorship campaigns targeting the military community. We deliver results because we know the audience. Maybe most importantly, we know the pitfalls to avoid, the vernacular to use, and how to be authentic. Let us help your brand connect with the military community.
We Help Brands Connect with the Military Community
ABOUT US
