Avoid These Four Marketing Mistakes on Veterans Day
Four common mistakes a business makes and how to avoid them.
A Tricky Time for Marketers
Marketing on Veterans Day can be tricky. If you use a stock photo, you're at risk of showcasing the wrong uniform. You may assume and publish that a veteran "won" an award versus "earned." Or you may decide Veterans Day is the perfect opportunity to launch a veteran-focused initiative or service.
All of these are common mistakes we see businesses make leading up to and on Veterans Day.
We're here to help you navigate common marketing pitfalls, so your company can successfully honor Veterans Day and become more authentic. Through our research, and own experience serving clients in the military-connected community, we've identified four common mistakes made by businesses marketing on Veterans Day and how you can overcome them.
Planning Your Marketing + Activation Too Late
Solution: Start Planning Early, Like August Early
We advise all of our military-connected clients to begin planning their Veterans Day promotion in August. Why so early? Doing so avoids unnecessary headaches and time crunches. It allows time for you to better identify ways to amplify your messaging whether it's through partnerships, influencers, or crafting a week-long feature leading up to Veterans Day.
You lose when you rush a promotion out before it's ready to provide real value for your audience. Don't rush your marketing planning. Start planning early! Decide how you're going to honor Veterans Day as early as August.
Using Stock Photos
Solution: Use Other Resources + Internal Talent
A service member transitions into a civilian on the holodeck of the USS Enterprise-D. (Source: Google)
Using stock photos is not inherently bad. We use them here. But using stock photos of U.S. military service members introduces risk to your marketing efforts. Stock photos of service members are notorious for their (sometimes laughable) inaccuracy or anachronisms.
It's a common pastime on Twitter for veterans to ID what's wrong in the stock photo a business or personality uses. Using stock photos in this manner comes across as lacking authenticity—that you failed to take the time to get your Veterans Day imagery right.
“We want our service honored based on how we contribute to society, our families, and the workplace after we leave the military. ”
Also, consider that veterans come from all walks of life and may not associate with the uniform anymore. Don't forget, we honor America's military service members on Armed Forces Day. To avoid this, consider featuring veterans who work at your company—show them in action wearing your company gear or whatever they wear to work. Demonstrate how they contribute to your company.
We want our service honored based on how we contribute to society, our families, and the workplace after we leave the military. If you have to use a stock photo, be sure to run it by a veteran or military-connected member on your team. Ask them if this photo or photos are appropriate to showcase on Veterans Day.
Being too "Corporate"
Solution: Be Sincere & Authentic
Celebrating Veterans Day goes beyond thanking us for our service. Rather than filling your social media posts with buzzwords and talking like a suit, be authentic. Use this opportunity to demonstrate your commitment to veterans and their families in tangible ways.
Whether it’s creating a special Veterans Day offer, supporting veteran-owned businesses, or volunteering for programs that help returning service members reintegrate into civilian life, leveraging your company to support the military-connected community sends a powerful message of respect and appreciation.
In addition to highlighting the unique needs of veterans on social media campaigns, you can also consider hosting charity events or fundraising drives for veteran-focused organizations. Inviting public figures, veterans, and their families to your event can create a lasting impression and draw support from other stakeholders.
Furthermore, recognizing the contributions of veterans in your internal communications helps build morale while demonstrating a commitment to supporting them throughout their careers. There are hundreds of different and unique ways to show support and sincerity for the veteran community on Veterans Day. Pick one (or two!) that feel most authentic to your business or brand and showcase it.
Announcing a New Product or Service
Solution: Pick Another Time (like any other time...)
“It’s a trap!” meme. (Source: Meme Generator)
It's common to believe Veterans Day is the best time to announce a new veteran-focused initiative. However, November, and Veterans Day in particular, are a difficult time to announce a new initiative or service because of who's involved in the conversation. Gaining any traction is a challenge.
The conversation and share of voice around Veterans Day are typically dominated by the U.S. Department of Veterans Affairs and major Veteran Service Organizations.
Each has its own initiatives they will announce which sucks most if not all of the marketing oxygen out of the room. Unless you're a Fortune 100 business, you'll have a difficult time garnering PR for any nationally-focused announcement.
Alternative strategies to consider are to promote your military-connected CSR initiatives, staff, customers, employees, etc. to demonstrate how you support veterans throughout the year. Finally, consider announcing a new initiative around a different date that ensures you have a greater share of voice. Or keep your PR laser-focused on local/regional press.
Don't try to compete with the big boys and girls.
You Got This
Veterans Day is a unifying holiday across the country and worth celebrating. But be mindful of the four marketing mistakes as your business gears up to honor this event.
Remember to plan early, be wary of stock photos, embrace sincerity, and avoid launching a new service or initiative. Doing so will ensure your Veterans Day marketing makes a lasting impression on those who bravely served our country.
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