Best Practices for Marketing to the Military-Connected Community
Learn the costly mistakes to avoid and how to best reach this trillion-dollar market.
Introduction
Marketing to the military-connected community requires a unique approach. This audience, comprising active-duty service members, veterans, reservists, spouses, and children, represents a significant market with a combined purchasing power of $1.2 trillion. However, only around seven percent of Americans have served in the military, making it crucial for professional communication and marketers to be culturally savvy and authentic.
If any business wants to reach this community it needs to understand and avoid the most common mistakes we see. It also needs to know best practices that are guaranteed to get your message seen and for your marketing to work.
To effectively market to the military-connected community, you need to start with understanding the market size and how its segmented.
Market Size and Segmentation
The military-connected community includes approximately 37 million consumers in the U.S. This group is segmented into active-duty service members, reservists, veterans, and their families. Understanding this segmentation is essential for tailoring your marketing strategies. For instance, active-duty service members and veterans have different needs and experiences, which should be reflected in your messaging.
With a clear understanding of the market size and segmentation, it's equally important to recognize and avoid common marketing mistakes that can undermine your efforts.
Avoid These Four Common Marketing Mistakes
Inaccurate Representations: Ensure that any military imagery or references are accurate. Mistakes like incorrect uniforms or ranks can quickly alienate your audience. Always consult with veterans or military-connected employees to verify the authenticity of your materials.
Stereotyping: Avoid portraying veterans solely as heroes or as broken individuals. These stereotypes are not only inaccurate but also offensive. Highlight the diverse experiences and contributions of military-connected individuals.
Ignoring Spouses and Children: The military-connected community includes more than just service members. Spouses and children often make purchasing decisions and should be considered in your marketing efforts. Recognize their unique challenges and contributions.
Using Stock Photos: Stock photos often fail to capture the authenticity needed for this audience. Instead, feature real military-connected employees from your company. This not only adds authenticity but also showcases your commitment to supporting this community.
By steering clear of these common pitfalls, you can build a strong foundation for your marketing efforts. Now, let's explore some best practices to ensure your campaigns resonate authentically with the military-connected community.
Implement These Four Best Practices
Representatives from Soldiers’ Angels promote their Military & Veteran Food Distribution Programs on FOX News. (Source: Evocati PR)
Refine Your Messaging: Focus on the value your product or service provides to military-connected members. Honor their service and sacrifice in a genuine manner. For example, Books-A-Million’s “Coffee for the Troops” program partners with Soldiers’ Angels to donate coffee to veterans and troops, demonstrating a meaningful commitment.
Feature Military-Connected Employees: Highlight the experiences of your military-connected employees in your marketing materials. This can help potential customers and employees see the value you place on their service. Amazon’s video (shown below) featuring their military-connected employees’ positive experience with the company is a great example.
Make Public Announcements: When you achieve significant results or receive third-party validation, make it public. Partner with trusted veteran service organizations (VSOs) to build credibility. For instance, The Home Depot Foundation’s “Operation Surprise” initiative showcases their commitment to veterans through service projects.
Host a Branded Military-Connected Landing Page: Create a dedicated page on your website that speaks directly to the military-connected community. Include stories of your military-connected employees, highlight your commitments, and provide resources like a military skills translator. Meta’s “Veterans @ Meta” page is an excellent example of this approach.
And One More Thing
Don’t limit your marketing efforts to high points like Veterans Day or Memorial Day. The military-connected community exists year-round, and your marketing should reflect that! Consider other cultural touchstone moments to share your initiatives, such as National Small Business Week or Pride Month if you have LGBTQ+ military-connected employees.
You Got This
Marketing to the military-connected community requires a thoughtful and authentic approach. By understanding the market, avoiding common mistakes, and implementing best practices, your company can effectively engage this valuable audience. Remember, authenticity and cultural sensitivity are key.
Book a free consultation today so our team of experts can help you successfully market to this community.
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