HOW TO WIN MARKETING TO MILITARY FAMILIES
Are You Interested in Marketing to Military Families?
Advertising to military families means understanding the most resilient, mobile, and mission-focused consumers in America. So if your brand wants to earn trust, it’s time to rethink how you message, when you show up, and what you offer.
Who Are Military Families, Really?
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Spouses holding down the homefront during deployments
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Kids switching schools every 2-3 years
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Families adjusting to new cities, new bases, and new routines constantly
They’re resourceful, loyal, and rely heavily on recommendations from within the military community. Translation: if you win one, you may win them all.
What Matters Most in Messaging
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Stability and support: Ads that offer solutions to chaotic, ever-changing schedules
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Flexibility and convenience: Brands that make PCS life easier score major points
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Respect and relatability: If your copy sounds like it was written by someone who’s never met a military spouse... start over
Tactical Tips for Advertising to Military Families
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Sync with the military calendar: PCS seasons and military holidays/observances are key windows
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Collaborate with military spouse creators: No one tells the story better
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Offer base-specific deals: Geo-targeted offers near installations feel personal and practical
Advertising to military families is more about offering understanding than offering discounts. If you lead with empathy, back it up with value, and stay consistent you’ll have customers for life.
Brands typically make attempts to connect and engage with the military community on Memorial Day and Veterans Day. Throw in a discount and this is what the market has told the military to expect in the way of outreach. For a brand willing to do more, there is an opportunity to turn the heads of the ~40 million consumers that make up the military community.
Marketing to the military should be an “always on” mentality, not just a few touches throughout the year at the same time every other brand is doing the exact same thing. The military community is one of the largest American consumer segments, made up of people from all walks of life. Their diversity and lifestyle offer tremendous marketing opportunities through advertising to military families to brands who serve every audience. For a brand to really connect with this group, a level of understanding is required – not just check-the-box marketing done on Veterans Day.
Does your brand have an effective strategy to connect with the military community? The Barracks can help. Our team designs and executes marketing and sponsorship campaigns targeting the military community. We deliver results because we understand the audience. 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.
Advertising to military families helps brands connect with the military community. Let’s talk about how we can help your brand.
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WHY US?
Our team designs and executes military marketing and sponsorship campaigns targeting the military community.
We deliver results because we understand the audience and how to position your brand message so that it resonates with a military audience.
We understand the pitfalls to avoid, the vernacular to use, and how to be authentic.
If your brand's military marketing strategy is offering a military discount, there is more opportunity for your brand to make an impact and connect with the armed forces as a growth strategy.
Let's talk.