ARMED FORCES MARKETING: HOW TO REACH THE MILITARY COMMUNITY

Interested in Armed Forces Marketing?

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Armed forces marketing is far more than a military discount or some creative utilizing camouflage and American flags. Done correctly, marketing efforts targeting those who serve in the armed forces, veterans, and their families will unlock access to a consumer group that runs about 40 million strong. This segment is loyal, tight-knit, and community driven. The catch is, to create advocates of this group, it takes a specific and targeted effort.

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A brand can’t fake it and can’t phone it in with stock images and Halloween costumes being passed off as legitimate military. And if your campaign looks like it was designed by someone who watched one war movie in 2003... you’re toast.

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For brands that want to authentically connect with the military community -- and actually win their trust -- there is a tactical plan available to accomplish the mission.

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And if your brand isn't focused on the military community as a consumer segment, why aren't you? With annual spending of over $1.3 trillion, this segment has massive buying power. Once the military decides on a brand of choice, they have staying power when it comes to brand loyalty. This valuable segment is also a bit complex, in that they are not a homogeneous group. The military community cannot be viewed with a one-size-fits-all approach. A military spouse in San Diego, a National Guardsman in Oklahoma, and a retiring Airman in Georgia all have different needs.

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Some brands participating in armed forces marketing just get it wrong. And that can do more harm than good to the brand in the eyes of the military consumer. Common mistakes include...

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❌ Slapping camo from stock footage imagery into business-as-usual creative

❌ Confusing patriotism and military service

❌ Only showing up around Veterans and Memorial Day
❌ Using outdated or stereotypical portrayals of service
❌ Offering discounts with a painful verification process as the only military outreach

 

The military can spot a disingenuous effort instantly, and they remember the brands that get it wrong. They also remember the brands that get it right. Brands that nail armed forces marketing generally...

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🪖 Start with Purpose, Not Promotion
Your military campaign shouldn’t just say, “thank you for your service” -- it should show it. Think community support, employment initiatives, or partnerships with veteran organizations.

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🪖 Respect the Culture
Get the language and vernacular right. Understand the ranks, branches, and what actually matters to the military community. If you're unsure, partner with a veteran-led team or consultant, like The Barracks.

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🪖 Be Where They Are
Military families are always on the move -- so target base communities, support PCS-friendly services, and show up at military events.

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🪖 Think Beyond the Uniform
Don’t just focus on the active duty servicemember -- remember the spouses, kids, reservists, and veterans. They all count, and they all buy.

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🪖 Let Military Voices Tell the Story
You can't get much more authentic than content from veterans, servicemembers, and military spouses. It builds credibility and helps you avoid cringe-worthy missteps. A good starting point is looking at the brand and figuring out what military connections exist and what type of military/veteran workforce is already inside the walls.

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We've talked about what not to do and strategies that play better in armed forces marketing efforts. Consider these tactical approaches to execute that strategy...

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• Visual Storytelling: Real military families, not stock photos

• Sponsorships: On-base events, veteran expos, military sports leagues...or general market sponsorships with a military appreciation-themed activation component that engages military in attendance

• Social Media: Engage the military year-round, recognizing service branch birthdays and military observances beyond Veterans Day and Memorial Day

• Audio + Podcast Ads: Great for deployed troops and commuters

• Military-Friendly Offers: Shipping discounts, bundled care packages, subscription services to assist families when a family member is deployed -- all in addition to a discount on the product/service

• PX/BX Placement: Getting shelf space on-base makes a huge difference

• Exclusive Experiences: Offer the military community an experience that cannot be bought, which could be something specific to the brand or leveraging an asset a brand has available (event tickets or other)

• Employee Engagement: Create opportunities for brand team members to participate in a community service project, such as stuffing care packages to be sent to deployed military

• Veteran Hiring: Shows a brand's commitment to the military beyond their service

• Charity Tie-ins: Work with trusted military nonprofits (just don’t use them as a PR stunt)

 

Serve First, Sell Second

If your goal is long-term loyalty, the blueprint is simple: Respect the culture, show up consistently, and add real value. Don't be afraid to tell your brand's military story. Just make sure it's an authentic one. Armed forces marketing isn’t about being the loudest brand. It’s about being the most trusted one.

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 military event sponsorships 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.

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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.

 

Armed forces marketing helps brands connect with the military community. Let’s talk about how we can help your brand.