military advertising: beyond the military identity
Interested in military advertising?
Military advertising isn't just creative featuring a stock image of someone in camouflage standing in front of military equipment or vehicle. To illustrate the point, let's go through a quick exercise.
Close your eyes. What picture comes to your mind when you think of the military?
Most likely, you think of a man in uniform with a stoic look on his face, saluting, while standing at attention. And you wouldn’t be wrong. Those who serve are often serious people who signed up to do a serious job. Their identity is often tied directly to their role as a member of the armed forces. Refuel’s 2023 Military Explorer Report found that 85% of current/former military identify as being part of the military community, nearly as much as they identify with their familial role (88%), e.g., spouse or parent.
So it makes sense that a brand’s marketing efforts toward the military – usually in the form of discounts – feature individuals in-uniform, often incorporating an American flag. After all, camouflage is the quickest way to convey “military” and what’s more “American” than someone in a military uniform with a flag in sight? Brands seem to know one way (and one way only) to execute military advertising campaigns.
Albert Einstein said, “Any fool can know. The point is to understand.” If brands are only leveraging over-the-top Americana creative in an effort to communicate a discount or a Veterans Day “thank you” message, is the brand making any attempt to understand the military community? Singular, check-the-box marketing efforts don't show understanding.
Those who serve in the military heavily identify as being part of the military community. Those who serve are also regular people with families and mortgages, concerns and problems, and hopes and dreams. It’s perfectly acceptable for a brand to communicate with the military community as regular people while also showing appreciation and understanding of their military identity – which can be done without gratuitous use of camouflage and patriotic imagery.
The calendar is chalk full of military observances, all which give brands an excuse to execute military advertising campaigns to offer a message of thanks, show an understanding of military life (or aspects thereof), and engage with the military community during a time not typically utilized by brands. For example…
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Each branch of the military, inclusive of reserve forces, has a birthday. Birthdays should be celebrated!
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Hug a GI Day (March 4) …another great excuse to thank military for their service
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National K9 Veterans Day (March 13) …celebration of military working dogs
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Rosie the Riveter Day (March 21) …celebration of women civilian efforts in WWII
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Purple Up! Day (April 15) …celebration of military children; April is the Month of the Military Child
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RED Fridays …”Remember Everyone Deployed” by wearing red on Fridays
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 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.
Military advertising 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.