MARKETING TO THE MILITARY COMMUNITY
WHAT IS MILITARY MARKETING?
Military marketing is a strategic approach to reaching and engaging the military community — active duty service members, veterans, Guard and reservists, military spouses, and their families. This requires an understanding the unique values of the military lifestyle and purchasing behaviors of this deeply loyal and mission-driven audience.
Slapping an American flag or patriotic message is not the answer. Instead, genuine efforts must be made by the brand to authentically connect with a community that values trust, integrity, and service.
A successful military marketing strategy respects that culture and builds long-term brand affinity through meaningful, targeted executions.
Military marketing isn't just smart — it's strategic. When done right, it creates a real impact to brand metrics, drives loyalty among one of the largest consumer segments in the country, and earns your brand a place in a community that truly values brands which value military service.
We can help connect your brand to the military community.
We understand military marketing.
We understand who the military community is, 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.
KEYS TO SUCCESSFUL MILITARY MARKETING:
The military community is an emerging consumer segment drawing interest from national and regional brands.
The military community is ~40 million members strong, including active duty, veterans, reservists, spouses, and dependents with collectively $1.3 trillion in spending power.
This group is made up of people from all walks of life and have above average incomes.
They likely own a home and are frequently on the move. The diversity and lifestyle of the military community offer tremendous marketing opportunities to brands that serve every audience.
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4 of 5 military members feel their connection to the military has influenced their decisions when shopping for goods and services.*
Brands who authentically connect with the military community
in a manner relevant to their service are more likely to increase
brand awareness and consideration among this segment.
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The intent of a brand is just as important as the creative used to deliver the message. The brand should want to make a connection with the military community for genuine reasons. The opportunity to increase sales or market share should be a byproduct of the effort, not the reason for connecting with the military community to begin with.
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Is the brand genuinely interested in serving those who serve?
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Does the brand’s products/services benefit the military community?
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How does your brand message tie in with brand actions? And do those actions align with the same values and virtues of those in the military community?
The military community is incredibly loyal and will be staunch advocates of brands they connect with. And they’ll be just as passionate and vocal to speak out against brands seen as inauthentic in motivation or action
*Source: 2022-2023 Refuel Military Explorer Study
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Military-specific promotions are top of mind when it comes to developing brand loyalty.*
In order for brands to execute effective military marketing campaigns,
they must understand the military audience, which will be
evident through the first-touch brand creative.
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Beware of misusing military terminology or imagery...or be prepared to be called out (loudly) by the military community. Such mistakes won’t go unnoticed and could destroy the trust you’re trying to build between the military community and your brand.
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Be aware of DOD or branch-specific regulations as it relates to use of individuals in uniform. Those who wore the uniform, know the regulations, and were held to a standard expect brands to do the same.
*Source: 2022-2023 Refuel Military Explorer Study
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The military community is a mosaic of distinct experiences, roles, and needs which makes targeting messaging essential.
Tailored messaging creates relevance. Relevance creates connection. And connection drives conversion.
Traditional marketing overlooks the diversity within the military audience. A generic “thank you for your service” rarely moves the needle because it's what every brand does. To truly resonate, your brand message needs to reflect the everyday realities and priorities of the person receiving it.
Targeted messaging allows for a brand to reach...
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Active Duty Personnel: They value efficiency, trust, and mission-ready solutions.
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Military Spouses: Frequently the household decision-makers, especially during deployments. They need portable careers, family-focused services, and an understanding of military lifestyle stressors.
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Veterans: Veterans seek stability, respect, and products or services that support long-term wellness, employment, and financial security. Brands should acknowledge their service while being sensitive to the challenges of transitioning to civilian life.
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Reservists & National Guard: Balancing military and civilian responsibilities, this group values flexibility and accessibility.
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Military Families: From child education to financial planning, families are looking for stability and support from brands that truly understand the military lifestyle.
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The military community is fiercely loyal, but that loyalty has to be earned through consistency, authenticity, and a genuine commitment to serving those who serve.
This loyalty is built on trust — trust in leadership, in systems, in each other. So when they extend that trust to a brand, it means something. Once a brand has earned their confidence, the brand gains not only a customer, but a loyal advocate as well.
Brand-switching may be common among the general public, but the military community values relationships. They stick with brands that treat them with respect, understand their unique challenges, and show up for their families — not just on holidays, but all year long.
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Long-Term Brand Affinity: Most veterans remain loyal to brands they trusted during their active duty service, continuing that loyalty well into civilian life.
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Multi-Generational Reach: A strong reputation can extend beyond a single customer to spouses, children, and even parents — who are all part of the tight-knit military circle.
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Built-In Advocacy: Military members are vocal within their communities. When you earn their trust, they become powerful word-of-mouth ambassadors for your brand.
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Higher Lifetime Value: Loyalty creates a financial impact. Military consumers often become repeat buyers, long-term subscribers, or lifelong brand champions.
Trust with the military community is built over time. When that trust is built, the return is both meaningful and measurable.
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Vernacular and traditions vary between military branches. Used correctly, phrasing and links to military life can be a secret weapon and go a long way to creating the authentic connection desired. Speaking the language of the military or using references applied correctly represent time and attention spent on research and a better understanding of the military community.
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.