Speak Their Language: The Art of Military Targeted Messaging
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.
We Help Brands Market to the Military Community.
Are You Interested in Military Targeted Messaging?
Military targeted messaging isn’t about using acronyms and shouting “hooah” in your ads. It’s about delivering the right message to the right military audience at the right time.
Whether you’re speaking to a newly enlisted 19-year-old, a seasoned NCO, or a military spouse juggling three schedules, your message has to match their mission.
What Is Military Targeted Messaging?
It’s the strategy of customizing your communications to align with specific segments of the military community, such as:
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Active-duty service members by rank or branch
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Military spouses with kids in school or careers in flux
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Veterans in career transition or starting businesses
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Families preparing for or recovering from a PCS move
Why Precision Matters
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Blanket “we support the troops” messages don’t land
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Wrong terminology or outdated assumptions can turn off your audience fast
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Generic language and/or inaccurate imagery misses the unique lifestyle, rhythm, and stressors of military life
Tactical Messaging Tips
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Time it right – Deployment season? Back-to-school? PCS wave? Align messaging to the moment
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Segment smarter – Use data to separate spouses from service members, officers from enlisted, etc.
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Speak with them, not at them – UGC, testimonials, and real voices build authenticity
Messaging That Connects
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Emotional relevance: Show empathy for the sacrifices and unpredictability of military life
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Practical value: Make their day easier, cheaper, or more meaningful
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Cultural fluency: Use correct language, visuals, and tone without overdoing the patriotism
If you want your message to hit the target, you need more than patriotic flair—you need military fluency.
Understand the culture. Segment with purpose. Speak to the lifestyle. That’s how you go from seen to trusted.
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 targeted messaging 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 targeted messaging helps brands connect with the military community. Let’s talk about how we can help your brand.
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