Marketing to the Military Community Beyond Their Identity
February 28, 2024 at 3:00:00 PM

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 market to the military community.
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 offer an additional 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…
Each branch of the military, inclusive of reserve forces, has a birthday. Birthdays should be celebrated!
Hug a GI Day (March 4) …another great excuse to thank military for their service
National K9 Veterans Day (March 13) …celebration of military working dogs
Rosie the Riveter Day (March 21) …celebration of women civilian efforts in WWII
Purple Up! Day (April 15) …celebration of military children; April is the Month of the Military Child
RED Fridays …”Remember Everyone Deployed” by wearing red on Fridays
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 (~40 million strong) 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 efforts.
Does your brand have an effective strategy to connect with the military community? We 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.
We help brands connect with the military community. Let’s talk about how we can help your brand.
Matt Gafford
Founder, The Barracks
Our team designs and executes marketing and sponsorship campaigns targeting the military community. We deliver results because we know the audience. Maybe most importantly, we know the pitfalls to avoid, the vernacular to use, and how to be authentic. Let us help your brand connect with the military community.
We Help Brands Connect with the Military Community
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