Resilience Recognized: Leveraging the Month of the Military Child in Brand Marketing
April 10, 2024 at 2:00:00 PM

In a crowded marketplace, products and services often seem interchangeable. As a result, brands are constantly seeking to move beyond transactional relationships and instead, connect with their audiences on a deeper level. These deeper connections serve as a key differentiator, often turning into increased brand awareness, opinion, and consideration among the target audience.
This is not a new concept. Successful execution is a different story. Let’s apply the construct to the military community as a consumer segment.
Understanding your audience is key. The military community is a group that is loyal, diverse, and, most importantly, appreciates brands that understand and respect their unique experiences and needs. Brands that crack that code can unlock a new level of connection and loyalty, creating brand advocates in the process.
But how do you reach this audience? It's not as simple as slapping a military discount on your product and calling it a day. It requires a deeper understanding of the military lifestyle, their identity, and things important to them. And like the general population, children are at the top of the list of importance.
So why don’t brands seek to connect on a deeper level with the military community through their children?
Military children are often overlooked as a part of the military community. “Military brats” face a unique set of challenges – frequent relocations, parental deployment, and uncertainty that comes with military life. Yet, they also develop remarkable resilience, adaptability, and a global perspective.
Brands that take the time to understand and cater to the needs of military children not only show a deeper understanding of the military community but also forge a stronger bond with this demographic. This can lead to a ripple effect, positively impacting the brand’s relationship with the entire military community.
Let’s say you are active duty military serving in the branch of your choice. You see a brand that recognizes your children. What does that do for your opinion of the brand? Would you consider making a purchase from that brand? Maybe you tell a fellow service-member?
The key – like any attempt to connect with the military community – is to be authentic. It's not about exploitation for marketing purposes, but rather showing an understanding of the military lifestyle, appreciation for their sacrifices, and that the brand is there to support the military community.
How can your brand show understanding of the military through military children?
Say “thank you” for the service of military children. Even though military children don’t take the oath of service, they absolutely serve.
Highlight stories of military children. Share stories of military children, their accomplishments, and how instilled military values played a role in their success.
Provide tangible support to military children. Offering special discounts or promotions specifically for military families and children.
Provide care packages. Create and distribute care packages specifically for military children and their families, which could include toys, books, games, or comfort items, as well as resources for coping with deployment or relocation stress.
Educational Initiatives. Provide scholarships, grants, or resources to help military children pursue their academic goals.
Partner with military service organizations. Collaborate with the USO or other organization(s) on initiatives which support military children.
Support community events and activities. Hosting or partnering with existing community events geared towards military children and their families provides opportunities for brands to show an understanding of their unique experiences.
When a brand shows understanding and support to military children, the brand is not just connecting with them, but with the entire military community.
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 (~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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