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Honoring Heroes: Military Marketing on Purple Heart Day

August 7, 2024 at 2:00:00 PM

Observed annually on August 7, Purple Heart Day holds profound significance within the military community. This day honors the brave men and women who have been wounded or killed during their service to the country.


The Purple Heart medal was established by General George Washington in 1782 (and revived in 1932) as a symbol of courage, sacrifice, and patriotism. For the military community, Purple Heart Day is a time of reflection, recognition, and remembrance.


Beyond its commemorative nature, Purple Heart Day presents a unique marketing opportunity for brands aiming to connect with the military community, offering a chance to align with values of honor, bravery, and commitment.


The Historical and Emotional Importance of Purple Heart Day

Purple Heart Day serves as a reminder of the sacrifices made by service members in defense of the nation. The Purple Heart medal is awarded to those who have been wounded or killed in action, making it a deeply personal and poignant symbol for recipients and their families. For many within the military community, Purple Heart Day is not just a day of recognition but also a day of solidarity and support, as they come together to honor their fellow service members.


The emotional weight of Purple Heart Day cannot be overstated. It is a day that evokes memories of fallen comrades and the harsh realities of military service. For recipients of the Purple Heart, the medal represents a tangible acknowledgment of their sacrifices and a testament to their bravery. It is a day that reinforces the bond within the military community, fostering a sense of pride and unity. The observance of Purple Heart Day also serves to educate the broader public about the sacrifices made by military personnel, fostering greater appreciation and respect for their service.


The observance of Purple Heart Day also highlights the ongoing needs of veterans, particularly those who have been wounded in combat. It serves as a call to action for better support systems, medical care, and resources for veterans and their families. The day is an opportunity for the military community to advocate for their rights and to remind the nation of the importance of honoring and supporting its veterans.


Marketing Opportunities for Brands

Purple Heart Day offers a unique marketing opportunity for brands looking to connect with the military community. By aligning brand campaigns with values and sentiment expressed by the military on Purple Heart Day, brands can build an authentic relationship with the military community.


1. Cause-Related Marketing

Partnering with organizations that support military veterans is one way a brand can show commitment to the military community. Most veteran service organizations will recognize Purple Heart Day. By aligning with such an organization, the brand has an opportunity to show military appreciation all year, incorporating recognition of other military-centric observances. Support of a veteran organization will enhance the brand’s image as a socially responsible brand which supports the military community.


2. Honoring Purple Heart Recipients (and all Veterans)

Brands can acknowledge and honor Purple Heart recipients by sharing their stories and highlighting their bravery and sacrifice. Social media platforms, websites, and advertisements can be used to showcase the experiences and sacrifices of these heroes. By giving a voice to Purple Heart recipients, brands can create emotional and impactful content that resonates with the military community and the public. To fully achieve this end, a brand would be best served to connect with all veterans on a consistent cadence, but with a nod to a given military observance, such as Purple Heart Day.


3. Special Discounts, Offers, or Exclusive Experiences

Offering special discounts and promotions to veterans and their families is a tangible way for brands to show appreciation. There’s a larger opportunity for a discount to be offered year-round, with an additional plus-up added on military observances. The military community has grown to expect a discount offered for military service. If a brand doesn’t currently offer a discount, most likely the brand is behind the competition. If a brand is offering a discount, the brand is on equal footing with the competition. Offering a plus-up or an exclusive experience or gift is an opportunity to do more than the next brand. Opening the offer to all veterans is an opportunity to speak to a larger portion of the military community, while also avoiding any awkwardness of asking for verification of Purple Heart status.



Purple Heart Day holds immense significance within the military community, serving as a day of honor, remembrance, and solidarity. For brands, this observance offers a valuable opportunity to connect with the military community in a meaningful and respectful way. By aligning marketing efforts with the values of bravery, sacrifice, and patriotism, brands can build authentic relationships and demonstrate their commitment to supporting the military community. Whether through cause-related marketing, honoring Purple Heart recipients, or offering special discounts and experiences, brands can leverage Purple Heart Day to make a positive impact and resonate with their audience.


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

matt.gafford@inthebarracks.com

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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