Military Marketing Creates Relationships, Not (Only) Consumers
October 25, 2024 at 2:00:00 PM

Brands fall into one of two categories when it comes to the military community. Brands either have a strategy to connect with the military as a consumer segment or they don’t. For the brands that do have such a strategy, it’s typically limited to a discount and messaging around Veterans Day or Memorial Day. For a brand to really connect with the military, there’s much more to do. And that starts with understanding the military.
Deployment is a reality of many in the military, profoundly affecting service members and their families. As brands and organizations look to engage with the military community, understanding the unique challenges and emotional landscape faced by Blue Star Families [families of deployed active-duty service members] becomes essential.
Understanding Deployment Impacts
Deployment brings a range of emotional, social, and financial challenges to military families. The absence of a loved one often leads to heightened stress and anxiety, particularly for a spouse managing the household alone. Children may experience feelings of abandonment, fear, or confusion, affecting their emotional well-being and academic performance. Financial strain can also emerge.
This dynamic necessitates a unique understanding from marketers who wish to effectively engage this community.
Key Emotional and Social Factors
Resilience and Adaptability...Military families exhibit remarkable resilience. They adapt to frequent changes and learn to navigate the complexities of military life. Marketing campaigns that emphasize strength, community support, and adaptability can resonate well.
Community and Connection...Deployment can lead to isolation, but it also fosters strong community ties among military families. Brands that facilitate connection — through social platforms, events, or sponsorships — can create a sense of belonging. Recognizing and celebrating community events, such as homecomings or anniversaries, can strengthen this bond.
Support Systems...Many families rely on support networks, including other military families, community organizations, and online groups. Brands can partner with these organizations or create initiatives that enhance these support systems, offering resources or emotional support that align with the needs of military families.
Marketing Strategies to Engage Blue Star Families
Authenticity...Authenticity is crucial when marketing to military families. Brands must demonstrate a genuine commitment to understanding their unique challenges. This can be achieved through storytelling that highlights real experiences of Blue Star Families, showcasing their resilience and strength. Avoiding stereotypes and clichés is vital.
Tailored Messaging...Communication should reflect an understanding of the deployment cycle. Brand messaging should be specific. For example, a technology brand would focus on the connectivity afforded to the family while separated; counseling services would message strategies for managing family stress; and a food brand may focus on celebrating the homecoming. All represent stages of deployment.
Community Engagement...Engaging with military communities through local events, sponsorships, or partnerships with military organizations can create a lasting impact. But a brand can’t just show up once. Consistent involvement solidifies the brand as being part of the community.
Educational Content...Providing educational resources can be incredibly beneficial. Marketers can create content that offers practical advice on coping with deployment-related challenges, such as managing finances, maintaining communication, or supporting children during a parent’s absence. This positions the brand as a helpful ally in the lives of military families.
Recognizing the impacts of deployment on military communities and Blue Star Families is essential for an effective marketing strategy which recognizes deployment as a function of military life. By understanding the emotional, social, and financial challenges faced by these families, brands can craft authentic, tailored messages that resonate deeply. Through community engagement, educational content, and a commitment to genuine support, marketers can build meaningful connections with military families, ultimately creating brand loyalty and a positive impact on their lives. As the military landscape evolves, those who prioritize understanding and supporting Blue Star Families will not only thrive in the marketplace but also contribute to the well-being of a remarkable 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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