Don’t [Just] Offer Discounts to Military on Veterans Day
November 11, 2024 at 3:00:00 PM

Today is Veterans Day. There is no shortage of offers for free meals, free car washes, or free haircuts. Not to mention all the other discounts available to military and veterans today. And all of these are great. The men and women who have served this nation deserve such discounts. Don’t they also deserve more from brands and retailers?
The military community is a consumer segment of 40 million people. They buy goods and services all year just like everyone else. Brands and retailers speak to the general population or even individual consumer segments all year, but generally only speak to the military segment on Veterans Day.
If you were in a relationship and only recognized that person once a year, how long would that relationship last?
That’s exactly what brands and retailers are doing by offering discounts to military and veterans only on Veterans Day. For a brand or retailer to create brand loyalty among the military community, more than a military discount offered one day a year is required.
To truly connect with the military community, brands must honor veterans through a holistic approach that may include a custom approach to customer service, rewards programs, partnerships with military organizations, support of veterans through hiring, and year-round engagement.
Research* has shown that veterans value the same things in a product or service as the general population. For both groups, the #1 brand loyalty motivation is product quality. Going a level or two deeper, differences between the two consumer groups begin to emerge.
Discounts, customer service, rewards/loyalty programs, and “made in America” are the next four brand loyalty motivations, but in a different order depending on which sub-segment you’re talking about (active duty; Guard/Reserve; spouses; post-9/11 veterans). Support of military and veteran organizations and veteran hiring also make the list.
Customer Service
For veterans, customer service isn’t just about getting a good deal. It’s about being treated with respect and appreciation. The military community values honesty, integrity, and dependability – qualities that can be reflected in the customer service experience. When veterans feel understood and respected, their brand loyalty can be positively impacted.
Rewards/Loyalty Programs
When these programs are tailored to veterans, they can be particularly impactful. Specialized rewards programs for military and veterans which offer both retail discounts and military-specific benefits would go a long way to creating brand loyalty. For example, programs could include exclusive access to veteran-specific events, early access to brand events, or bonus points for purchases made around military holidays and observances.
Partnerships with Military and Veteran Organizations
The military community has strong connections to organizations that support their well-being, including nonprofits that focus on mental and physical health, employment assistance, and reintegration into civilian life. Brands and retailers that make tangible contributions to these organizations can foster a sense of goodwill with the military community. That may look like sponsoring military/veteran events, donating a portion of proceeds to veteran causes, or contributing to programs that support military families. This shows the brand is invested in the long-term well-being of veterans, not just in profiting from their service.
Veteran Hiring
Veterans face unique challenges when transitioning to the civilian workforce. Companies that provide opportunities for veterans to succeed in the workforce demonstrate a commitment to their long-term welfare and are highly valued by the military community, especially when the company tells their own story. Veteran hiring practices can also extend to creating workplace cultures that are welcoming and supportive of veterans.
Creating environments where veterans feel comfortable discussing their military experiences and offering accommodations to help them manage post-military life can improve employee satisfaction and morale.
Supporting Veterans Beyond Veterans Day
Veterans often feel like they are overlooked in the civilian world once they leave active duty. This is an opportunity. Brands that show they care about veterans year-round have a greater chance of earning the loyalty of the military community. This can be as simple as recognizing military service branch birthdays and other military observances. Recognizing spouses of those who serve (Military Spouse Appreciation Day); women in the military (Women Veterans Day); military children (Purple Up Day, Month of the Military Child); military deployment (Day of the Deployed); and even four-legged military members (K-9 Veterans Day) are all examples of opportunities available to a brand to say, “thank you” for military service beyond Veterans Day. By doing so – along with implementing other elements important to the military community – creates a more authentic connection between the brand and the military community.
Authenticity Matters
Veterans are an incredibly loyal customer base, but their loyalty will not be built solely on discounts. To truly create brand advocates within the military community, brands and retailers must move beyond transactional gestures and offer real, sustained support. By tailoring consumer touches, e.g., customer service and rewards/loyalty programs, tangibly supporting veterans, e.g., partnering with military organizations and hiring veterans, and making attempts to communicate with veterans year-round, a brand can create a holistic approach to connect with the military community. The takeaway here is, do more than offer a military discount on Veterans Day.
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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