Marketing to Military Members and Veterans

If a company’s customer base is made up of military members and veterans, finding ways to show a unique value proposition (UVP) applicable to them increases success. Offering military discounts is an excellent place to start but those who’ve served the country care about more than saving a few bucks.

It’s crucial to understand the unique perspectives and life experiences of the average U.S. military member — past or present. Keep in mind you’re also marketing to their family members, who are likely to support businesses that encourage their children, siblings and cousins.

For brands that plan to market to military members and veterans, following these tips can improve results.

1. Reach Out to Military Communities

Approximately 16.5 million people in the U.S. are veterans. While the exact numbers vary from year to year, it’s been on a downward trend since 1990, with a temporary spike here and there.

Take time to reach out to local American Legion headquarters, online Facebook groups and other organizations for both active and former military members and their spouses. Not all will want to work with you but some will appreciate any special offers you provide and notify their members.

2. Know Your Segments

Understanding the different buyer personas for the military can change the way companies market to them. For example, how one advertises to one segment may differ from another. Consider:

Active military: Serving and often overseas. May have a decision-maker, such as a spouse or parent.
Veterans: No longer serving in the military but care about the companies supporting those who do. Served the country proudly and appreciate brands offering discounts.
National Guard and reservists: May or may not be active. Higher wage earners.
Family members: Support brands caring about their loved ones through discounts or giving back in some way.

Get to know each segment to market to them effectively. Some areas may create opportunities for cross-promotions, such as a brand offering discounts to military and their families or donating something to active duty soldiers with every purchase.

3. Provide Transitional Support

When military personnel finish their tours of duty, they must figure out how to transition to civilian life. Offering support during such a challenging time may bring you a lifelong customer.

Study the benefits ex-military members receive if honorably discharged. Some may already understand perks such as VA loans and health programs. Others might need a bit of direction to take full advantage of discounts and offers.

Provide as much transitional support as legally permissible. When in doubt, refer the soldier back to their commanding officer or military branch for additional details.

4. Get Patriotic

The majority of military members are highly patriotic. They have a love of country that moves them to serve their fellow citizens. They want to support companies that also love the United States of America.

You can always find some common ground everyone agrees upon. For example, company leaders see the extreme sacrifices military families make for the country. Maybe they want to offer a special event, discount or other perk to say thank you. Find common ground and share what the brand appreciates most about armed forces members.

5. Utilize Chatbots

The military enlisted the help of a female chatbot to make women feel more comfortable when asking questions about the U.S. Army. The bot runs alongside a male version. Around 35% of the traffic to the Army's website is female.

The marketing team for any company can reach people by programming a chatbot to have the attitudes and positions most military people do. The bot can be gender neutral or run alongside other genders, whatever works best for each business model.

Brands may want to test different personalities for their bots and see which users respond best to them.

6. Choose the Right Social Media

Social media is a complex topic. Researchers know certain age groups and genders prefer different platforms. However, lifestyle, aggravation with rules of a particular social media group or even where their family and friends hang out can all impact where people gravitate online.

Spend time looking at the numbers of people in groups related to the military. Facebook has a thriving community covering multiple topics. However, don’t overlook the power of sites such as TikTok and Instagram to spread the word.

Those who want to promote with videos might be better served using Vimeo or YouTube to reach new audiences.

7. Promote to Digital Nomads

A survey found about 22% of the workforce will be remote by 2025. As military personnel return home, many of them will find positions that are work from home. People who joined certain branches of the armed services may have done so to travel.

A remote job gives them a chance to work from anywhere and continue their adventures around the globe. They might have a home-based role through a company out of New York City but complete their work in Ireland. Consider whether promoting to the digital nomads on the list is the right target audience.

If so, reach them where they are. Find them through their blogs, travel groups online and via family and friends of the military.

8. Be Authentic

Authenticity is crucial to any form of marketing. When working with military members and veterans, it may be even more critical. They may have seen the worst of humanity and be particularly perceptive to lies or manipulations. If they don’t think a brand is being upfront, they’ll take their business elsewhere.

Companies that try to pull one over on veterans may also find the word spreads quickly throughout a pretty tight-knit community and they lose more than just one customer.

9. Use Word-of-Mouth Marketing

Surveys show approximately 67% of military members feel a bond with others in the service, even if they don’t know them. They’re much more likely to tell others when they have a good experience with a brand.

Utilize the tendency to share with others by asking current customers to tell people why they like the brand. Give them coupons to pass out to people they already know or meet if they are also military members or veterans. The more buzz going on, the more people might try the product.

10. Dot Your T’s and Cross Your I’s

Companies planning to market to the military must fully understand things that matter to members. For example, there is a correct way to handle the American flag, including whether to fly it at night, how and even the right method to take it down and retire a worn one.

It’s wise for brands to bring a veteran on board to consult with on matters of respect toward service members. The last thing a company wants to do is to insult the people it’s trying to reach. Take the time to understand the basics and pay attention to the small details.

Gain Loyal Customers for Life

Many military members and veterans are extremely loyal. If they love a brand and appreciate the extra effort made to meet their needs, they’ll become lifelong customers. Take the time to invest in smart marketing methods, understand the demographic fully and offer the same deals to veterans as active members for the broadest reach and most positive response.