By Tom Aiello
Veteran marketing is a specialized field that demands researched insights, proven approaches, and pacing with trends that can make outreach more effective. Having designed and executed hundreds of military veteran marketing campaigns, we note the changing dynamics of veteran marketing and play them forward into the year ahead. Below, we dive into the key aspects of this evolving field, elaborating on the essential strategies that connect with various military veteran audiences.
Divide Message and Media by Ages/Eras of Service
Effective for Enrollment Campaigns
Segmenting veteran audiences by age and era of service is often crucial in tailoring messages that resonate. This is most true in enrollment-type campaigns. Be it Gulf I veterans or those from Afghanistan, creating specific content for each demographic ensures more engaging and effective enrollment campaigns. References, imagery, and tone must align with each era's unique experiences because if you get it wrong the veterans are likely to dismiss your offer.
Awareness Still Leads to Conversion & Action
The Role of Awareness in the Digital Age
While there's an emphasis on call-to-action (CTA) in the digital landscape, it must be underscored that awareness is pivotal in leading to conversion. Building a narrative, providing context, and engaging veterans with information precedes any effective CTA. Awareness is effective if delivered with third-party credibility, and not always the advertiser.
Comprehensive Engagement Strategy
Continuous digital ads, targeted digital content, public relations, and collaboration with influencers are essential. Leveraging social media platforms, including short stories on Instagram and Twitter, can make an emotional connection, driving engagement and conversion.
Message and Authenticity with Military and Veteran Audiences
Battling Cynicism with Authenticity
The digital age has cultivated a highly skeptical veteran audience. The inundation of digital ads makes authenticity and originality vital. Sharing real stories, testimonials, and transparent messaging will break through skepticism and get veterans’ attention. All effective creative is built around a veteran insight and brought to life with imagery and language shared within the community.
Veteran Marketing Amidst a Volley of Digital Advertising
Strategic Positioning
Veterans face a barrage of digital advertisements covering various subjects, from the Camp LeJeune lawsuit to GI Bill to VA Loans to the Pact Act. It's crucial for marketers to position their campaigns intelligently. The choice of media, the message's tone, and understanding the veteran's needs and concerns are vital in standing out in this crowded space.
Create More Human Interactions to Connect with Veterans
Building Personal Connections
Emphasizing personal connections, like one-on-one emails, hosting events, and utilizing human call centers, can overcome skepticism. Connecting with veterans on a personal level, understanding their unique needs, and offering tailored services can create lasting relationships.
Peers are Effective Ways to Reach Veterans
Communities, Influencers, and Shareable Content
Utilizing communities, influencers, and creating shareable peer content, such as 1:1 videos, can generate organic interest and trust. Peer recommendations often carry more weight, making this an effective strategy to connect with veterans.
Leverage Military Version of Corporate Social Responsibility (CSR)
Empowering Veterans
Companies like Modelo have supported causes like Leave No Veteran Behind, demonstrating how leveraging CSR around veteran issues not only benefits the community but also aligns with a brand's values and mission. This give-back to the military community is noticed and acted on when they choose brands.
Privacy Concerns in Veteran Marketing
The Greens Fee of Personal Information
With growing concerns over data privacy and incidents like veteran data breaches and the rise of Veterans Fraud with the Pact Act, marketers must be transparent about how personal information is collected, used, and protected.
Marketing to veterans in 2024 requires a multifaceted approach that recognizes the different eras of service, prioritizes authenticity, employs a comprehensive digital strategy, and places importance on personal connections and privacy. By aligning these principles with creative and thoughtful implementation, marketers can achieve meaningful engagement with the diverse and valuable veteran community.
About MARCH
MARCH Marketing, LLC is an integrated marketing communications firm specializing in delivering solutions to military, government, education, non-profit and commercial organizations. MARCH’s key service offerings include digital and traditional advertising, social media, public relations, call center operations, and more. Founded by military veterans with big agency and media company experience, MARCH is a VA-certified Service Disabled Veteran Owned Small business (SDVOSB) that serves national brands, government, non-profit, and educational institutions in the United States. Learn more at MARCHCorp.com.