Military families represent a unique and valuable market segment that offers significant opportunities for businesses looking to grow their customer base. In this blog post, we’ll explore some of the reasons why military families are such great customers, as well as strategies for effectively reaching this audience.
The Benefits of Marketing to Military Families
Here are just a few reasons why military families make excellent customers:
Military families tend to be fiercely loyal to brands and companies that they perceive as supportive of their community. By building strong relationships with this audience, businesses can earn their trust and create long-term brand advocates who will recommend their products or services to others.
2. High Spending Power
According to a report by Blue Star Families, military families spend an average of $8 billion annually on retail goods and services. They also tend to be repeat customers who value quality, convenience, and reliability in their purchasing decisions.
3. Tech-Savvy Consumers
Military families are often early adopters of new technologies and platforms like social media, making them ideal targets for digital marketing campaigns.
Strategies for Reaching the Military Market
If you’re looking to tap into this valuable market segment, here are some tips for effectively reaching military families:
1. Understand Their Needs
To effectively market your products or services to military families, it’s important to understand their unique needs and concerns. This includes things like frequent moves, deployments, and access to healthcare and childcare services.
2. Use Authentic Messaging
Military families can be wary of companies that try too hard to capitalize on patriotic sentiment without actually demonstrating any real commitment or understanding of their needs. To avoid coming across as insincere or opportunistic, focus on authentic messaging that highlights how your product or service can genuinely help improve their lives.
3. Partner with Military Organizations
Partnering with reputable organizations like the USO or local veteran groups can help establish your brand as a trusted resource within the military community. These partnerships can also provide opportunities for outreach events or charitable initiatives that allow you to connect with potential customers in person.
4. Offer Military Discounts
Offering discounts specifically for active-duty service members, veterans, or military families is a great way to show your appreciation for their service while also incentivizing them to choose your business over competitors.
Successful Examples of Marketing to Military Families
Here are a few examples of companies that have successfully marketed their products or services to military families:
Verizon has long been known for its commitment to serving active-duty service members through its “military plan,” which offers discounted rates on wireless plans and devices designed specifically for those in uniform.
Proctor & Gamble’s Tide Loads of Hope Program
Proctor & Gamble partnered with disaster relief organization Matthew 25: Ministries in creating Tide Loads of Hope program which provides laundry facilities equipped with high-efficiency washers/dryers powered by generators so people affected by disasters could have clean clothes free-of-charge at no cost during natural disasters such as hurricanes Harvey and Maria which impacted many American communities including those near major military installations such as Fort Bragg in North Carolina.
Ford Motor Company’s “Built Ford Proud” Campaign
Ford’s “Built Ford Proud” campaign focuses heavily on showcasing its support for the men and women who serve our country through initiatives like its “Hiring Our Heroes” program which aims at finding jobs for veterans returning home from combat zones abroad.