Veterans Day Marketing Strategies

Each year on November 11th, the United States honors our military veterans. The day itself is not about flashy sales but a time to reflect and show gratitude for the sacrifices made by the men and women of our armed forces. As a brand, there are many ways you can show your appreciation. Here are some strategies to start to think about as you get a jump start on your Veterans Day marketing campaigns.

Fun Facts

• Originally known as “Armistice Day,” to celebrate the cease-fire agreement at the end of World War I (1918).
• Why November 11th? The armistice agreement came into effect on the 11th hour of the 11th day of the 11th
• For 6 years (1971-1977) the holiday was celebrated on a Monday to allow Federal employees to have a three-day weekend. This confused many people, and it returned to being on November 11th.

Statistics

• As of 2021, the US has 16.5 million veterans
• 11% of those are women
• 2% are over the age of 65
• There are 1.3 million active members of the military

Veterans Day Marketing Strategies

It’s important to keep in mind that the focus of Veterans Day is to not build your brand but to show gratitude and appreciation to our military community. If you choose to try and tie in a promotion, it is vital to get the messaging right.

A safe choice is to extend a deep military discount to active and retired members. 96% of military members would share an offer with other eligible members, so there is always the potential of getting new folks to try your product and services and having them become new lifelong customers. However, this is not the focus.

Sales

As the saying goes, “actions speak louder than words.” Show your appreciation in a way without making it look self-serving:

• Discount your products and services for the military community
• Do giveaways for the military community
• Donate a percentage of sales to a veteran non-profit

53% of military members would share an offer in person by word of mouth.

Advertising

Forget about your branding guidelines and focus on your message to the community. When strategizing your advertisements, be careful not to include stereotypes or insensitive content.

• Leave politics out of it
• Don’t fall into the stereotype that all veterans were in a war. Veterans Day recognizes all military including and not limited to nurses, cooks, custodial, etc.
• Make sure your graphic is accurate as military uniforms change.

Once you have your content settled, it is time you get it in front of the right audience. Broadcast your promotion on social media and email, encouraging your followers and subscribers to pass it along to military men and women. For a more personal approach, send direct mail pieces to customers who have used military discounts in the past. If you’re interested in reaching military families but need the data to do so, reach out to LiftEngine.

Host your own event

• Collaborate with health professionals to provide complimentary service to veterans
• Host a local emotional support animal group to match them to their future veteran
• Get creative and host something veterans NEED.

Help support local veteran events at VFWs (Veterans of Foreign Wars), American Legions, and others alike.

• Provide financial support through sponsorships
• Cater the event if you are a restaurant or purchase a caterer if you are not a restaurant
• Help with logistics especially if you provide that service

If your product or services are useful to the veteran community, it may be beneficial to provide those products or services for free or deeply discounted at the event.

Social Media

Follow the same guidelines stated for Advertisements. Use your social media platform to post your appreciation and offerings. 52% of military members are likely to share an offer on platforms like Facebook.

Email Marketing

Follow the same guidelines stated for Advertisements. 35% of military members are likely to share an offer by forwarding an email.

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