For any brick and mortar business looking to expand their customer base, attracting military veterans is a strategic move. These individuals possess unique characteristics that make them ideal customers, including loyalty, respect for authority, and a willingness to support local businesses. However, it’s important to understand the military veteran demographic, create a veteran-friendly environment, build relationships with local military bases and organizations, and implement effective marketing strategies in order to effectively target this group. In this article, we’ll explore these four key components to help businesses successfully attract military veterans as customers.
Understanding the Military Veteran Demographic
Before developing a strategy to target military veterans as customers, it’s important to understand who they are and what they value. Military veterans come from diverse backgrounds and age groups, but there are key characteristics that are common among them. Military veterans possess values such as loyalty, dedication, and respect, and they often gravitate towards businesses that share these values. Additionally, military veterans are known for their commitment to their communities, which means they are more likely to support local businesses.
Key Characteristics of Military Veterans
Military veterans exhibit unique characteristics that make them ideal customers for brick and mortar businesses, including:
- Loyalty: Military veterans are known for their loyalty. They’re more likely to stick with a business that they trust and have had a positive experience with.
- Dedication: Military veterans possess a strong work ethic and value businesses that reflect this quality.
- Respect: Military veterans place a high value on respect, whether it’s for authority or the community. A business that shows respect for these values is likely to earn their patronage.
However, these are not the only characteristics that define military veterans. They also tend to be highly disciplined, adaptable, and resilient. These traits are a result of their military training and experience, which often involves facing challenging situations and overcoming obstacles.
Many military veterans also have a strong sense of purpose and mission, which can translate into a desire to support businesses that align with their values and goals. For example, a veteran who served in a humanitarian mission may be more likely to support businesses that prioritize social responsibility and community service.
Why Military Veterans Make Loyal Customers
Military veterans make excellent customers because of their strong sense of loyalty. They often continue to support businesses that they have established relationships with, even after they have left the military. This means that if a business can successfully attract a military veteran as a customer, they are likely to enjoy their patronage for a long time to come.
Furthermore, military veterans are often well-connected within their communities and social networks. They may recommend businesses to their friends and family, or even promote them on social media. This can be a valuable form of word-of-mouth advertising for businesses that cater to the military veteran demographic.
Overall, understanding the unique characteristics and values of military veterans is essential for businesses that want to attract and retain this loyal customer base. By demonstrating respect, loyalty, and a commitment to social responsibility, businesses can build strong relationships with military veterans and benefit from their patronage for years to come.
Creating a Veteran-Friendly Environment
After gaining an understanding of the military veteran demographic and what they value, businesses can begin to create a veteran-friendly environment. This can include things like displaying military appreciation, offering veteran discounts and incentives, and ensuring accessibility for disabled veterans.
Displaying Military Appreciation
One effective way to show military veterans that a business respects and appreciates their service is to display military appreciation in the store. Some ideas to consider include:
- Displaying the American flag and other patriotic items
- Posting a sign that says “We Support Our Troops”
- Offering a discount to veterans or active duty military personnel
It’s important to note that these displays of appreciation should be sincere and not just a marketing ploy. Veterans can often tell when a business is being insincere, so it’s important to be genuine in your appreciation.
Offering Veteran Discounts and Incentives
Another way for businesses to attract military veterans is to offer discounts and incentives specifically for them. This can include things like:
- A percentage off their purchase on Veteran’s Day or other military holidays
- A standing discount for veterans who show their military ID
- A loyalty program that offers exclusive perks to veterans
These discounts and incentives not only attract veteran customers, but they also show that the business values their service and sacrifice. It’s important to make sure these discounts and incentives are advertised clearly, so veterans are aware of them.
Ensuring Accessibility for Disabled Veterans
Businesses should also ensure that their physical space is accessible to disabled veterans. This can include creating wheelchair accessible entrances and restrooms, having braille signage, and providing adequate lighting and sound for those with sensory disabilities. By making these accommodations, businesses show that they value the service and sacrifice of all military veterans, regardless of ability.
It’s important to note that these accommodations shouldn’t just be limited to disabled veterans. Making your business accessible to all individuals, regardless of ability, is not only the right thing to do, but it also opens your business up to a wider customer base.
In conclusion, creating a veteran-friendly environment is not only a way to attract veteran customers, but it’s also a way to show your appreciation for their service and sacrifice. By displaying military appreciation, offering veteran discounts and incentives, and ensuring accessibility for disabled veterans, businesses can create an environment that is welcoming and respectful to all military veterans.
Building Relationships with Local Military Bases and Organizations
As more and more veterans transition back to civilian life, businesses are recognizing the importance of attracting this highly skilled and motivated demographic. One effective way to do this is by building relationships with local military bases and organizations.
By connecting with these groups, businesses can gain valuable insights into the needs and preferences of military veterans. They can also participate in events and activities that target this demographic, and demonstrate their support for the military community.
Connecting with Base Community Relations Offices
Base community relations offices are a valuable resource for businesses looking to connect with military veterans. These offices can provide information on upcoming events and activities that businesses can participate in, as well as help businesses build relationships with key players in the military community.
For example, businesses can partner with base community relations offices to host job fairs specifically for veterans. By doing so, businesses can demonstrate their commitment to hiring veterans, while also providing a valuable service to the military community.
Partnering with Veteran Service Organizations
Another way for businesses to build relationships with the military community is to partner with veteran service organizations. These organizations can help businesses connect with veterans directly, as well as provide valuable resources and information about the unique needs and preferences of this demographic.
For example, businesses can partner with organizations like the Veterans of Foreign Wars (VFW) to sponsor events that benefit veterans. This could include sponsoring a charity run to raise money for veterans in need, or hosting a job fair specifically for veterans.
Participating in Military Community Events
Businesses can also attract military veterans by participating in military community events. These events provide an opportunity for businesses to showcase their products and services, while demonstrating their support for the military community.
For example, businesses can participate in parades honoring veterans, or sponsor a booth at a local military air show. By doing so, businesses can show their appreciation for the sacrifices made by military veterans, while also promoting their brand to a highly motivated and engaged audience.
In conclusion, building relationships with local military bases and organizations is an effective way for businesses to attract military veterans. By connecting with these groups, businesses can gain valuable insights into the needs and preferences of this demographic, as well as participate in events and activities that target this demographic. By demonstrating their support for the military community, businesses can attract highly skilled and motivated veterans to their organization.
Marketing Strategies to Reach Military Veterans
Marketing to military veterans requires a targeted approach that takes into account their unique experiences and needs. In addition to providing quality products and services, businesses must also consider the following strategies to effectively reach and engage this demographic.
Utilizing Social Media and Online Platforms
Military veterans are highly active on social media and online platforms, making these channels an effective way to reach them. To successfully utilize these platforms, businesses should consider creating targeted social media ads that are tailored to the interests and needs of military veterans. This can be achieved by using specific keywords and hashtags that are relevant to this demographic.
In addition to social media ads, businesses should also partner with military influencers and bloggers. These individuals have established followings within the military community, and can help businesses reach potential customers through sponsored posts, giveaways, and other collaborations. Maintaining an active presence on platforms like LinkedIn and Twitter can also help businesses stay connected with military veterans and build long-term relationships.
Collaborating with Military Influencers and Bloggers
Military influencers and bloggers can be powerful partners for businesses looking to attract military veterans. These individuals have firsthand experience with military life and can offer valuable insights into the needs and preferences of this demographic. By partnering with military influencers and bloggers, businesses can tap into their established networks and reach a wider audience of potential customers.
When collaborating with military influencers and bloggers, businesses should focus on building genuine relationships that are based on trust and mutual respect. This can be achieved by providing high-quality products and services, offering exclusive discounts and promotions, and engaging with their followers in a meaningful way.
Print and Radio Advertising in Military Communities
While online marketing is important, businesses should also consider engaging in print and radio advertising in military communities. Local newspapers, magazines, and radio stations often have a strong presence in these communities, making them an effective way to reach military veterans directly.
When creating print and radio ads, businesses should focus on highlighting the unique benefits of their products and services for military veterans. This can include offering special discounts and promotions, highlighting military-friendly policies and practices, and showcasing testimonials from satisfied customers.
By utilizing a combination of these marketing strategies, businesses can effectively reach and engage military veterans, build brand loyalty, and drive long-term growth.
Conclusion
Attracting military veterans as customers is a smart move for brick and mortar businesses. By understanding the military veteran demographic, creating a veteran-friendly environment, building relationships with local military bases and organizations, and implementing effective marketing strategies, businesses can successfully target this valuable and loyal demographic.
