By: Christian Kuhn, vice president of marketing, Homewood Suites by Hilton
More than lip service, cause marketing has become a vital part of hoteliers’ efforts to connect with their guests and give back to the communities they call home. One particular niche audience that has come into focus for brands is the 25 million active and retired members of the U.S. military and their families.
While evergreen discounts and special promotions are highly appreciated, to engage military personnel and hotel guests who want to actively support and say thank you, the programs that are most successful are those that seek to build relationships and form true connections. However, what are the keys to building and executing a successful military marketing program?
Communication from all Angles
Similar to general consumer marketing programs, integration is key when speaking to military audiences. While normally this is important to ensure exposure to consumers with a short attention span, for these audiences leveraging multiple channels makes sense for several other reasons.
A program with a strong social media component can tap into online military communities that are built through a common experience and for which members have a natural reliance on each other and therefore place greater weight in shared information.
Military families also rely on trusted sources for tailored news, and so creating editorial content and marketing partnerships with outlets such as Military Spouse or Stars and Stripes provides access through vehicles that carry more weight than traditional news sources.
Additionally, cause-based advertising not only allows for brands to demonstrate their commitment, but speak to target audiences in a distinct voice (more on that later).
Playing by the Rules
When partnering with a military organization you need to be aware of the specific parameters that govern these groups. From restrictions about gift values and media communications to operating procedures and event requirements, approach the situation knowing that creative solutions or extra time to accommodate certain processes is necessary.
For instance, when Homewood Suites recently partnered with the USO on its “Make a Moment” campaign, which recreated missed celebrations amongst military families, the Homewood Suites communications team worked with the USO and government organizations to ensure privacy and security guidelines were upheld for the military community.
A Genuine Voice
It is important to communicate through a voice that identifies with military families, earns their respect and speaks to the needs of the group. The best programs put the military organization and its benefactors front-and-center, rather than the corporate brand. Many show gratitude to our military, but what can separate a campaign from others is how it strikes an emotional chord.
Additionally, do more than say you want to help, and actually do it. For example, Hilton Worldwide’s Operation Opportunity pledges to hire 10,000 veterans in the next five years, and donate millions of Hilton HHonors points to job-seeking veterans.
As corporations continue to create new programs to reach the military, these tips are just a few ways brands can effectively work with military organizations to create impactful partnerships that not only say thank you, but help raise awareness.
