JacobsEye Marketing Agency’s Post

🚫 Avoid Military Marketing Missteps 🎯 🎙️ Marketing to the military isn’t just a seasonal trend—it’s about long-term relationships. Tiffany Orner of IGY6 Company breaks down businesses' top mistakes when targeting this influential community. 📌 Key Mistakes to Avoid: 1️⃣ Treating military marketing like a one-time event. 2️⃣ Using superficial campaigns that lack authenticity. 3️⃣ Ignoring the importance of partnerships that military families value. Pro Tip: Build consistent, year-round strategies and focus on authenticity—it’s your competitive edge! 💪🏾 💌 Connect with Tiffany at fallin@IGY6Company.com to develop a winning strategy for your business. 🎄 Wishing you a successful and joyful holiday season from all of us at IGY6 Company! #MilitaryMarketing #AuthenticEngagement #IGY6Company #TiffanyOrner #VeteranSupport #MilitaryFamilies #HolidayMarketingStrategy

🚨Personal Opinion Alert🚨 Military organisations need to become more comfortable with adopting non traditional trends and trialing new styles of communication to get their message out to their desired audience. Lately we have been exploring new styles of content on Instagram, firmly aimed a brand awareness to see if we can get our messages into wider conversations as opposed to hoping that people will come to us. Not only have we seen an uptick reach and engagement when compared to our traditional style but it has challenged our production team to be super creative and break out of their comfort zone. Audience led communications are key. Give the people what they want and allow that to transport your message in a more engaging way. It’s also a lot more fun. In this example we identified the “pedro” trend early, as it gained popularity. We had enough time to put something together to take advantage of it before it stopped trending. Is it perfect? Maybe not. Will everyone like it? Probably not. But ask yourself, were you likely to be the person this was aimed at.

This GAO report on military recruitment marketing is interesting — both for what it gets right and what it overlooks. Plans, metrics, goals, and reliable funding are critical to any marketing program’s success. No question. But what struck me was the lack of focus on content and tone. Traditional rhetoric and symbolism don’t resonate with Gen Z (and arguably not with Gen Y). Connecting with these audiences requires a shift toward 𝙧𝙚𝙖𝙡 𝙘𝙤𝙣𝙩𝙚𝙣𝙩 𝙢𝙖𝙧𝙠𝙚𝙩𝙞𝙣𝙜 — not just for recruiting, but also for efforts to diversify the defense industrial base. Military organizations have an opportunity to rethink 𝙝𝙤𝙬 they communicate and 𝙬𝙝𝙖𝙩 they communicate to meet these goals. It’s essential — and entirely doable with the right mix of commercial marketing principles and a bit of translation. It’s the kind of work we’ve been focused on at Market/Dean for years.

I have known soldiers who have been on the battlefront at high altitudes, desperately grasping for air while being shot at by the enemy simultaneously, yet they refuse to use the phrase 'fast-paced environment' because there is no bomb with a timer risking civilian lives involved. Then there are Marketing CEOs, HR professionals, and LinkedIn pundits... #HumanResources #Marketing #Innovation #Advertising

3 Steps to Start Connecting with the Military Community Today 🎯🇺🇸 Building trust with the military community starts with intentional actions. At IGY6 Company, we help brands navigate this unique market with authenticity and impact. 💡 Here are 3 steps you can take today to align with the military community: 1️⃣ Understand Their Values: Service members and their families value loyalty, authenticity, and trust. Your messaging must reflect these principles. 2️⃣ Participate Locally: Get involved with events or organizations that serve the military community, such as base events or veteran support programs. 3️⃣ Highlight Military-Friendly Practices: Showcase your support through military discounts, hiring initiatives, or partnerships with veteran-owned businesses. 📊 Why it matters: Brands that demonstrate authenticity build stronger connections. According to Edelman, 81% of consumers say trust is a key factor in purchasing decisions. 💡 Ready to take your efforts to the next level? IGY6 Company can help you create meaningful connections. 📲 Schedule your exploratory conversation today: 🔗 https://lnkd.in/gqsy3gUE #IGY6Company #MilitaryMarketing #VeteranSupport #AuthenticityMatters #CommunityEngagement

I find articles like this interesting. I don't think it matters where the Army spends its funds trying to recruit because they still have not solved one of the root causes for their issues: leadership & morale. If a potential recruit gains interest in the Army after seeing an ad, one of the first things those people do is reach out to friends and family who served to ask their opinion. If Army vets don't speak highly of their experience, the ad is neutralized. I regularly have people come talk to me about joining the Army, and 9 times out of 10 I point them towards the Air Force or Navy based on the occupation they are interested in because they will receive more professional and efficient training/experience than if they joined the Army. Army leadership needs to stop blaming everyone else and look at solving their own problems before they can expect recruitment investments to pay off. https://lnkd.in/gJDa7RYY

🎯 Are You Ready to Connect with the Military Community in 2025? 💡 2024 is wrapping up, and it’s time to reflect: 💭 How has your brand shown up for military families this year? This community represents more than just a market—they’re a force of loyalty, influence, and connection. Building trust here isn’t just about selling; it’s about relationships, impact, and authenticity. IGY6 Company, we’re here to guide you in turning that trust into long-term success. From tailored marketing strategies to meaningful social campaigns, we help you speak the language of the military community in ways that resonate. ✅ Let’s make 2025 the year your brand becomes an ally and advocate. Click below to schedule your personalized consultation and start building a lasting connection: 👉 https://lnkd.in/gqsy3gUE 💬 Tag a brand you admire that could make an impact in the military community! #MilitaryCommunity #AuthenticConnections #MarketingStrategy#LoyaltyMatters #IGY6

The US Army invested $11 million in a marketing deal with the United Football League (UFL) and Dwayne "The Rock" Johnson, aiming to boost enlistment. However, this high-profile partnership may have actually hurt the Army's recruiting efforts. Internal documents show the deal did not lead to a single new recruit and may have even resulted in a projected loss of 38 enlistments. The Army is now seeking to recoup $6 million from the UFL. The Army's marketing arm said the deal's materials were "out of context," but declined to provide more details or interviews. The UFL and Johnson's publicist also did not respond to requests for comment. This failed marketing venture highlights the challenges the Army faces in adapting its recruitment strategies to reach younger, digitally-savvy audiences. The reliance on traditional media channels and celebrity endorsements may not be as effective in the modern landscape. #Army #ArmyRecruiting #MarketingStrategy #DigitalTransformation #CelebrityEndorsements #MilitaryNews

Leaders must understand that people connect with like-minded individuals and ideas. Celebrities and detached, impersonal programs don’t appeal to the average person. This principle applies to both recruiting and retaining talent. It’s essential to engage with talent on their level, offering programs and services that genuinely benefit and enhance their lives. Even the Army Balls and programs of yesteryear must be brought into a style that connects with the younger generation. By modernizing these morale events and making them more relatable, we can foster a sense of belonging and engagement among our service members. The Army Bet $11M on The Rock and UFL Ginning Up Enlistments. It May Have Actually Hurt Recruiting Efforts. https://lnkd.in/gSiWGVDg

Last week I spent my evenings at the Defense Tech Comms Bootcamp, learning from incredible speakers from the NATO Strategic Communications Centre of Excellence, BAE Systems, the U.S. Coast Guard Kurve and colleagues from Calibrated. One of the key takeaways was to always look at the product through the eyes of the consumer - a principle that is often ignored in communications. We need to communicate how we want to be perceived, emphasizing how we meet the needs of consumers, what we offer to solve their problems, and why our solution is unique. This forms the understanding of our brand. Strategic communications is a comprehensive system built on consistency, sustainability, trust, and reputation. Each campaign, activation, or interview should serve more than just a visible purpose - it should contribute to the achievement of business goals. In defense and military technology, storytelling is particularly challenging due to the sensitive information. That's why it's important to go back to basics: understanding and communicating from the consumer's perspective. According to a representative of NATO Stratcom COE, Ukrainian defense technology startups are underrepresented in terms of communication, despite the growing demand. This indicates a promising opportunity to step forward and become a leader. A slide from the presentation on the principles of strategic communication - something worth printing and keeping ALWAYS in sight.