how to market to the military - first ever military consumer research study

Connecting your brand with the military

community Influence-Central.com | MiliaryOneClick.com

Capabilities Deck

http://www.MomCentralConsulting.com


• Influence Central helps companies develop

meaningful conversations, connections, and

communities with your target audience

• As social media strategists, we help guide your

initiatives to communicate effectively with your

target market within the space

• We reach Influencers and activate them in

powerful word-of-mouth programs

• We engage Influencers to take action and

recommend your brand, fueling awareness,

engagement, product trial, and sales

• We provide a breadth of consulting services

including trendspotting, research, and social

media strategies, such as Influencer Activations

and Twitter parties

• We work with over 300 national brands and offer

capabilities with Moms, Dads, Canadians,

Millennials, Military families and Empty Nesters.

Who We Are

Influence-Central.com 2

Expertise in the Military Market

In-depth studies that look at how

Military Families are using digital in their

everyday lives

Ongoing analysis of what brands are

doing in the Military space

Monitoring the social landscape for

trends

Annual Research Reports

Brand Watch

Trend Reports

Social Media Listening

Monthly reports on various

topics/verticals

Leaders in

Social Media

Marketing


Meet Our Partners, MilitaryOneClick

Military life isn’t easy. That’s why MilitaryOneClick.com is

the best site for military families. The site categorizes

thousands of resources, and the company gives a “stamp

of approval” to brands that make life a little easier for

military Moms. This process helps both military Moms

and supportive brands.

MilitaryOneClick works hard to stay ahead of the curve

using the latest technology, up-to-the minute market

research, and trending topics to bring relevant content to

our audience and maximize brand awareness.

Value Generation

One Step Ahead

Leaders in the

Military Spouse

community

MilitaryOneClick team members are active in the military

community (some even live on military installations), and

they have real experience with military life and an

extensive network of key influencers around the globe.

Real Connections

MilitaryOneClick is a federally registered woman-owned

business and member of the Department of Defense’s

Military Spouse Employment Partnership. Their new

partnership with Mom Central has enabled them to

extend their reach and further their mission of supporting

the military community.

Government Approved


The MilitaryOneClick Community

MilitaryOneClick.com 5

MilitaryOneClick team members work remotely from

military regions across the country and around the

world…

• Together Influence Central and MilitaryOneClick

develop meaningful relationships between brands

and military families

• Influence Central provides experience from

working with over 300 national brands and various

influencer demographic segments

• MilitaryOneClick possesses insider information

about the military community, leveraging a

website with blogs, news, and resources to help

navigate military life

• As social media strategists, our team helps guide

your initiatives to communicate effectively with

Influencers within the military space

• Our partnership enables us to activate military

influencers in powerful social media programs

strategically designed to spread authentic, word-of-mouth dialogue

Strength in Partnership

Nationally recognized

influencer marketing

team partnered with

Military family experts


Clients & Partners


Military Influencer MarketplaceInfluence-Central.com 8


Military Consumer Snapshot

In March 2014, Influence Central surveyed

over 400 Moms and women for their insights

into the consumer habits of military families.

Military families have a unique lifestyle that

includes frequent relocations, extended

periods of separation, higher levels of

education, and close networks of friends

and neighbors.

92%of military families make

purchasing decisions based on

military discount1

88% of military moms use social

media to communicate with

others3

Military families move every 2-3

years, 2.4 times more than

civilians2

2.4 x

Military spouses are women

under the age of 3524 5OUT OF

73%of military children are younger

than 12 years old2

1. MCC & MOC Survey, 2014 2. Population Reference Bureau, 2011 3. Blue Star Families Lifestyle Survey, 2013 Influence-Central.com 9

Marketing to Today’s Military Families

Discounts drive purchasing behavior

• Military families value a discount so much that 67%would travel further than 15 miles to shop at a store

that offered a military discount. But, this discount

could be no lower than 10% and ideally 20%+ off a

select item

• When it comes to coupon clipping, 68% military

families both download them online and cut them out

from a magazine/newspaper/circular to help save

money on products

• Depending on the size of the discount, 64% of Military

families would switch mobile carriers based on a

military benefit

• When shopping for clothing for themselves, 79% of

military families choose to shop in-store as opposed to

online

• Though the military community shops off-base for

most retail needs, many military families shop for

groceries from on-base military commissaries


Marketing to Today’s Military Families

Travel and Vacation

• On average, 57% of Military families visit family

members 1-2 times per year, and 59% travel to a

resort or amusement park at least 1-2 times a year

Home and Vehicle Purchase

• Other findings illuminate that most military families

own only one home (65%) rather than rent (35%) or

own multiple properties (12%)

• 95% of Military families would rather purchase a car

than lease one

• These families also extend their quest for consumer

value to car purchases, as 81% of families prefer to

purchase a car from manufacturers that offer a

military discount

• 49% of Military families have life insurance in

addition to SGLI (service group life insurance)


Meet our Military Families Influence-Central.com 12


Who Are Our Military Influencers?

Our IC military network consists

of over 100 top military Moms

and continues to grow

more than

100bloggers

active

across

all major

platforms

Diverse

interests &

editorial

focus


Our Dynamic ApproachInfluence-Central.com 14


Understanding Industry Intricacies

Legal

Parameters

Government

Regulations

Longitudinal

Competitive

Expertise

Social Media

Politics

Influence Central works with a variety of brands across industries, we understand each unique

space and the challenges brands face with competitors, government regulation and consumer

perception.

Experience


Elevating Blogger Relations


Hand-selected &

vetted for tone,

editorial quality,

reach, and

look/feel

Activated based

on family

demographics,

location, personal

interest, and

passion for

specific brands

Reliable based on

predictability in

participation and

engagement

Our relationships with bloggers built longitudinally over years of campaigns and opportunities

provide reliable participation rates and predictable results.

Continually

tracked for

experience and

engagement in

the space

Strategic Engagement

Social

Media

Campaigns

Website +

e-newsletter

(Ad Space)

Blogger

Networks

Engagement

Boots on

the Ground

Events


Influence Central Activations


Ambassador

Programs

Events and

Sampling

Influencer

Activations

Twitter

Parties

Research

and

Insights

Social Media

Canvassing

e-Commerce

Reviews

Activate a group of Influencers to leverage their far-reaching blogs and social

media networks as part of an ongoing relationship with your brand, over a

number of months, through numerous posts


Engage passionate Influencers to build brand awareness through a timely

and concentrated blogger engagement program

Execute sponsored get-togethers in homes across the country and/or drive

attendance of key online and offline influencers to attend brand-sponsored

events

Understand your target and pinpoint messaging that resonates with

Influencers through polls, online focus groups and research

Develop fast-paced online conversations between a brand and Influencers

on Twitter through a unique, one-hour experience


Ambassador

Programs

Influencer

Activations

Influencer

Events

Research

and

Sampling

Twitter

Parties

Elevate blogger engagement programs with activity on key social social

media sites. Identify moderators to drive conversations for your brand or

activate influencers to link to, or post on, your brand’s social networking

platforms


Social

Media

Integrations

Secure reviews on top online retailers through targeted product-testing and

sampling to increase SEO and visibility on key e-commerce sitese-commerce

Reviews

Reach our Influencer Testing Panel with brand communications, exclusive

offers and product sampling

Sampling,

Coupons

and Offers

Editorial

Content

Influencers

Secure brand-sponsored coverage on InfluenceCentral.com through feature

articles, advertorials, blog posts and spokesperson Q&As

Engage Mom, Dad, Empty-Nester, Millennial and Military bloggers and

influencers for Ambassador Programs, Influencer Activations, Twitter

Parties, surveys and other activations


Reaching Military Moms:

MilitaryOneClick.com

MilitaryOneClick.com reaches military

families around the world by providing

valuable information in one click! Features

include an extensive resource library, the

latest news, inspiring blog articles, upcoming

events and more!

Reach is extended with a weekly e-

newsletter, boots on the ground events and

an active social

media presence.

Average time on page3:50

Increase in pageviewssince March 2013

200%

Of traffic from mobile

devices

50%

Including military bases100+ countries


Building a Campaign

• At Influence Central, we strongly

believe in working closely with each of

our clients to develop a program that

fits their needs.

• Each proposal is personalized and

created to accomplish specific

objectives whether you’re looking to

support a new product launch, build

ongoing conversation about a brand

with its most influential advocates, drive

attendance an event, distribute

samples to a targeted audience, collect

targeted feedback – or more!

• From far-reaching, multi-platform

executions to highly specialized and

targeted programs, we look forward to

working with you to developing a break-

through strategy that creates the buzz

and engagement you most value.

Custom programs that

align with your strategic

goals and program scope


How We Measure


IC will create a tailored measurement strategy to ensure a comprehensive analysis of program

results and how the campaign created movement in the wider social/consumer space. We can

track:

Viral Activation

Share of Voice

Reach / Impressions

Engagements

SEO

Influence / Authority

429

%

Star

Rating

s

Case Studies

Helping military families

connect with valuable

brands


Generate awareness of the

MetLife’s dedication to the military

and promote fun interactions with

the brand

MilitaryOneClick works with MetLife to

increase awareness about its Military

Dental Program (TDP).

The goal is to promote the benefits of

the program and build trust for the

brand through a variety of campaign

strategies.

Generating Awareness for MetLife’s Military Dental

Program

Custom FAQ Page

Contests +

Giveaways

Encourage enrollment and

answer questions about

eligibility

“Where in the World

is Military Snoopy?”

Share facts, updates, and positive stories

about MetLife TDP to build confidence in

the program

Robust Social Media


Engaging Influencers


Name

Title

email

phone number

Name

Title

email

phone number

Connect With Us!


how to market to the military - first ever military consumer research study

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