FC NOW: The Fast Company Weblog
June 29, 2005
Intern BlogOff: Marketing to the Military (Pro)
The House bill to limit marketing to the military is a good safeguard from unfair products or services, but the notion of marketing to a captive audience shouldn't be discounted. Some may argue that such direct marketing -- soldiers and officers are a captive audience in some ways -- is unfair. Why? It's a good practice to speak directly to your target group or demographic. That's a basic precept of advertising, sales, and marketing.
In fact, when a product is customized for a particular group, they benefit. Those consumers are getting something tailored to their needs. The life of a soldier is very different than a civilian. They may want stronger over-the-counter pain medication. Members of the military living overseas may want more durable books or products with strong packaging for their travels. Perhaps they're more domestic while living on the military base, but aren't there 100% of the time.
The same applies to other target groups. Some schools have cafeterias with McDonald's food or Snapple drinks. I wish I had that when I was in school. There are hospitals in similar situations. This targeted marketing and business partnership provides something familiar for patients -- and something convenient for visitors. If parents don't want their children eating fas tfood at school, they should pack a lunch. And hospital visitors can choose to avoid the hospital's restaurant by eating before or after their visit.
What it comes down to is offering customers choices. Those who dislike something can avoid it. If you are a soldier in the American military, you can happily purchase a product or service tailored to your lifestyle, or you can happily ignore it and get a standard, average, mass-market good from outside the base.
You are the buyer; you have the purchasing power. Use it.
Posted by Kevin Ohannessian at June 29, 2005 4:19 PM | Category: sales + marketing |
2 Comments
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I'm sorry, but this is a weak argument. I hope this was forced upon you and not from the heart. I have no problem with marketing to the military as long as there is full disclosure and perfect information given. The problem is, perfect information is not given. With the payday loans for example, they don't tell you the annual interest on those loans is thousands of percent!
As far as Mc Donalds food in the school? come on, get real. As a parent I don't want my kid eating that crap. Sure I can pack a lunch, but will they eat it if 'Fat Johnny' they eat lunch with dangles his fries in front of my kid? Keep out the temptation until they can get will power and are old enough to make informed decisions...until then I need all the help I can get. As far as hospital food, I guess I should ask the ambulance to make a stop at the deli on the way to the hospital or wait until my kid comes out of emergency surgery 15 hours later to eat? There are too many holes in your argument....
I agree with your comments. I am a military vet and direct marketing, from vendors, was very benificial.